serVme
serVme is a Dubai-headquartered hospitality SaaS company providing iPad-first reservation, table management, guest CRM, and payment software to restaurants, hotels, F&B groups, and entertainment venues across MENA, serving 3,000+ operators on a zero-commission subscription model.
- Company typePrivate
- Founded2015
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What serVme does
serVme is a Dubai-headquartered hospitality software company that sells a unified guest-experience platform to restaurants, hotels, F&B groups, and entertainment venues across MENA. Founded in 2015 by Sarah Hawilo and operating from offices in Dubai, Beirut, and New York, the company serves more than 3,000 operators with an iPad-first platform that consolidates reservations, table management, guest CRM, marketing automation, digital menus, and payment processing into a single system. Core technical architecture centers on a unified booking and guest data engine spanning five guest-journey stages (Discovery, Booking, Arrival, Service, Return) with native WhatsApp integration, Arabic interface support, two-way sync with Oracle Opera PMS, 30+ POS integrations (Oracle Simphony, Foodics, Toast, Micros, Lightspeed, etc.), nine regional and global payment gateways, and twelve-plus direct booking channel connections (Google Reserve, Instagram, Facebook, TripAdvisor, Zomato, Michelin Guide, webook, The Chefz, Wddk).
serVme operates a zero-commission SaaS model with three public tiers — Starter ($129/month/venue), Essential ($199/month/venue), and Advanced ($299/month/venue) — billed annually, supplemented by a 1% transaction fee on payment deposits and pre-authorizations. The go-to-market is enterprise field sales with a named dedicated account manager attached to every account regardless of tier, consultation-driven demos, and white-glove onboarding including free data migration; named customers include Hyatt Properties (Hyatt Regency Delhi, Grand Hyatt Al Khobar, Grand Hyatt Dubai, Park Hyatt Abu Dhabi, Park Hyatt Hyderabad, Andaz Prague, Andaz London, Hyatt Place, Hyatt Regency London), Rixos The Palm Dubai, Andaz Delhi, Cove Beach, Al Moajil Group, Mira Foods, Yas Beach, and Babel. The platform targets switching-cost-conscious operators currently paying per-cover or per-transaction commissions to global incumbents such as OpenTable and SevenRooms, with the company claiming $4,500+/year in venue-level savings versus commission-based platforms. Differentiators explicitly marketed include MENA-native design (regional payment gateways, WhatsApp as primary comms, Arabic interface), proactive account management, and a comprehensive feature surface intended to eliminate tool fragmentation.
Revenue, funding, and cap-table details are not publicly disclosed; the company appears to have grown largely organically to a 55-person team across three offices. The 2025 product roadmap introduces AI Service Recovery and AI Beverage/Menu Pairing features that are not yet generally available, signaling an AI capability buildout that is currently thin compared to workflow automation. The company holds a registered trademark on the 'Servme' brand and has been recognized with 2024-2025 Capterra, GetApp, and Software Advice awards for ease of use, functionality, and customer support.
serVme firmographics
Firmographics- Name
- serVme
- Legal name
- Servme DMCC
- Website
- https://servmeco.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- serVme is a Dubai-headquartered hospitality SaaS company providing iPad-first reservation, table management, guest CRM, and payment software to restaurants, hotels, F&B groups, and entertainment venues across MENA, serving 3,000+ operators on a zero-commission subscription model.
- Ownership category
- akta.pro rank
Where serVme is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices3 records
Markets served
serVme business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Fees: Three-tier subscription model: Starter ($129/venue/month), Essential ($199/venue/month), and Advanced ($299/venue/month), billed annually. Includes free setup, data migration, and dedicated account manager. No per-cover fees or commissions on bookings.
- Payment Processing Fees: 1% per transaction for deposit collection and pre-authorization features. Payment processing handled through third-party gateways (MyFatoorah, Network International, Stripe, Moyasar, Paymob, Geidea, Emirates NBD, Checkout.com, Tap). Servme does not store card data on its servers.
- Event Management & Upselling: Revenue from event booking management with capacity tracking, package payments, and event upselling features available on Essential and Advanced plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Entry-level solution for single venue operators with core reservation, table management, and CRM features. |
| Subscription | Annual | Most popular plan for growing operators with built-in marketing templates and event upselling capabilities. |
| Subscription | Annual | Enterprise-grade solution for multi-site operators with POS integration and advanced reporting. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
serVme product offering
Product offeringCore offering
SerVme provides an iPad-first, unified hospitality management platform that combines reservations, table management, guest CRM, marketing automation, and payment processing into a single subscription-based system. The platform is built natively for the MENA market with WhatsApp integration, Arabic interface, regional payment gateways, and 30+ POS plus Oracle Opera PMS integrations. It serves 3,000+ operators including standalone restaurants, multi-location F&B groups, hotels with F&B operations, and entertainment venues across the MENA region.
Product overview
Servme is a guest experience platform for hospitality operators, combining reservations, table management, CRM, marketing, payments, and more into one unified system. The platform is built on three core pillars: Guest (targeted communications, effortless reservations, personalized service, guest recognition), Team (campaign builder, reservations dashboard, table management, reporting), and Business (revenue analytics, VIP tracking, optimization suggestions). Subscription tiers include Starter ($129/month), Essential ($199/month), and Advanced ($299/month), with add-ons for PMS Integration, Direct Opera Integration, Telephone Integration, Multi-channel Bookings, WhatsApp Integration, and SMS Bundle Packages. The platform operates on a zero-commission model with no per-cover or per-booking fees.
Differentiator
Problem solved
Functional benefit
Products and services
- SerVme Hospitality Platform Unified iPad-first SaaS platform for hospitality operators combining reservations, table management, guest CRM, marketing automation, payment processing, and event booking. Designed for standalone restaurants, multi-location F&B groups, hotels with F&B operations, and entertainment venues across MENA. Includes the Guest Journey Engine across Discovery, Booking, Arrival, Service, and Return stages, real-time floor management, CRM auto-enrichment, multi-channel booking widget, digital menu builder, native WhatsApp communication, 30+ POS integrations, and native two-way Oracle Opera PMS sync.
- SMS Bundle Packages Standalone consumable SMS bundle packages sold separately from the main subscription for sending targeted marketing campaigns, booking reminders, and waitlist alerts via SMS. Packages are sized to match monthly send volume and complement the platform's WhatsApp-native communication stack.
Quantifiable outcome
- 30% increase in returning guests based on internal case study across 45 MENA venues over 12 months
- +3 more outcomes
Companies that use serVme
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
serVme technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration42 records
AI capability2 records
Feature10 records
serVme partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core.
- Oracle SimphonycorePOS integration providing two-way sync of guest spend, orders, and menu preferences directly to the Servme CRM and reporting dashboard.
- FoodicscorePOS integration for real-time table and cover spend tracking, enabling personalized service and upselling opportunities.
- Oracle Opera (OPERA 5)coreNative two-way sync with Oracle Opera PMS for hotel F&B: reservation statuses, room assignments, guest preferences, and meal board updates in real time.
- WhatsAppcoreNative WhatsApp integration for confirmations, reminders, post-visit follow-ups, and marketing campaigns - MENA's primary communication channel.
- MyFatoorahcoreRegional payment gateway integration for deposit collection, pre-authorization, and payment processing.
- Network InternationalcoreRegional payment gateway for secure payment processing in MENA markets.
- StripecoreGlobal payment gateway for international payment processing and multi-currency support.
- Google ReservecoreBooking channel integration allowing guests to book directly from Google Search and Maps, commission-free.
- Instagram & FacebookcoreDirect booking integration on social media platforms allowing guests to book without leaving the app, commission-free.
- TripAdvisorcoreBooking channel integration for commission-free reservations from TripAdvisor, with full source tracking.
- ZomatocoreMENA-focused booking channel integration for commission-free reservations from Zomato.
- PaymobcoreRegional payment gateway for MENA markets including Egypt and GCC countries.
- GeideacoreRegional payment gateway for Saudi Arabia and MENA markets.
- Emirates NBDcoreBanking partner for payment processing and merchant services in UAE.
- Checkout.comcoreGlobal payment platform for secure payment processing.
- MoyasarcoreRegional payment gateway for Saudi Arabia with support for mada, Visa, Mastercard.
- TapcoreRegional payment gateway for Kuwait and GCC markets.
- Avaya, Cisco, Mitel, Yeastar, GrandstreamcoreTelephone system integrations with caller ID that surfaces guest profile and reservation history on incoming calls.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
serVme competitors and assessment
Company assessmentDirect peers
- CoverManager: Restaurant reservation, CRM, and table-management platform with strong footprint in EMEA (especially Spain). Comparable product surface and verticals — standalone restaurants and groups — and a similar regional challenger positioning to serVme.
- OpenTable: Largest global restaurant reservation platform, owned by Booking Holdings. Competes head-on with serVme in reservations and guest data; serVme's value proposition is explicitly anchored on undercutting OpenTable's per-cover commission with a flat subscription.
- Eat App: MENA-born restaurant reservation and CRM platform and one of the closest direct peers. Named on serVme's comparison pages and serves overlapping standalone restaurants and groups across the Gulf, competing on similar value propositions.
- TableCheck: Asia-Pacific restaurant reservation and CRM platform. Direct competitor named explicitly by serVme (comparison pages) and operates a similar flat-fee, no-commission model aimed at hospitality operators in its home region.
- SevenRooms: Direct competitor in guest CRM, reservations, and marketing for restaurants, hotels, and F&B groups — recently acquired by Toast. Serves the same customer segments as serVme with comparable pricing models and was explicitly named by serVme as a primary comparison target.
- Resy: Restaurant reservation and guest CRM platform owned by American Express. Directly comparable to serVme in standalone and group restaurant segments, with parallel features (CRM, waitlist, marketing) and similar mid-market to enterprise customer profile.
- TheFork (Tripadvisor): European-focused restaurant reservation and CRM platform owned by Tripadvisor. Competes in the same product category across European venue segments, with similar marketing/CRM capabilities and cross-border ambitions comparable to serVme's US/EU footprint.
Broad incumbents
- Toast: Dominant restaurant technology platform encompassing POS, payments, and now reservations (post-SevenRooms acquisition). Serves overlapping customers with a broader product portfolio; acts as both competitive threat and integration partner (serVme integrates with Toast POS).
Regional players
- Quandoo: Restaurant reservation platform with strong EMEA and APAC presence, part of the ParkBee group. Operates the same product category as serVme but does not focus on the MENA region; useful benchmark for international competitive dynamics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
serVme social profiles
Digital presenceserVme financial estimates
Financial estimateRevenue estimate
Valuation estimate
serVme leadership team
Management profileNumber of profiles
Profiles1 record
serVme funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
serVme M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about serVme
What does serVme do?
SerVme provides an iPad-first, unified hospitality management platform that combines reservations, table management, guest CRM, marketing automation, and payment processing into a single subscription-based system. The platform is built natively for the MENA market with WhatsApp integration, Arabic interface, regional payment gateways, and 30+ POS plus Oracle Opera PMS integrations. It serves 3,000+ operators including standalone restaurants, multi-location F&B groups, hotels with F&B operations, and entertainment venues across the MENA region.
Is serVme a public or private company?
serVme is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was serVme founded?
serVme was founded in 2015. It employs 11 to 50 people.
Where is serVme based?
serVme is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does serVme make money?
Three revenue lines are on record. Subscription Fees are the primary driver. The others are payment Processing Fees and event Management & Upselling.
Who are serVme's main competitors?
Direct peers on record are CoverManager, OpenTable, Eat App, TableCheck, SevenRooms, Resy and TheFork (Tripadvisor). Toast is listed as a broad incumbent. Quandoo is listed as a regional player.
Does serVme have an API?
Yes. Full REST API with webhooks and developer documentation available. API access is shared with third parties following a technical scoping meeting. Developer documentation is at servmeco.com/platform.