Business World

Wednesday 16 August 2017

A cashless restaurant that aims to double as your personal nutritionist has raises £1.6m (€1.9m) in funding

The ordering station at Vita Mojo
The ordering station at Vita Mojo

Miles Dilworth

A cashless restaurant, which allows you to personalise meals according to your nutritional and dietary needs, has raised over £1.6m (€1.9m) on Crowdcube.

Vita Mojo, which launched in March last year and already has a pre-money valuation of almost £20m, reached its £1.5m target within a day of launching its campaign on Monday.

The restaurant allows customers to design their own meals using in-store iPads, the company's app or website, from around 30 different ingredients.

Their selections are informed by a chart that indicates the nutritional content and price of their meal, which is calculated by the weight of their order.

Users can input their weight, height, dietary requirements and fitness goals into the app to receive personalised nutritional advice.

Customers on loyalty schemes are also able to integrate the app with wearable devices such as Fitbits, an option that will become available to all users next week.

If punters do not want to go through the hassle of compiling their dishes piece-by-piece, Vita Mojo offers a menu of meals for set prices which specifies calories and nutritional components.

The opportunity to invest in Vita Mojo was initially an exclusive 24-hour offer to its customers, with the company reaching its £1.5m target before the campaign went public.

"There are a lot of venture capitalists out there that put money into startups, but you do not see customers do that every day," co-founder Nick Popovici told the UK Independent.

Mr Popovici and co-founder Stefan Catoiu - a former finance worker and an organic farm owner respectively - joined forces with chef Paul Davies and former Formula One nutritionist Helene Patounas to launch the company, which set up its first branch in St Paul’s before establishing outlets in Spitalfields and Canary Wharf.

Mr Popovici said the company hopes to use the money raised to expand the business across the capital and the UK, as well as leasing their technology to other restaurants who are interested in offering personalised services.

Independent News Service

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