The two entrepreneurs first crossed paths while working at a prominent restaurant chain in Bucharest. Odai Shhab, with his expertise in operations and logistics, managed the entire system that kept the restaurant chain running smoothly. Meanwhile, Andrei Iancu, recognizing the potential of emerging technologies, was establishing the delivery department just as food delivery apps were beginning to make their mark in the Romanian market.
Over the course of five years, Andrei and Odai formed a strong professional partnership. Their combined expertise, experience, and passion for innovation naturally led them to embark on a new venture—one that would revolutionize the way restaurants in Romania approach growth.
“At that time, we realized that the rising trend of food delivery app adoption presented a significant opportunity, both for end consumers but especially for the restaurants and sellers who understood that this sales channel could propel their businesses,” said Andrei Iancu, co-founder of Qurater.
The step towards entrepreneurship—unavoidable but full of challenges
FoodHub Consulting was the first iteration of the entrepreneurs' efforts to position themselves in the HoReCa market as industry experts. They effectively combined their operational and logistics backgrounds with an online component that was rapidly becoming a sales channel with significant business impact.
The entrepreneurs quickly penetrated the market with a service-oriented business, establishing themselves as a team with niche expertise in developing marketing strategies for restaurants listed on delivery platforms.
The early days were challenging because, as Odai Shhab recalls, “we were the first early adopters in this niche, and HoReCa business owners were quite hesitant to invest in a service they didn't fully understand. In this regard, the pandemic accelerated the growth of FoodHub Consulting, as online sales and delivery platforms became the only option for many HoReCa business owners to save their businesses. The confidence that we could develop another sales channel, which involved operational, marketing, and business optimization, seemed to start taking shape.”
The two young entrepreneurs did not give up, and over seven years, they built a business that grew to work with the largest restaurant chains in the country, such as Spartan and Dristor Kebap, as well as established local brands like Nuba Group and Tomcat Hospitality Group (Treevi Pizza).
In 2023, FoodHub Consulting joined the HoReCa Insight initiative as a co-organizer of the pilot project—Food Service & Hospitality Expo—the largest B2B trade fair in Romania's hospitality industry, aiming to become the most relevant event in the industry in Eastern Europe in the future.
Foodtech + Qurater: a new gateway to the future
As a natural progression, the adoption of technology quickly followed once the founders realized that many of the team's internal responsibilities were becoming redundant. This led to the creation of Qurater, the first SaaS platform with 100% Romanian capital, designed specifically for HoReCa entrepreneurs.
Qurater is a platform that incorporates advanced analytics and tools (such as campaign management and menu management) to help food brand owners increase their sales on delivery platforms through operational, sales, and marketing optimizations.
Currently, the entrepreneurs have launched the app and transitioned their existing clients to a more accessible model that has an immediate impact on their business and is user-friendly. The product is still under development and integrates a tech component into the business ecosystem of restaurants. The founders are also targeting international markets as the business matures and develops.
The team is continuously growing, and in the meantime, Charles Gedeon has joined the two founders as CTO (Chief Technology Officer) of Qurater. Charles brings expertise and a background in IT product development from the tech hub in San Francisco. He is also the co-founder of a medtech startup and has successfully exited two other ventures in the U.S. market.
The founders
Andrei Iancu is a co-founder and a graduate of the Bucharest International School of Management, with expertise in developing food delivery marketing departments within the HoReCa industry.
Odai Shhab, co-founder of Qurater, brings extensive expertise in the food industry, with multiple achievements in launching new concepts and managing restaurant operations. He also serves as a board member at a company that imports Arabian and Mediterranean food products.
