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 customers’ online product discussions and offline shopping habits

  • February 2011

    As a customer, remembering coupons is a pain! Upserve allows merchants build customer loyalty programs credit cards so customers 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 tackle other needs for merchants using customer data to link spending behaviors to the bottom line. WHAT FEATURES?

  • December 2012

    How can merchants understand their customers better? Upserve builds upon the payments processing platform to add customer transaction analytics to help businesses market and develop their customer loyalty programs

  • April 2013

    Adoption of applications like OpenTable, TripAdvisor, Yelp, and Google+ have shifted the way customers shared their experiences. Upserve added integrations to bring in customer insights from these sites as well as integrating weather reports and other data points which can influence customer decision making. Now that merchants can understand their customers better, how does a restaurant increase customer engagement? Upserve also unveiled new product features which extend existing loyalty and marketing tools and add more detailed analytics to identify lapsed customers and help re-engage them through campaign tracking.

  • February 2014

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

  • August 2014

    Restaurateurs want the answer to the big question: what’s bringing my customers back? Upserve unveils the Magic Quadrant so merchants can easy to see which menu items are best at bringing customers back, which are driving the most sales, and which are not.

  • September 2014

    Upserve enhances the server performance tool to show individual Server Scorecard insights to help restaurateurs understand what makes servers successful. Additionally, Upserve introduces Campaign reporting to take the guesswork out of restaurant marketing efforts.

  • January 2015

    Far too many brand managers spend valuable time pulling reports, teasing out actionable insights, and sharing them with the team members who need them to make better decisions across locations. Upserve adds brand-level reporting to help merchants understand sales performance and identify trends at the brand level, with a single glance.

  • April 2015

    Restaurant management relies on an overwhelming amount of data found across sales reports, Front-of-House checklists, Back-of-House prep lists, shift reports, and Manager’s notes to get a hold on what happened at every location, each day. Upserve simplified the way management gets answers through Upserve’s Daily Digest – one powerful daily email providing big data insights for restaurants with vital business insights from yesterday that transform how leaders collaborate to make better, more impactful, business decisions for today.

  • July 2015

    Just as daily reports are a challenge, so is getting all the staff on the same page; it’s difficult to understand everything happening in the Front-of-House to the Back-of-House, and everywhere in between. 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.

  • September 2015

    With turnover rates as high as 60% in restaurants, it’s easy to see why retaining top servers can prove to be a challenge. There’s a better way to keep your servers happier, putting more money in their pockets, while also performing for your business. Upserve’s Top Servers Reporting made it easier for restaurants to run daily, weekly, and monthly server contests to increase sales and improve the guest experience. Plus, with Upserve automatically linking menu items to individual guest preferences, it makes it easier for your staff to give that “Cheers” like experience guests hope for.

  • November 2015

    Upserve builds integrations with Squirrel POS and Digital Dining POS, in addition to existing integrations with Aloha, PosiTouch and Micros to help more restaurateurs manage their business better than ever before!

  • 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 Upserve Restaurateur, a turn-key, smart restaurant management solution, which includes a new mobile app, new management tools, and the world’s first artificial intelligence-powered smart management assistant for restaurants.

  • May 2016

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