What Superb does

Superb ApS is a Copenhagen-based, venture-backed software company founded in 2017 by Zaedo Musa that builds a cloud-based Guest Experience Management (GXM) platform for restaurants, bars, cafés, bakeries, and food-service SMBs across Europe. The platform unifies point-of-sale, payment processing, reservations, gift cards, takeaway, and guest marketing on a single data layer, delivered through an iPad and web application with an integrated free card terminal. The product is positioned as the "world's first" platform in this category, with built-in no-show protection for credit-card-confirmed reservations and an Instagram-integrated gift card distribution channel.

The company monetizes through a tiered model: a free "Go" tier offering POS and card terminal at zero monthly cost (with transaction fees of 0.99% Visa/Mastercard, 3.20% Amex, and 5% online), a customizable "Plus" plan for full-service restaurants bundling POS, reservations, and takeaway, and custom pricing for merchants processing over €500,000 annually. Hardware (card terminals at €199 ex-VAT) and next-day payouts (0.04% fee) are ancillary revenue streams. Go-to-market is product-led growth via a self-serve website funnel, supplemented by a sales-assisted motion for high-volume merchants and an iPad app distributed through the Apple App Store.

The company has raised approximately €15M across three disclosed rounds (2018 seed led by PSV, 2019 round with Seed Capital, and a €12M Series A in June 2021 led by Kinnevik with Seed Capital and Knight Capital), operates a remote-first team of 51–100 employees spread across 11 countries, and serves customers in Denmark, the UK, Germany, Norway, Sweden, and Italy. Strategic emphasis since the Series A has been international expansion into Germany and the UK, expansion of the product surface into marketing and mobile POS, and development of a Partner Apps integration ecosystem.

Name

Superb

Legal name

Superb ApS

Website

https://superbexperience.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Superb is a Copenhagen-based software company that provides a cloud-based Guest Experience Management (GXM) platform combining POS, payments, reservations, gift cards, takeaway, and guest marketing for restaurants, bars, cafés, and food-service SMBs across Europe, operating on a freemium-to-plus tiered pricing model.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription Revenue: Monthly subscription fees for Plus and Pro tiers. Automatic renewal until cancelled. Monthly recurring fees payable in advance.
2. Transaction Processing Fees: 0.99% for Visa/Mastercard transactions (Plus/Pro plans), 3.20% for American Express, 5% default for online payments. Additional 3% fee for commercial and non-EU cards.
3. Card Terminal Hardware: Card terminals sold at €199 excluding VAT, billed at contract signature
4. Custom Volume Pricing: For businesses processing over €500,000 annually, custom pricing and processing fees with €59 monthly fee if volume drops below expected levels

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Superb provides a cloud-based Guest Experience Management (GXM) platform that consolidates point of sale, payment processing, reservations, gift cards, takeaway, and guest marketing into a single integrated system for restaurants, bars, cafes, and shops. The platform is delivered via iPad app, web browser, and mobile applications, and includes built-in no-show protection, a free card terminal, and daily payouts to simplify restaurant operations.

Product overview

Superb is a Guest Experience Management (GXM) platform for restaurants, bars, cafes, and hospitality businesses. The product portfolio is organized as an all-in-one unified platform called GXM, combining POS (Point of Sale), Pay (payments processing), Mobile POS, Reservations, Gift Cards, Takeaway, and Guest Marketing into a single integrated system. The platform operates on a tiered pricing model: a free Go plan for smaller businesses (shops, bars, bakeries, takeaway) providing free POS and card terminal, and a customisable Plus plan for full-service restaurants bundling POS, reservations, and takeaway. A free card terminal is included with the Pay module. The platform is delivered via a mobile iOS app (Superb App) downloadable from the App Store, with all modules sharing a common data layer to enable guest data across all touchpoints.

Differentiator

Problem solved

Functional benefit

Products and services

• POS (Point of Sale) A cloud-based POS system built for restaurants, bars, and shops. It is simple to use and easy to set up, designed to reduce admin time and free up staff for customer-facing activities.
• Pay Payment processing solution with a free card terminal, one flat fee for all card types, daily payouts, and no hidden costs. Built for restaurants and hospitality businesses needing transparent payment acceptance.
• Reservations Restaurant reservation system enabling digital table management, online booking, and built-in no-show protection through credit card confirmation.
• Gift Cards Digital gift card solution enabling restaurants to sell gift cards directly from their website or Instagram.
• Takeaway Takeaway and delivery management module enabling restaurants to handle online orders alongside dine-in service.
• Guest Marketing Guest relationship and marketing automation platform enabling restaurants to collect guest data, send targeted campaigns, and build repeat visits.
• Integrations Partner integration layer allowing third-party applications and services to connect to the Superb platform via authorized API access.

Quantifiable outcome

• Saves restaurants €1200 per year
• +2 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• OpenTable: Long-established reservation and guest management platform serving restaurants globally, including European fine-dining venues. Overlaps with Superb's Reservations and no-show protection features.
• Square (Block): Payments-led platform with restaurant POS, online ordering, and marketing tools. Competes with Superb at the SMB merchant level via its free hardware/payments bundle, though operates as a broad commerce platform rather than a vertical hospitality specialist.
• Toast: US-based restaurant POS and management platform offering POS, payments, payroll, and marketing. Most direct strategic analog to Superb's GXM vision, though operating at vastly larger scale and primarily in North America.

Direct peers

• Resy (American Express): Restaurant reservation and guest experience platform owned by Amex. Comparable to Superb's Reservations and Guest Marketing modules and shares the same fine-dining customer base (e.g., Maaemo, Geranium).
• SumUp: European payment acceptance and POS provider targeting SMBs with free/cheap card readers and integrated POS software. Directly competes with Superb's free hardware + payments proposition in UK, Germany, and other European markets.
• Lightspeed Restaurant: Cloud-based POS and restaurant management platform serving SMBs across Europe, North America, and APAC. Directly comparable to Superb in product scope (POS + payments + reservations) and in serving the European SMB restaurant market.
• Zettle by PayPal: Card reader and POS offering from PayPal targeting small European merchants. Overlaps directly with Superb's Pay module and SMB positioning across Scandinavia, UK, and Germany.
• TouchBistro: iPad-based POS and restaurant management platform for SMBs with integrated payments and reservations. Closely comparable to Superb on device model, SMB focus, and vertical specialization in hospitality.

Emerging players

• Deliverect: Belgian-headquartered integration platform connecting restaurant POS systems to delivery marketplaces. Comparable as a fellow European restaurant-tech scale-up and potential partner/complementary platform alongside Superb's Takeaway module.
• Dojo: UK-based payments and POS provider for hospitality SMBs with bundled hardware and software. Direct competitor to Superb's free terminal + POS offer in the UK market, a key Superb growth geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@superbexperience
• Facebookfacebook.com/superbexperience
• LinkedInlinkedin.com/company/superbcommunity
• Instagraminstagram.com/superbexperience

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Superb