What Quality Food Services does

Quality Food Services, legally Superior Food Group PTY LTD (ABN 15 607 519 737) and trading as Superior Food Services / Superior Foods, is an Australian private wholesale food distributor founded in 1988 and headquartered in Oakleigh South, Melbourne. The company serves trade customers exclusively — primarily Quick Service Restaurants, cafes, caterers, and food service operators — through an 18-branch distribution network covering every Australian state and territory (Victoria, New South Wales, Queensland, Western Australia, South Australia, Tasmania, and the ACT). Its product portfolio spans ten categories: smallgoods, meat, seafood, dairy, dry food, chilled food, frozen food, beverages, packaging, and cleaning supplies, complemented by wholly-owned subsidiaries Mooloolah River Fisheries (seafood processing) and Global Meats (meat products).

Revenue is generated through transactional wholesale product sales on a pay-as-you-go billing model, with branch-specific pricing that varies by location and trade-customer registration. The company runs a dedicated QSR & Corporate service line alongside general trade supply, and operates an in-house e-commerce platform where registered trade accounts can browse by category and place orders online. Marketing is primarily digital and loyalty-driven, anchored by the SAVE Rewards program offering monthly specials and exclusive trade-customer deals; brand partnerships span major suppliers including BEGA, Fonterra, Heinz, Saputo, Simplot, and Farm Frites.

Ownership is private with no institutional investor footprint disclosed beyond a 2017 investment by Fortitude Investment Partners; there is no public listing, and no certifications, patents, regulatory actions, or recent M&A activity beyond the retained subsidiary brands are evidenced in the available data. The company has 51-100 employees per firmographic records and shows no AI/ML capabilities, proprietary technology beyond the e-commerce storefront, or disclosed revenue figures.

Name

Quality Food Services

Legal name

Superior Food Group PTY LTD

Website

https://qualityfoods.com.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Quality Food Services (trading as Superior Food Services) is an Australian wholesale food distributor serving trade customers — QSRs, cafes, and caterers — via an 18-branch network across all Australian states and territories.

Ownership category

akta.pro rank

Product category

Wholesale Food Distribution

NAICS

Meat and Meat Product Merchant Wholesalers (42447), Fish and Seafood Merchant Wholesalers (42446), Poultry and Poultry Product Merchant Wholesalers (424440)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

National/Multiregional Broadline Foodservice Distributors (AFAIAAAA)

akta.pro secondary industries

Broadline Foodservice (Multi-Category) Wholesale Distribution (CRAOAAAA), Broadline Foodservice Supplies Wholesale (AFAIALAA), Meat, Poultry & Seafood Wholesale (AFAIABAF)

Keywords

• Wholesale food distribution
• Foodservice supply
• Trade food wholesale
• QSR food supply
• Cafe food distribution

Headquarters

HQ city

Pinkenba

HQ country

Australia

HQ region

Oceania

Offices18 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Food Product Sales: The company generates revenue through the sale of food products including smallgoods, meat, seafood, dairy, dry food, chilled food, frozen food, beverages, packaging, and cleaning supplies to trade customers across their branch network in Australia.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Quality Food Services (operating as Superior Food Services) is a wholesale food distributor supplying trade customers across Australia with a comprehensive range of foodservice products. The company offers ten core product categories including smallgoods, meat, seafood, dairy, dry food, chilled food, frozen food, beverages, packaging, and cleaning supplies. Trade customers register for accounts and order via an e-commerce platform, with fulfilment and delivery handled through an 18-branch national network.

Product overview

Quality Food Services (operating as Superior Food Services) is a wholesale food distribution company serving trade customers across Australia. The company operates as a multi-category food supplier offering a unified e-commerce platform for online ordering. The product portfolio consists of ten core product categories: Smallgoods, Meat, Seafood, Dairy, Dry Food, Chilled Food, Frozen Food, Beverages, Packaging, and Cleaning supplies. The company also offers a SAVE Rewards loyalty program. Customers can register for trade accounts and shop online through the website, with branch locations across Australia providing delivery and customer service.

Differentiator

Problem solved

Functional benefit

Products and services

• Smallgoods A wholesale range of smallgoods including bacon, chicken, cabanossi, cacciatori, chorizo, mortadella, pancetta, pastrami, prosciutto, salami, franks, kabana, kransky, sausages, ham, and turkey supplied to food service trade customers.
• Meat Fresh and processed meat products including beef, lamb, pork, veal, and poultry distributed wholesale to food service operators.
• Seafood Extensive seafood selection including barramundi, basa, flathead, hake, hoki, salmon, snapper, whiting, mussels, scallops, squid, octopus, prawns, shrimp, crab, lobster, battered and crumbed products, and canned seafood supplied wholesale.
• Dairy Dairy products including butter, cream, custard, eggs, margarine, milk, yoghurt, cheese (block, shredded, slices), and cream cheese supplied wholesale to food service customers.
• Dry Food Dry and pantry staples including bakery items, biscuits, breakfast products, condiments, confectionery, desserts, fruit and vegetables, gravy and boosters, herbs, nuts, fruits, grains, meals, oil, pasta, noodles, rice, sugar, salt, and seafood.
• Chilled Food Refrigerated food products including bakery, condiments, confectionery, dairy, desserts, dips, fresh meat, fruit and vegetables, gravy and boosters, herbs, nuts, fruits, grains, meals, pasta, noodles, seafood, and smallgoods.
• Frozen Food Frozen products including bakery, dairy, desserts, frozen fruit, frozen potatoes, fruit and vegetables, meals, meat, pasta, noodles, pies, pasties, sausage rolls, seafood, and smallgoods.
• Beverages Beverage offerings including chocolate, coffee, cordial, juice, milk products, smoothies, soft drink, tea, toppings/syrups, and water.
• Packaging Foodservice packaging supplies including bags, containers, cups, lids, plates, bowls, trays, wrap, cutlery, paper products, and pizza boxes.
• Cleaning Cleaning and hygiene products including bleach, brushes, mops, cloth, degreaser, detergent, disinfectant, garbage bags, gloves, hand soap, multipurpose cleaners, sanitizer, scourers, and sponges.
• SAVE Rewards Loyalty program offering monthly specials and exclusive deals to registered trade customers purchasing through Superior Food Services.
• Online Trade Ordering Platform Trade-only e-commerce platform that allows registered wholesale customers to browse products by category, place orders, manage accounts, and arrange branch delivery or pickup.
• QSR & Corporate Supply Service Dedicated wholesale supply service tailored for Quick Service Restaurants and corporate food service operators requiring consistent food supply and dedicated account servicing.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor.

• BEGAminorOthersBEGA is a brand of food products distributed by Superior Food Services. BEGA is an Australian dairy and food company.
• Food FxminorOthersFood Fx is a brand of food products available through Superior Food Services.
• ElegreminorOthersElegre is a brand of food products distributed by Superior Food Services.
• EnvirochoiceminorOthersEnvirochoice is a brand of eco-friendly food service products available through Superior Food Services.
• Farm FritesminorOthersFarm Frites is a brand of frozen potato products distributed by Superior Food Services.
• FonterraminorOthersFonterra is a major dairy cooperative and brand available through Superior Food Services.
• HeinzminorOthersHeinz is a globally recognized food brand available through Superior Food Services.
• SaputominorOthersSaputo is a dairy company whose products are distributed by Superior Food Services.
• SimplotminorOthersSimplot is a food processing and agribusiness company with products available through Superior Food Services.
• Metcash ServicesminorOthersMetcash Services is referenced as a partner/service provider in the food distribution industry.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• ALDI Australia: Operates a trade-focused cash-and-carry foodservice offering alongside its retail business, targeting hospitality and small foodservice operators with price-competitive dry, chilled and frozen ranges — encroaching on broadline distributor share at the value end.

Regional players

• Costco Wholesale Australia: Operates cash-and-carry and trade-focused food and foodservice supply in Australia, including bulk meat, seafood and packaged goods. Competes for price-sensitive trade customers who might otherwise use broadline distributors.
• Harris Farm Markets: Australian specialty fresh food retailer with strong fresh meat, seafood and produce ranges. Adjacent in product category overlap (meat, seafood, dairy) but serves retail consumers rather than trade customers; relevant for category and supplier benchmarking.

Broad incumbents

• Bidfood Australia: Australian arm of global broadliner Bidcorp, operating a national broadline foodservice distribution network. Comparable product mix and customer base, but at materially greater scale, with stronger procurement leverage and broader geographic coverage.
• Sysco: Global foodservice distribution leader with a multi-category broadline model. While not materially active in Australia, the reference is relevant as the global benchmark for broadline foodservice distribution economics, scale advantages, and competitive dynamics.
• Gordon Food Service: North American broadline foodservice distributor serving restaurants and QSR chains with dry, chilled, frozen and non-food categories. Comparable in business model and customer segmentation to Superior Food Services' multi-category trade offering.
• Metcash: Australia's largest wholesale distributor to independent retailers (IGA, Foodland). Operates food distribution infrastructure at national scale and is referenced as a service partner in the source data, overlapping with Superior Food Services in wholesale food distribution to trade customers.

Direct peers

• PFD Food Services: One of Australia's largest broadline foodservice distributors, supplying restaurants, QSR chains, hotels and institutions across the country. Directly comparable to Superior Food Services in product breadth, QSR focus, and national multi-branch distribution model.
• Bunzl Australia: Specializes in foodservice non-food consumables (packaging, cleaning, hygiene) — two of Superior Food Services' ten product categories — distributed to the same QSR and hospitality customer base. Comparable go-to-market motion through branch-based distribution to trade.
• Countrywide Food Services: Australian broadline foodservice distributor serving QSR and hospitality customers with multi-category dry, chilled, and frozen ranges. Closely comparable in business model and target customers, though typically more regionally concentrated.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/qualityfoodsau

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Quality Food Services