SmartBite

Malaysia-based food delivery service for working professionals SmartBite has received an undisclosed sum in strategic investment from Marna Capital, Rhombus Food Holdings and Noodles Digital, besides a private angel investor.

The SmartBite model aims to make it convenient for working professionals to get lunch from their favourite restaurants, which are selected based on its quality, variety and proximity.

On a daily basis, consumers will receive the menu via SMS and they’re required to respond with A, B, C or D selections by 11am to have their lunch delivered between 12-12.45pm at their office.

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Apart from focusing on the lunch market for working professionals in Kuala Lumpur, SmartBite also plans to target their working class patrons with breakfast, snacks and take-home dinners.

With its technology platform, the startup also aims to penetrate the Southeast Asia market within five years. Currently, SmartBite’s long list of restaurants include Rama V, Dancing Fish, Wondermama, Library, Dotty’s and Boulevard KLCC.

“We are constantly looking out for an enhanced business model in the food delivery sector that would benefit the public and it’s also notable that the food industry is quite stable. SmartBite fell right in place; the city has around 1.2 million white- and pink-collared workers with busy schedules. They would welcome the fact that affordable and fresh meals can be delivered to them on time,” said Azrul Reza Aziz, Chief Operations Officer of Marna Capital, in a press statement.

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Founded by Carlo Cappelletti and Gabriele Fadda, SmartBite began its operations early this year, and currently caters to consumers within Kuala Lumpur.

Marna Capital, launched in 2012, provides capital funding and capitalising on innovative trends in four key areas: media & entertainment, ICT, hospitality & wellness and healthcare.

Rhombus Food Holdings owns several notable F&B brands including Rama V, Wondermama and Dancing Fish.