Name: Spoonfed
Brand: 365 RM (UK) Limited
SKU: 689ded35a5af4e94e8331e99
Rating: 4.5 (101 reviews)

Overview of Spoonfed Software Company

Spoonfed is a UK-based software-as-a-service (SaaS) company specializing in catering management solutions. It provides web-based tools for automating and streamlining catering operations, serving clients in the foodservice, hospitality, and institutional sectors. Its platform is used by global brands, universities, and contract caterers across the US, UK, and Europe.

Founding and Growth

Founded: 2010 by Willie Biggart and Murray McNicol in Scotland.

Origins: The founders transitioned from running a chaotic catering business to developing a tech solution that addressed inefficiencies in catering operations.

Milestones:
- Initial launch targeted independent caterers.
- Expanded to foodservice operators and multi-location fast casual chains.
- Established offices in Glasgow and Denver to support UK and US clients.
- Survived industry disruptions during COVID-19 by doubling down on product innovation.

Funding and Valuation

Total Funding Raised: Approximately $1.96 million across four rounds.

Key Investors: Equity Gap and Scottish Enterprise.

Latest Round: Seed funding of $743K in February 2019.

Valuation: Specific valuation figures are undisclosed, but the company was acquired in a multi-million-pound deal in 2021.

Revenue Estimate: Around $870K annually, with a lean team of 10–20 employees.

Product Offerings and Features

Spoonfed offers a robust suite of tools for catering operations:

Online Ordering: Branded portals for clients to place orders.

Back Office Automation: Streamlines production, delivery, invoicing, and reporting.

Menu Management: Dynamic menus based on time, location, and availability.

Group Ordering: Facilitates individual selections within corporate orders.

Multi-Site Management: Centralized control across multiple locations.

Delivery Tracking: Assign couriers and generate delivery sheets.

Integrations: Compatible with accounting and marketing platforms like Xero, Mailchimp, and Stripe.

Acquisitions and Product Expansion

Acquired by: 365 Retail Markets in December 2021.

Strategic Fit: Spoonfed’s catering tech complements 365’s self-service commerce solutions.

Expansion Goals: Leverage 365’s capital and network to grow in the US and European markets.

Synergies: Integration with Kafoodle, a recipe management platform, enhances Spoonfed’s capabilities.

Spoonfed AI and New Features

Spoonfed continues to innovate with features tailored to modern catering needs:

Order Approval Workflows: Customizable checkout processes with PO codes and cost centers.

Twin-Order Flow: Separate portals for internal and external clients.

Multi-Slot Ordering: Simplifies catering for events spanning multiple time slots.

Marketplace Portal: Enables coworking spaces and institutions to order from approved vendors.

Group Order Links: Personalized ordering experiences for meeting attendees.

Company Culture and Values

Mission: To simplify catering operations and empower caterers with efficient tools.

Values: Innovation, transparency, and customer-centricity.

Work Ethos: Emphasis on reducing admin burden and enabling caterers to focus on food quality.

Leadership: Founders remain involved post-acquisition, driving product vision and growth.

User Base and Community

Target Users: Contract caterers, restaurant chains, universities, and corporate hospitality teams.

Global Reach: Clients in the UK, US, Australia, and Ireland.

Customer Feedback:
- High praise for ease of use, customization, and support.
- Notable impact on revenue growth for clients (e.g., one client increased monthly revenue from £7K to £70K).
- Active user community sharing feedback and feature requests.

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