Feedr

Feedr is a corporate catering and workplace food platform founded in London in 2016. Its core model connects employers with local restaurants and food vendors, building rotating daily menus that are delivered to offices; employees can either pay for their own meals or receive a subsidy from their employer, with Feedr coordinating ordering logistics and delivery. The company describes itself as a food-benefits software solution intended to let employers use food as an employee wellbeing and engagement tool.

Its flagship product, Cloud Canteen, assembles rotating menus from food vendors for delivery to offices, alongside a click-and-collect option that digitises the physical office canteen by allowing pre-ordering and helping offices manage capacity. Feedr was acquired by foodservice group Compass Group in March 2020, at a reported sale price of about $24 million, with Compass indicating it would use Feedr's technology to support its digital transformation and 'return to work' strategy.

The business operates as Feedr Ltd (company registration number 09956874) with offices in London, Amsterdam and Berlin, and runs Australian operations under the EatFirst brand across Sydney, Brisbane, Adelaide, Melbourne, Canberra and Perth.

Founding story

Feedr was founded in 2016 out of frustration at the difficulty of accessing healthy, convenient food during the working day in London. Co-founders Riya Grover and Lyz (Elizabeth) Swanton, who met while Swanton was completing an MBA at London Business School (class of 2016), shared an interest in helping people eat more healthily and a belief that technology could enable employers to play a larger role in employee wellbeing. Grover, who previously worked at PepsiCo and in investment banking, served as CEO and co-founder, while Swanton served as co-founder and COO.

Business model

Feedr operates a technology platform that sits between employers and local food vendors: it aggregates restaurant and vendor supply into rotating menus, handles ordering and delivery logistics for office locations, and supports employer subsidy arrangements in which companies fund all or part of employee meals. It also offers a click-and-collect format that digitises an on-site office canteen.

Traction

By mid-2019 Feedr had raised upwards of £2 million across two rounds and grown its team into double digits; total funding before the acquisition was reported at about $2.7 million. The company was listed with 35 employees as of January 2022 and was sold to Compass Group for a reported $24 million in March 2020.

Latest developments

As of its 2025 website, Feedr markets a corporate catering platform serving the UK, Ireland, the Netherlands, Germany, Australia and Singapore, with Australian delivery operating under the EatFirst brand.