What Noshable does

Noshable is a US-based software company that operates a grocery concierge platform purpose-built for the vacation rental and short-term rental industry. The platform serves three constituencies: professional vacation rental property managers (B2B buyers), second-home and vacation property owners, and the guests staying at those properties (B2C end users). Its core product is a guest-facing mobile and web application through which travelers can browse grocery catalogs, customize orders, and pre-purchase groceries for delivery and stocking timed to their check-in — orders can be placed up to a year in advance. Underlying this is a property manager dashboard (the "Management Panel," V1 released March 2024) and a layer of native integrations with 13 PMS platforms (Guesty, Hostaway, Hostfully, Streamline, OwnerRez, SuiteOp, StayFi, Happy Guest, Enso Connect, Conduit, Cleanster, Epicurate), which automate guest invitations and order synchronization within existing booking workflows. Last-mile fulfillment is delivered through a network of 22+ grocery chain partners covering 5,000+ US cities.

The business model is asset-light and B2B2C. Noshable earns a 5–8% transaction fee on each grocery order (average order value $227, reported as 48% larger than Instacart's average), supplemented by a one-time onboarding fee paid by property managers and the option for property managers to set and retain 100% of delivery fees if they self-fulfill. Stripe Connect handles instant payouts to property managers per order. Pricing deliberately excludes recurring software subscriptions, lowering friction for adoption while concentrating revenue in transaction volume. The go-to-market combines direct sales to property managers (via Calendly demos led by co-founder Victor) with a channel motion through PMS partners, who co-market Noshable as an embedded upsell amenity. Distribution is exclusively US-domestic today.

The company was founded in 2022 by Connor Paton (CEO, hospitality/CPG background) along with "Mac" and CTO Evan Fix (nearly a decade of development experience from Kroger). After winning $10,000 plus a $28,000 support package from Main Street Ventures' Launch it Cincy program in February 2023, the company closed a friends-and-family round in July 2023, built an MVP, was rejected by Y Combinator in November 2023, and executed two operational pivots in 2024 — first to integrate grocery concierge partners in lieu of property-manager-driven fulfillment, then to onboard an unannounced delivery partner for nationwide beta coverage. As of mid-2024, the company reported regenerated revenue, an order-size premium over Instacart, and a substantial waitlist of properties awaiting market entry. Headcount is reported in the 1–10 range and ownership remains concentrated among the founders with friends-and-family backers; no institutional venture rounds have been disclosed.

Name

Noshable

Legal name

Noshable

Website

https://shopnoshable.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Noshable is a US-based grocery concierge software platform that lets vacation rental property managers offer guests pre-arrival grocery ordering via a mobile app, integrated natively with 13 short-term rental property management systems across 5,000+ US cities.

Ownership category

akta.pro rank

Product category

Hospitality Software

NAICS

Accommodation (721)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Co-Host / On-the-Ground Operations & Guest Services (BPAJAIAI)

akta.pro secondary industry

New-Listing Onboarding, Setup & Launch Services (THAMAKAO)

Keywords

• Grocery concierge software
• Vacation rental technology
• Property management integration
• Pre-arrival delivery platform
• Hospitality amenity software

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Grocery Transaction Markup: Noshable earns a revenue share of 5-8% on the pre-marked-up grocery total for each guest order. Property managers receive this share as a passive income stream. Average order size is $227.
2. Onboarding Fees: Property managers pay a one-time onboarding fee with no recurring costs. Half of the onboarding fee covers a practice delivery, and the manager keeps all items from the practice delivery.
3. Delivery Fee (Property Manager Option): Property managers who choose to handle pickup and stocking with their own staff can set the delivery fee and keep 100% of it, creating an additional revenue opportunity.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Noshable is a grocery concierge software platform for vacation rentals that enables property managers and second-home owners to offer guests pre-arrival grocery delivery and stocking. Guests browse, customize, and pay for groceries through a self-serve mobile app or web portal up to a year in advance, and orders are fulfilled by Noshable's network of 22+ grocery chain partners across 5,000+ US cities. Property managers earn a 5–8% revenue share on each guest order via Stripe Connect, integrating the service into their booking workflow through native PMS platform integrations.

Product overview

Noshable is a single unified grocery concierge platform for vacation rentals. The product consists of a guest-facing mobile app where travelers browse and order groceries months in advance, and a property manager Management Panel dashboard for overseeing operations, integrations, and revenue. The platform integrates with 13 property management systems (Guesty, Hostaway, Hostfully, Streamline, OwnerRez, SuiteOp, Stayfi, Happy Guest, Enso Connect, Conduit, Cleanster, Epicurate) and Stripe Connect for payment processing. Founded in 2022, Noshable serves over 5,000 cities through 22+ grocery chain partners, with an average order value of $227 and a revenue share model of 5-8% for property managers.

Differentiator

Problem solved

Functional benefit

Products and services

• Noshable Grocery Concierge Platform Grocery concierge software for vacation rentals that lets property managers offer pre-arrival grocery stocking to guests; guests place orders up to a year in advance and arrive to a fully stocked kitchen, while property managers earn a 5–8% revenue share per order.
• Noshable Guest Mobile App Self-serve mobile and web application used by vacation rental guests to browse curated grocery selections, customize orders to preferences, checkout, and track delivery and stocking at their rental property.
• Noshable Management Panel Property manager dashboard for managing grocery concierge operations across a portfolio: onboarding properties, setting delivery rules per property, generating custom guest invitation links, and tracking upcoming deliveries and revenue share payouts.

Quantifiable outcome

• Average order value of $227, which is 48% larger than Instacart's average order size
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Grocery Concierge PartnerscoreStrategic or Co-development Partner · 1 January 2024Noshable pivoted in January 2024 to partner with grocery concierge companies and delivery fulfillment partners instead of relying solely on property managers for deliveries. These partners provide the last-mile delivery and in-store shopping services that enable Noshable's grocery concierge offering across 22+ grocery chains.
• Stripe ConnectcoreTechnology or Integration · 1 January 2024Stripe Connect is used as the payment infrastructure for instant payouts to property managers for each guest order. Noshable describes it as a seamless integration providing automated notifications and real-time payment processing.
• Procter & GambleminorOthersCo-founder Mac worked for Procter & Gamble during the startup phase (May-July 2023) while helping build Noshable on weekends. This is a personnel relationship rather than a formal business partnership.
• KivoyaminorGTM or Marketing PartnerKivoya is a property management company that uses Noshable as part of its guest amenity offering. Alma Chavez, Director of Revenue at Kivoya, provides a testimonial praising Noshable for making their properties stand out.
• SosuiteminorGTM or Marketing PartnerSosuite integrates Noshable through the SuiteOp guest portal. Simon Seroussi, CEO of Sosuite, provides a testimonial about great guest engagement with Noshable across diverse property types.
• Beachside VRminorGTM or Marketing PartnerBeachside VR, managing nearly 300 properties, is a design partner and customer of Noshable. Co-founder JJ King is quoted on the homepage and about page as a design partner who has seen firsthand how Noshable is building a guest-first experience.
• Reliance VacationsminorGTM or Marketing PartnerReliance Vacations is a property management company using Noshable to differentiate from competition in a tourist town. Kirsten Christie provides a testimonial about providing top-tier vacation experiences.
• GuestycoreTechnology or IntegrationGuesty is a leading cloud-based PMS for short-term rentals founded in 2013, supporting listings on Airbnb, Booking.com, Vrbo, and TripAdvisor. The integration enables automated guest invites, reservation data sync, and streamlined grocery concierge delivery coordinated with Guesty booking timelines.
• HostawaycoreTechnology or IntegrationHostaway is a leading PMS for short-term rental managers. The integration enables property managers to offer Noshable grocery concierge as an upsell, with guests pre-ordering groceries that are delivered and stocked before arrival.
• HostfullycoreTechnology or IntegrationHostfully is a property management platform that automates workflows and enhances guest experiences. Integration with Noshable allows guests to pre-order groceries from major retailers (Walmart, Kroger) delivered and stocked pre-arrival, generating commission revenue for property managers.
• StreamlinecoreTechnology or IntegrationStreamline, by Inhabit, is a vacation rental management software launched in 2006 offering reservation management, property maintenance, and financial tracking. Integration with Noshable powers hassle-free guest support and operational excellence through automated grocery delivery.
• OwnerRezcoreTechnology or IntegrationOwnerRez integration enables short-term rental managers to connect their listings to Noshable and offer grocery concierge. Enables promotions like 'Book an extra night, get $50 off grocery delivery' to drive longer stays. Integration announced June 2025.
• SuiteOpcoreTechnology or IntegrationSuiteOp is an all-in-one cloud-based hospitality property management platform for modern hoteliers. Integration automates guest interactions, synchronizes booking data in real-time, and streamlines daily operations with Noshable grocery concierge.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• StayFi: WiFi-marketing solution for vacation rentals that captures guest data via branded splash pages — same customer base and channel motion as Noshable with adjacent monetization.
• SuiteOp: Hospitality property management platform for modern hoteliers; an integration partner of Noshable that could expand to bundle its own amenity marketplace.
• Enso Connect: AI-powered guest interaction platform for STR operators; already integrates with Noshable and competes in the property-manager-side upsell workflow.

Direct peers

• Amenify: Direct peer offering a marketplace of in-stay and pre-arrival amenities (food, grocery, services) to short-term rental and multifamily operators — overlapping customer base, channel model, and value proposition with Noshable.
• Epicurate: Curated culinary and lifestyle offerings for luxury short-term rentals; already integrated with Noshable but competes for the same guest amenity wallet share.
• HotelKitt: Grocery and amenity delivery service for hotels and short-term rentals; competes head-to-head with Noshable for the same guest-on-arrival use case in adjacent lodging segments.

Broad incumbents

• DoorDash: Largest US last-mile delivery platform with growing grocery coverage; an obvious horizontal competitor that could build STR-specific features directly into its consumer app.
• Instacart: Largest US grocery delivery platform; Noshable explicitly benchmarks against Instacart's average order size. Instacart could move into pre-arrival vacation-rental use cases with its existing retailer relationships and shopper network.
• Guesty: Leading cloud PMS for short-term rentals and Noshable integration partner; could easily build a native or partner-led grocery amenity that competes directly with Noshable's core offering.
• Shipt: Same-day grocery delivery incumbent; like Instacart and DoorDash it has the scale to enter the pre-arrival vertical and undercut Noshable on basket pricing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@shopnoshable

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Noshable