FoodStorm is an all-in-one prepared foods and catering management system designed to help foodservice and grocery businesses grow their sales and automate operations. It provides a centralized order management system (OMS) built specifically for grocery food service, including deli, bakery, made-to-order counters, catering, and floral departments. FoodStorm enables multi-channel ordering, streamlines production, and improves in-store processes with real-time updates accessible via the cloud. The company integrates its software with leading accounting, payments, marketing, workforce management, and POS systems to reduce manual work and boost business accuracy. Headquartered in Melbourne, Australia, FoodStorm also has offices in the United States.
FoodStorm was founded in 2007, originally known as CaterXpress in Melbourne. Over 15 years, it has grown consistently, expanding internationally to markets like the UK and the US, establishing a global footprint. The company initially focused on catering software and gradually evolved its software to serve various grocery prepared foods and catering needs. It expanded its user base through partnerships with grocery retailers and catering businesses, supporting use cases like holiday catering, everyday catering, deli ordering, custom cakes, bakery, and floral ordering.
FoodStorm was acquired by Instacart, the on-demand grocery delivery platform, in 2021. The financial details of the acquisition were not disclosed publicly. Instacart incorporated FoodStorm's technology into its enterprise suite to enhance grocery retailers' e-commerce capabilities. This partnership has helped FoodStorm technology reach more retailers and scale up its operations within Instacart's ecosystem.
Multi-channel omni-ordering (online, app, email, phone, in-store kiosk).
Catering and prepared foods order management from placement to fulfillment.
Real-time ordering capabilities for made-to-order and same-day menu items.
Support for complex grocery departments with weighted item sales (e.g., fresh seafood, butchers).
Automated reporting, forecasting, customer communication.
Built-in Customer Relationship Management (CRM).
Integration with third-party systems spanning POS, marketing, payments, and workforce management.
The major acquisition was by Instacart in 2021, which allowed FoodStorm to expand its product reach and invest further in technology enhancements. This has enabled FoodStorm to integrate deeply with Instacart’s grocery marketplace and enterprise platform, allowing grocery retailers to bring more of their inventory online and better serve customers via advanced order-ahead and catering technologies.
FoodStorm has continuously improved, adding weighted item support enabling grocery retailers to sell products like Thanksgiving turkeys, shaved meats, cheeses, and seafood online. It also introduced real-time ordering for immediate fulfillment, significantly improving operational efficiency and customer experience. The platform has expanded its omni-channel ordering capabilities and enhanced customer marketing through tools like abandoned cart follow-up and CRM-driven sales growth features.
FoodStorm emphasizes innovation, quality, and customer partnership. They work closely with clients during onboarding and ongoing support to tailor configurations to unique business needs. Company culture focuses on empowering customers, streamlining complex foodservice operations, and maintaining high-tech standards to ensure secure, reliable software. They value operational simplicity, scalable growth, and automation to help clients reduce manual errors and focus on business growth.
FoodStorm serves a global user base, including grocery retailers, catering companies, and foodservice businesses across multiple continents. Notable partners include US retailers like Bi-Rite Market, Mollie Stone’s Markets, Uncle Giuseppe’s, and Roche Brothers. The software is widely adopted for managing holiday peak catering periods as well as everyday foodservice operations with reported metrics of increased order volumes, improved efficiency, and enhanced customer satisfaction. Clients often praise FoodStorm for doubling sales, handling multiple locations efficiently, and simplifying operational workflows.
