Our Story

Every day, 14 million Americans show up to work at a restaurant. That’s 10% of the U.S. workforce. Almost all restaurants have fewer than 50 employees, and most are independent, not part of a giant chain. The restaurateurs leading these businesses run on tight margins. They don’t have a big capital budget. They aren’t software gurus. And most of all, they don’t have much time to get a handle on everything – guests, staff, menu, marketing and finance – making it harder than it has to be to take their restaurant to the next level.

That’s why we created Upserve, the smart management assistant serving up clear guidance that makes your restaurant thrive. The magic ingredient.

Offering pointed and timely guidance, Upserve makes it easier to manage guests, staff, marketing, finances, and even the menu.

Running a restaurant isn’t going to get easier. But it will get smarter.


The leadership team at Upserve.

Angus Davis

Founder & CEO

Prior to Upserve, Angus co-founded Tellme, a prominent Silicon Valley technology firm that grew a profitable business to over $120 million in sales and more than 300 employees. In 2007, Microsoft acquired Tellme in its largest-ever acquisition of a private company. In 2006, BusinessWeek named him one of the top ten entrepreneurs under age 30, and in 2013 Forbes named him one of “America’s most promising CEOs under age 35.” Prior to Tellme, Angus joined Netscape Communications in 1996, bypassing college to become the company’s youngest employee at age 18. A New England native, Angus visits Silicon Valley often

Rosie Atkins

Vice President, Product

Rosie has worked in technology for more than 15 years and was a founding employee at Reel.com. Prior to joining Upserve, she held senior product leadership positions at Breadcrumb POS and OpenTable where she led product development. Rosie earned her B.A. from the University of Massachusetts, Amherst. Her first restaurant job was cleaning menu boards at her family’s restaurant on Nantucket Island.

Dave Hoffman

Vice President, Business Development

Dave joined Upserve with more than 20 years of technology, business and hospitality experience. Dave was previously at Micros Systems, where he led eCommerce and product strategy groups for hospitality and retail. Dave holds a Bachelor’s degree from Indiana University of Pennsylvania, a Master’s degree from Towson University, and an MBA from Loyola University.

Alaina Restivo

Vice President, Talent

Alaina is a Rhode Island native with a passion for the beach and all things seafood. She has more than a decade of experience creating high performing teams at companies such as McKinsey & Company and Teach For America and holds a Bachelor’s Degree in Business Administration and Human Resource Management from The George Washington University. Given a choice, her last meal would be a fresh lobster roll from Kennebunk, ME.

Paul Goetz

Chief Revenue Officer

Paul leads the company’s Sales, Account Management, Marketing and Customer Support teams to drive customer acquisition and client success efforts. Paul brings 25 years of client facing, technology leadership and has been instrumental in driving growth and go-to-market transformations for B2B technology leaders. Goetz holds a Bachelor of Arts degree in business administration from the University of Massachusetts.

Sean Lannan

Chief Financial Officer

Sean brings over 25 years of experience building technology organizations to his role as CFO at Upserve. Sean’s career spans extensive expertise in finance, corporate strategy, operations, administration, and mergers and acquisitions, including leadership roles with public and private companies. Sean grew up in a family-run food and coffee service business and had front of house restaurant experience waiting on tables.

Investors & Advisors

Upserve is backed by the country’s top venture capital investors.

Shasta Ventures
Pritzker Group Venture Capital
Index Ventures
First Round
Greylock Partners


Interactive timeline of Upserve's history.

  • 2009

    Upserve, formerly Swipely, is founded by Angus Davis in Providence, RI.

  • August 2010

    Upserve launches as a loyalty program aimed at turning “purchases into conversations” and helping companies better understand the link between their guests’’ online product discussions and offline shopping habits. Read more

  • February 2011

    As a guest, remembering coupons is a pain! Upserve allows restaurants to build guest loyalty programs with credit cards so guests no longer need to clip coupons or remember to bring their rewards cards.

  • December 2011

    Upserve expands from a loyalty-only, cloud-based platform for sharing purchasing decisions to link spending behaviors to the bottom line.

  • December 2012

    Upserve builds upon the payments processing platform to add guest transaction analytics to help businesses understand their guests better, market more effectively, and have insight as they develop their loyalty programs.

  • February 2014

    Upserve releases menu intelligence and server analysis so restaurateurs get insight into the most popular dishes, menu items likely to drive repeat guests, and monitor the performance of their servers so they can give feedback that will help their staff succeed. Read more

  • April 2015

    Upserve simplified the way management gets answers with the Daily Digest – one powerful daily email providing insights for restaurants from yesterday that transform how leaders collaborate to make more impactful decisions for today. Read more

  • July 2015

    Upserve built the Logbook, a social productivity tool to help teams centralize communications across their whole team by setting up shift notes, opening & closing task lists, staff notes and pre-shift checklists in their Upserve portal.

  • October 2015

    Upserve delivers Shift Prep so restaurants can know what they need to know in those critical hours before guests arrive. Managers can see who’s coming in tonight, and prevent problems from boiling over by knowing what’s going to happen, before it happens.

  • March 2016

    Upserve rebrands from Swipely; a new name inspired by the energy and passion that restaurateurs have for their guests, staff, and food. With that, Upserve unveiled a new mobile app, and new management tools to become the most powerful management solution in the industry. Read more

  • May 2016

    Upserve acquires Breadcrumb POS, creating the industry’s largest and most comprehensive cloud-based restaurant management system. Read more

  • May 2016

    Upserve unveils the world’s first artificial intelligence-powered smart management assistant for restaurants, Ellie. Read more