Superb, the first all-in-one Guest Experience Management platform for restaurants, raises €12 million in Series A funding

Following significant growth during the pandemic, Superb closes its third funding round to recruit new talent, expand internationally, and roll out its new Guest Experience Management platform.

Superb the Guest Experience Management (GXM) platform for restaurants, today announces that it has raised €12 million in a Series A funding round, backed by a prominent group of investors in the hospitality, online reservation, and Point of Service (POS) industries.

The funding was led by Kinnevik, the Swedish investment company, who were early-investors in food waste technology solution Karma, as well as Vivino, the online wine marketplace and app, and Simple Feast, the plant-based meal delivery service. They are joined by returning investor Seed Capital, along with new SaaS investors, Knight Capital, and 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.

Following the successful opening of two flexible working clubs for its staff in Copenhagen and Stockholm, Superb plans to utilise the funding to expand its diverse remote workforce and increase its presence internationally. Pushing to find and recruit talented professionals in product, technology, sales, marketing, and customer experience, Superb aims to further strengthen its position as the Nordic market leader in GXM and establish itself within new markets including Germany by the end of this year and the United Kingdom in early 2022. The funds will also help establish Superb’s Guest Experience Management platform as the new standard for leading restaurants, whilst rolling out its new guest profile feature (currently in beta mode).

Scandinavian restaurants using Superb include Maaemo, Re-naa, Agrikultur, Iluka, Credo, Ichi, Sushi Anaba, Barr, and Brace. UK customers include The Gannet, A Wong, Maps, Aimsir, and Moon Fish Cafe.

Zaedo Musa, CEO & founder of Superb, comments “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.”

Andreas Bernström, Senior Investment Director at Kinnevik, adds “We are excited to announce our investment in Superb. We have been very impressed with Zaedo, Martin and the rest of the team and look forward to joining forces with them going forward. The restaurant segment remains underserved and software providers are still largely national. Against that backdrop, we feel that Superb is very well positioned to provide their customers with a great solution that in turn enables them to deliver fantastic guest experiences.”

Niels Vejrup Carlsen, General Partner at Seed Capital Denmark, continues, “Superb’s focus on the guest experience hits the spot on. Despite global pandemic and lockdown, Superb has grown impressively fast. Zaedo, Martin and the entire team have shown genuine courage, passion and execution. We welcome Kinnevik and Knight Capital as new investors and are pleased that we became part of this growth adventure as the first VC when it all started.”

Growth in the new era of hospitality

After introducing Guest Experience Management (GXM) as a new category in 2017, Superb has quickly become the leading platform of choice for mid-to-high end restaurants that want to boost guest retention and profitability. Recently, Superb reached new heights, recording 100% growth over the course of the last calendar year, while successfully raising the majority of Series A funding (€10 million of its €12 million investment) during the height of the pandemic, despite restaurants being closed in multiple countries.

Superb empowers the new generation of restaurateurs with a more innovative way of working while collecting the data needed to provide every guest with personalised experiences, resulting in a streamlined process for collecting information, free of paper notes and receipts. Traditionally, guest and booking data is scattered across multiple systems and restaurants lack an intuitive way to centralise it. As a consequence, restaurants are unable to pinpoint areas for improvement, upsell to guests, and build repeat business.

Superb has created a sleek and modern platform enabling restaurants to collect all their tools in one place (reservations, POS, and payments) whilst collecting vital insights about their guests and business. Data and personalisation will be the new must have for restaurants in order to succeed in a new era of hospitality. Today guests will more than ever before favour the restaurants providing a personalised experience. In order to do so, restaurants worldwide need to switch towards modern restaurant technology.

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