sell and pick

What sell and pick does

sell & pick GmbH is a Munich-based vertical SaaS company founded in 2015 that provides a cloud-based process and analytics platform for the hospitality industry. The platform runs on Google Cloud Platform (where sell & pick is a certified partner) and aggregates data from more than 100 third-party systems — including POS (Lightspeed, Vectron, TCPOS, Gastronovi, Hypersoft), HR/payroll (E2N, Nesto, GastroMatic, Mirus), inventory, weather feeds, and holiday calendars — into a unified Management Cockpit with role-based access, daily 8 AM benchmark reports, and AI-powered forecasting. Its modular "building-block" architecture lets multi-location operators adopt components incrementally, while the 2024-launched AI agent "Smarta" adds predictive ordering, anomaly detection, and personnel optimization on top of historical and external data.

The company targets enterprise and mid-market hospitality operators across the DACH region — primarily system gastronomy chains (L'Osteria, Gastro & Soul, Vapiano, Enchilada), bakery chains (BrotHaus, Ihle), and corporate/communal caterers (Kärcher, Flughafen München). Pricing is custom-negotiated by location count, modules selected, and integration complexity, billed annually, complemented by recurring consulting and customer-success services delivered through bi-weekly "Jour Fixe" meetings. Distribution is sales-led via direct enterprise field sales supplemented by strategic co-sell partnerships with hospitality consultants (F&B Heroes, Bakery Solution/Hack AG) and digital hospitality integrators (Cosmonomics). Reported customer outcomes include 1.5% permanent COGS reduction, 4–5 percentage points of labor cost reduction, and up to 5% food waste reduction.

sell & pick is a privately held GmbH founded by hospitality veteran Andreas Steinbeißer (CEO), with Rudolf Hattenkofer as CTO and Christian Gfüllner (ex-Microsoft) as CRO/Managing Director. As of 2024 the company employs 19 people, has raised no disclosed outside funding, and reports being operationally profitable by virtue of its bootstrapped growth — all of which limits revenue scale but signals disciplined unit economics relative to venture-backed peers.

Name

sell and pick

Legal name

sell & pick GmbH

Website

https://sell-pick.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

sell & pick GmbH is a Munich-based vertical SaaS company that provides a cloud-based process and analytics platform for DACH-region hospitality operators, integrating 100+ POS, HR, and inventory systems into a unified dashboard with AI-powered forecasting and benchmarking. It serves enterprise and mid-market restaurant chains, bakery groups, and corporate caterers via subscription plus consulting services.

Ownership category

akta.pro rank

Product category

Hospitality Analytics Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Processing & Data Preparation (7374)

akta.pro industry

PRIMARYTHALACAD

Booking Engines & Direct Web Booking

Travel & Hospitality/Travel Technology & Distribution Services/Hospitality Tech (PMS, CRS, Channel Managers)

SECONDARYBPAEAOAH

Cloud FinOps & SaaS Spend Management

Business & Public Services/IT & Digital Services (Managed Services, Systems Integration)/IT Asset Management & Software Licensing Services

Keywords

• Hospitality analytics software
• Restaurant data platform
• AI demand forecasting
• POS system integration
• Personnel scheduling software

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Platform Subscription: Recurring subscription access to the sell & pick process and analytics platform, including dashboards, reporting tools, data integration, and AI-powered analytics. Pricing is customized based on the number of locations, modules selected, and integration complexity.
2. Consulting & Implementation Services: Advisory and consulting services including process optimization, implementation support, and ongoing customer success management through regular 'Jour Fixe' meetings. These professional services complement the software platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

sell & pick operates a cloud-based process and analytics platform for the hospitality industry that aggregates data from POS, HR, and inventory systems into a unified dashboard. The platform delivers AI-powered forecasting, personnel scheduling optimization, automated daily reporting, and cross-location benchmarking for restaurant chains, bakeries, and company caterers. It is complemented by ongoing customer success consulting through regular Jour Fixe meetings.

Product overview

sell & pick offers a modular process platform for the hospitality industry combining data analytics, AI-powered optimization, and consulting services. The core product integrates with POS systems (Lightspeed, Gastronovi, Vectron, TCPOS), HR software (E2N, Nesto, GastroMat), and cost management tools (Billbox) to provide a unified view of operations. Key modules include the Management Cockpit/KPI Dashboard for real-time performance monitoring, Daily Management Reporting for automated insights, Personnel Analysis for staffing optimization, and AI-supported ordering for inventory management. The AI agent Smarta provides intelligent operational assistance. Customer Success services including regular Jour Fixe consultations are integral to the offering.

Differentiator

Problem solved

Functional benefit

Products and services

• sell & pick Prozessplattform (Process Platform) Central control and consulting platform that aggregates data from POS systems, HR software, and inventory management systems to provide real-time analytics, benchmarking, and actionable recommendations for hospitality businesses.
• Smarta - KI-Agentin (AI Agent) AI-powered agent for hospitality operations that assists with forecasting, planning optimization, and data-driven decision-making using machine learning to analyze historical patterns, weather, holidays, and other variables.
• Customer Success & Consulting Services Ongoing advisory services including process optimization, implementation support, and regular Jour Fixe meetings with dedicated Customer Success Managers to support digital transformation and process optimization.

Quantifiable outcome

• 4% reduction in personnel costs
• +6 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration31 records

AI capability5 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core, major, strategic and minor.

• Google Cloud PlatformcoreTechnology or Integrationsell & pick software platform runs 100% on Google Cloud Platform. As a certified Google partner, they can scale infrastructure indefinitely and provide services 24/7 without downtime. This infrastructure partnership enables the platform's reliability and performance.
• TableaucoreTechnology or IntegrationClose partnership with Tableau, the global market leader in business intelligence visualization, for data visualization and analytics. As a Tableau partner, they provide customers with appealing dashboards and tailored business reports.
• LightspeedcoreTechnology or IntegrationPOS (Point of Sale) system integration partner. Lightspeed POS data is automatically pulled into sell & pick's process platform for real-time analysis and reporting across restaurant locations.
• e2n (E2N GmbH)coreTechnology or IntegrationHR/personnel management software integration. e2n analytics powered by sell & pick provides benchmarking capabilities to compare branch performance. Integration enables personnel cost analysis and productivity metrics.
• NestomajorTechnology or IntegrationPersonnel management system integration. Nesto HR data flows into sell & pick for combined personnel and sales analysis.
• GastroMaticmajorTechnology or IntegrationHR scheduling software integration enabling personnel cost analysis and staffing optimization within the sell & pick platform.
• VectronmajorTechnology or IntegrationPOS system integration providing sales transaction data to sell & pick's analytics platform.
• TCPOSmajorTechnology or IntegrationPOS system integration for hospitality, enabling data flow from TCPOS-equipped locations into sell & pick's centralized reporting.
• Bakery Solution (Hack AG)strategicStrategic or Co-development PartnerStrategic partnership with Bakery Solution, a subsidiary of Hack AG, providing services in the bake-off sector. Together they offer a consulting tool for system gastronomy, petrol station operators, and POS operators that combines all data sources in real-time including POS, inventory, weather, and HACCP data.
• F&B Heroes GmbHstrategicStrategic or Co-development PartnerLeading consulting and management company for hospitality, food retail, and HoReCa real estate. They support clients with strategic, data-based solutions and offer comprehensive services from analysis to implementation.
• CosmonomicsstrategicStrategic or Co-development PartnerDigital hospitality concept project (Cosmonomics/cosmoburger.de) representing the digital hospitality concept of the future. Cross-system links and automatic data exchange make it easier for restaurateurs to manage establishments.
• BillboxmajorTechnology or IntegrationCost management system integration for keeping overview of 'real' costs. Used by customers like L'Osteria to track actual food costs across locations.
• FoodNotifymajorTechnology or IntegrationF&B management and food ordering software integration for inventory management within the sell & pick ecosystem.
• GASTRODINA GmbHminorStrategic or Co-development PartnerProvides procedural documentation consulting in accordance with GoBD (principles for proper record keeping). Specializes in cash management consulting for cash-intensive businesses.
• MirusmajorTechnology or IntegrationHR software integration for personnel management and scheduling data flowing into sell & pick analytics.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Toast: Leading US restaurant tech platform combining POS, payroll, marketing, and analytics for multi-location operators. Comparable as a vertically integrated, data-rich alternative competing for the same hospitality digitalization wallet.
• Lightspeed Restaurant: Global POS and commerce platform serving restaurants and retail, increasingly bundling analytics, inventory, and reporting features. Comparable as both a sell & pick integration partner and a potential bundled competitor in DACH and beyond.
• Domo: Cloud-based BI and analytics platform used for multi-location operational dashboards across industries. Comparable as a horizontal incumbent that enterprise customers may evaluate as an alternative to sell & pick's analytics layer.

Emerging players

• Apex (Apex Forecasting & Inventory): AI-driven demand forecasting and inventory optimization for multi-unit restaurants. Comparable as an emerging AI-native point solution overlapping with sell & pick's predictive ordering and Smarta capabilities.
• MarketMan: Cloud-based inventory and supplier management platform for restaurants. Comparable as a best-of-breed competitor to sell & pick's merchandise management module, especially in DACH and EMEA-adjacent markets.
• 7shifts: Restaurant team management and scheduling platform with labor analytics. Comparable specifically on the personnel planning and shift optimization modules that sell & pick bundles into its broader platform.

Direct peers

• Crunchtime: Restaurant operations platform providing food cost, inventory, labor, and scheduling analytics to chains worldwide. Directly comparable in targeting cost optimization and operational KPIs for multi-unit restaurants and bakeries.
• Restaurant365: US-based all-in-one restaurant ERP combining accounting, inventory, payroll, and operational analytics. Highly comparable as a vertically specialized SaaS for multi-location restaurants with strong reporting and benchmarking features — the closest functional analogue to sell & pick outside of DACH.
• TouchBistro: POS and operations platform for restaurants with reporting and inventory modules. Comparable as a multi-module restaurant operations product targeting SMB and mid-market operators with vertical SaaS positioning.

Regional players

• Foodics: Restaurant tech platform dominant in MENA, offering POS, integrations, and operational reporting. Comparable as a regional, vertically specialized SaaS competitor pursuing a similar land-and-expand model outside DACH.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sell-pick-gmbh
• Instagraminstagram.com/sellpickgmbh
• Facebookfacebook.com/sellandpick

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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 sell and pick