Trendy Instagram-famous food delivery company Five Point Four goes bust – leaving its social media fans hungry
- Five Point Four cited increasing competition and costs as reason for the collapse
- Upset customers were told via email they would not be receiving their meals
- The Brisbane company claimed to have 20,000 customers and $12M in revenue
- Their popular Instagram and Facebook accounts have since been shut down
A health food company supplying pre-packaged meals popular with sportsmen and social media influencers has collapsed leaving tens of thousands of people in the lurch.
Five Point Four went into administration last week without warning, much to the shock of its 20,000 customers and 230,000 online followers.
Wallabies stars, UFC fighters and Instagram stars were their biggest clientele, as they turned over more than $12 million a year.
But it all came crashing down last week when customers failed to receive their weekly food delivery, one man from New South Wales missing out on $145 in food.
‘In the face of increasing competition and our cost to serve, we have made the really difficult decision to stop taking orders with immediate effect as of today,’ the company said in an email sent to customers last Wednesday.
Five Point Four was created in 2013 by Melbourne-based entrepreneur Ben Doolan (pictured), and claimed to have more than 20,000 customers
Australian mum Katrina Peterson (pictured) endorses the Brisbane-based healthy meal delivery company to her nearly 70,000 followers
Customers received the email telling them any future orders would ‘unfortunately not be delivered’, despite some people expecting orders that day.
An angry Sydney who was expecting $145 in meals for next week was informed they wouldn’t be coming via email on Wednesday, the day it was meant to arrive.
‘It was really irritating, they just stopped the service. Surely they could have seen it coming and shut down with some notice so people weren’t put out?’, he told the ABC.
Five Point Four was founded by Melbourne-based entrepreneur Ben Doolan and was registered to an address in Brisbane’s Fortitude Valley.
Wallabies players Jesse Mogg and James Hanson worked with the brand, with the teammates investing in the tailored meal plans in an effort to commit to clean, high-protein low-carbohydrate dieting to prepare for rugby season.
Australian Instagram influencer Katrina Paterson was among the social media stars using their platform to promote the company.
The company was founded in 2013, but suddenly collapsed last Wednesday citing increasing costs and competition as a factor
The mother of one promoted the company to her nearly 70,000 followers in 2017, inviting her followers to use her promotion code to save money on the deal.
Australian fitness coach Hayley Westoby also promoted the brand to her 12,000 followers, putting her weight loss progress down to using the Five Point Four program.
The company marketed itself as ‘the leaders in low carb’, providing ‘macronutrient controlled prepared meals delivered to your door’.
Customers began to question what was happening to the company last week, prompting the business to shut down their Instagram and Facebook accounts, which had more than 230,000 combined followers.
The Brisbane-based company’s website is still up and running, but says it is not currently delivering to all major cities.
They’ve assured their customers they’re working to process refunds over the coming days.