About | deita - Data Services for Restaurants

Dei Martinez Elurbe, PhD

Founder

Nothing makes me happier than spending an evening in a restaurant where the love for food and hospitality shows in every way.

First and foremost, I am a data analyst. From my background as a researcher at the Universitat Autònoma de Barcelona, Pompeu Fabra University in Barcelona and Radboud University in Nijmegen, I have over 15 years of experience with many types of data and people.

Moreover, I have contributed to restaurants all my life. My whole family, parents, aunts and uncles and cousins, ran restaurants and cafés all throughout Spain. I'm therefore all too familiar with the challenges in running a restaurant business, as I have seen some of them fail.

Thanks to this experience I understand how having enough clients is not always enough for a restaurant to be economically successful. And I also understand how time consuming it is: a race against the clock in order to have everything ready for the next shift. I believe that despite understanding your own business like no one else, it becomes physically impossible to have time to dive into all your data.

That is why I've founded deita, where my passion for food and data come together. Now I can support hard working small business owners with their own data.

PhD 15+ years research Amsterdam, NL Family hospitality background

Our principles

How we think about data

The principles that guide how we work with restaurants.

Decision-first

Every analysis ties back to a real decision: staffing, ordering, pricing, or planning. If it doesn't help you decide something, we don't build it.

Explainable

We don't hide behind black boxes. You should understand where the numbers come from and trust what they're telling you.

Lean delivery

Start small, prove value fast, and only add complexity when it's clearly needed. We'd rather ship something useful this week than something perfect next quarter.

Our focus

Why restaurants?

Restaurants are one of the most data-rich businesses there are. Every transaction, every shift, every ingredient order creates information that could improve operations.

But most restaurant operators don't have time to analyse it, and most data tools aren't built for the specific needs of hospitality. They're too complex, too generic, or require too much setup.

We started deita to bridge that gap. To bring serious data analysis to restaurants in a way that actually fits how they operate. Simple tools, clear insights, practical support.