Berlin, Berlin, Germany
Hospitality operator & market builder with 13+ years of experience building businesses across Europe. I’ve spent my career building and scaling companies from the ground up, with full ownership of strategy, execution, and P&L. Most of my work has focused on tech, hospitality and food & beverage, where I’ve built and operated multi-location businesses and learned firsthand how complex restaurant operations become as you scale. That operator experience led me to found M01, a restaurant technology company built around a clear thesis: one connected system to run the entire restaurant. M01 combined POS, digital sales, delivery, bookings, QR, and app ordering into a single operational platform, designed from the perspective of restaurant operators rather than software vendors. Alongside building restaurant technology, I founded and scaled Round, growing it from one small store into a coffee shop chain and bakery in Helsinki. The business scaled from €40k in initial capital to €3M in annual sales, with a team growing from 0 to 100 people. I’ve also worked with global food and beverage brands (ex-Oatly), managing HoReCa and restaurant chain sales and supporting new product launches, giving me deep insight into how hospitality operators evaluate, adopt, and scale new products. I’ve lived and worked in six countries (Australia, New Zealand, the UK, Finland, Denmark, and Germany) and am now based in Berlin long-term. My focus sits at the intersection of hospitality operations, restaurant software, and local market execution, and now focussing to help restaurants chains profit margins with AI
Advisor to Munchi, a restaurant POS and operations platform, supporting product and go-to-market decisions from an operator-first perspective. Worked closely with the team on restaurant workflows, POS usability, and real-world operational requirements, drawing on hands-on experience running multi-location hospitality businesses. Provided input on how restaurant operators evaluate, adopt, and roll out POS systems across locations. Supported strategic discussions around market positioning, operator pain points, and competitive landscape, helping align product development with the realities of day-to-day restaurant operations. Started as advisor January 2025 and joined as co-founder March 2026
Founder and CEO of a multi-location coffee shop and bakery concept. Owned full P&L, strategy, hiring, and day-to-day operations, from concept creation to scale. Built Round from the ground up, expanding from one location into a multi-site coffee chain and bakery. Scaled the business with €40k in initial capital to €3M in annual revenue, growing the team from 0 to 100 employees. Led site expansion, supplier relationships, pricing, unit economics, and operational systems across locations. Responsible for annual business planning and execution across retail operations, production, digital sales, and growth initiatives. Worked hands-on with POS, reporting, and operational tooling to improve efficiency, visibility, and decision-making as the business scaled.
Led commercial execution for Oatly within the HoReCa channel, working directly with restaurant chains, cafés, and hospitality groups to drive adoption, distribution, and long-term partnerships. Worked with national and regional restaurant chains across multiple European markets, supporting onboarding, rollout, and menu integration across both single-site operators and multi-location chains. Played a key role in new product launches within foodservice, working cross-functionally with sales, marketing, and operations to adapt global strategy to local market needs. Acted as a feedback loop between hospitality operators and internal teams, informing go-to-market decisions. Collaborated with distribution partners and wholesalers serving the HoReCa market, aligning commercial strategy, availability, and execution to support scalable growth across markets.
Founder and CEO of a restaurant technology company built to solve a clear operator problem: restaurants were forced to run on fragmented systems that didn’t work well together. Built M01 as an all-in-one restaurant operating system, combining POS, digital and delivery sales, bookings, QR and app ordering, and reporting into a single platform. The product was designed and validated directly with restaurant operators, focusing on simplicity, reliability, and operational impact rather than feature overload. Owned the full lifecycle of the business, including product vision, go-to-market, hiring and leading product, design, and engineering teams, and working hands-on with early customers. Led pilot projects with major restaurant brands in Finland and internationally, delivering significant increases in digital sales (up to 500%) and measurable operational efficiency gains. In parallel, worked on retail and enterprise partnerships, including enabling restaurant brands to expand into retail channels (e.g. S-Group and K-Group) while integrating restaurant operations onto the M01 platform across multiple European markets.
Leveraging my industry expertise, I established a virtual office in Finland, identified customers and developed the technology process to relocate work overseas. Orginal agency name was Moi Somekoti and we merged with TH-EY London early 2021 https://www.instagram.com/they_agency/