Adrian Sinclair
Building software since 2008. COO of Craftory ApS — a Danish digital agency with 200+ delivered projects (Dreamwall.dk, EUD Parfume, Caarflow among others). Built all of Smaqly from scratch — online ordering, POS, kitchen app, and Danish food compliance — with one goal: for restaurants to keep both their customers and their margins.
Ali Cetin
Owner of Nagomi and several other restaurants with 5+ years of industry experience. Knows the takeaway economy from the inside — from Wolt commissions and POS systems that don’t communicate, to daily operations with staff, suppliers, and customers. Brings every feature decision down to earth: does it work on a busy Friday night?
Smaqly exists because Ali runs several restaurants and sees the bill every month: for every 159 kr a customer orders via Wolt, 110 kr ends up in his account. The rest goes to Wolt.
It didn’t match the health of the restaurant industry.
The margin on a pizza is typically 30-40 kr after ingredients, rent, wages, and electricity. When Wolt takes 30% of the sale price — 48 kr — the restaurant has effectively lost money on that order. The owner works to feed Wolt's stock price, not to feed their own family.
When we talked to restaurateurs in Ali's network, the same three frustrations kept repeating:
- The commission eats into the margin, but they dare not pull out — Wolt brings traffic.
- They don’t own the customers — cannot call, email, or market directly.
- The old POS systems are clunky, expensive, and don’t communicate with the online ordering system.
So we built the solution.
Smaqly is what we would build if we opened a restaurant in 2026 — an all-in-one takeaway system with no commission, where the customer database belongs to the restaurant, and where the owner doesn’t have to choose between 5 different systems to make everything work together.
Adrian leads product and technology. Ali tests every feature in his own restaurants before it goes out to other customers — so nothing goes live that can’t handle a busy Friday night.
We are built in Denmark, by Danes. Data is stored in Frankfurt. Support is in Danish. The POS knows about SAF-T and TastSelv. Onboarding takes 24 hours because the AI reads your menu in 4 minutes.
The goal is 1,000 restaurants.
If Smaqly reaches 1,000 Danish restaurants, we have saved the industry up to 250 million kroner a year in commission. This isn’t growth-hacking numbers. It’s the math behind why we get up in the morning.
Smaqly is a product of Craftory ApS — a Danish digital agency Adrian & Ali started in 2024. We build custom platforms for Danish businesses (webshops, SaaS, AI tools). Smaqly is our first in-house product.
If you run a restaurant and want to learn more — reach out directly. hello@smaqly.dk or book a 20-minute chat.