Scarecrow

What Scarecrow does

Scarecrow Limited is a founder-owned Auckland, New Zealand hospitality business established in 2014 by Alison and Paul, operating a multi-vertical concept that integrates a contemporary cafe/kitchen, an artisan grocery, a florist, a wine and craft beer cellar, ready-meal production, catering, and curated gift hampers. The business runs two physical locations: a full-service city store at 33 Victoria Street East in Auckland CBD that also hosts private functions for up to 30 seated or 60 standing guests, and Scarecrow Grocer at 811 Mt Eden Road focused on specialty grocery and wine. Online ordering with Auckland-wide delivery spans groceries, ready meals, flowers, and gift hampers, supported by a 2021 website relaunch with dedicated vertical landing pages and a Bopple-powered menu ordering platform.

The revenue model is purely transactional and direct-to-consumer, with supplementary small-scale B2B catering. Pricing is unit-based with no subscription: floral arrangements start at NZD $60, Chef's Selection ready-meal packs sell at $115 for six items (Classic, Vegetarian, or Gluten Free), and curated hampers such as the Celebration Hamper at $189. Payment is processed via Payment Express and PayPal, with no stored credit card data. Customer segments are primarily consumer — urban Auckland professionals, food enthusiasts and locavores, event planners, and home cooks — served via a horizontal segmentation approach across all verticals. The catering/functions channel extends modestly into enterprise for corporate events.

The underlying technology stack is deliberately minimal: a WordPress website, Bopple for digital menu ordering, Payment Express for PCI-DSS-compliant transactions, and Instagram, Facebook, and a 2021-launched YouTube channel for community engagement. The company's principal differentiator is its curated network of 25+ New Zealand artisan suppliers (Ceres Organics, Wild Wheat, Heron's Flight, Passage Rock, Grinning Gecko, Durham Farms, 8 Wired, Fix and Fogg, Bennetto) and a Slow Food philosophy that has been formally recognized via Slow Food Auckland's inaugural Snail of Approval (2021) and a TripAdvisor Travellers' Choice Award (2020). Scarecrow is a private limited company with approximately 10 employees, no institutional shareholders, no funding rounds, and no parent entity.

Name

Scarecrow

Legal name

Scarecrow Limited

Website

https://scarecrow.co.nz

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Scarecrow is a founder-owned Auckland hospitality business combining a cafe, artisan grocer, florist, wine cellar, ready-meal kitchen, and catering services across two city retail locations and an online store serving urban professionals, food enthusiasts, event hosts, and home cooks with locally sourced New Zealand artisan products.

Ownership category

akta.pro rank

Product category

Hospitality and Specialty Food Retail

NAICS

Florists (459310), Other Specialty Food Retailers (44529), Caterers (722320), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating & Drinking Places (5810), Retail-Variety Stores (5331), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

F&B Experiences & Group Dining (Restaurant Buyouts, Tastings, Catering Coordination) (THAHADAI)

akta.pro secondary industries

Off-Premise / Mobile Event Catering (THAHAKAD), Beverage Services (Bar Catering, Mixology, Beverage Programs) (THAHAKAJ)

Keywords

• Artisan grocery retail
• Cafe and kitchen dining
• Florist services
• Ready meal delivery
• Event catering

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Cafe/Kitchen Dining: In-restaurant dining service offering Mediterranean-inspired menu with seasonal breakfast and lunch options, plus dinner service Thursday through Saturday.
2. Grocery Retail: Retail sale of artisan NZ products including organic produce, cheeses, bread, honey, wines, craft beers, chocolates, and specialty food items.
3. Ready Meals: Chef-made chilled ready meals including pies, lasagnes, pasta sauces, smoked salmon, and deli items for home preparation.
4. Florist Services: Fresh flower arrangements, bouquets, and floral gifts available for purchase and delivery across Auckland.
5. Catering and Functions: Artisan platters, catering menus, and event hosting for celebrations and corporate functions. Capacity for 30 seated guests or 60 for stand-up events.
6. Gift Hampers: Pre-curated gift baskets and hampers with food, wine, flowers, and artisan products for various occasions.
7. Wine Cellar: Specialty wine, craft beer, and cider selection featuring organic, biodynamic, and vegan options from NZ producers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Scarecrow is a multi-faceted Auckland hospitality business combining a contemporary cafe/kitchen, an artisan grocer, and a florist under one roof. The company sells chef-made Mediterranean-inspired meals, organic and locally sourced NZ specialty groceries, fresh flowers, ready meals, gift hampers, and curated wines and craft beers. It operates two physical locations in Auckland and an online store with Auckland-wide delivery, plus a function venue and off-site catering service.

Product overview

Scarecrow is a multi-faceted hospitality business offering a unified experience across cafe dining, artisan grocery, and florist services. The core offering consists of the contemporary Scarecrow Kitchen (cafe), Scarecrow Grocer (artisan food store), and Scarecrow Flowers (florist), supported by ready meal production, catering services, function/event hosting, and a curated wine cellar. The business operates two physical locations in Auckland and an e-commerce platform for online ordering and delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Scarecrow Cafe/Kitchen Contemporary Mediterranean-inspired cafe and kitchen serving seasonal breakfast, lunch, and dinner (Thursday-Saturday), with organic coffees, teas, NZ wines, and craft beers.
• Scarecrow Grocer Artisan grocer offering organic produce, artisan cheeses, fresh olive oils, fresh breads, and NZ-made specialty products, with both in-store shopping and online ordering with Auckland-wide delivery.
• Scarecrow Flowers/Florist Fresh flower arrangements, bouquets, and posies featuring NZ-grown market flowers, custom arrangements for events, and Auckland-wide delivery.
• Ready Meals Chef-made chilled ready meals including pies, lasagnes, pasta sauces, smoked salmon, and duck prosciutto, available for home delivery across Auckland.
• Functions and Events Hosting

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Slow Food AucklandcoreStrategic or Co-development PartnerStrategic partnership with Slow Food Auckland for Slow Winter Dinner Series events. Scarecrow is an inaugural Snail of Approval award recipient (2021), recognizing efforts towards sustainable food sourcing. Partnership involves hosting educational dinners featuring local suppliers and wine producers.
• Ceres OrganicscoreStrategic or Co-development PartnerMajor organic food supplier to Scarecrow, providing organic produce sourced from NZ and overseas. Started in early 1980s as organic food cooperative, now supplying thousands of customers.
• Wild WheatcoreStrategic or Co-development PartnerPrimary bread and sourdough supplier since Scarecrow's inception. Award-winning artisan baker operating in Auckland for over 10 years.
• Heron's Flight (Matakana)coreStrategic or Co-development PartnerWine producer featured in Scarecrow's wine cellar and used for Slow Winter Dinner Series events. Produces estate-grown wines including Dolcetto.
• Passage Rock (Waiheke)coreStrategic or Co-development PartnerWaiheke Island wine producer supplying Scarecrow's cellar. Featured in holiday gift selections and wine pairings for dinner events.
• Durham FarmsmajorStrategic or Co-development PartnerWaipu-based regenerative farm providing biodynamic meat and produce. Featured as guest speaker at Matariki Regenerative Farming Slow Dinner, discussing sustainable farming practices.
• Grinning Gecko Cheese ComajorStrategic or Co-development PartnerInternationally acclaimed artisan cheese producer from Whangarei. Certified organic, made from Ayrshire cow milk. Featured as supplier for Slow Winter Dinner Series.
• 8 Wired BeercoreChannel Partner/ Reseller/ DistributorAward-winning craft brewery from Warkworth, recognized as Champion Brewery at Brewers Guild Awards. Scarecrow stocks their beer range in the cellar.
• Bennetto ChocolateminorChannel Partner/ Reseller/ DistributorNZ fairtrade, vegan, gluten-free, and organic chocolate producer. Scarecrow stocks their full chocolate range.
• Fix and FoggminorChannel Partner/ Reseller/ DistributorWellington-based artisan nut butter producer. Award-winning range of creative nut butters stocked at Scarecrow.
• Auckland Heart of the CitymajorGTM or Marketing PartnerFounding partner and supporter of Street Guardians programme for assisting homeless people. Active participant in Heart of the City events and city center initiatives.
• Auckland Philharmonia OrchestraminorGTM or Marketing PartnerDirect sponsorship and Stage Bouquets provider for APO concerts.
• DocEdge Documentary Film FestivalminorGTM or Marketing PartnerDirect sponsorship of DocEdge Film Festival events. Scarecrow serves as venue host for film-related events.
• Auckland Art GalleryminorGTM or Marketing PartnerSponsor of bouquets for Auckland Art Gallery events and activities.
• Kate Edger Educational Charitable TrustminorGTM or Marketing PartnerLong-standing supporter creating floral installations for annual events supporting women into education. Supports University of Auckland graduation celebrations.
• Auckland City MissionminorGTM or Marketing PartnerDonates leftover food to Auckland Community Fridge and Auckland City Mission food programs.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Ostro: Auckland CBD cafe/diner with strong brunch positioning; competes for the same urban professional breakfast and lunch segment that Scarecrow's Victoria St East location serves.
• Orton's: Auckland cafe and specialty grocer in a single location, combining dine-in service with curated retail — directly overlapping Scarecrow's positioning and target persona.
• Huckleberry: Auckland-based cafe and gourmet grocer with multiple locations, offering specialty NZ foods, prepared meals, and dine-in service in a similar multi-format retail concept to Scarecrow.
• Farro Fresh: NZ-wide specialty grocer and cafe operator with strong focus on artisan, organic, and local products; directly comparable to Scarecrow Grocer's artisan positioning and ready-meal adjacency.
• The Fed: Auckland specialty cafe and provisions store emphasizing artisan NZ producers; comparable customer base and product curation strategy to Scarecrow.
• The Store at Britomart: Auckland CBD multi-concept retail destination combining cafe, grocer, gift, and lifestyle offerings; comparable to Scarecrow's flagship Victoria St East location in scale and target customer.
• La Cigale French Market: Auckland Parnell-based French-inspired market with cafe, grocer, bakery, and florist under one roof — a strong conceptual analogue to Scarecrow's combined cafe/grocer/florist offering.

Emerging players

• Harris Farm Markets: Australian specialty grocer and produce-led retailer with growing ready-meals and cafe adjacencies; an analogue for where Scarecrow's multi-format concept could scale within NZ or Australia.

Regional players

• Daily Bread: Auckland-based artisan bakery and cafe group with multiple locations; comparable in quality positioning and target customer, though narrower in product range than Scarecrow.

Broad incumbents

• Eataly: Global multi-format retailer combining Italian grocer, cafe, restaurant, and gift offerings under one roof — the international archetype of the cafe-plus-grocer-plus-florist concept Scarecrow operates at a boutique scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/scarecrowstore
• Instagraminstagram.com/scarecrowstore
• LinkedInlinkedin.com/company/scarecrownz

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Scarecrow