Many restaurants still rely on spreadsheets to track their inventory of produce, meat and other ingredients. But using manual methods often results in food wastage and higher costs. Malaysia-based Food Market Hub is a cloud-based platform that connects food and beverage (F&B) outlets directly to suppliers, making it easier to communicate and manage orders. The startup announced today it has closed a Series A round of $4 million from Go-Ventures, whose cornerstone investor is Gojek, and SIG.
This brings Food Market Hub’s total funding to $4.7 million so far. Founded in 2017 by Anthony See and Shayna Teh, Food Market Hub is currently used by about 2,000 food and beverage outlets in Malaysia, Singapore, Hong Kong and Taiwan. The platform handles about $200 million in purchase orders on an annual basis and is used by well-known brands like Din Tai Fung, Kentucky Fried Chicken and Putien.
Food Market Hub automates purchasing and inventory tracking by connecting food and beverage outlets with central kitchens and suppliers. Orders can be placed through the platform or by email and WhatsApp. The platform also uses AI-based tech to forecast purchasing needs by analyzing past data.
Part of Food Market Hub’s Series A will be used to expand into Indonesia, Thailand and Vietnam. Teh told TechCrunch that the company chose those three countries because they are the largest food and beverage markets in Southeast Asia, and share many similarities with Malaysia.
“The F&B sector does not use digitized procurement and inventory management solutions, which leads to inefficiency and significant added costs,” she said.
Several other startups focused on digitizing the food supply chain in those countries have also recently raised venture capital funding, including Thailand’s FreshKet, Indonesia’s Eden Farm and TaniHub, and Singapore-based Glife.
Teh said Food Market Hub doesn’t view those companies as competitors, because they focus on supplying produce and other ingredients to restaurants. Instead, Food Market Hub’s core business “is a communication platform that allows restaurants to communicate with and place orders to their existing suppliers,” she said.
“In fact, our customers will likely use our platform to place orders to these companies in the future,” she added.
Food Market Hub’s target clientele include restaurants that are growing into chains or franchises, which means manual purchase orders and inventory management quickly becomes inefficient. Before they started using Food Market Hub, many clients relied on Excel spreadsheets and notebooks to track inventory level and placed orders through phone calls, emails or WhatsApp, Teh said.
The company claims close to zero churn, with clients sticking to the platform unless their restaurant shuts down. Unfortunately, many food and beverage businesses have been forced to close because of the COVID-19 pandemic, including some of Food Market Hub’s customers. On the other hand, the pandemic underscored the importance of controlling inventory closely to manage costs.
“Restaurant owners and managers embraced technology at a much faster rate than ever before and we have been a beneficiary,” said Teh. “We have seen record demand for our products in recent months and are onboarding hundreds of outlets each month and expect this to only accelerate going forward.”