Quisto

Quisto is a Milan‑based B2B technology company building a hybrid distribution and procurement platform that digitizes ordering and trade marketing for the Ho.Re.Ca. (hotels, restaurants, cafés) and small food retailers, with an aim to increase efficiency and sustainability across the foodservice supply chain[1][2].

High‑Level Overview

• Mission: Quisto’s stated mission is to modernize and make more efficient/sustainable the foodservice supply chain by bringing digital procurement, transparent pricing and better trade visibility to the fragmented Ho.Re.Ca. channel[1][2].
  - Investment philosophy / Key sectors / Impact on startup ecosystem: (Quisto is itself a portfolio-stage startup rather than an investment firm.) As a startup it operates in the B2B foodtech, retail logistics and supply‑chain software sectors, and its early traction demonstrates how verticalized procurement platforms can accelerate digitization of traditional offline markets and create new go‑to‑market channels for suppliers and brands[2][1].
  - Product & customers: Quisto builds a hybrid B2B ordering and distribution platform (marketplace + distribution tooling) that serves bars, independent restaurants, small retailers and food & beverage brands/wholesalers[2][4].
  - Problem solved: It replaces fragmented, manual ordering (phone/WhatsApp) and inconsistent pricing with a 24/7 digital catalogue, structured promotions and order management to reduce friction, costs and data blind spots for suppliers and buyers[1][2].
  - Growth momentum: Since launch Quisto has processed thousands of orders (reported >2,000) and offers a catalogue of several thousand SKUs, and closed a €800k pre‑seed round to scale tech and go‑to‑market efforts[1][2].

Origin Story

• Founding year and team: Quisto was founded in 2021/2022 (listed as founded 2021 on company profiles and reported as launched in 2022 in press) by Stefano Raffaglio and Pietro Bini Smaghi, who combine Ho.Re.Ca. industry experience and operational know‑how[2][1].
  - How the idea emerged: The founders identified a large, fragmented €13B Italian Ho.Re.Ca. market where operators rely on manual ordering and brands lack reach and data; they built a hybrid tech + distribution model to digitize procurement and provide visibility for suppliers[2].
  - Early traction / pivotal moments: Early metrics include over 2,000 orders and a catalogue of over 5,000 products, and Quisto closed a reported €800k pre‑seed investment led by a major Italian family office and several angels to invest in product development and market expansion[1][2].

Core Differentiators

• Hybrid distribution model: Combines marketplace/ordering software with distribution capabilities to serve customers that still depend on physical delivery and traditional channels[2][4].
  - Vertical focus on Ho.Re.Ca.: Deep domain focus on bars, restaurants and small retailers—segments often underserved by generic B2B platforms[2].
  - Product breadth and availability: Large SKU catalogue (reported ~5,000+) and 24/7 ordering aimed at replacing asynchronous phone/WhatsApp ordering workflows[1][2].
  - Supplier value: Provides suppliers and brands with improved trade marketing tools and data visibility into small, fragmented accounts that are hard to reach via traditional channels[2][1].
  - Early market traction + investor backing: Demonstrated orders volume and a €800k pre‑seed round give runway to scale tech and distribution[1].

Role in the Broader Tech Landscape

• Trend alignment: Quisto rides multiple trends—vertical B2B marketplaces, digitization of legacy offline procurement, and supply‑chain efficiency/sustainability in foodservice—which are attracting investor and industry interest[2][1].
  - Why timing matters: The Ho.Re.Ca. channel remains fragmented and digitally underserved, so platforms that combine digital ordering with logistics and trade marketing can unlock incremental revenue for brands and operational cost savings for operators[2][4].
  - Market forces in their favor: Consolidation pressure on suppliers, rising labor and logistics costs, and demand for data‑driven trade promotion make procurement digitization commercially compelling[1][2].
  - Ecosystem influence: By aggregating small outlets digitally, Quisto can become a distribution and data channel for manufacturers and wholesalers, improving route‑to‑market efficiency and enabling targeted promotions that were previously impractical for micro accounts[2][1].

Quick Take & Future Outlook

• What’s next: With the €800k pre‑seed funding, Quisto is focused on expanding its customer base, enhancing the product (catalog, integrations and UX) and improving go‑to‑market efficiency to scale across more Italian Ho.Re.Ca. regions and potentially other European markets[1].
  - Trends that will shape them: Continued digitization of offline commerce, demand for supply‑chain sustainability, and the rise of vertical procurement platforms will determine traction and multiple expansion[2][1].
  - Potential evolution: If Quisto scales supplier partnerships and logistics, it could evolve from a national niche platform into a regional vertical B2B distribution network and a data provider for food & beverage brands[1][4].
  

Quick take: Quisto addresses a clear, large pain point in an underserved vertical by marrying digital procurement software with distribution know‑how; its early orders, SKU depth and pre‑seed backing validate product‑market fit in Italy and position it to scale as the Ho.Re.Ca. channel digitizes[1][2][4].