LEMONCAT — now operating as Caterwings — is a B2B catering marketplace that connects offices and corporate customers with curated local caterers, streamlining ordering, delivery and event catering for businesses. It was founded in 2015, has raised venture backing (including Rocket Internet, Tengelmann and Holtzbrinck), and positions itself as a digital alternative to legacy corporate catering processes, focusing on quality and reliability for meetings and events[2][3][1].
High‑Level Overview
- Mission: To simplify corporate catering by providing an easy, reliable online marketplace that lets businesses order high‑quality food for meetings, lunches and events without logistical hassle[2][3].
- Investment philosophy: (Not applicable — Caterwings is a portfolio company / operator rather than an investment firm.)
- Key sectors: Food tech / foodservice marketplaces, B2B corporate services, logistics for catering[1][2].
- Impact on the startup ecosystem: Caterwings is part of a wave of digitization in traditional service sectors (office catering), demonstrating how online marketplaces and curated supplier networks can modernize fragmented, offline industries and attract strategic corporate and VC investors[3][2].
For Caterwings as a portfolio company:
- Product it builds: An online, curated marketplace/platform that aggregates vetted caterers and enables businesses to browse menus, place orders and manage delivery for corporate meals and events[2][1].
- Who it serves: Corporate clients — offices, event planners and administrative staff organizing business lunches, meetings and corporate events in cities where it operates (initial focus: London)[2][1].
- Problem it solves: Replaces slow, phone‑based ordering and uncertain quality with a streamlined, reliable digital ordering experience and vetted caterer network to ensure timeliness and quality for corporate food needs[2].
- Growth momentum: Launched in 2015, early traction included partnerships with dozens of London caterers before launch and a subsequent funding round (~€6M / $6.8M) led by Rocket Internet, Tengelmann Ventures and Holtzbrinck to scale operations and customer service[2][3][1].
Origin Story
- Founding year and background: Caterwings (originally launched under the LEMONCAT/Caterwings initiative) was founded in 2015 by a team that included Alexander Brunst and Sebastian Kloss; it emerged from recognition that corporate catering remained a largely offline, fragmented market and that offices often received poor quality food or faced logistical headaches arranging meals for meetings[2][3].
- How the idea emerged: Founders observed frequent poor experiences ordering food for meetings and envisioned a curated online marketplace to simplify selection, improve quality control and guarantee timely delivery; early pilot activity in London paired the startup with ~52 local caterers prior to launch and showed strong test demand[2].
- Early traction / pivotal moments: Pre‑launch partnerships with dozens of caterers and rapid interest from corporate customers; a significant funding round in 2016 (reported as ~€6M / $6.8M) that included strategic investors Rocket Internet and Tengelmann, enabling expansion of the platform and customer support capabilities[2][3].
Core Differentiators
- Curated supplier network: Focus on vetting and partnering with high‑quality local caterers (not a pure open marketplace), which helps assure product consistency and reliability for corporate clients[2][3].
- B2B focus and UX for offices: Product and operations tailored to corporate ordering workflows (bulk orders, event timing, invoicing), unlike consumer food delivery apps[2].
- Investor and strategic backing: Early support from prominent e‑commerce and retail investors (Rocket Internet, Tengelmann, Holtzbrinck) that provided capital and retail/marketplace expertise to scale operations[3][1].
- Operational promise: Emphasis on delivery reliability and customer service (founders discussed personally ensuring orders are delivered correctly during early tests)[2].
Role in the Broader Tech Landscape
- Trend ride: Digitization of traditional services — applying marketplace/aggregation models to fragmented offline industries (here, catering) is a recurring theme in foodtech and B2B marketplaces[2][3].
- Why timing mattered: Offices and corporate events represent recurring, high‑frequency demand and were underserved by legacy pen‑and‑paper systems; the mid‑2010s saw investor appetite for verticalized marketplaces that could win share from incumbents[2][3].
- Market forces in their favor: Growing corporate spending on workplace food and events, rising expectations for food quality, and the scalability of marketplace platforms to standardize supply across cities[3][1].
- Influence on ecosystem: Caterwings helped validate the B2B food marketplace model in Europe and attracted further investment interest into foodservice startups and digital transformation of catering operations[3][2].
Quick Take & Future Outlook
- What’s next: Continued geographic expansion in business districts and deeper integration with corporate procurement (e.g., invoicing, meal plans, managed accounts) are logical growth paths; partnerships with large corporate clients and enterprise procurement systems could drive scale[1][2].
- Trends that will shape the journey: Post‑pandemic workplace dynamics (hybrid work, smaller on‑site teams but more targeted events), emphasis on flexible meal plans and sustainability/food quality standards will influence product offerings and demand. Reliable logistics and strong supplier relationships remain crucial[1][2].
- How influence might evolve: If Caterwings continues to build enterprise features and expand its vetted caterer network, it can solidify a leadership position in B2B catering marketplaces and become a default procurement channel for corporate food services in its markets[3][1].
Quick tie‑back: Caterwings (formerly LEMONCAT) exemplifies how a focused, curated marketplace can modernize a traditional service vertical by solving operational pain points for corporate customers and scaling through investor and supplier partnerships[2][3][1].
Sources: TechCrunch coverage of the launch and founder comments[2]; reporting on funding and investors (GlobalVenturing) with investor names and round details[3]; company/industry profiles and funding summary (CB Insights, Preqin)[1][4].
