About us
We're building the future of restaurant tech
Upsell was founded in Reykjavík with one mission: give every restaurant operator the tools that only the big chains could afford. We've been at it since 2018, and we're just getting started.
Our story
Started by restaurateurs, built for restaurateurs
Our founders ran restaurants and grew frustrated watching enterprise software charge premium prices for tools that were slow, siloed, and built for accountants rather than operators.
So in 2018 we started Upsell — a fully integrated platform that connects every touchpoint of a restaurant: the POS, the kitchen, the website, delivery channels, and the back-office — into a single, real-time view.
Today we work with hundreds of restaurants and cafés across Iceland and beyond, from solo-operator coffee shops to multi-location fast casual brands.
Founded in Reykjavík. First POS system shipped to a local burger joint.
Launched Kitchen Display System and online ordering integrations.
Expanded to Denmark and the UK. Crossed 200 restaurant customers.
Released self-ordering kiosks and the Upsell Dashboard with real-time analytics.
How we work
Our values
Built for operators
Every feature we ship is shaped by direct feedback from restaurant operators. We live in the industry and build for it.
Move fast
We ship quickly, iterate often, and prioritise what moves the needle for our customers. Speed is a feature.
Customer first
Our support team picks up the phone. We measure success by whether our customers are growing, not just by uptime.
Data-driven
We give operators the same analytics the big chains have — real-time sales, inventory, and customer data in one view.
Integrated by default
Upsell connects your POS, kitchen display, website, delivery and accounting out of the box — no duct tape required.
Trustworthy
99.9% uptime, GDPR-compliant, and PCI-ready. When your POS goes down so does your revenue — we take that seriously.
The people
Meet the team
Ólafur Sigurjónsson
CEO & Co-founder
Sara Björnsdóttir
CTO & Co-founder
Davíð Gunnarsson
Head of Product
María Helgadóttir
Head of Design
Jón Einarsson
Head of Sales
Anna Pálsdóttir
Head of Customer Success