Salted is a technology company.
We build national, digital-first brands that reflect how a new generation wants to eat.
Salted has raised $19.0M across 2 funding rounds.
Salted has raised $19.0M in total across 2 funding rounds.
Salted has raised $19.0M in total across 2 funding rounds.
Salted's investors include ArcTern Ventures, Bling Capital, Core Innnovation Capital, Foundamental, Giant Ventures, KAAN Ventures, Khosla Ventures, Sand Hill Angels, SQN Venture Partners, Y Combinator, Zeno Ventures, Michael Ma.
Salted is a Santa Monica-based technology company founded in 2014 that builds and scales digital-first, better-for-you restaurant brands focused on healthy, quick-service options like bowls, salads, and pizzas, primarily through delivery and takeout via ghost kitchens and proprietary software.[1][3][4][6] It serves modern consumers seeking convenient, health-conscious meals without preservatives, sugars, or gluten, solving the problem of scalable, high-quality virtual dining amid rising delivery demand boosted by the COVID-19 pandemic.[3][4][5][6] With brands like Moonbowls (Korean-inspired), $5 Salad Co., Thrive Kitchen, Califlower Pizza, Lulubowls, and Ginger Bowls operating in 25+ locations across 10 states, Salted has raised ~$39M in funding (including $9M seed, $16M Series A, $14M Series B) and aims for 50 locations by 2026, generating $1M-$2.5M annual revenue per kitchen.[3][4][5][6]
Salted was founded in 2014 by serial entrepreneur Jeff Appelbaum, previously behind group-buying site DealQuad Inc. and social media firm Buzzpoint, driven by his personal passion for food and a vision to disrupt retail like digital-first e-commerce brands of the 2000s.[1][3][6] Originally named Video Recipe Network, it evolved into a platform for technology-driven dining experiences, capitalizing on the delivery boom during COVID-19 when restaurants shifted to virtual models.[1][4] Early traction came from launching health-focused digital brands like Moonbowls and $5 Salad Co., partnering with DoorDash and Uber Eats, and raising seed funding in 2021 led by Kamine Development Corporation; pivotal moments include a $16M Series A (led by Creadev) and $14M Series B to fuel expansion.[3][4][5]
Salted rides the ghost kitchen and delivery-only trend, accelerated by COVID-19, where digital natives like DoorDash dominate and consumers prioritize convenience, health, and tech-enabled trust over in-person dining.[3][4][5][6] Timing aligns with e-commerce parallels—scaling brands virtually like 2000s online retail—amid market forces like labor shortages, rising rents, and 90% delivery adoption in QSR.[3][6] It influences the ecosystem by proving capital-efficient models (e.g., $1M+ revenue per kitchen) compete with giants like CloudKitchens or C3, fostering investor interest in food-tech hybrids and paving the way for household healthy brands in a $100B+ virtual kitchen market.[3][4][5]
Salted's momentum—doubling locations to 50 by 2026, tech refinements like saltedOS, and brand acquisitions—positions it to dominate healthy digital QSR as delivery evolves with AI personalization and hybrid storefronts.[5][6] Trends like sustained virtual dining (post-COVID normalization), wellness booms, and data-driven ops will propel growth, potentially evolving its influence from niche scaler to category leader akin to digital disruptors in retail. This tech-fueled pivot from traditional restaurants echoes its founding vision, delivering scalable, consumer-loved brands without physical constraints.[1][3][6]
Salted has raised $19.0M across 2 funding rounds. Most recently, it raised $15.0M Series A in August 2021.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Aug 1, 2021 | $15.0M Series A | ArcTern Ventures, Bling Capital, Core Innnovation Capital, Foundamental, Giant Ventures, KAAN Ventures, Khosla Ventures, Sand Hill Angels, SQN Venture Partners, Y Combinator, Zeno Ventures, Michael Ma, Shane Neman | |
| May 1, 2021 | $4.0M Seed | Andreessen Horowitz, Craft Ventures, CRV, Seven Seven Six, The Hit Forge, Andre Iguodala, Brandon Leonardo, Gautam Gupta, Katy Perry, Manish Chandra, Max Mullen, Odell Beckham Jr., Stacy Brown-Philpot, Varsha Rao |