TouchMenu

What TouchMenu does

TouchMenu is a Bulgarian SaaS company founded in 2015 and headquartered in Sofia, providing an AI-powered Virtual Concierge platform for the hospitality (HoReCa) industry. Its core product is a web-based, QR-code-accessible platform that lets hotel guests access digital menus, place orders, check in online, make payments, communicate with staff, submit feedback, and receive personalized recommendations — without downloading a mobile app. The platform is deployed in over 20,000 hotel rooms across 12+ countries and serves both major international hotel chains (Hilton, Hyatt, Best Western, Novotel/Accor, Radisson, Mövenpick, Ramada/Wyndham, La Quinta/Wyndham, Ensana) and mid-market independent and boutique properties, with a documented concentration of activity in Southeast Europe (Bulgaria, Romania, Serbia) plus footprint in UAE, Austria, Hungary, Ireland, and others. Supporting modules cover SPA & Wellness management, Event Management (MICE), AI Digital Menus, Guest Directory, Interteam Communications, Stats & Reports, kiosks, and an Open API with native integrations to PMS platforms and payment gateways (Stripe, MyPos, DSK Bank).

The technology stack combines a web-based, no-app-required frontend (QR-code entry) with AI capabilities spanning recommendation engines (Data-driven Upsell, AI Digital Menus), predictive analytics for guest needs, NLP-based conversational AI, and process automation across service requests. The platform is GDPR-compliant, emphasizes sustainability (paperless operations with tree-saving claims), and supports enterprise features like custom payment methods and white-label deployment. The platform integrates with hotel Property Management Systems via an Open API, enabling data flow between guest-facing transactions and back-office operations.

TouchMenu operates a SaaS subscription model with fixed monthly fees averaging approximately one night's hotel stay, supplemented by module add-ons (SPA, Event Management) and enterprise customization. Go-to-market combines direct enterprise sales (with a prominent 'Request a demo' CTA), event-driven lead generation at Balkans-region hospitality conferences (Conventa, Hotel Forum, TU Ski & SPA Workshop, Hotel & Tourism Investment Forum), content marketing through a hospitality industry blog and customer case studies, and a product-led growth layer where guest adoption via QR codes drives organic word-of-mouth. The company operates through TOUCHMENU JSCo. (primary) and Touchmenu Ltd. (legal entity), is managed by Todor Bobev and Georgi Machkanov, and received €370K in angel funding from New Vision 3 in February 2023 as its only disclosed external capital.

Name

TouchMenu

Legal name

TOUCHMENU JSCo.

Website

https://touchmenuapp.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

TouchMenu is a Bulgarian SaaS company providing an AI-powered Virtual Concierge platform that enables hotels to deliver digital guest experiences — ordering, check-in, payments, and personalized recommendations — via QR code, deployed across 20,000+ rooms in 12+ countries.

Ownership category

akta.pro rank

Product category

Hospitality Guest Experience Software

NAICS

Computer Systems Design Services (541512)

akta.pro primary industry

Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)

akta.pro secondary industries

Digital Check-in/Check-out & Keyless Entry (THALACAG), Meetings & Group Travel Management (SMMP) (THALAMAL)

Keywords

• Hospitality software
• Guest experience platform
• Virtual concierge
• Hotel digitization
• Mobile ordering

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Virtual Concierge): Monthly subscription fee for access to the TouchMenu platform with fixed monthly pricing averaging approximately one night's hotel stay
2. Module Add-ons: Additional revenue from specialized modules such as SPA Management, Event Management, and other add-on features
3. Enterprise Customization: Custom features developed for enterprise clients such as special payment methods (pay later) and tailored configurations

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

TouchMenu provides an AI-powered hospitality guest experience SaaS platform centered on its Virtual Concierge product, accessed by hotel guests through QR codes without requiring any app download. The platform unifies digital menus, online check-in, ordering, payments, communications, enterprise feedback, and AI-driven personalization, with specialized modules for SPA management and MICE event management. It is integrated with hotel Property Management Systems (PMS) and deployed across 20,000+ hotel rooms worldwide, serving chains such as Hilton, Hyatt, Best Western, Novotel, and Radisson.

Product overview

TouchMenu is an AI-powered hospitality guest experience platform offering a unified digital ecosystem for hotels. The core offering is the Virtual Concierge platform, which serves as the central hub combining digital menus, online check-in, orders, payments, communications, and enterprise feedback. Supporting this core are specialized tools including Guest Directory, AI Digital Menus, Guest Service Hub, Interteam Comms, SPA Management, Event Management, and Stats and Reports. The platform's technology layer includes Open API, Integrations, Kiosks, and QR Codes, with AI capabilities powering personalization, predictive analytics, and process automation. Hotels access all services through a single QR code scan via guest smartphones without requiring app downloads, and the platform has been successfully deployed in over 20,000 hotel rooms globally.

Differentiator

Problem solved

Functional benefit

Brands

• Virtual Concierge: AI-powered digital concierge platform for hospitality ecosystems enabling guest engagement through a single QR code.
• AI Digital Menus
• SPA & Wellness Management

Products and services

• Virtual Concierge

Quantifiable outcome

• Doubled SPA service revenue within first month of SPA module integration
• +5 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature10 records

Partnerships

One partnership is on record.

• EcodrivecoreStrategic or Co-development Partner · 20 January 2025TouchMenu partnered with U.S.-based Ecodrive to launch the Sustainable Stays Program. Through this partnership, hotels using TouchMenu can enable guests to opt out of daily housekeeping, with each opt-out converted into tangible environmental action such as planting trees through Ecodrive's initiatives. Hotels can save up to €1,250 per month (for 100-room hotel at 70% occupancy with 20% housekeeping opt-out rate) while contributing to sustainability goals.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Shiji Group: Global hospitality technology platform offering PMS, POS, guest experience, and digital concierge solutions to hotel chains worldwide. Highly comparable as a direct competitor to TouchMenu in digital guest engagement and ordering for hotels.
• Mews: Cloud-native PMS and hospitality operations platform serving hotels and hostels with integrated guest journey, check-in, payments, and upsell features. Directly comparable target customer (independent hotels and chains) and overlapping product surface with TouchMenu's Virtual Concierge.
• Cloudbeds: Hospitality management platform combining PMS, booking engine, and guest experience tools for hotels and hostels globally. Competes with TouchMenu on digital check-in, guest engagement, and ancillary revenue tooling for similar customer segments.
• SuitePad: In-room tablet and digital guest experience platform for hotels, providing in-room ordering, concierge, and information services. Highly comparable as a hotel digital guest engagement solution, although delivered via tablet hardware rather than QR/web.
• Criton: Digital concierge app platform for hotels, aparthotels, and serviced apartments offering guest-facing information, booking, and ordering via branded mobile apps. Directly comparable to TouchMenu's no-app QR/web-based guest experience approach.
• Guestline: UK-based hospitality technology provider offering cloud PMS, booking engine, and guest journey solutions to independent hotels and groups across Europe. Comparable customer base and overlap with TouchMenu in guest-facing digital services.
• Stayntouch: Cloud-based PMS for hotels focused on mobile check-in, guest self-service, and operational workflows. Overlaps with TouchMenu on mobile/self-service check-in and digital guest engagement for hotels and resorts.

Emerging players

• Monscierge: Digital concierge platform for hotels providing guest messaging, service requests, and local recommendations. Comparable in guest communication and digital concierge scope, though typically more focused on messaging than full ordering/check-in workflows.
• HotelKit: Hotel operations and internal communication platform used by hotel teams for housekeeping, maintenance, and guest request workflows. Partially overlaps with TouchMenu's Guest Service Hub and Interteam Comms tools.

Broad incumbents

• Oracle OPERA Cloud (Oracle Hospitality): Enterprise PMS and hospitality suite from Oracle serving large global hotel chains. While TouchMenu integrates with OPERA via its open API, OPERA's native guest experience and mobile check-in capabilities represent the principal incumbent alternative TouchMenu must compete against in chain deployments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/touchmenu11

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 TouchMenu