In today’s hospitality landscape, where operational complexity and customer expectations are both rising, a startup with roots in restaurant operations is turning heads. UK-based Vita Mojo began as a forward-thinking quick-service restaurant in 2015—and has since evolved into one of the most interesting new players in hospitality technology.
Now led by cloud software veteran Charlie Horrell and funded by Battery Ventures, Vita Mojo offers an integrated solution that helps restaurants and cafés unify digital ordering, back-of-house management, and customer engagement. Their goal? To streamline operations, boost revenue, and build loyalty—without losing sight of what makes each hospitality brand unique.
From QSR Pioneer to Tech Partner
Vita Mojo’s story starts not in a software lab, but in a busy London kitchen. Founders Nick Popovici and Stefan Catoiu launched the UK’s first cashless, cashierless QSR chain nearly a decade ago. Their idea was bold at the time: a digital-first restaurant that prioritized technology to deliver a better guest experience.
“The founders built the tech first for the Vita Mojo restaurants, proving that consumers were craving this modern digital-led restaurant experience,” says Danna Gurbaxani, Chief Revenue Officer at Vita Mojo. “As demand from other hospitality operators grew, Vita Mojo closed its restaurants to focus on serving others as a tech provider.”
That decision shaped the company’s DNA—grounded in hospitality operations but engineered for scale. Today, the company has grown to 115 employees, with a third dedicated to R&D.
A Single Platform, Many Touchpoints
Vita Mojo’s standout feature is its holistic approach to restaurant tech. Instead of a patchwork of systems for kiosks, loyalty, POS, kitchen screens, and delivery integration, the company offers an end-to-end solution that “stitches together” the entire guest journey with centralized back-end control.
“We uniquely stitch together a seamless end-to-end journey,” Gurbaxani explains. “Whether it’s mobile apps for ordering and loyalty, modern till screens, or centralized menu and data management—we provide a simple, efficient way to run operations.”
The company positions itself as more than just a tech vendor. Instead, it acts as a long-term partner, working alongside restaurant teams to tailor the solution to their unique brand. “We’re not an out-of-the-box solution,” she says. “We offer consultation on what businesses need and what the best solutions are, and then we’re an extra pair of hands to support your team through implementation and rollout.”
Driving Real Business Results
Vita Mojo’s approach is resonating with brands looking for smarter ways to grow. UK bakery chain GAIL’s partnered with Vita Mojo to create a loyalty app that felt authentic to the brand and smoothly integrated with its existing systems. The result? A 150% boost in new customer acquisition and engagement from nearly one-third of customers.
Another client, CUPP, the UK’s leading bubble tea brand, faced a complex tech stack that slowed down operations and created headaches across its locations and delivery channels. By switching to Vita Mojo’s unified platform, CUPP now takes 80% of its orders digitally and has increased its average order value by 9.7%.
And for Honest Burgers, implementing Vita Mojo’s Order Management System helped them launch an entirely new QSR concept: Smash + Grab. The concept is designed for high-footfall areas and travel hubs where speed and convenience are paramount.
“This has helped the brand seamlessly expand into its new QSR concept,” Gurbaxani says. “A whole new avenue of revenue that allows Honest to take advantage of high-footfall areas.”
Why This Matters for Hospitality IT Leaders
For hotel and restaurant technology leaders, the appeal of Vita Mojo lies in its flexibility and integration-first mindset. Instead of adding another standalone solution to an already fragmented tech stack, Vita Mojo offers a single system that adapts to each brand’s operational needs and customer journey.
Its focus on improving efficiency is clear. For example, its Kitchen Management System streamlines order fulfillment between front-of-house staff and baristas, reducing errors and creating a more sustainable working environment.
“Not only will this speed up service, but it also creates a better working environment—crucial for retaining skilled baristas essential to your coffee shop’s success,” Gurbaxani notes.
But it’s not just about speed. It’s also about smarter engagement. Vita Mojo’s omnichannel loyalty capabilities give brands better visibility into customer behavior and more ways to incentivize repeat visits.
“Customer engagement makes or breaks your business,” says Gurbaxani. “We partner with brands to understand their customers, and advise and implement a unique omnichannel loyalty scheme.”
A Thoughtful Approach to Digital Transformation
With so many technology solutions now available to hospitality operators, some IT leaders may worry about digital fatigue—or solutions that feel flashy but don’t stick. That’s why Gurbaxani offers this advice:
“Never lose sight of creating an exceptional guest experience. While cost-focused measures are necessary to navigate turbulence, they are not sufficient to build a lasting brand in an ever-competitive market.”
She adds that operators don’t need to install every trend overnight. “You don’t need to put self-service kiosks in your store, if that’s not right for your brand. However, it could pay to be ready to offer some kind of digital touchpoint to help further engage your customers and build loyalty.”
Looking Ahead
As more hospitality operators look to upgrade their tech without overwhelming their teams, Vita Mojo’s all-in-one approach offers a compelling model: rooted in operations, centered on the guest, and built for growth.
For IT leaders tasked with navigating the future of digital hospitality, this former restaurant-turned-platform might just offer the smartest way forward.
