FOODit
FOODit is a UK-based SaaS platform that provides small and medium-sized restaurants and takeaways with mobile-optimised online ordering websites, a cloud-based Restaurant Management System, optional iOS/Android apps, and bundled hardware for direct order intake.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What FOODit does
FOODit Limited (Company No. 8543280) is a UK-based software company founded in 2013 that builds an integrated online ordering platform for small and medium-sized restaurants and takeaways. The core product is a mobile-optimised restaurant website bundled with a cloud-based Restaurant Management System (RMS) that handles order intake, menu management, payment processing, and basic restaurant operations; an optional custom-branded iOS/Android mobile app is sold as a paid add-on. The package includes hardware (tablet, stand, printer) shipped to the customer and is positioned as a direct-ordering alternative to third-party marketplace aggregators.
The company monetises through a combination of one-time setup fees (the £799 + VAT full package and £499 + VAT mobile-app add-on), recurring transaction revenue (a 10% commission on gross online order value capped at £300 per restaurant per week), and ancillary fees (£1 + VAT per table booking, £99 + VAT per content change, £99 + VAT annual domain renewal, £500 + VAT domain transfer). Customers are exclusively UK-based SMB restaurants and takeaways, with named case studies including Aksular, Red Lion, Chilli Pickle, and East Ocean, all processing what the company describes as "hundreds of orders per week." Distribution is direct-to-restaurant via a self-serve website onboarding path with social-login authentication (Facebook, Google, Windows Live), supplemented by an inside phone-sales team; there is no international expansion.
FOODit is wholly owned by JJ Food Holding Co Limited, the parent group of UK restaurant wholesaler JJ Food Service, which provides strategic and operational backing but has not been associated with disclosed venture or private-equity funding beyond the company's $2M March 2013 founding round. The company employs between 1 and 10 people, operates from a registered office in Enfield (7 Solar Way, EN3 7XY), and discloses revenue only through its parent's UK Tax Strategy for the year ended 31 March 2023. The combination of single-geography focus, small headcount, capped commission economics, and absence of additional capital raises frames FOODit as a stable, niche-focused operator rather than a scaling platform.
FOODit firmographics
Firmographics- Name
- FOODit
- Legal name
- FOODIT LIMITED
- Website
- https://foodit.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FOODit is a UK-based SaaS platform that provides small and medium-sized restaurants and takeaways with mobile-optimised online ordering websites, a cloud-based Restaurant Management System, optional iOS/Android apps, and bundled hardware for direct order intake.
- Ownership category
- akta.pro rank
FOODit industry classification
Industry- Product category
- Restaurant Technology Software
- NAICS
- Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Restaurant Reservations & Dining Booking Platforms (BPAMAIAK)
Keywords
Where FOODit is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
FOODit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Commission on Orders: 10% commission on total gross order value from online orders placed through the restaurant website or app. Commission is capped at £300 per week, after which additional earnings are retained solely by the restaurant.
- Full Package Setup Fee: One-time setup fee of £799 + VAT for the complete package including restaurant website, menu setup, domain setup, tablet/stand/printer, and Restaurant Management System
- Mobile App Creation: Optional add-on for custom iOS/Android app at £499 + VAT
- Table Booking Fee: £1 + VAT per booking request placed through the restaurant website
- Content Changes: Menu and content changes made by FOODit staff incur a fee of £99 + VAT per request
- Domain Name Services: Annual domain name renewal at £99 + VAT; domain transfer at £500 + VAT
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full Package - Complete restaurant online ordering solution |
| One time/ perpetual license | Pay-as-you-go | Custom Mobile App Add-on |
| Subscription | Annual | Ongoing Services |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
FOODit product offering
Product offeringCore offering
FOODit provides a SaaS-based online ordering and website platform for restaurants and takeaways in the UK. Its offering includes a restaurant website, a Restaurant Management System (RMS) for processing orders and table bookings, and optional branded iOS/Android apps, with revenue generated primarily through setup fees and per-order commissions.
Product overview
FOODit offers a restaurant technology platform consisting of a core Restaurant Website product (a white-label online ordering website with mobile-friendly design and SEO tools) bundled with a Restaurant Management System (RMS) dashboard for order processing and restaurant operations. An optional native mobile app (iOS/Android) is available as a paid add-on. The platform is complemented by included hardware (tablet, stand, printer) and is powered by a commission-based business model capped at £300 per week.
Differentiator
Problem solved
Functional benefit
Products and services
- Restaurant Website
Quantifiable outcome
- Commission capped at £300 per week
- +1 more outcomes
Companies that use FOODit
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
FOODit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
FOODit partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights3 records
FOODit competitors and assessment
Company assessmentDirect peers
- Flipdish: Flipdish provides restaurants with branded online ordering websites, mobile apps, and a commission-based model similar to FOODit. Direct competitor in the UK/European SMB restaurant online ordering space with overlapping bundled hardware/software approach.
- GloriaFood (by Oracle): Free online ordering system and restaurant website builder targeting SMB restaurants with zero-commission model. Competes directly with FOODit on bundled website + online ordering functionality for independent operators.
- ChowNow: ChowNow provides direct online ordering systems for independent restaurants, including branded websites and apps, with a no-commission or capped-commission model. Direct peer on the anti-aggregator, direct-to-restaurant online ordering positioning.
- OpenTable: OpenTable is a leading restaurant reservation and table-booking platform. Overlaps with FOODit's table booking functionality (FOODit charges £1+VAT per booking) and shares the same target customer base of restaurants seeking online booking infrastructure.
- Resy: Resy (owned by American Express) provides online restaurant reservations and table management. Directly comparable to FOODit's table booking feature set and competes for the same restaurant customers seeking digital booking infrastructure.
Broad incumbents
- Lightspeed Restaurant: Lightspeed Restaurant is a broader POS and commerce platform for restaurants offering online ordering, table management, and payments. A larger, well-capitalized incumbent that overlaps with FOODit's RMS and ordering capabilities as part of a wider restaurant tech portfolio.
- Toast: Toast is a leading US restaurant POS, payments, and online ordering platform with bundled hardware/software. A larger publicly-relevant incumbent that competes with FOODit's full-package POS + online ordering positioning, though focused on the North American market.
- Square for Restaurants: Square (Block) provides restaurant POS, online ordering, and payments with integrated hardware. A broad incumbent in the same restaurant-tech space as FOODit, with much larger scale and brand recognition in the SMB segment.
Others
- Just Eat: Just Eat is a UK-leading food delivery aggregator. Indirect competitor — FOODit's capped-commission positioning is explicitly designed as an alternative to aggregators like Just Eat, but they occupy different parts of the restaurant ordering stack.
Emerging players
- Zettle by PayPal: Zettle (formerly iZettle) provides POS and payment tools for SMBs including restaurants. Comparable as a payments + POS competitor in the UK SMB segment, with overlapping target customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
FOODit social profiles
Digital presenceFOODit financial estimates
Financial estimateRevenue estimate
Valuation estimate
FOODit leadership team
Management profileNumber of profiles
FOODit funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FOODit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FOODit
What does FOODit do?
FOODit provides a SaaS-based online ordering and website platform for restaurants and takeaways in the UK. Its offering includes a restaurant website, a Restaurant Management System (RMS) for processing orders and table bookings, and optional branded iOS/Android apps, with revenue generated primarily through setup fees and per-order commissions.
Is FOODit a public or private company?
FOODit is a private company. It is classified as corporate owned and is currently operating.
When was FOODit founded?
FOODit was founded in 2013. It employs 1 to 10 people.
Where is FOODit based?
FOODit is headquartered in London, United Kingdom, in the Europe region.
How does FOODit make money?
Six revenue lines are on record. Commission on Orders are the primary driver. The others are full Package Setup Fee, mobile App Creation, table Booking Fee, content Changes and domain Name Services.
Who are FOODit's main competitors?
Direct peers on record are Flipdish, GloriaFood (by Oracle), ChowNow, OpenTable and Resy. Broad incumbents are Lightspeed Restaurant, Toast and Square for Restaurants. Just Eat is listed as an others. Zettle by PayPal is listed as an emerging player.
Does FOODit have an API?
No public API is recorded for FOODit.
What industry is FOODit in?
FOODit's product category is Restaurant Technology Software. Its primary akta.pro industry code is BPAMAIAK, Restaurant Reservations & Dining Booking Platforms. Its NAICS code is 72251 and its SIC code is 5810.