Revolutionizing F&B Inventory Management
In an industry where spreadsheets still dominate, Malaysia-based Food Market Hub is transforming how restaurants manage inventory and supplier relationships. The cloud-based platform has just secured a $4 million Series A round co-led by Go-Ventures (backed by Gojek) and SIG, bringing its total funding to $4.7 million.
Bridging the Digital Gap in F&B Operations
Founded in 2017 by Anthony See and Shayna Teh, Food Market Hub addresses critical pain points:
- Eliminates manual tracking: Replaces error-prone spreadsheets and notebooks
- Reduces food waste: AI-powered forecasting optimizes purchasing
- Streamlines communication: Centralizes orders via platform, email, or WhatsApp
Currently serving 2,000+ outlets across Malaysia, Singapore, Hong Kong, and Taiwan, the platform processes $200 million in annual purchase orders for major brands like Din Tai Fung and KFC.
Strategic Expansion Plans
The fresh funding will fuel expansion into:
- Indonesia
- Thailand
- Vietnam
“These markets represent Southeast Asia’s largest F&B opportunities with operational similarities to Malaysia,” explained Teh. The move comes as regional compe*****s like Thailand’s FreshKet and Indonesia’s Eden Farm also gain traction.
Pandemic Accelerates Digital Adoption
While COVID-19 forced some client closures, it dramatically increased demand for digital solutions:
- Record onboarding rates: Hundreds of new outlets monthly
- Near-zero churn: Clients retain the platform unless businesses close
- Cost control imperative: Restaurants prioritize inventory optimization
“The pandemic accelerated technology adoption beyond expectations,” noted Teh. “We’re seeing unprecedented demand as operators recognize the value of digitized supply chains.”
Unique Market Positioning
Unlike compe*****s focused on ingredient supply, Food Market Hub specializes in:
- Supplier communication platform: Maintains existing vendor relationships
- Enterprise-grade solutions: Designed for growing chains and franchises
- Integration-friendly: Potential to connect with other supply chain platforms
“Our customers might eventually use our platform to order from these other services,” Teh added, highlighting the complementary nature of these solutions.
The Future of F&B Tech
With Southeast Asia’s F&B market projected to reach $300 billion by 2025, Food Market Hub’s timing appears strategic. The company’s success demonstrates:
- Significant white space in restaurant digitization
- Growing investor confidence in supply chain tech
- COVID-19’s lasting impact on operational priorities
As expansion begins, all eyes will be on how this homegrown solution scales across diverse Southeast Asian markets.
