Kinnevik backs Danish food platform Superb

Zaedo Superb

Superb, a guest experience management platform for restaurants, has raised EUR12 million in a Series A round backed by a group of investors in the hospitality, online reservation, and Point of Service space.  

“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," says Zaedo Musa (pictured), CEO & Founder of Superb. 

Having established itself in Copenhagen and Stockholm already, the company intends to grow its remote workforce and increase its global presence by launching in Germany by the end of this year, and the UK in early 2022.  
The round was led by Swedish investment company Kinnevik. Kinnevik was also an early-investor in food waste tech company Karma, as well as Vivino, an online wine marketplace and app, and Simple Feast, a plant-based meal delivery service. According to Andreas Bernström, Senior Investment Director at Kinnevik who worked on the deal, the restaurant segment remains underserved and software providers are still largely national. 

Saas investor Knight Capital and existing investor Seed Capital also joined the round, along with investments 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. 

“Superb’s all-in-one solution is delivering a seamless experience to restaurants, just like Apple does with their products," says Arthur Nobel, principal at Knight Capital. 

"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," he adds. 

Scandinavian restaurants that are currently 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.