Grubbrr – A Closer Look

Last Updated on August 3, 2026 by Craig Allen Keefner

GRUBBRR is private (Boca Raton, spun out of Sam Zietz’s TouchSuite, which acquired it in late 2018), so everything below is third-party estimate or company-disclosed — no audited numbers exist.

Seems to originated and exists still to an extent in that peculiar Samsung, NCR, Toast and Square ecosystem. Software middleware.  Orchestration. Commerce Automation. Big splash was with Samsung kiosk (since discontinued) and then hitched a ride with NCR Aloha as the Aloha kiosk. But then NCR exited hardware and offloaded to Ennocon. Odd to see Posiflex (aka ASUS now) using Grubbrr given own software division. SVP of Sales now is from NCR Aloha and Appetize.

Samsung was their breakout moment.
The 2021 Samsung partnership put GRUBBRR on the map. Samsung had an attractive all-in-one Android/Tizen kiosk but needed restaurant software, so GRUBBRR became the default software story around that product. Samsung marketed “Samsung Kiosk powered by GRUBBRR” heavily. Today they emphasize 90+ POS integrations including Toast, NCR/Aloha, PAR, Square, Clover, Oracle, etc.

Capital raised: headline figure is still the $35M intellectual-property-collateralized facility arranged by Aon in April 2022 — notably debt, not equity, structured against IP value so it was non-dilutive (Aon, Axios). Zietz told Axios in October 2023 that total capital in was about $50M including debt and prior equity, and that a Series B of “$25M to as much as $100M” would close by year-end 2023.axios+2

That’s the most important data point: no such round was ever announced. PitchBook still shows total raised at $35M with a later-stage VC event in April 2024 of undisclosed size, and CB Insights still lists $35M total with the most recent event tagged “Angel” (PitchBook, CB Insights). A promised $100M round that quietly becomes an undisclosed insider-flavored raise is usually a sign the priced round didn’t clear at the valuation they wanted.pitchbook+1

Revenue: the estimates are all over the map, which tells you nobody outside knows. Growjo pegs it at ~$28.3M with 198 employees (~$143K revenue/head), ZoomInfo says $5.2M (Growjo, ZoomInfo). Reality is probably in the $15–30M range if you assume hardware pass-through plus SaaS. The one real growth stat they ever published was 318% recurring-revenue growth in 2021 — a COVID-era comp off a tiny base.axios+2

Voice ordering: No evidence that GRUBBRR currently offers conversational voice ordering comparable to Presto Voice, Hi Auto, ConverseNow, SoundHound, or Elevation AI. They market AI-powered upselling, but that’s recommendation logic, not speech recognition or conversational AI.

ADA/accessibility: Yes. They have a fairly respectable accessibility feature set, although not as comprehensive as the leaders focused specifically on accessibility.

• We do not see public claims for:

  • 3.5 mm headphone jack support
  • tactile navigation hardware
  • tactile function keys
  • speech-output certification
  • EN 301 549 testing
  • Accessibility Conformance Report (ACR/VPAT)
  • EAA declaration of conformity
  • blind-user workflow documentation
  • GRUBBRR appears to have made a meaningful investment in software accessibility, including screen-reader support, high-contrast modes, and accessible user interfaces. However, based on publicly available documentation, the company does not yet demonstrate the comprehensive hardware-software accessibility ecosystem—such as tactile navigation, standardized audio interfaces, and documented EN 301 549 conformance—that would place it among the industry’s accessibility leaders. A fully ADA- or EAA-compliant deployment would likely depend heavily on the capabilities of the kiosk hardware partner and additional assistive technologies rather than on GRUBBRR software alone.

  • Area	Score
    WCAG-style interface	85–90%
    Low-vision accessibility	80–90%
    Mobility accessibility	Depends entirely on kiosk hardware
    Blind accessibility	40–60%
    Cognitive accessibility	60–75%
    ADA readiness (overall deployment)	65–75%
    EAA / EN 301 549 readiness	50–65%

    Those aren’t measured numbers—they’re my assessment based on the publicly documented feature set versus what current accessibility practice expects.

    Table of Contents

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    Compare with accessibility-focused vendors

    If we were ranking companies:

    95–100% potential

    • Vispero / JAWS for Kiosk
    • Storm Interface (AudioNav/AudioPad)
    • Tech For All
    • Dot Inc. (Braille)

    80–90%

    • vendors that integrate those technologies into a complete solution

    60–75%

    • GRUBBRR
    • Toast kiosks
    • Square kiosks
    • many restaurant kiosk software vendors

    The restaurant software vendors generally optimize for ordering workflow first and accessibility second.

    Our biggest concern

    The biggest unknown isn’t software—it’s hardware integration.

    If a GRUBBRR deployment ships without:

    • tactile keypad
    • headphone jack (or equivalent accessible audio connection)
    • independently operable speech interface

    then I would not consider it fully accessible for blind users under either mature ADA expectations or EN 301 549. Those hardware capabilities are central to accessible closed-function kiosks.

  Those are all things I’d expect before calling a kiosk “EAA compliant.”

The growth side

Commercially it looks healthier than the cap table does. The strategy is clearly channel-led rather than direct:

• Samsung remains the anchor OEM relationship, including the Super Bowl LIX Caesars Superdome deploymentnews.samsung

• NCR Voyix resells the Samsung/GRUBBRR combo as the Aloha Kiosk — and you noted yourself that GRUBBRR occupied half the NCR booth at NRAkioskindustry

• Bojangles picked them as kiosk provider after a 2024 pilot, rolling toward ~800 unitsqsrweb

• Posiflex is now showing GRUBBRR-integrated hardware and appearing in their booth as of July 2026lasvegassun

• Hired Brian Whitney out of NCR Voyix as SVP Sales in July 2025 specifically to chase enterpriseeinpresswire

But headcount grew only ~3% year over year, and the 2025 “GRUBBRR Guarantee” — waiving SaaS fees any month a client doesn’t hit ROI — reads as much like a demand-generation lever in a crowded market as a confidence flex.growjo+1

With Brian Whitney ex-Appetize/SpotOn running sales we would not be surprised to see:

• More partnerships with major POS vendors rather than trying to replace them.
• Expansion into contract foodservice (Aramark, Compass, Sodexo), travel, healthcare, higher education, and entertainment venues.
• Greater emphasis on AI, voice ordering, and centralized enterprise management.
• Sales efforts focused on national and global accounts rather than individual restaurant operators.

That trajectory would actually resemble Appetize’s enterprise playbook more than the traditional kiosk-vendor model. Whitney’s experience makes that direction credible, even though it will ultimately depend on GRUBBRR’s product roadmap and partnership strategy as much as on sales leadership.

Globally

GRUBBRR’s global footprint is larger than many people realize, but smaller than their marketing might suggest.

Where they are today

Their operational center remains in Boca Raton, Florida, where they recently opened a 50,000-square-foot headquarters.

Outside the U.S., they have built a meaningful engineering presence in India, with offices in:

• Ahmedabad
• Bengaluru
• Rajkot

These appear to support software development and engineering rather than sales.

Geographic reach

GRUBBRR avoids publishing “installed in X countries” numbers. Instead, they position themselves as a global platform through:

• worldwide deployment partners
• global kiosk OEM partners
• international POS integrations
• multinational restaurant customers

Their partner network includes companies such as Samsung, Posiflex, Diebold Nixdorf, Olea, Touch Dynamic, NCR Voyix, PAR, Oracle, Toast, Square, Clover, FreedomPay, Shift4, Worldpay and others, enabling deployments well beyond North America.

Actual deployments

Most public reference customers remain concentrated in:

• United States
• Canada (limited visibility)
• large multinational restaurant brands

Examples include:

• Pizza Hut
• Wendy’s
• Dave’s Hot Chicken
• PDQ
• Pepper Lunch
• Chick-fil-A
• Panda Express

Several of those brands are international chains, although GRUBBRR does not specify which overseas locations use its software.

Where they’re aiming

Their strategy appears broader than “restaurant kiosks.

The website now emphasizes becoming an enterprise commerce automation platform serving:

• Quick-service restaurants
• Fast casual
• Grocery
• Stadiums
• Schools
• Casinos
• Retail
• Convenience stores
• Amusement parks
• Corporate dining
• Micro-markets

The message is no longer “we sell kiosks.” It’s “we automate ordering wherever people transact.”

From an industry perspective

I’d characterize their ambition like this:

Unlike Acrelec, Glory, Diebold Nixdorf, or Fujitsu, GRUBBRR does not appear to be building a worldwide network of local subsidiaries and direct service organizations. Instead, they’re pursuing a platform strategy:

• build software,
• integrate with nearly every major POS,
• certify numerous hardware vendors,
• let partners handle regional deployment and support.

That is a much lighter-capital expansion model.

Our assessment

I would summarize their position as:

GRUBBRR is transitioning from a U.S.-centric restaurant kiosk software company into a global commerce automation platform. Rather than expanding through owned international offices, the company is leveraging a broad ecosystem of OEM hardware partners, POS providers, payment processors, and deployment integrators to scale internationally.

That’s quite different from companies like Acrelec or Diebold Nixdorf, whose global footprint is defined by their own field organizations. GRUBBRR’s footprint is increasingly defined by the reach of its partners rather than by its own offices.

Our read

Solid logo list, real channel leverage, flat-ish organization, and a stalled equity story. They’re a software layer sitting on other people’s hardware and other people’s sales forces, which keeps burn manageable but caps pricing power — Acrelec owns 16% of global kiosk hardware shipments and Toast/Square dominate the POS layer they have to integrate into. The likeliest outcome isn’t a big priced round; it’s an acquisition by a POS or hardware partner that wants the self-order stack in-house. If you’re tracking this for the TIGER report, the thing to watch is whether the IP-backed Aon debt has been refinanced — a maturing IP-collateralized facility on a company with no announced equity round since 2022 is the pressure point.datos-insights

This is research and analysis only, not personalized financial advice. Consult a qualified financial advisor before making investment decisions.

Toast

Toast is actually a pretty important relationship now.

Toast has an official GRUBBRR integration, and Toast treats it as a partner rather than trying to replace it outright.

That says something interesting:

Toast has excellent POS software.

GRUBBRR has specialized self-ordering workflow.

The combination works well enough that Toast hasn’t eliminated the need for companies like GRUBBRR.

Square

Same pattern.

Square provides POS.

GRUBBRR provides:

• kiosk UI
• upsell logic
• enterprise management
• deployment

They’re complementary rather than directly competitive.

Posiflex is actually the most interesting relationship

I agree this one raises eyebrows.

Posiflex (and now ASUS ownership) certainly has software capability.

Yet they’re still listed as a GRUBBRR kiosk partner.

That actually isn’t unusual in kiosk hardware.

Hardware vendors frequently support multiple software ecosystems because customers often specify the software first.

For Posiflex it makes business sense to certify:

• GRUBBRR
• PAR
• Toast partners
• Square partners
• other ISVs

rather than insisting customers use proprietary software.

In kiosks, hardware companies generally make more money selling hardware than trying to force software adoption.

One thing We Missed?

GRUBBRR has deliberately become “Switzerland.”

Rather than betting everything on:

• Samsung
• Toast
• NCR
• Square

they’re trying to be compatible with all of them simultaneously.

Their current marketing reflects exactly that strategy:

• 90+ POS integrations
• numerous kiosk manufacturers
• multiple payment processors
• loyalty providers
• Windows, Android, and Tizen support

In other words, they’re positioning themselves as the neutral orchestration layer rather than another vertically integrated ecosystem.

Strategic Takeaway

GRUBBRR has evolved into one of the leading restaurant self-ordering middleware platforms, sitting between kiosk hardware and restaurant POS systems. Rather than competing directly with Samsung, Toast, NCR Aloha, Square, or Posiflex, the company has largely succeeded by integrating with all of them and allowing restaurant operators to mix and match hardware and software components.

Related Articles We Have Done

• Grubbrr Self-Ordering Kiosks
• GRUBBRR Kiosk with Samsung, Clover and Others
• NCR Reselling GRUBBRR Samsung as Aloha Kiosk
• Samsung Kiosk Restaurants – GRUBBRR Rolling out – Case Study
• Smart Lockers – GRUBBRR – Kiosk Industry
• Toast POS, NCR Kiosk & Grubbrr Review
• NCR Kiosks, Grubbrr and Toast POS — Analyst Review
• Samsung Kiosk Goes Windows – NRF 2023

Addendum – The AON deal