Denmark’s Superb raises €12 million A round

Guest Experience Management platform for restaurants, Superb, raised €12 million in a Series A funding round for international expansion from a group of investors led by Swedish investment company Kinnevik .

Kinnevik was an early-investor 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. Other investors include Saas investor Knight Capital and Seed Capital, along with 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 guest experience management and 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 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.

Zaedo Musa, CEO & founder of Superb

Superb was founded by Zaedo Musa, along with co-founder Martin Jensen, in Copenhagen in 2017.

Zaedo, who had spent several years in the industry as 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. Zaedo set out to make it easier for restaurants to collect and use data, so they could finally start personalising customer engagement, work smarter, and increase revenue.