FELFEL opens its first overseas office in New York with a local team

Ten years after its foundation, FELFEL is expanding its presence outside Switzerland for the first time. Starting in 2024, FELFEL will offer its services in New York City. The US offering will be tailored to local tastes and developed by an independent team under the leadership of the new FELFEL USA CEO, Jieh Greeney. Existing customers with branches in New York can now also enjoy the FELFEL experience in the Big Apple.

Much of this expansion is based on the Swiss model. For example, the FELFEL technology, proudly "Made in Switzerland," will be used in the USA, and the core FELFEL motto of putting customers first remains the top priority.

Emanuel Steiner, founder, commented, "This move is a matter of the heart. I spent a significant part of my childhood in New York City, and Daniela also lived there for an extended period after graduating. With Jieh Greeney, we have found a great leader for the local business. I have known her for 15 years, and she carries important FELFEL values. She is also an experienced retail expert and has excellent knowledge of the New York culinary scene."

In their home market in Switzerland, the founders remain focused on meeting customer needs
In the summer, FELFEL expanded its collaboration with leading local chefs, such as the 2 MICHELIN-starred chef Dominik Hartmann. FELFEL is also introducing various new offerings for its fridge’s clients. Soon, customers in the Romandie region will be able to enjoy dumplings from Madame Sum, and FELFEL will be testing fresh sushi from the Japanese family-owned business Shinsen. The snack selection will also see significant increase, including specialties from local bakeries in Graubünden.  

The Swiss business will continue to be led by the Steiner family, along with Co-CEO Anna Grassler and CFO/COO Jürg Schläpfer. Anna is responsible for customers and employees, Daniela oversees product development, while Emanuel and Jürg ensure the strategic implementation of operations.

About Jieh Greeney, CEO of FELFEL USA
In New York City, the newly appointed CEO of FELFEL USA, Jieh Greeney, will lead the business. Emanuel Steiner and Jieh Greeney have known each other since their time at Harvard Business School. Jieh holds an MBA in General Management and boasts over 20 years of experience in business transformation and business development. Before joining as CEO of FELFEL USA, she served as Senior Vice President of Retail at Food52.

About FELFEL

FELFEL is revolutionizing how Switzerland eats at work. Driven by the vision of turning employers into the best hosts through great food, the family-owned company now serves more than 800 companies across Switzerland and Liechtenstein with its smart FELFEL fridges. In 2021, the company also launched its own coffee service, Gavetti by FELFEL. With now more than 100 employees at its locations in Zurich and Lausanne, FELFEL enables over 100,000 employees to enjoy delicious and varied meals and snacks produced in partnership with small family-run businesses. The innovative company concept has been awarded various prizes, including the Swiss Economic Forum Award (2016) and the EY Entrepreneur of the Year Award (2018).

Contact

FELFEL AG
Jessica Lok
pr@felfel.ch