What SmartTouch does

Smart Touch S.r.l. (trading as SmartTouch) is an Italian B2B SaaS company founded in 2013 in Saronno, Italy, and acquired by Zucchetti S.p.A. in October 2016. Its core product, SmartTouch Menu, is a cloud-based digital-menu and self-ordering platform for the hospitality sector: customers scan a QR code at the table, umbrella, or counter and order directly from a smartphone (via app or browser, without forced download), while the merchant manages menus, orders, and dispatch from a web control panel. The platform routes orders in real time to thermal printers, kitchen displays, or cash registers (with integrations to Scloby/Tilby and Zucchetti POS systems), and supports multi-language menus, push-notification marketing to past customers, electronic wallet balance, and take-away/delivery time-slot management.

The product portfolio extends beyond ordering: SmartTouch Pay (2023) provides integrated electronic payment acceptance on Stripe and PayPal/Braintree rails; SmartTouch Sushi is a vertical-specialised module for All-You-Can-Eat restaurants; SmartTouch BI offers real-time analytics; and SmartTouch WiFi captures customer data via social WiFi login. Personalised Web App and Web Order modules let merchants deploy branded, installable web experiences without going through app stores. Customers are predominantly SMB hospitality operators in Italy — restaurants, pizzerias, bars and pubs, beach establishments and resorts, campings, sushi/AYCE venues, schools, events, and food trucks — with named case studies including beach bars (Hotel Thea Gabicce, Hangar Tasty), restaurants, and pubs.

SmartTouch monetises through a freemium/commission pricing model alongside fixed subscriptions: a permanently free digital menu tier with 1.9% per-order commission (Easy plan), a €50/month unlimited-order subscription, and a €480/year Full plan. SmartTouch Pay adds transaction-based payment fees (e.g., 1.5% + €0.25 for standard EEA cards). One-time hardware revenue (thermal printer + Mikrotik router bundles €139–€259 + VAT) and accessories (QR code stickers) supplement recurring software revenue. Distribution combines direct self-serve e-commerce on smarttouch.it, a national reseller network, a Vodafone Business partnership, and an FIPE association agreement for Italian HORECA reach.

Name

SmartTouch

Legal name

Smart Touch S.r.l.

Website

https://smarttouch.it

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

SmartTouch is an Italian B2B SaaS provider of QR-code digital menus, smartphone self-ordering, and integrated electronic payments for SMB hospitality venues — restaurants, bars, beaches, hotels, and sushi restaurants — operating as a subsidiary of Zucchetti S.p.A. since 2016.

Ownership category

akta.pro rank

Headquarters

HQ city

Saronno

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans (Easy/Full): Monthly or annual subscription tiers providing access to SmartTouch Menu platform. Easy plan at €50/month for unlimited orders. Full plan at €480/year with comprehensive features. Revenue recognized ratably over subscription period.
2. Transaction Commission (Menu Plan): Free menu plan charges 1.9% commission per order processed. This is the primary revenue for customers choosing the free tier. Transaction-based revenue scales with merchant order volume.
3. SmartTouch Pay Payment Processing: Electronic payment service with commissions: 1.5% + €0.25 per transaction for standard EEA cards, 1.9% + €0.25 for premium cards. Additional fees for UK cards (2.5%), international cards (3.25%), and currency conversion (2%). Revenue share with Stripe infrastructure provider.
4. Hardware Sales: Optional thermal printer and router kits sold directly. Printer kit from €139 + VAT, combo kit from €259 + VAT including Mikrotik router and Epson/Citizen thermal printers. One-time hardware revenue from accessory purchases.
5. QR Codes and Stickers: QR code materials and take-away/home delivery stickers sold as consumable accessories. QR codes priced €0.50-€5.10 per unit. Stickers range €30-130.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

SmartTouch builds and sells SmartTouch Menu, a cloud-based SaaS platform that lets hospitality venues (restaurants, bars, pizzerias, beaches, hotels, campsites, sushi/AYCE venues, events) publish QR-code digital menus and let customers self-order from their own smartphone. Orders route in real time to thermal printers or integrated POS systems, with optional SmartTouch Pay electronic payment processing (Stripe-based) and ancillary modules for take-away/delivery, push marketing, electronic wallet, and branded web apps. Hardware (thermal printers, Mikrotik router, QR stickers) and Easy (free + 1.9% commission) / Full (€50 monthly or €480/year subscription) plans round out the offer.

Product overview

SmartTouch is a B2B SaaS company offering SmartTouch Menu, a digital self-ordering and payment platform for the hospitality industry. The core product (SmartTouch Menu) provides QR code-based digital menus, smartphone ordering, and order management, while SmartTouch Pay enables integrated electronic payments. Add-on modules include Web Order (browser-based ordering without app download), Personalized Web App (custom-branded landing page), Electronic Wallet (prepaid/digital credit), Push Messages (marketing notifications), Take-away and Delivery (online ordering), and SmartTouch Sushi (specialized for AYCE restaurants). Additional products include SmartTouch WiFi (social WiFi), SmartTouch BI (analytics), and hardware accessories (thermal printer bundle, QR codes). The company operates on a cloud-based model with Easy (commission-based) and Full (fixed subscription) pricing plans.

Differentiator

Problem solved

Functional benefit

Brands

• SmartTouch Menu: Digital menu, ordering, and payment solution for restaurants, bars, beaches, hotels, and other hospitality businesses. Features include self-ordering via smartphone, QR codes, take-away, delivery, push notifications, and electronic wallet.
• SmartTouch Pay

Products and services

• SmartTouch Menu Cloud-based digital menu and self-ordering platform for hospitality venues. Customers scan a QR code at the table, umbrella, or counter to view a multilingual digital menu on their smartphone and place orders directly, with orders routed in real time to thermal printers, tablets, or integrated cash registers. Multi-language menus with descriptions, photos, variants, ingredient and allergen info, and merchant-controlled real-time updates.
• SmartTouch Pay Electronic payment service for tables, beaches, and counters. Built on Stripe infrastructure and integrated natively with SmartTouch Menu; can also operate standalone. Accepts Visa, Mastercard, American Express, Apple Pay, and Google Pay, charging per-transaction fees on standard, premium, UK, and international cards.
• Web Order Browser-based ordering functionality accessible via a QR code or direct URL on any device, allowing end customers to browse the menu and place orders without installing the SmartTouch mobile app.
• Personalized Web App Custom-branded landing web application that installs in one click without going through an app store. Combines the venue's information, digital ordering functions, and marketing tools into a personalized branded experience.
• Electronic Wallet Digital prepaid-credit and consumption-registry feature allowing merchants to load virtual credit onto customer accounts (prepagata a scalare) or run a consumption register where customers order without immediate payment and settle at end of stay.
• Push Messages Push-notification service letting merchants send promotional messages, menu updates, and order-status alerts to customers who previously ordered, viewed the menu, or followed the venue. Also supports social sharing of menus and promotions.
• Take-away and Delivery Online ordering module for take-away and home delivery with configurable opening hours, time slots, preparation times, order-acceptance thresholds, pre-payment options, and integration with merchant cash register systems.
• SmartTouch Sushi All You Can Eat Specialized module for sushi and All-You-Can-Eat restaurants, supporting rules and limits based on covers/people at table, consumption tracking for waste reduction, and PIN-protected settings for management.
• Thermal Printer and Router Kit (Mikrotik mAP2n) Hardware bundle including a thermal printer (Epson TM-T20ii, Epson TM-M30, or Citizen CT-E351) and a Mikrotik mAP2n router for automatically printing customer orders at the bar, kitchen, or cash register. Sold as a kit (€259 + VAT) or printer only (€139 + VAT).
• SmartTouch WiFi Social WiFi solution that captures customer data through WiFi access login for marketing and database-building purposes at hospitality venues.
• SmartTouch BI Business intelligence and real-time statistics dashboard providing merchants with live sales, ordering, and customer-behavior analytics.
• QR Code stickers Printed QR-code stickers for tables, beach umbrellas, and rooms, enabling customers to scan and access the venue's digital menu. Priced €0.50–€5.10 per unit.
• Take-away/Home Delivery Stickers Promotional stickers for take-away and delivery service branding, sold as a consumable accessory (€30–€130).

Quantifiable outcome

• Average check increase of +30%
• +4 more outcomes

Named customers8 records

Segments9 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature10 records

Partnerships

18 partnerships are on record, tiered core, major, supporting and minor.

• Zucchetti Group (Zucchetti S.p.A.)coreStrategic or Co-development Partner · 17 October 2016SmartTouch was acquired by Zucchetti in October 2016 to strengthen Zucchetti's HORECA market offering. Zucchetti is one of Italy's largest software companies, providing SmartTouch with significant distribution reach and financial backing. SmartTouch operates as part of the Zucchetti Group while maintaining its brand identity.
• Stripe (Stripe Payments Europe, Limited)coreTechnology or IntegrationStripe provides the payment infrastructure for SmartTouch Pay electronic payment service. Handles card transaction processing for Visa, Mastercard, American Express, Apple Pay, Google Pay. Core payment technology partner enabling electronic payment feature.
• Vodafone BusinessmajorChannel Partner/ Reseller/ DistributorVodafone Business serves as national distribution channel. SME customers can activate SmartTouch Menu at Vodafone centers or through Vodafone Business agents. Agents provide guided onboarding support through all activation steps.
• Brevo (SendinBlue)supportingTechnology or IntegrationBrevo is SmartTouch's supplier for direct marketing campaigns and newsletters. Used to create, automate, and manage email campaigns, transactional emails, and SMS marketing.
• MailChimpsupportingTechnology or IntegrationMailChimp enables merchant customers (establishment operators) to run marketing campaigns to end users who have used SmartTouch services. End-user email, transactional, and SMS marketing.
• Microsoft (Clarity and Advertising)supportingTechnology or IntegrationMicrosoft Clarity and Advertising used to understand how users interact with SmartTouch website. Provides behavioral metrics, heatmaps, and session recordings for website optimization. Also used for advertising and fraud/security purposes.
• Google Analytics 4supportingTechnology or IntegrationGoogle Analytics 4 used to improve website navigation experience and gather insights for product improvement.
• NIM Wave S.r.l.supportingTechnology or IntegrationPartner for server administration, customer assistance, and logistics for equipment delivery. Based in Milan/Lainate, Italy. May come into contact with customer data for maintenance and operational purposes.
• NETIFY SRLsupportingTechnology or IntegrationPartner for server administration and technical operations. Based in Lodi, Italy. Involved in server infrastructure maintenance alongside NIM Wave.
• Aditinet Consulting SpasupportingTechnology or IntegrationSecurity partner providing Ethical Hacking, Penetration Testing, and Vulnerability Assessment services. Ensures platform security.
• FIPE (Federazione Italiana Pubblici Esercizi)majorGTM or Marketing PartnerItalian Federation of Public Businesses. Special agreement provides FIPE members with preferential terms and support for SmartTouch Menu adoption. Endorsement lends credibility to SmartTouch within Italian hospitality industry.
• Scloby/TilbysupportingTechnology or IntegrationCash register system integration partner. SmartTouch Menu connects to Scloby (now Tilby) POS systems for order routing directly into merchant's existing cash register software.
• Zucchetti POS SystemssupportingTechnology or IntegrationIntegration with Zucchetti point-of-sale systems, leveraging parent company ecosystem for seamless data flow between ordering and cash register systems.
• BubbleITminorGTM or Marketing PartnerWeb agency partner listed on SmartTouch website.
• PizzicataminorGTM or Marketing PartnerPartner entity listed on SmartTouch website.
• GelatoStraordinariominorGTM or Marketing PartnerPartner for ice cream shops, pastry shops, and restaurants. Offers autonomous booking, payment tools, and menu customization. Hardware included in Industry 4.0 benefits.
• TimeToPrintminorGTM or Marketing PartnerPrinting partner for advertising materials. Offers complete communication cycle including creative development, graphic design, large and small format printing, and personalized gadgets.
• PayPal and BraintreecoreTechnology or IntegrationPayment processing for SmartTouch website e-commerce (subscription and hardware purchases). All online payments processed in compliance with PCI DSS standards. SmartTouch never stores card PAN numbers.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• GloriaFood: Free online ordering system for restaurants with optional commission model — direct product comparability to SmartTouch's freemium Menu plan (free + per-order commission), targeting small independent restaurants globally.
• Lightspeed Restaurant: Restaurant POS with integrated online ordering, payments, and analytics for hospitality SMBs and chains across North America and Europe. Closely comparable core offering to SmartTouch Menu with comparable target market (SMB and mid-market hospitality).
• Toast: US-listed restaurant POS and digital ordering platform serving SMB and enterprise restaurants with bundled hardware, software, and payments — directly analogous in product surface to SmartTouch Menu + SmartTouch Pay + thermal printer bundle, at much larger scale.

Emerging players

• Deliverect: Belgian-born restaurant tech aggregator that connects ordering channels (delivery platforms, kiosks, POS) — overlaps SmartTouch's order routing and POS integration features, targeted at the same SMB hospitality segment.
• CoverManager: Spanish restaurant management and online ordering platform — comparable SaaS offering for HORECA SMBs, primarily Southern European geographies, with similar target verticals (restaurants, beach clubs) to SmartTouch.

Broad incumbents

• Square for Restaurants (Block): Block's restaurant vertical combines POS, online ordering, payments, and payroll/team management for SMBs globally — overlaps heavily with SmartTouch's restaurant+payment proposition, with broader portfolio and significantly larger scale.
• SumUp: European payments and POS provider for SMBs with restaurant ordering module — comparable in serving small Italian and European HORECA merchants with bundled payments + software. Geographic overlap with SmartTouch's Italian footprint is high.

Others

• Zucchetti (parent context): Italian software conglomerate that acquired SmartTouch in 2016 and whose POS systems integrate natively with SmartTouch Menu. Relevant as parent and ecosystem counterpart rather than a competitor; useful for benchmarking horizontal software distribution scale.

Regional players

• iPratico / Resamania: French restaurant digital ordering and management SaaS — comparable cloud-based ordering/payment platform for European HORECA SMBs, with regional rather than global orientation similar to SmartTouch.
• TheFork: Tripadvisor-owned restaurant marketplace and reservation/ordering platform dominant across Europe including Italy — overlaps in Italian HORECA digital ordering, though primary focus is reservations rather than table-side ordering like SmartTouch.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCxdrk4FpAhc55johYWWgf9g
• Facebookfacebook.com/SmartTouchSrl
• LinkedInlinkedin.com/company/smarttouch
• Instagraminstagram.com/smarttouch.it
• Xx.com/SmartTouchIT

Compliance2 records

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 SmartTouch