Skip to main content

retail innovator

Morsl announced as finalist in National Retail Awards 2021

Instagram Tiles_Individual Categories_Small Retailer

As an innovator in self-service cafes, we are excited to share that Morsl has been shortlisted as a Finalist in the National Retail Awards 2021.

The Small Retailer of the Year Award is for businesses with fewer than 19 employees, that continues to innovate and grow at a time of disruption, and that successfully positions themselves as a desirable brand to work for, a respected brand to buy from, whilst providing a unique customer experience.

Despite the challenges we faced, Morsl repositioned its offering to see a 288% increase in revenue from pre-COVID levels, we expanded into Victoria, opened further locations in NSW and increased our headcount by 200%.

The winner is announced on Friday, 27th August. Wish us luck 🙂

Morsl Featured In SmartCompany

“Morsl founder Karla Borland is raising eyebrows across corporate Australia with an in-office catering solution that’s bringing convenience to the ASX 100.


“I wanted to break the old model apart”: Meet the startup installing supermarket aisles in corporate offices”


As featured in, Matthew Elmas writes:

“What does Officeworks do when the cafe supporting hundreds of its warehouse shift-workers closes?

It gives Karla Borland a call.

Borland is the founder of Morsl, a self-service food and drink market that’s being installed in the offices of some of the biggest corporates in Australia, from Channel 7 and Employsure to Macquarie Bank and Qantas.

The idea is pretty straightforward. If workers can’t go to a cafe or supermarket to stock up for lunch, why not bring the cafe or supermarket to them?

The markets — a far cry from a $1 charity box or packet of saltine crackers, but also much more convenient than an entire cafe — have been taking off with corporate partners over the last 12 months, driven by a desire for a nutritional solution that’s easy, affordable and caters to healthy options, Borland says.

“I had been working in an office environment for 15-plus years and I’d frequent the vending machine,” Borland tells SmartCompany.

“It was the soft drinks, the chocolate, and I struggled to eat well.”

“I thought, ‘wouldn’t it be nice if someone put a really tasty salad in so I didn’t have to head down the road?’

“I wanted to break the old model apart,” Borland says.

Realising her lunch-time quandary was a business idea, Borland did away with the vending machine and looked to disrupt the traditional in-office catering model by installing a set-up that actually resembles a supermarket or convenience store aisle — albeit, inside an office.

Equipped with self-service checkouts, refrigeration units and traditional-looking shelf space, Borland is now in the process of closing her first capital raise and has locked in $250,000 in investment already, hoping to double that figure in the coming weeks.

With fresh food suppliers already locked in, Borland hopes to scale the business quickly in offices across Australia, targeting firms on the ASX 100.

“Bigger corporates usually have in-house cafe’s already, so we’re really a complement to that, or we could replace those solutions,” Borland says.

“We tailor the food offering to each location; we understand the eating habits, demographics, and take on continual feedback.

“I want it to feel like a trendy cafe.”

Morsl checks a few boxes for corporate human resources bosses. When trying to manage a workforce of several hundred or more staff at a time, things like catering become topics that have a real impact on workplace productivity.

“Food is such a foundation, and the nutrition challenge has been difficult to solve,” Borland says.

“It’s about making it easy for staff to access healthy food.”

With that in mind, Borland has positioned Morsl as a healthy option in the micro-market industry, stocking her shelves to the brim with fresh salads.

“We live by the 80-20 rule … 80% healthy options and then you’ve got the 20% where people still want their Smiths chips and chocolate on a Friday afternoon,” Borland says.

Morsl is now preparing to move into Melbourne before the end of the year, as Borland targets 130 markets within the next two to three years.

The business monetises the markets through direct sales from office staff, but corporate clients are able to subsidies the markets as well.

Borland’s next step is to achieve positive cashflow. The business has been bootstrapped to date, but the founder says she’s finally starting to drive enough scale to find black.

“With any startup, there’s always a period of negative cashflow, because we’ve set the business up for scale.

“But with the next eight markets we’re launching, we’re going to move into a positive cash position,” Borland says.”


To view the article on smart, click here:

Morsl Finalist for Retail Innovators 2019

Morsl is honoured to be a Finalist in the inaugural Australian Retail Innovators 2019. Morsl has been recognised in the category of “Omnichannel Excellence”. We are amongst the esteemed company of T2 Tea and The Lott in this category.

Here is Retail Doctor Group’s write-up on Morsl in their whitepaper:

HEALTHY nutrition is the main topic that’s quickly taking the world by storm. In the last couple of years, more and more consumers have been looking for ways to eat well so they can stay in shape and feel healthy.

With that in mind, Karla Borland, the finalist in the category of excellent omnichannel experience, has opened up on her fascinating concept that shows how struggles with the need for convenience, being time poor and lack of access to nutritious options during the workday, often prevent people from eating healthy.

Energy boost isn’t candy bars or a diet drink

According to Karla, most people make a great mistake by having a chocolate bar and a diet drink when they need that energy boost at work. This becomes a habit, and before you know it, you’re overweight with poor eating habits.

Instead of this, why not consider the possibility of cooking something healthy in the office? While there are healthy vending options, that’s not exactly what will solve the problem.

We need to look beyond the conventional vending machine. That’s how Karla introduced her concept of micro markets.

By getting open shelving and coolers in the office, it’s possible to educate people on nutritional information and offer a wide assortment of foods and snacks, based on the highest quality nutritional criteria.

The concept of corporate wellness programs

Imagine an office with healthy eating options, right portion sizes, and foods and snacks free of artificial nasties. People can conveniently have a healthy snack in

a wonderful and trendy ambient, with a quick and easy self-checkout and effective 24/7 access.

Many businesses are required to operate 24/7, and the employees use their entire breaks to go out and have something to eat. Instead of that, they can relax and enjoy employee-centred corporate wellness programs.

Nowadays, we have companies focused on mental health, exercise, and other aspects of employee wellbeing, so eating healthy is a logical next step.

The problem is that most companies don’t know how to provide and manage the healthy nutrition element in their wellness programs.

Having snacks is convenient, just because the business world is deprived of time, so the employees are forced to rely on conveniences like unhealthy vending options.

This is what increases the risk of obesity and diabetes. However, this risk can be eliminated by introducing a balanced diet and healthy eating habits.

Having an impact on the overall health of the employees is Karla’s main mission.

Education is the key

People need to be educated on fibre, sugar, salt, artificial sweeteners and saturated fat levels. These are the most important nutrition guidelines. People

need to learn to recognise these guidelines to improve their eating habits and eat better.

As part of Morsl’s engagement program, it seeks to inspire the employees to upgrade their nutrition to improve their energy, resilience and performance.

This is the biggest challenge for Karla’s company at the moment. To make people become aware of how eating fresh foods, fruit, more vegetables or a plant-based diet is good for them, we need to approach them through their preferred channels of communication – through social media.

The moment people realise the benefits of whole foods offerings, they’ll start eating and feeling much healthier.


For the full paper covering all finalists visit: