Danish startup Superb raises €12M for its Guest Experience Management platform for restaurants

Back in the day, guest and booking data used to be scattered across multiple systems as there were hardly any solutions to centralise it. This led to restaurants not being able to pinpoint the areas they needed to work on for improvement of the business, such as upsell opportunities and building repeat customers. This is where Copenhagen-based Superb comes into play. It believes, guests nowadays favour the restaurants providing a personalised experience.

And this is what Superb claims to be doing. It looks to empower the new generation of restaurateurs with an innovative way of working while collecting the data needed to provide every customer with personalised experiences.

Superb raises Series A

In a recent development, Superb, the Guest Experience Management (GXM) platform for restaurants, has announced today that it has raised €12M in its Series A round of funding. The round was backed by a group of investors in the hospitality, online reservation, and Point of Service (POS) industries.

Recently, Superb recorded 100 per cent growth over the course of the last calendar year and has raised majority of Series A funding (€10M of its €12M investment) during the height of the pandemic, despite restaurants being closed in multiple countries. Including the current round, Superb has now raised a total of €13.5M in funding over three rounds, to date.

Investors in this round

The Series A round was led by Kinnevik, a Swedish investment company, who were early investors in food waste technology solution Karma, as well as Simple Feast, the plant-based meal delivery service.

Additionally, the round also saw participation from SaaS investor Knight Capital and existing investor Seed Capital. Besides, individual contributions from Björn Lindberg, former CCO of PayPal-owned mobile card reader supplier Zettle, and Michael Conyers, founder of online reservations and food ordering service, ResDiary also invested in this round.

Knight Capital is a European B2B software and go-to-market focused investment firm based in Amsterdam. It claims to back exceptional founders with smart capital to scale their companies from Series A to B and beyond. Knight Capital’s portfolio includes fast-growing software companies Stream, Smart Protection, Zephr,  and Dealroom.co. 

Tools needed to unlock the full potential of a restaurant

Superb was founded in 2017 by Zaedo Musa, along with co-founder Martin Jensen. Zaedo, who has several years of experience in the industry as he was part of the early management team at Joe & The Juice, was determined to change the way restaurants work. 

He realised the path to success was to make the guests return by building relationships with them. To do this, restaurants needed to stop using multiple systems and start connecting the dots by centralising and accessing the right data. With that in mind, Zaedo set out to make it easier for restaurants to collect and use data, in order for them to start personalising customer engagement, work smarter, and increase revenue. 

Explaining about Superb, CEO & founder Zaedo Musa, says, “The restaurant experience is ever-evolving, and restaurateurs are constantly looking for new and different ways to stand out for their guests; the events of the last year have only accelerated that. The time has come for everyone in a restaurant team to stay in control and have the confidence to know their guests better, recognise them and make them feel important. It starts with technology; using multiple systems that do not integrate and collect guest data is no longer enough.”

“With the introduction of Guest Experience Management, Superb can help restaurants collect and use data to make every experience matter. We are happy to gather like-minded investors who believe in the future of guest experiences,” adds Musa.

Superb has created a platform that enables restaurants to collect all their tools in one place (reservations, POS, and payments) while collecting insights about their guests and business. The company believes data and personalisation are the new ‘must have’ for restaurants for success in this new era of hospitality.

According to the company, it has become a platform of choice for mid-to-high end restaurants that want to boost guest retention and profitability. Some of its Scandinavian clients include restaurants such as Maaemo, Re-naa, Agrikultur, Iluka, Credo, Ichi, Sushi Anaba, Barr, and Brace. While its UK clients include The Gannet, A Wong, Maps, Aimsir, and Moon Fish Cafe.

Capital utilisation

Following the successful opening of two flexible working clubs for its staff in Copenhagen and Stockholm, Superb plans to utilise the capital to expand its remote workforce and increase its presence globally.

The company is looking to increase its team members in the field of product, technology, sales, marketing, and customer experience. Currently, Superb has a remote work culture, with a diverse team located in Denmark, Sweden, Norway, Italy, and Brazil. In addition, the company is also looking to further expand into new markets, including Germany, by the end of 2021 and the UK in early 2022.

Besides, Superb will also invest in its Guest Experience Management platform to establish a new standard for restaurants while rolling out its new guest profile feature (currently in beta mode).