“An army marches on its stomach” – Napoleon Bonaparte
This time tested and true observation is so often overlooked in the workplace. How many teams in business aren’t performing to their peak levels because their stomachs are empty or full of the wrong things? Google might be viewed as an anomaly in their approach to the company cafeteria, but it’s hard to overlook the correlation between high-performing people eating highly-nutritious and great food.
Vancouver’s Foodee is a rapidly growing marketplace that’s in the business of bringing great food straight to the company lunchroom. Cofounder Jon Cartwright and managing partner Ryan Spong talked about their mission and highlighted the three key Foodee tenants:
1) Great teams eat together
2) Quality food tastes better
3) Reduce your carbon foodprint
Spong Comes to Foodee with a background in the corporate world, having worked in the financial services space in Toronto, New York, and London. He came home to Vancouver, and is now experience in the hospitality industry, having purchased Tacofino Cantina, a local food services company in 2011. “Our goal is to change corporate lunch hour. I’ve had the tied to a desk career, and know the challenges of getting out of the office. Even getting out of the office, it gets to be a pretty drab offering after two months. You can only go so far, and often don’t have many great choices. It easy to fall into a routine that’s often unhealthy.”
Cartwright said the initial idea behind Foodee came from wanting to solve their own challenge. “Being at Invoke, we were a little far away from really good food, and often found ourselves whining about it. As well, it was also a challenge ordering for a large group too,” he said. “Starting the company at Invoke really helped Foodee develop a solid technical foundation for solving the logistical challenges. ”
In the last two years they’ve shifted from being a technology focused marketplace to what Cartwright sees “as being part of the huge growth for online/offline businesses. There’s way more success reference points now. It’s becoming a huge differentiator in what we do, and where we see the future opportunity for Foodee. With a whole new service expectation in the offline market experience we see having right online tools as being a significant enhancement.”
They’ve grown the business and are feeding mostly large groups in offices (10-100 meals), and working with offices like Lululemon, Cushman Wakefield, Mozilla, and Microsoft. For customers it’s simple to order online, by phone or by email. There’s no minimum order size either.
There’s simplicity at the surface. But, at the heart of Foodee is a tech enabled platform. “It’s all about having robust backend order management infrastructure, for managing orders and logistics at scale,” said Cartwright. “We currently work with five different third party delivery companies, and all meals are GPS tracked.”
For Spong, “quality food tastes better.”
“We think you should still be eating your favourite foods, and want to make sure you’re getting the best version of it,” he said. “We also think you can eat great food, while at the same time treat our environment better. We’re working mainly with restaurants that focus on local, organic, sustainable practices, and at the same time working with zero or low emission energy partners.”
He also offered that “part of reducing the carbon ‘foodprint’ is that our partners agree to adopting our packaging standards. They’re all using recycled paper, completely compostable and recyclable containers. This is really important when you think that our biggest client goes through 25,000 containers a year feeding their staff.”
Right now Foodee is working with Vancouver’s best restaurants such as VJ’s, Meat and Bread, Finches and Tacofino, and will keep focused on delivering premium offerings. Cartwright shared that “restaurants are liking us because we’re providing them another with lunch rush before the doors open. As well, in some case we’re giving some of our restaurant partners as much as 10-15 percent of their yearly revenue.
In many ways Foodee is like the Uber for food. With Vancouver giving them the validation and momentum needed, Foodee will be introducing their platform to new cities next quarter.
