‘Cloud canteen’ startup Feedr raises £1.5M to give office people with a healthier lunch

Feedr, a meals tech startup that offers in shape and customized food to workplace laborers as a substitute for companies establishing their personal canteens, has picked up just over £1.5 million in pre-collection A funding.

The circular is led with the aid of London early-stage assignment capital firm Episode 1. additionally participating is Brent Hoberman’s Founders factory, and angel buyers Errol Damelin (Wonga founder and famous fintech investor), Richard Glynn (former Ladbrokes CEO and founding father of Alinsky partners), and David Pritchard (founder of OpenTable Europe).

Launched in 2016 by Riya Grover and Lyz Swanton, Feedr describes itself as an “intelligent lunch platform” or “cloud canteen”. The startup virtually operates a two-sided market that connects fit food suppliers with workplace employees at organizations, in addition to arranging start.

To do this, Feedr publishes a “enjoyable rotating menu” daily and asks workers to choose what they want to eat by way of 10.30am. It then pools those orders and sends them to the food suppliers it works with, who are by and large artisan and unbiased food producers, equipped for beginning at lunch time.

The expertise at the back of Feedr handles logistics planning, when it comes to predicting and assisting to manipulate demand for every meal on offer from specific suppliers. there is also a huge emphasis on personalized recommendations according to the preferences of particular person purchasers and their order heritage.

food suppliers include Deliciously Ella, Farmstand, We Grill, Potage, and Maple & Fitz. Feedr works with a few sub-shrunk platforms to do the deliveries.

In a name, Feedr CEO Riya Grover instructed me the food tech startup has up to now above all employed a B2B2C method through working at once with groups who need to present their own “cloud canteen” as a perk offered to personnel and as part of an worker well being strategy. This sees each and every business that signals up with Feedr subsidise the cost of items on the menu so that laborers can have a sparkling match lunch daily for below £5, or cover the can charge entirely.

so far, Feedr has fed employees at over 400 agencies including AirBnB, Etsy, DHL, and PwC.

Grover additionally talked up Feedr’s tech that she says allows “dynamic menu building,” anything she likened to a Netflix for food. When an worker selects a meal, Feedr feeds back these decisions to its algorithm to create a more records-suggested menu going forward. In other phrases, menu decisions turn into more personalized the more employees use Feedr.

extra broadly, Grover says Feedr is aiming to cater to three traits: on-demand meals birth, as pioneered by means of the likes of Deliveroo and Uber Eats; employee well-being as a part of a corporation’s recruitment, retention and broader HR method; and the manner buyers are becoming greater accustomed to greater alternative and healthier options.

meanwhile, I’m instructed the funding circular could be used by Feedr to put money into its know-how to increase the on-line consumer experience, extend the option of healthy food and build out the desktop gaining knowledge of that powers personalization. The company also plans to enhance its income drive and extend outside of London.

provides Damien Lane, accomplice at Episode 1 Ventures: “Feedr’s robust company values address the upward thrust of the mindful client with a more advantageous attention of ingredient pleasant, artisanal producers, meals provenance and the impact of food consumption on fitness. The group brings surprising execution abilities with a keenness for shaping healthier futures”.