What Toss does

Toss is a privately held, single-location fresh-food restaurant and online food shop headquartered at 1/143 Wellesley Street West in Auckland CBD, New Zealand. The company operates a made-to-order menu centred on salads (e.g., Post Workout NZ$20.99, Kale Caesar NZ$18.99, Build-Your-Own from NZ$16.99), wraps (NZ$17.99), warm bowls (NZ$19.99–NZ$20.99), smoothies (NZ$12.99–NZ$13.99), and breakfast toasts (NZ$13.99–NZ$14.99), with a defined local-sourcing supplier network across the North Island (e.g., The Fresh Grower, Nature's Corner, NZ Quinoa Co, Zany Zeus, Waitoa). The target customers are health-conscious Auckland CBD workers, fitness-oriented consumers, and corporate offices; corporate catering (platter menus at NZ$99.99–NZ$107.50) is sold into the same catchment with tiered minimum-notice ordering.

Toss's commercial platform is a Squarespace marketing site paired with the Bite Business online ordering system (toss.bitebusiness.com), an in-house delivery fleet operating 7 days a week across three zoned central-Auckland catchments at NZ$2.99–NZ$4.99 per order with a NZ$16.50 minimum, and a physical CBD storefront with extended weekday and weekend hours. Distribution is therefore D2C across retail, own-site e-commerce, and own delivery, with no third-party marketplace dependency. A secondary line of business is the Toss Shop, which sells sustainable lifestyle merchandise (Frank Green reusable bottles, Porter lunch bowls, Kind Bags, utensil sets, straws) at NZ$18–NZ$69 with NZ-wide shipping and Auckland click-and-collect.

The business model is transaction-based unit pricing across all four revenue streams (in-store and online food orders, catering, Toss Shop merchandise, and delivery fees), supported by a buy-9-get-10th-free loyalty program and email/Instagram marketing. There is no disclosed external funding, no parent company, no subsidiary structure, and a total disclosed headcount of 12, with active hiring across front-of-house, kitchen, delivery, and supervisor roles indicating in-progress organisational build-out rather than scale maturity.

Name

Toss

Website

https://toss.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Toss is an Auckland CBD-based fresh-food restaurant and online shop serving health-conscious urban consumers and corporate offices with made-to-order salads, wraps, warm bowls, and smoothies via in-store, online, and in-house delivery, plus a sustainable-merchandise e-commerce line.

Ownership category

akta.pro rank

Product category

Quick-Service Healthy Restaurant

NAICS

Limited-Service Restaurants (722513), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)

akta.pro secondary industries

Drop-Off / Delivery Catering (THAFAIAI), Local Chef/Restaurant Meal Boxes & Marketplace Prepared Meals (CRAHAJAI)

Keywords

• Made-to-order salads
• Healthy quick-service restaurant
• Corporate catering platters
• Reusable lifestyle merchandise
• Local ingredient sourcing

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-restaurant and online food orders: Customers order made-to-order salads, wraps, warm bowls, smoothies, toasts, snacks, and beverages directly through the Toss website or in-store. Each item is a one-time transaction at point of sale, with build-your-own options starting from $16.99.
2. Catering orders: Corporate and event catering is a dedicated revenue stream featuring platter menus (Kale Caesar Platter $99.99, Halloumi Pesto Platter $102.99, etc.) with minimum spend tiers and advance notice requirements ($100+ requires 2 hours; $300+ requires 1 day).
3. Toss Shop (merchandise and sustainability accessories): An online shop selling sustainable lifestyle products including reusable bottles (Frank Green, NZ$59.99–NZ$69.00), Porter Lunch Bowls (NZ$55.00), utensil sets, reusable straws, reusable bags, and gift vouchers ($20). NZ-wide shipping and Auckland click-and-collect available.
4. Delivery fees: Own-delivery service generates revenue through delivery service fees: Zone 1 Victoria Park $2.99, Zone 2 Auckland CBD $3.99, Zone 3 Central Auckland suburbs $4.99, all with a $16.50 minimum spend. Fees are subject to change.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Toss operates a single-location fresh food restaurant in Auckland CBD selling made-to-order salads, wraps, warm bowls, smoothies, and breakfast toasts, primarily to walk-in and online delivery customers in central Auckland. The business is extended by a corporate catering service (platters for 5–12 people, minimum spend tiers with advance notice), an in-house delivery fleet across three zoned Auckland areas, and a sustainability-focused online shop (Toss Shop) selling reusable bottles, lunch bowls, utensil sets, and gift vouchers shipped NZ-wide.

Product overview

Toss is an Auckland-based fresh food restaurant offering a unified dining platform centered on made-to-order salads, warm bowls, wraps, and smoothies. The core products include customizable Build Your Own salads, pre-configured signature salads (Greek Classic, Tofu Toss, Kale Caesar, etc.), warm grain bowls (Mediterranean, Triple B), and protein-rich wraps. The portfolio extends to catering platters serving 5-12 people and a complementary Toss Shop selling sustainable lifestyle products (Frank Green reusable bottles, Porter lunch bowls, reusable utensil sets, Kind Bags, reusable straws and party cups). The company operates its own delivery service and online ordering platform, positioning itself as a convenient, health-focused alternative to traditional fast food.

Differentiator

Problem solved

Functional benefit

Products and services

• Made-to-order salads and Build Your Own Made-to-order signature salads (Kale Caesar, Tex-Mex Chicken, Halloumi Pesto, Buffalo Blue, Greek Classic, Tofu Toss, Clean Cobb, Post Workout) plus a Build Your Own option (base greens or grains, five tossings, dressing) starting from NZ$16.99, for walk-in, click-and-collect, and delivery customers in central Auckland.
• Wraps and warm bowls Portable wrap options (Chicken Caesar, Tex-Mex Chicken, Beef Brisket, Halloumi Pesto, Buffalo Blue) priced from NZ$17.99, and warm grain bowls (Mediterranean Bowl NZ$19.99, Triple B NZ$20.99) combining warm proteins with fresh vegetables.
• Smoothies and breakfast toasts Smoothie lineup (Salted Caramel, Cookies & Cream, Tropi-Kale, Coffee Kick, Berry-Nana, Matcha Greens, Anti-Aging) priced NZ$12.99–NZ$13.99, and breakfast toast items (The Daily, Chickpea & Radish, Avo Riser, Feta Crumble) priced NZ$13.99–NZ$14.99.
• Catering service and platters Full-service catering for corporate events, office lunches, and functions in Auckland CBD and surrounding suburbs, with platter menus serving 5–6 or 10–12 people (Kale Caesar, Greek Classic, Tofu Toss, Halloumi Pesto, Buffalo Blue, Tex-Mex Chicken, Post Workout platters) priced NZ$99.99–NZ$107.50. Minimum-notice tiers: $100+ requires 2 hours; $200+ requires 3 hours; $300+ requires 1 day advance notice.
• Online ordering and in-house delivery Contactless online ordering system for click-and-collect or delivery across three Auckland zones (Zone 1 Victoria Park NZ$2.99 fee, Zone 2 Auckland CBD NZ$3.99 fee, Zone 3 Central Auckland suburbs NZ$4.99 fee), each with a NZ$16.50 minimum spend. Own delivery drivers using cars and e-scooters operate 7 days a week during store hours.
• Toss Shop (sustainable merchandise e-commerce) Online shop at toss.co.nz/toss-shop selling sustainable lifestyle products including Frank Green reusable bottles (NZ$59.99–NZ$69.00), Porter Lunch Bowls (NZ$55.00), Porter Utensil Sets (NZ$35.00), Kind Bag Mosaic (NZ$22.00), reusable straw packs (NZ$18.00), reusable party cups, Parmesan Chips (NZ$8.99), and NZ$20 gift vouchers. Ships NZ-wide with click-and-collect available in Auckland.

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

18 partnerships are on record, tiered core and minor.

• The Fresh Grower (Pukekohe)coreOthersPrimary supplier of Romaine lettuce, sourced locally from Pukekohe. Supports Toss's 'seasonal freshness and local love' positioning.
• Nature's Corner (Pukekohe)coreOthersSupplier of free-range eggs from Pukekohe, supporting Toss's commitment to quality, locally sourced ingredients.
• Scarborough Fare (Waiuku)coreOthersLocal basil supplier from Waiuku, one of multiple named local ingredient partners supporting Toss's sourcing transparency.
• NZ Quinoa Co (Taranaki)coreOthersExclusive supplier of quinoa from Taranaki, used in grain bowls and salads. Named in Toss's source board as a trusted local partner.
• Kaimai Range Orchard (Tauranga)coreOthersAvocado supplier from Tauranga, supporting Toss's menu items that feature fresh avocado.
• Zany Zeus (Lower Hutt)coreOthersSupplier of halloumi cheese from Lower Hutt. Used in signature menu items including the Halloumi Pesto salad and wrap.
• Waitoa (North Island)coreOthersSupplier of free-range chicken from the North Island, used across multiple salad and bowl menu items.
• Tio Pablo (Auckland)minorOthersSupplier of tortilla chips used in Tex-Mex Chicken and Greek Classic menu items.
• Little Island Co.minorOthersSupplier of coconut and almond milk, used in smoothies and other menu items.
• All GoodminorOthersOat milk supplier listed among local partners, supporting dairy alternatives on the menu.
• Wild WheatminorOthersSourdough bread supplier featured on the local partners section and menu (Wild Wheat Sourdough Bread $8 add-on).
• Skinny FizzminorOthersBeverage partner supplying Skinny Fizz drinks, stocked as a menu item (Skinny Fizz Lime $5).
• Nothing NaughtyminorOthersLocal food brand partner featured in the local partners section, aligned with the health-conscious positioning.
• TonzuminorOthersLocal food brand partner featured in the local partners section, aligned with the health-conscious positioning.
• EcowarecoreOthersEco-friendly packaging supplier. Toss uses Ecoware packaging as part of its sustainability commitment ('REAL IMPACT' value).
• Atomic CoffeeminorOthersCoffee partner featured in the local partners section of the website.
• CeresminorOthersLocal partner featured in the local partners section, aligned with Toss's community and sustainability values.
• FarrahsminorOthersLocal supplier partner featured in the Toss local partners section.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweetgreen: US-listed fast-casual chain focused on made-to-order salads and warm bowls with strong brand emphasis on local sourcing and sustainability — the canonical direct comparable for Toss's positioning.
• Lite n' Easy: Australia/NZ prepared healthy meals subscription with strong brand emphasis on nutrition, portion control, and convenience — a comparable demand pool (health/portion-conscious urbanites) with different delivery model.
• My Food Bag: New Zealand's largest meal-kit and prepared-meal subscription service; comparable in mission (fresh, locally sourced NZ food, home delivery) and target audience (urban health-conscious New Zealanders).
• Joe & The Juice: Global healthy fast-casual chain offering salads, wraps, bowls, juices and smoothies with a strong lifestyle/lifestyle-brand narrative — comparable target customer (urban health-conscious professionals) and channel mix.
• Cava: US fast-casual Mediterranean grain bowl and salad concept with build-your-own menus and a strong brand identity around fresh, healthy fast food — directly comparable to Toss's bowl-and-salad positioning.

Broad incumbents

• Subway: Global QSR incumbent with a long-standing 'healthier fast food' positioning and broad CBD lunch appeal — provides the broad competitive benchmark Toss competes against for lunchtime share of stomach in Auckland CBD.
• Pret a Manger: Established global fast-casual chain with a strong grab-and-go, fresh-prepared food identity including salads, wraps, and smoothies — a broader incumbent that competes for Toss's CBD lunch customer.

Emerging players

• Plentiful: Australian emerging salad/bowl fast-casual concept offering build-your-own salads and bowls through compact urban stores — partially overlapping model in a more developed market, useful as a comparable scaling story.

Others

• Guzman y Gomez: Australian-origin fast-casual franchise operator that scaled a single-brand fresh-food concept from a few stores to a nationwide footprint — useful adjacency for understanding the franchise/multiple-unit playbook Toss could pursue.

Regional players

• Mexico (NZ): New Zealand-owned fast-casual chain popular in Auckland CBD; a regional comparable for the local QSR competitive landscape, customer demographic, and urban Auckland operating environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tossnz
• LinkedInlinkedin.com/company/toss-co

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 Toss