Grub Lab is a hospitality technology platform focused on transforming children’s menus into interactive, branded engagement channels for restaurants. By combining elements such as augmented reality, licensed content, and a subscription-based delivery model, the platform aims to support customer loyalty, repeat visitation, and differentiated in-venue experiences within the family dining segment.
What Grub Lab does
Grub Lab is a restaurant technology platform founded in Australia, focused on rethinking the traditional children’s menu as an engagement tool. The company works with independent restaurant operators by offering interactive menu formats that incorporate licensed sports and entertainment content.
Menus are refreshed on a recurring basis and delivered through a plug-and-play model: operators can customise layouts through an online interface, while production and distribution are managed centrally. QR codes embedded in the menus enable access to digital experiences such as augmented reality content, games, and promotional offers.
Through distribution partnerships and network-based sales channels, Grub Lab aims to make branded content and engagement formats more accessible to independent restaurants and regional operators, a segment that has historically had limited access to this type of marketing asset.
Why Elemento partnered with Grub Lab
Elemento engaged with Grub Lab recognising its positioning within a segment of the restaurant market that remains relatively underserved by technology solutions focused on in-venue engagement. The platform operates at an early stage of the customer journey, contributing to the overall dining experience rather than competing directly with ordering or payment systems.
The subscription-based model supports recurring revenue visibility, while the periodic refresh of menu content encourages ongoing engagement from both operators and end customers. Elemento’s involvement is grounded in a shared interest in supporting scalable models, fostering long-term collaboration, and contributing to the expansion of distribution networks within this niche.
