Food and beverage ordering platform BlueCart Inc. launched the vendor platform Endless Aisle Marketplace — designed to support the buying and selling process for vendors and restaurants.

The marketplace is backed by funding from existing vendors — BlueRun Ventures, Columbia Partners and 1st Course Capital. According to an Aug. 22 news release, BlueCart plans to use the funds to accelerate the rollout of the Endless Aisle Marketplace and other upcoming features, aiming to further its leadership in the food and beverage industry.

“This feature is a game-changer for vendors looking to expand their market presence and increase their sales,” BlueCart CEO Konstantin Zvereff said in the news release.

For vendors, the Endless Aisle Marketplace provides expanded business reach, allowing providers to showcase product catalogs with image and pricing insights. The feature also offers Pricing Insights, which assist vendors in competitively pricing products by classifying them as Great Value, Good Value or Fair Value.

“It allows [restaurants] to diversify their offerings and improve their menu flexibility, all while enjoying a more streamlined and efficient procurement process,” Zvereff added.

Restaurants gain access to a larger network of supplies through the Endless Aisle Marketplace. Restaurants can earn 2% cash back on eligible purchases, streamlining procurement processes and improving menu flexibility.