Feedr, a meals tech startup that delivers wholesome and personalised meals to workplace staff as an alternative choice to corporations organising their very own canteens, has picked up simply over £1.5 million in pre-Collection A funding.
The spherical is led by London early-stage enterprise capital agency Episode 1. Additionally collaborating is Brent Hoberman’s Founders Manufacturing facility, and angel buyers Errol Damelin (Wonga founder and famend fintech investor), Richard Glynn (former Ladbrokes CEO and Founding father of Alinsky Companions), and David Pritchard (founding father of OpenTable Europe).
Launched in 2016 by Riya Grover and Lyz Swanton, Feedr describes itself as an “clever lunch platform” or “cloud canteen”. The startup basically operates a two-sided market that connects wholesome meals suppliers with workplace staff at corporations, along with arranging supply.
To do that, Feedr publishes a “distinctive rotating menu” day-after-day and asks staff to decide on what they need to eat by 10.30am. It then swimming pools these orders and sends them to the meals suppliers it really works with, who’re largely artisan and impartial meals producers, prepared for supply at lunch time.
The know-how behind Feedr handles logistics planning, when it comes to predicting and serving to to handle demand for every meal on provide from particular suppliers. There may be additionally a big emphasis on personalised suggestions based mostly on the preferences of particular person prospects and their order historical past.
Meals suppliers embrace Deliciously Ella, Farmstand, We Grill, Potage, and Maple & Fitz. Feedr works with a variety of sub-contracted platforms to do the deliveries.
In a name, Feedr CEO Riya Grover informed me the meals tech startup has so far primarily employed a B2B2C technique by working immediately with corporations who need to provide their very own “cloud canteen” as a perk supplied to staff and as a part of an worker wellness technique. This sees every firm that indicators up with Feedr subsidise the price of objects on the menu in order that staff can have a recent wholesome lunch every day for below £5, or cowl the price completely.
To this point, Feedr has fed staff at over 400 corporations together with AirBnB, Etsy, DHL, and PwC.
Grover additionally talked up Feedr’s tech that she says allows “dynamic menu constructing,” one thing she likened to a Netflix for meals. When an worker selects a meal, Feedr feeds again these decisions to its algorithm to create a extra data-informed menu going ahead. In different phrases, menu decisions develop into extra personalised the extra staff use Feedr.
Extra broadly, Grover says Feedr is aiming to cater to 3 tendencies: on-demand meals supply, as pioneered by the likes of Deliveroo and Uber Eats; worker wellbeing as a part of an organization’s recruitment, retention and broader HR technique; and the best way customers have gotten extra accustomed to larger selection and more healthy choices.
In the meantime, I’m informed the funding spherical will probably be utilized by Feedr to spend money on its know-how to enhance the web consumer expertise, increase the selection of wholesome meals and construct out the machine studying that powers personalization. The corporate additionally plans to extend its gross sales drive and increase exterior of London.
Provides Damien Lane, Associate at Episode 1 Ventures: “Feedr’s robust model values handle the rise of the aware client with a larger consciousness of ingredient high quality, artisanal producers, meals provenance and the impression of meals consumption on well being. The staff brings unbelievable execution expertise with a ardour for shaping more healthy futures”.