UAE-based GrubTech, a foodtech startup has raised $2 million in seed funding to fund its growth and product development.  

The software-as-a-service (SaaS) provides restaurants, cloud kitchens and virtual brands with an end-to-end solution for their operations.

“GrubTech’s vision is to revolutionise the landscape of the foodservice industry by offering the best technology to let anyone start, run and scale their food business online in the fastest way possible,” said Mohamed Al Fayed, co-founder and chief executive officer (CEO) at GrubTech.

One of its main products, GrubONE, uses integrated APIs to automatically deploy menus across various channels and automate order capture from food aggregators into a unified and easy to manage dashboard. GrubTech also creates in-kitchen efficiencies through its smart kitchen display system and has integrated with various 3rd party logistics providers and point of sale systems to expedite and accelerate brand onboarding and activation. Additionally, GrubTech has developed a machine-learning driven marketing solution that provides restauranteurs with unprecedented abilities to segment customers and manage digital and social media campaigns.   

Future modules aim to incorporate the use of robotics to further enhance in-kitchen efficiencies, in addition to IoT sensors to automate appliance monitoring and tracking.

The company is in the process of implementing its solution in more than 100 restaurants.

“We are currently focusing on the Mena region thanks to its unique customer metrics such as highest order per capita and a large food and beverage footprint,” said Al Fayed. “But given GrubTech’s easily scalable technology we certainly intend on entering key markets in South East Asia, Latin America and Europe by 2021.”