Soamee accompanied GOXO through its entire product journey: from its social dish-discovery and rating app to its reinvention as a white-label ordering platform — the “Shopify for restaurants” — with over 200 restaurants and more than 25,000 online orders generated.
The challenge
GOXO was born in Madrid in 2017 with an idea that set it apart from other food apps: instead of rating restaurants, rate individual dishes. The app let users upload photos, score the dishes they tried and get personalized recommendations on what to eat nearby, with an active community in Madrid and Barcelona.
When the pandemic hit, the GOXO team spotted a far more urgent need in the industry: restaurants depended on the big delivery aggregators to sell online, with no channel of their own, no customer data and commissions eating into their margins. The challenge was to pivot the product in record time towards a platform that gave every restaurant its own online store.
Our solution
Phase 1: the dish-discovery app
We built GOXO’s mobile app for iOS and Android with React Native, backed by Node.js and MongoDB:
- Geolocated feed of dishes near the user, with photo, rating and restaurant
- Dish-by-dish ratings, instead of the classic generic venue review
- Rankings and personalized recommendations based on each user’s tastes
- Restaurant profiles with their menu illustrated by the community itself
Phase 2: the pivot to a white-label platform
When delivery became a matter of survival for hospitality businesses, we helped GOXO turn its technology into an omnichannel white-label platform:
- Ordering web and app under each restaurant’s own brand, live in under 48 hours
- Digital menu with photos and allergen information
- Delivery, takeaway and dine-in orders unified in a single system
- Built-in loyalty: gifts and discounts to reward returning customers
- Goxo Manager, the management app each restaurant uses to control orders and menus
Results
- Over 200 restaurants launched their own ordering channel on the platform, including Madrid dining references such as Mawey, La Bistroteca, 80 Grados and Chuka Ramen Bar
- More than 25,000 online orders generated through the restaurants’ own channels
- Own channel in under 48 hours: from sign-up to selling online with a branded web and app
- The traction of the new model allowed GOXO to close a €500K seed round (December 2021), oversubscribed at 125%, as reported by industry press
Tech stack
- Mobile: React Native (iOS and Android)
- Backend: Node.js
- Database: MongoDB
- Platform: multi-tenant architecture serving a branded ordering web and app per restaurant
How we work
Every project follows our artisan process, adapted to each client's specific needs.
Discovery & Requirements
Deep dive into business, users and objectives. Ideation workshops, market research and MVP scope definition.
Design & Architecture
Wireframes, interactive prototypes and technical architecture. Client validation before writing code.
Development & Testing
2-week sprints with demos. CI/CD, code review and continuous testing. Feedback every iteration.
Delivery & Evolution
Production deploy, monitoring and support. Post-launch metrics and continuous improvement roadmap.