Goldbelly is now the dominant player in its space, but it's still to be seen how big that space is and what the appetite is for long-distance ordering.
— Danni Santana
At a press event at Goldbelly’s headquarters in Manhattan last night, Goldbelly public relations confirmed the acquisition, though the company has yet to formerly announce the deal and would not provide a statement.
Both Goldbelly and FoodyDirect specialize in marketing, ordering, and logistics for long-distance delivery. FoodyDirect, based in Menlo Park, Calif., was Goldbelly’s main competitor in the space, accounting for roughly 10 percent of market share.
Goldbelly had signed up a number of landmark brands, including Lou Malnati’s in Chicago, Prince’s Hot Chicken in Nashville, and Russ & Daughters in New York City.
In October, Goldbelly raised $20 million in Series B funding led by Danny Meyer’s one-year-old Enlightened Hospitality Investments (EHI). The cash was earmarked to help grow the business and expand the Goldbelly’s tech and operations teams, Skift Table reported.
The company was featured earlier this year as one of Skift Table’s top restaurant startups to watch.