EU based · Netherlands and Belgium-focused · Hybrid or Remote · Co-founder opportunity
About Smart Menu Design
Smart Menu Design uses behavioural science and data to help foodservice companies design menus that drive better choices while improving both profitability and sustainability. We analyse sales and margin data, redesign menus using behavioural insights, and measure the impact on customer choices, sales and margins.
Over the past year, we've moved from concept validation to paid projects with restaurants, multi-location foodservice companies and public-sector organisations. Now we're building the next phase: a Menu Intelligence Company that learns from every intervention and builds a proprietary intelligence layer around what works, in which context, and why.
About me
I'm Rosanne, founder of Smart Menu Design, with a background in sustainability, behavioural science, strategy and management consulting. I bring the product, data and strategy side, and I'm looking for a commercial co-founder to own and scale the go-to-market alongside me.
The role
You'll work alongside me to turn early commercial traction into a repeatable, scalable business — and help build the company itself, not just its sales.
You'll take ownership of:
- Building and managing our B2B sales pipeline
- Developing relationships with restaurant chains, caterers and other foodservice organisations
- Turning pilots into rollouts and recurring partnerships
- Leading commercial conversations, negotiations and strategic partnerships
- Sharpening our go-to-market, pricing and proposition
- Building repeatable commercial processes
Beyond that, you'll help shape strategy, team and direction as a genuine co-owner.
Who I'm looking for
Someone commercially strong, entrepreneurial and comfortable building something that's still taking shape.
Ideally, you:
- Have experience in B2B sales, business development or partnerships
- Turn conversations into concrete opportunities and deals
- Think strategically while staying highly execution-oriented
- Take initiative and enjoy creating structure out of ambiguity
- Want real ownership rather than another job
Experience in foodservice, hospitality, SaaS, data or sustainability is a plus, but not essential. What matters more is that our skills are complementary and that we share the ambition to build something significant.
Where we are today
Smart Menu Design has paying clients, measurable customer results and growing opportunities across restaurants, catering, universities, municipalities and other foodservice organisations.
We're already seeing measurable results: at one restaurant chain, a single intervention generated €7.75k in measured margin impact at one location, with the effect still holding 13 weeks later. The model is currently service-led. Our ambition is to make it increasingly repeatable and data-driven, develop recurring partnerships and build a proprietary behavioural intelligence layer for foodservice.
What this offers
A genuine co-founder opportunity with real influence over the company we build.
This is an early-stage opportunity, so compensation will initially be equity-led, with the intention to build towards paid compensation as commercial traction grows. The exact commitment and equity setup will depend on mutual fit. I strongly believe in testing how we work together before either of us makes a long-term commitment.
Interested?
Tell me a little about yourself, what you've built or sold before, and why Smart Menu Design interests you.
Please apply by 15 September 2026.
Contact: [email protected]
Website: www.smartmenudesign.com