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Guest Experience Management (GXM) platform Superb lands £10.3M to help restaurants boost guest retention and profitability

Image credits: Superb

When it comes to the restaurant business, customer experience plays a key role. The growing trend of customer review and rating signifies that customers can either make or break a business. As a result, the industry has realised that a customer-centric vision is the only way to going forward.

Therefore, several restaurant businesses have started relying on technology to boost guest retention and profitability. And this is where companies like Superb, the first all-in-one Guest Experience Management (GMX) platform for restaurants, comes into play. 

Raised £10.3M

Recently, the Copenhagen-based startup has raised €12 million (approx £10.3 million) in a Series A funding round, led by Kinnevik (Swedish investment company), who were early investors in Vivino (online wine marketplace and app), and Simple Feast (plant-based meal delivery service). 

Other investors including, Seed Capital, Knight Capital, and individuals like Björn Lindberg, and Michael Conyers, also participated. To date, Superb has raised a total of €13.5 million (approx £11.6 million) over three funding rounds.

How will the funding be used?

The company is planning to use the funding to expand its remote workforce and increase its presence internationally. Superb aims to hire talented employees in product, technology, sales, marketing, and customer experience. 

Further, the company aims to strengthen its position as a leader in the Nordic market. The GXM platform is planning to establish itself within new markets including, Germany by the end of this year and the United Kingdom in early 2022.

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. The company witnessed a 100% growth in the last calendar year. 

In general, guest and booking data is scattered across multiple systems and restaurants lack an intuitive way to centralise it. Thereby restaurants are unable to pinpoint areas for improvement, upsell to guests and build repeat business.

Superb’s GXM platform

Founded by Zaedo Musa, and Martin Jensen in 2017, Superb empowers restaurateurs with a modern platform enabling them to collect all their tools in one place (reservations, POS, and payments) whilst collecting vital insights about their guests and business. 

Superb has a remote work culture, with a diverse team located in Denmark, Sweden, Norway, Italy, and Brazil.

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. With the introduction of Guest Experience Management, Superb can help restaurants collect and use data to make every experience matter.”

Andreas Bernström, Senior Investment Director at Kinnevik, adds “ 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. Despite global pandemic and lockdown, Superb has grown impressively fast. 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.”