The brainchild of Shawn Yi, Tangent Wong and Tim Pagram, Foodifox was established in 2019 to simplify the logistical challenges associated with food delivery, providing dedicated thermal locker systems for food orders in commercial and residential buildings.

Welcome to another edition of Fast Five – our series where we ask some of the most influential and exceptional business leaders five questions to get a behind-the-scenes look at some of Australia’s most dynamic businesses.

In this edition we spoke to Tim Pagram, Co-Founder and Chief Strategy Officer at Foodifox. Tim is a driven executive whose career passion is growing businesses with technology, developing its people and making a difference to top and bottom lines.

#1: Where did the business idea come from and what is the Foodifox difference?

The business was born from a love of food and sharing great meals between friends. We’d had enough of slow food delivery, particularly when it turned up cold. There had to be a better way to deliver food and ensure restaurant meals were enjoyed as intended.

The business started by prototyping locker units and testing them in a café we were running as a dark kitchen, along with a couple of pilot sites. As interest in the lockers grew, we shifted our focus to handle that scale. We phased out our own kitchen and partnered with food businesses so we could focus on the technology and the locker.

We have partnered with some of the best lunch providers in Melbourne to provide affordable and delicious lunches to locations that don’t normally have access to this type of quality and variety. We currently provide lunches to over 40 locations across Melbourne, delivering several hundred meals per week – all without any delivery or services fees.

#2: How has the return to office changed the way Foodifox works?

We have a seen a radical shift from the standard five days per week time-in-attendance to a more flexible pattern. This means productivity is paramount for staff in the workplace.

Time lost getting lunch and, at times, even having to decide causes disruptions when staff would otherwise be goal oriented. A Foodifox lunch ordered to their workplace locker is a set-and-forget process. There’s no need to leave the premises, which is a good outcome for them – as it is for employers who benefit from this efficiency.

Foodifox not only provides economical meal options but helps boost staff satisfaction by providing a highly desirable lunch solution. We have found in conversations with People and Culture heads and business owners that our lockers and lunches have had a positive impact on culture and increased informal collaboration by increasing the number of employees enjoying lunch onsite through our service.

#3: How have businesses benefited from having thermal lockers in their buildings? What sort of feedback do you receive?

We have had some great feedback from sites that contain our lockers. From a business perspective we are helping increase staff satisfaction and providing a clear point of difference for the office. These locations are seeing an increase in staff attending the office and more staff staying on site at lunch time – helping incidental collaboration and reducing time wasted traveling to lunch locations.

At Foodifox, we (along with everyone else in Australia!) have seen the cost of living skyrocket. Through our buying power we have managed to secure great deals with our collab partners. In most cases we can offer pricing below the retail price – and this includes delivery! We have had great feedback from employees who now have access to a huge range of fresh lunch options.

The other side of our business is working with residential buildings, helping them reduce the hassle of third-party delivery drivers. Building managers and concierges tell us they spend less time collecting food dumped in the lobby, cleaning food spills and handling tenant queries about missing food deliveries. They have also seen a reduction in foot traffic (particularly delivery drivers using lifts). All this has led to an improved experience for residents.

#4: As a startup founder who had to overcome external challenges, what advice do you have for budding entrepreneurs and business leaders?

Coming up with an idea at times is hard, but making that a reality is where the effort really lies. On occasions you will find yourself at the intersection of a few possible paths forward as you see your idea begin to morph into a shape you hadn’t first intended it to be. At these moments you need to focus on your ‘north star’, your initial fundamentals that gave birth to your idea. Make sure you always have that ‘touchstone’ in your mind and be willing to flex in your approach as you remain true to your convictions.

#5: What are the future plans and ambitions for Foodifox?

We are in the early growth stages and have massive plans for the future.

We currently have 36 sites across Melbourne and growing with plans to expand to NSW and Queensland locations in the coming months and into 2024.

We recently partnered with HungryPanda and Fantuan to provide their delivery drivers access to our lockers, primarily in residential towers and student accommodation. We plan to integrate with all food delivery platforms in Australia so everyone has access to the convenience of the service – from delivery driver to workplace or residential building and ultimately the customer.

We have some other interesting plans in the works, but they are top secret for now – so watch this space!