London-based Hospitality Tech Startup Nory Secures €31 Million In Series B Round

The round was led by Kinnevik, with participation from Accel and other existing investors, bringing total funding to €53 million.

“At a time when hospitality is under pressure, we are putting restaurants back in control of their profitability and their destiny,” said Conor Sheridan, Founder and CEO of Nory. “The future of hospitality isn’t robots or gimmicks. It’s AI that makes restaurants smarter, leaner, and more profitable, with automation that frees teams up to focus on what matters: great food and even greater customer experiences.”

Nory is the first AI-native restaurant management system, designed to help hospitality operators regain control of profitability. Founded in 2021 by Conor Sheridan of Mad Egg, Nory integrates business intelligence, workforce management, inventory, and payroll into a single platform.

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The system delivers real-time insights and AI-driven recommendations, streamlining decisions, cutting costs, and boosting margins. Restaurants using Nory report up to 20% lower operating costs and 50% higher core net profits.

Nory works with leading UK and Irish hospitality brands, including Jamie Oliver Group, Black Sheep Coffee, and Azzurri Group.

Facing rising taxes, inflation, and labor shortages, UK hospitality struggles, with two bars or restaurants closing daily. Nory helps operators save 100+ hours of admin per restaurant monthly by automating tasks like business analysis, guest engagement, rota planning, procurement, and finance. Its AI platform learns from historical data to provide actionable insights directly to frontline staff.

“Nory is rewriting the hospitality playbook,” said Jose Gaytan de Ayala, who led the investment for Kinnevik. “As the sector faces rising costs and complexity, Nory stands apart as the only AI-native platform purpose built to help restaurants meet and overcome these headwinds. We were impressed by the strong customer feedback, which highlighted the quality of Nory’s platform and the meaningful ROI it delivers for customers. With our support, Nory will go even deeper on AI and bring the next wave of innovation to restaurant owners in the UK and beyond.”

The Series B funding will support further AI improvements on Nory’s platform, including hiring data scientists, advancing proprietary algorithms, and rolling out autonomous AI assistants. The investment will also accelerate the company’s expansion into the US market.

About Nory

Nory is an AI-driven restaurant management system designed to make running a restaurant simpler and more profitable. It forecasts sales, organizes staff schedules and manages inventory, helping restaurants maintain steady profits. By automating routine tasks and offering real time insights, Nory saves time, cuts costs and supports smarter decision making.