From 2018 with the hunger to innovate

Discover more about EatFirst story and meet the team.

Our story

2018


June 2018

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

November 2018

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.


2019

Offering enhancement

Lemoncat is acquired, which allows EatFirst to further enhance its technology offering

August 2019
2020


January 2020

Growing & expanding

The new year has started with another strong move by EatFirst: the acquisition of Monbanquet to further consolidate its European presence

Summer 2020

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

CEO / Co-founder

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

VP Product

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

Country Manager

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

Managing Director Australia

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

Meet the team

Adrian Frenzel

CEO / Co-founder

After a career at McKinsey as Engagement Manager in Operations and a background marked by international professional experiences, Adrian spurred its entrepreneurial spirit joining the startup environment. From being the COO at Rocket Intern, to US co-CEO of the phenomenon Hellofresh & then Co-founder of Moonfare, in 2018 he founded eatfirst.

Sidney Francois

VP Product

Sidney totally dives into the Berlin startup scene. From being Product Manager and Frontend Engineer at Delivery Hero, to co-founder and CPO at Veyo Care and having done product consulting projects for customers as UBER and NOWADAYS, he joined Lemoncat in 2017 as Head of Product. From 2019 he is VP of Product at eatfirst.

Christoper Chaaya

Country Manager

Graduated with honors in Industrial Engineering & Product Innovation at Politecnico di Torino, Chris matured professional experience in both corporate and consulting environments at P&G and Bain & Company. After having found its own startup for mid-term renting in Turin, in 2019 he joined eatfirst as Country Manager.

Markus Albert

Managing Director Australia

Graduated in Finance, Accounting & Controlling at WHU School of Management, Markus started his career in Investment Banking with experiences at Credit Suisse and Lehman Brothers. He then joined in the startup ecosystem, founding & managing INCENT Corporate Services in Berlin and moving later on in Australia as Operation Manager at Hellofresh. From 2018 he is eatfirst Australian Managing Director.

Martjin Suister

Managing Director Netherlands

Martijn’s extensive knowledge in the Food Beverage industry and sales skills trace back to 2003 when he joined RedBull as Market Striker. Since then, he worked as Sales Manager at Just-eat Netherlands & Benelux, Market Manager at Hungr and finally Managing Director at Quandoo. From 2018 he joined eatfirst as Netherlands Managing Director.

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