HOGALOG

What HOGALOG does

HOGALOG AG is a privately held Swiss company founded in 2005 and headquartered in Winterthur, with a regional office in Lausanne serving the Suisse Romande market. It operates HOGASHOP, a B2B digital marketplace and procurement platform connecting more than 3,000 buyers (restaurants, hotels, catering operations, institutional kitchens, and public-sector food services) with more than 250 suppliers (food producers, wholesalers, and distributors) across Switzerland. The platform processes over 100,000 orders per month and supports four languages (German, French, Italian, English), replacing fragmented paper-based, fax, and phone ordering workflows with a unified digital interface accessible via web, native iOS/Android/macOS apps (including offline capability), and a public API.

The technology stack is a cloud-based, API-first B2B procurement platform running on fully redundant infrastructure for 7x24x365 availability, with daily external backups. Core modules include HOGA Copilot (an AI-powered assistant), HOGA Cockpit (cross-location analytics), inventory management with barcode scanning, digital incoming goods inspection configurable to HACCP standards, assortment steering, and a sustainability labeling module. The platform integrates with SAP, PKS, CalcMenu, and point-of-sale systems, and is distributed through the Apple App Store, Google Play, and a third-party services marketplace (HOGALOG AppStore). HOGALOG also sells or leases iPads and barcode scanners as managed ordering devices, configured via JAMF.

The business model is a freemium marketplace: buyers access the platform free of charge, while suppliers pay individually negotiated annual subscription fees that finance platform operations, development, and support. Secondary revenue streams include hardware sales/leasing of ordering devices, a dedicated monthly API pricing tier, and potential revenue share from AppStore third-party services. Go-to-market combines product-led self-serve onboarding (free registration, free demos, multilingual support) with a direct enterprise sales and customer success layer for larger restaurant groups, hotel chains, and institutional buyers.

Name

HOGALOG

Legal name

HOGALOG AG

Website

https://hogalog.ch

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

HOGALOG AG operates HOGASHOP, a Switzerland-only B2B digital marketplace connecting 3,000+ hospitality and foodservice buyers with 250+ suppliers, processing 100,000+ orders monthly via web and mobile apps, monetizing through supplier subscriptions, hardware, and API fees.

Ownership category

akta.pro rank

Headquarters

HQ city

Winterthur

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Supplier Subscription Fees: Suppliers (food producers, wholesalers, and other vendors) pay subscription fees to list their products and process orders on HOGASHOP. Pricing is negotiated individually and defined in separate agreements between HOGALOG and each supplier. This is the primary revenue stream financing platform operations, continued development, and customer support.
2. Buyer Platform Access (Free): Buyers (restaurants, hotels, catering operations, institutional kitchens) use HOGASHOP at no cost to place orders with their suppliers. This free access for buyers lowers adoption barriers and drives network effects, growing the supplier base.
3. Mobile Device Sales and Leasing: HOGALOG sells or leases mobile ordering devices (iPads/tablets with pre-installed HOGASHOP app, scanners) to buyers. In some cases HOGALOG acts as seller, in others as lender. Device maintenance and warranty support are also provided.
4. API Access Fees: Dedicated API pricing tier for programmatic access to HOGASHOP, likely targeting enterprise buyers or technology integrators who need custom integrations beyond standard ERP connectors.
5. Third-Party Services / AppStore Revenue Share: HOGALOG may receive revenue shares from third-party providers recommended or integrated via the HOGALOG AppStore.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

HOGALOG operates HOGASHOP, a cloud-based B2B procurement platform that connects food and beverage suppliers with buyers (restaurants, hotels, catering operations, institutional kitchens) across Switzerland. The platform unifies digital ordering, product data management, real-time pricing/availability, mobile apps with offline capability, barcode-driven inventory, and ERP integrations into a single marketplace, replacing paper-based and fragmented per-supplier ordering workflows.

Product overview

HOGALOG operates HOGASHOP as a unified B2B e-commerce platform connecting suppliers and buyers in the hospitality and food service industry. The platform architecture consists of the core HOGASHOP platform complemented by specialized modules including HOGA Copilot (AI assistant), HOGA Cockpit (analytics dashboard), Inventar (inventory management), Sortimentssteuerung (assortment control), Wareneingangskontrolle (goods inspection), and Nachhaltigkeit (sustainability tracking). The platform is offered through user-specific products targeting different segments: Küchenchef for chefs/operational buyers, Strategischer Einkauf for strategic procurement, and a supplier-facing product for vendors. Mobile access is provided via iOS, Android, and macOS apps with offline capability. The platform also offers a lightweight HOGASHOP Kompakt version, a public API for integrations, and an AppStore for third-party services.

Differentiator

Problem solved

Functional benefit

Brands

• HOGASHOP: B2B e-commerce platform connecting suppliers and buyers in the foodservice/hospitality industry, enabling digital ordering, inventory management, and product data exchange.

Products and services

• HOGASHOP Cloud-based B2B procurement platform that lets Swiss hospitality buyers (restaurants, hotels, catering, institutional kitchens) order from all their food and beverage suppliers through a single login, with real-time pricing, availability, promotions, and ERP integration; suppliers use it as a ready-made digital storefront.
• HOGASHOP Kompakt Lightweight version of the HOGASHOP platform offering core features: all suppliers on one platform, standing orders and order lists, fast ordering, assortment control, multilingual support, and data quality management.
• HOGASHOP Mobile Apps Offline-capable native applications for iPhone/iPad (iOS), Android smartphones/tablets, and macOS (Apple Silicon M1+) that enable field ordering, barcode scanning for rapid ordering and inventory, and continuous operation without network connectivity.
• HOGALOG API Public API providing programmatic access to HOGASHOP functionality for enterprise buyers, ERP integrators, and third-party developers needing custom integrations beyond standard connectors.
• HOGALOG AppStore Marketplace within HOGASHOP where third-party providers offer software, applications, products, and services that extend the platform; HOGALOG may receive revenue share from participating providers.

Quantifiable outcome

• 6-figure annual savings (year 1) for Real MGT AG (MyStop) after implementing HOGASHOP for ordering and inventory.
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability1 record

Feature10 records

Partnerships

Six partnerships are on record, tiered core.

• SAPcoreTechnology or IntegrationHOGASHOP integrates with SAP ERP systems, enabling seamless synchronization of product data and purchase order data between HOGASHOP and SAP environments for enterprise buyers.
• PKScoreTechnology or IntegrationHOGASHOP integrates with PKS (likely a food service management/ERP system used in Swiss institutional food service), enabling data exchange with PKS-equipped operations.
• CalcMenucoreTechnology or IntegrationHOGASHOP integrates with CalcMenu (a menu engineering and food cost management platform), allowing product data flows between the two systems for recipe costing and procurement.
• Apple Inc. (iOS/iPadOS)coreTechnology or IntegrationHOGALOG distributes its HOGASHOP app through the Apple App Store and sells/leases iPads as managed ordering devices. The app is purpose-built for iOS/iPadOS. Apple hardware warranty terms apply to sold/leased devices per the AGB.
• Google (Android)coreTechnology or IntegrationHOGALOG distributes its HOGASHOP app through Google Play Store for Android devices, reaching the Android user segment in the Swiss hospitality market.
• JAMFcoreTechnology or IntegrationHOGALOG uses JAMF mobile device management software to manage and configure iOS devices sold or leased to customers. JAMF enables HOGALOG to lock down or configure apps on customer devices per customer specifications.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Choco: Choco is a Berlin-based B2B food ordering platform connecting restaurants and suppliers, with a freemium buyer model and supplier subscription monetization — a close functional and business model parallel to HOGALOG's HOGASHOP. It operates at a larger scale (multi-country, venture-backed) but targets the same buyer and supplier pain points in food service procurement.
• MarketMan: MarketMan provides restaurant inventory management and supplier procurement software, addressing the same operational procurement workflow as HOGASHOP for restaurants and food service operators. It is a direct competitor in restaurant-side digital procurement and ordering.
• Gastronovi: Gastronovi is a German food service management software suite covering POS, inventory, and procurement for restaurants, hotels, and catering. It overlaps directly with HOGASHOP's operational buyer and supplier ordering functionality, especially in the DACH region.
• BlueCart: BlueCart is a B2B food procurement platform that digitizes ordering between restaurants and suppliers, mirroring HOGASHOP's core marketplace and ordering functionality. It serves as a US-based functional parallel to HOGALOG's buyer-supplier marketplace model.

Emerging players

• Pepper: Pepper is a B2B food service procurement platform with a focus on streamlining ordering between restaurants and suppliers. As a smaller, focused player, it overlaps with HOGASHOP's core procurement and ordering use cases for hospitality buyers.
• Foodetective: Foodetective is a B2B food service platform focused on restaurant procurement and supplier connections. As an emerging player, it overlaps with HOGASHOP on the supplier-buyer ordering workflow, particularly for smaller hospitality operators.

Broad incumbents

• Orderbird: Orderbird is a European POS and hospitality business management provider offering a broader suite that includes ordering and back-office tools. It overlaps with HOGASHOP at the hospitality buyer interface but addresses procurement as part of a wider platform rather than a specialized marketplace.
• Lightspeed Restaurant: Lightspeed Restaurant is a comprehensive restaurant management platform with POS, inventory, and supplier integrations. It competes in the same buyer (restaurant) workflow as HOGASHOP but as part of a much broader international product portfolio rather than a focused marketplace.
• Toast: Toast is a large US-based restaurant technology platform offering POS, inventory, payroll, and supplier integrations. While it operates in the same buyer ecosystem as HOGASHOP, it is a broad incumbent with a much wider product surface and primarily US footprint.
• Restaurant365: Restaurant365 is a cloud-based restaurant ERP that includes inventory, purchasing, and supplier management functionality. It is comparable to HOGASHOP on the procurement and inventory side but as part of a broader back-office platform serving multi-unit restaurant groups.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hogalog

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HOGALOG