Cater Choice

What Cater Choice does

Cater Choice Limited (Company No. 03665746) is a UK-based B2B wholesale distributor of catering food, beverage, and packaging products, operating as a subsidiary of the diversified ICS UK Ltd group. The company serves over 10,000 active foodservice and hospitality customers — primarily independent restaurants, cafes, takeaways, hotels, institutional caterers, and specialty food businesses — through a catalog of more than 5,000 SKUs that spans ten proprietary brands (Prima, Al Ameen, Eazi Klean, Atlantius, MFC, Texas Rangers, Yow, Milano's, Double Lucky, Manthan) plus distributed third-party lines. Its proposition is competitive wholesale pricing on bulk essentials with a 100% freshness guarantee, sold through a multi-channel ordering platform (24/7 e-commerce website, telephone, branch counter, and iOS/Android mobile app) and fulfilled via a call-and-collect model from five UK branches (Birmingham HQ, Bradford, Leeds, Sheffield, Bolton).

The underlying technology is a standard, non-proprietary e-commerce stack: an off-the-shelf storefront with integrated Dojo payment processing, Google Analytics for traffic analytics, and Cloudflare for site security and bot protection. There is no disclosed proprietary IP, API, SDK, or data flywheel. Customer relationship is anchored on credit account terms (net-15 invoicing available after three months of trading) layered on top of a pay-as-you-go transactional model, with promotions and app-only deals used as lightweight demand levers. The company claims a 99% customer satisfaction rate and 1K+ mobile app downloads.

The business model is straightforward wholesale distribution: product gross margin on unit-priced catalog sales, supplemented by working-capital float from credit-account customers who settle on the 15th of the following month. There is no delivery service; customers collect from branches, which keeps logistics costs low but caps addressable market to businesses within practical driving distance of a branch. No external funding rounds, acquisitions, or leadership changes are disclosed; the entity has been privately held within ICS UK Ltd since incorporation in 2000 (the "50+ years of experience" claim appears to reference parent-group heritage rather than Cater Choice Limited itself).

Name

Cater Choice

Legal name

Cater Choice Limited

Website

https://cater-choice.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Cater Choice is a UK-based B2B wholesale distributor of catering food, beverages, and packaging products, serving over 10,000 independent restaurants, cafes, takeaways, hotels, and caterers via five branch collection points, an e-commerce site, and a mobile app.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Caterers (722320)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Institutional Catering (Schools, Hospitals, Government) (THAFAIAE)

akta.pro secondary industries

Full-Service Catering (Off-Premise) (HSACAGAA), Corporate & Office Catering (THAFAIAA), Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)

Keywords

• Wholesale food distribution
• Catering supplies wholesale
• Foodservice packaging supply
• Restaurant supply distribution
• Hospitality product wholesale

Headquarters

HQ city

Bradford

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Primary revenue stream from distribution and sale of food, beverage, and catering packaging products to foodservice and hospitality businesses. Products sourced from various suppliers and proprietary brands including Prima, Al Ameen, Eazi Klean, and others. Sales through e-commerce, telephone, and branch counter channels with collection-based fulfillment.
2. Credit Account Terms: Credit accounts offered to established customers after 3 months of trading, enabling monthly invoicing with payment due on the 15th of the following month. This supports repeat business relationships and larger order volumes from qualified business customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cater Choice is a UK B2B wholesale distributor of food, beverage, and catering packaging products to the foodservice and hospitality industries. Customers order through a 24/7 e-commerce platform, mobile app, telephone, or branch counter, then collect orders from one of five UK warehouse/branch locations. The catalog spans 5,000+ products across proprietary brands (Prima, Al Ameen, Eazi Klean, and others) and third-party supplier lines.

Product overview

CaterChoice operates as a B2B wholesale food and hospitality supply platform offering a comprehensive range of food products, packaging, and supplies to foodservice and hospitality businesses across the UK. The platform is anchored by multiple proprietary brands (Prima, Al Ameen, Eazi Klean, Atlantius, MFC, Texas Rangers, Yow, Milano's, Double Lucky, and Manthan) that provide products at competitive prices, including halal-certified options through Al Ameen. Customers access the platform via a website or mobile app (iOS/Android) for ordering, with options to collect from warehouse locations or use credit account terms for recurring business. The offering is unified around bulk food service essentials with over 5,000 products available.

Differentiator

Problem solved

Functional benefit

Brands

• Prima: Proprietary label offering quality products at competitive prices.
• Al Ameen
• Eazi Klean
• Atlantius
• MFC
• Texas Rangers
• Yow
• Milano's
• Double Lucky
• Manthan

Products and services

• CaterChoice Wholesale Supply Platform B2B wholesale platform enabling UK foodservice and hospitality businesses to order 5,000+ food, beverage, and catering packaging products online or by phone, with collection from any of five UK branch/warehouse locations.
• CaterChoice Mobile App iOS and Android mobile application enabling Cater Choice customers to browse products, track orders, access app-only deals, and enjoy personalized pricing; 1K+ downloads with 4.6 average rating across both stores.
• Prima (proprietary brand) Proprietary Cater Choice brand offering food products at competitive prices for UK foodservice and hospitality businesses.
• Al Ameen (proprietary brand) Fully halal-certified proprietary Cater Choice brand offering a wide range of halal-certified food products for Muslim-owned and Muslim-serving foodservice businesses.
• Eazi Klean (proprietary brand) Proprietary Cater Choice brand offering cleaning and janitorial supplies for UK foodservice and hospitality businesses.
• Atlantius (proprietary brand) Proprietary Cater Choice brand offering food products for the UK foodservice industry.
• MFC (proprietary brand) Proprietary Cater Choice brand offering food products for the UK foodservice industry.
• Texas Rangers (proprietary brand) Proprietary Cater Choice brand offering food products for the UK foodservice industry.
• Yow (proprietary brand) Proprietary Cater Choice brand offering food products for the UK foodservice industry.
• Milano's (proprietary brand) Proprietary Cater Choice brand offering Italian-style food products for the UK foodservice industry.
• Double Lucky (proprietary brand) Proprietary Cater Choice brand offering food products for the UK foodservice industry.
• Manthan (proprietary brand) Proprietary Cater Choice brand offering food products for the UK foodservice industry.

Quantifiable outcome

• Trusted by 10,000+ food businesses across the UK
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• DojocoreTechnology or IntegrationPayment processing partner handling all card transactions on the platform. Dojo processes credit and debit card payments directly. CaterChoice does not store full card numbers on their systems, relying on Dojo for secure payment processing.

Scale indicators6 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Booker Group: UK's largest foodservice and retail wholesale distributor, part of Tesco, serving caterers, retailers, and small businesses with delivered wholesale supply. Directly comparable B2B foodservice distribution model.
• Caterforce: UK foodservice buying group and wholesaler supplying independent caterers and foodservice operators with multi-temperature delivered products. Comparable B2B foodservice distribution focus.
• Brakes Group: Major UK foodservice distributor (part of Sysco) supplying restaurants, pubs, hotels, schools, and healthcare caterers with delivered food and packaging products. Closely comparable in product range and customer base.
• JJ Foodservice: UK foodservice distributor serving restaurants, takeaways, and caterers with a strong delivery-led model and broad product range. Directly comparable in target customers and product breadth, with a contrasting delivery-first fulfillment approach.
• Bidfood: One of the UK's largest foodservice wholesalers, distributing food, beverages, and catering supplies to restaurants, pubs, hotels, and caterers. Directly comparable B2B wholesale model serving overlapping HORECA customer segments.
• Countrywide Catering: UK foodservice and catering supplier offering wholesale food, beverage, and non-food products to caterers and hospitality businesses. Comparable mid-market B2B wholesale proposition.
• Philip Dennis Foodservice: UK family-owned foodservice wholesaler supplying restaurants, pubs, schools, and caterers across the South and Midlands. Comparable B2B wholesale model with multi-branch distribution.
• Alliance Foodservice: UK foodservice distributor serving restaurants, takeaways, pubs, and caterers with delivered wholesale supply. Comparable multi-segment B2B distribution model.

Regional players

• Pallas Foods: Ireland-based foodservice distributor (part of Sysco) serving restaurants, hotels, and caterers across Ireland. Comparable product range and customer base but operates in a different geographic market from Cater Choice's UK focus.

Broad incumbents

• Sysco Corporation: Global market leader in B2B foodservice distribution, parent of Brakes Group in the UK. Comparable category and business model at massive scale, operating as a broad incumbent across restaurant, healthcare, education, and hospitality supply.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/caterchoice
• Facebookfacebook.com/CaterChoice
• LinkedInlinkedin.com/company/cater-choice

Compliance4 records

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 Cater Choice