From 2018 with the hunger to innovate
Discover more about EatFirst story and meet the team.
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Our story
EatFirst is born
Adrian Frenzel founded EatFirst (originally with the name B2B Food Group), driven by the desire to improve the quality of food served at work with an innovative tech solution
EatFirst's head start in Australia
EatFirst integrates OrderIn, the market leader in Australia, with more than 20 years of experience. In addition, operations in Germany, United Kingdom and Netherlands start.
Offering enhancement
Lemoncat is acquired, which allows EatFirst to further enhance its technology offering
Growing & expanding
The new year has started with another strong move by EatFirst: the acquisition of Monbanquet to further consolidate its European presence
Managing the Covid-19 impact
Due to Covid-19 most of our customers had temporarily closed their offices. We used the time to improve our offering and simplify our business: we have aligned all markets to our Australian offering and unify on one brand, EatFirst.
Meet the team
Adrian Frenzel
Before founding EatFirst, Adrian has been the Co-CEO of HelloFresh US and Chief Operations Officer of Rocket Internet. Prior to that, he was COO of EPIC Companies, ProSiebenSat.1’s Berlin based incubator. Adrian started his career at McKinsey working across the globe on Operation topics as Engagement manager. Adrian is living with his wife and 2 kids in the heart of Berlin.
Sidney Francois
Prior to EatFirst, Sidney has been CPO of Lemoncat, the German catering market leader. Before starting his professional career he completed his studies in the Seattle Central Community college in Design and Visual Communications. He also worked as a Product manager and Frontend Engineer at Delivery Hero, and he managed product strategy consulting projects for customers as UBER and NOWADAYS.
Christoper Chaaya
Christoper joined EatFirst in 2019 as Country Manager. Prior to this, he worked as a Management Consultant for Bain & Company. He experienced the consumer goods corporate environment as well by working at P&G. He graduated with honors in Industrial Engineering & Product Innovation at Politecnico di Torino.
Markus Albert
Before being EatFirst’s Australian Managing Director, Markus covered the role of Operation Manager at Hellofresh AU. Previously he had experienced the Investment Banking sector at Credit Suisse and Lehman Brothers. He only later joined the startup ecosystem by founding & managing INCENT Corporate Services in Berlin before moving to Australia
