The restaurant world is filled with some passionate and strong personalities. What attracted you to working with them?
These people have essentially become rockstars. They’re no longer just restaurateurs, they’re creators. They spend days and months creating a perfect guest experience, and I think that’s super sexy. They have a dream to build something magnificent that the world will recognize. I have that same dream to create something truly magnificent that gives people the best experience possible.
Instead of just another reservation system or POS, you set out to create a new category. Why?
We created GXM to redefine the way a restaurant works, not just another system. GXM is going to give restaurants a new and convenient way to control their business in one place. We wanted to build a product that really celebrates the passion and niche that these very unique people have created, and allows them to be profitable, which, when it comes down to it is what you need to have a strong business and keep creating new experiences.
SUPERB counts some of the best restaurants in 30 countries as customers, what have you learned from them?
We’ve learned how fragmented and outdated their old systems are, and what a pain for the restaurants that is. The current systems offer minimal useful functions, along with functions restaurants don’t use, and they don’t provide solutions to common problems for restaurants. An example would be no-shows: restaurants were losing up to 20% of their revenue due to no-shows. We were the first platform to allow restaurants to confirm a reservation via credit card, and charge for no-shows. That little feature changed the game, and our competitors started copying us. Those same restaurant no-shows are now around 1%—that is a success! The insights and successes from our initial reservation platform are what led us to create this new category of GXM.
Why is data so relevant for a restaurant today, and how can GXM help them?
To create a superb guest experience, you have to know your guests. GXM provides data on prior reservations, cancelations, spend amounts, food allergies, seat preferences, guest anniversaries, and a way to utilize that data to customize the guest experience. Beginning with personalized communications leading up to and after the reservation.
Founder & CEO, SUPERB