Simplify.food intelligence artwork — fine linework, neural constellations and hospitality flows
World's First Proprietary Restaurant AI OS

Own your Table.

The AI operating system for restaurant growth — built on Policy-Driven Intelligence.

Reclaim your demand. Own your guest data. Let an autonomous engine grow repeat visits while you run the floor — all inside one beautifully branded platform.

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NJ GroupAn NJ Group Brand Collection
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The Vision · 90 Seconds

Intelligence,
with a sense of
hospitality.

"The world's first proprietary AI operating system, built on Policy-Driven Intelligence for SME restaurant growth."

Not another dashboard. A decision engine that understands guests, protects margin, and acts at exactly the right moment — so your brand stays at the centre of every order.

0%platform commission
24/7autonomous engagement
The Vision Film

The world's first proprietary AI operating system for restaurant growth.

Simplify.foodPolicy-Driven Intelligence ◍
The Challenge

Not a tools problem.
An ownership problem.

With margins as thin as 3–5%, every commission and every hour of manual marketing is taken straight off the table.

30%

Lost to platforms

15–30% commissions eat into already razor-thin margins, order after order.

0

Data you own

Third-party platforms own the guest relationship — you never see who your customers really are.

15–23

Hours/week, gone

Fragmented tools across WhatsApp, email, web and SMS mean duplicated work and marketing chaos.

The Promise

Own your data.
Own your demand.
Own your brand.

A single, repeatable truth — and the operating system that finally makes it real for restaurant operators.

0% direct-order commission 100% first-party guest data 24/7 autonomous engagement 1 branded platform
The Platform

From insight to action —
automatically.

One intelligent layer turns raw guest data into perfectly-timed, on-brand activation that brings diners back.

Guest Data

Unified, owned, first-party.

AI Core

Policy-driven decisions.

Guardrails

Margin & brand protected.

Activation

Right message, right moment.

Repeat Demand

Compounding loyalty.

01
Guest Data — every visit, order & preference unified into one owned profile.
02
AI Core — policy-driven decisions, never a black box you can't control.
03
Guardrails — your margin, tone & brand protected on every send.
04
Activation — the right message to the right guest at the right moment.
05
Repeat Demand — loyalty that compounds while you run the floor.

Learning, margin protection, segmentation, orchestration, direct ordering, loyalty & reservations — one ecosystem.

One Platform · Twelve Modules

Everything you need to grow,
in one place.

Simplify.food replaces fragmented tools with a single AI-driven operating system built for real restaurant workflows.

Direct Ordering

0% commission. Every dollar stays yours.

Delivery Management

Full control across every channel.

Loyalty & Membership

Build relationships that return.

Reservations & Tables

Seamless booking, owned data.

Order Management

All channels, one screen.

Promotions & Offers

Drive traffic on your terms.

Menu Management

Update once. Live everywhere.

Unified Customer View

Complete, first-party insight.

Module

NSURE

Reservations, trust & assurance.

Module

SCOOTR

Smart delivery & dispatch.

Module

Eagle

AI issue identifier & insight.

Module

Gift Vouchers

Prepaid demand & gifting.

A single restaurant rendered as one continuous spiral — every floor and service running as one operating system
The Operating System

One house.
Every layer, alive.

Front of house, kitchen, delivery and marketing stop behaving like separate tools — and start moving as a single, living system.

Floor · Kitchen · Marketing — unified Every channel on one screen Built from real service, not slideware
Live Impact · The Bottom Line

Fewer numbers.
Each one matters.

Modelled on five years of live production data — the difference between struggling and thriving.

Where your margin goesper S$100 order
With Simplify.food — directYou keep S$100
On third-party platformsYou keep ~S$72

Up to 30% lost to commissions, order after order. Direct keeps every dollar on your table.

Labour reclaimed
15–23 hrs
saved per outlet, every week — automation replaces fragmented manual work.
Repeat-visit enginealways on
24/7autonomous
  • Policy-driven activation
  • Optimal-timing messages
  • Auto guest segmentation
Direct-order commission
0%
no 15–30% platform cut — your brand, your data, your guest, your dollar.
Simple Process

From setup to success
in four steps.

Ridiculously easy to start. No tech expertise required.

01

Quick Setup

Upload your menu, add branding, connect WhatsApp. Under 30 minutes.

02

AI Learns

The system observes guest behaviour and learns what works for your restaurant.

03

Auto-Engage

Personalised messages, offers and reminders go out automatically — within your rules.

04

Watch Growth

Track rising repeat visits and revenue while you reclaim hours each week.

The Story · Scroll Sideways →

A journey from one stall
to an operating system.

Drag or use arrows
1997
The Beginning

NJ Group is founded

A Singapore hospitality house begins — built on the belief that service can be smarter.

2009
First Unit

The first F&B outlet

An Indian vegetarian stall at SMU food court. The ground truth of real service begins.

2014
Technology Arm

NJ Intelligence is born

An in-house technology company — the engine room where Simplify.food would later be forged.

2017
Robotics

Cobie, the robo-butler

In-room dining & table service automation — proof that hospitality and AI belong together.

2019
Scale

8th F&B unit · CALI

CALI at Ascott Raffles Place — a growing portfolio generating real, live production data.

2022
Innovation

World-first QSR

ZITIMAMAS' — the world's first Italian-American baked-pasta quick-service restaurant.

2024
Recognition

World Chef Congress

CALI hosts 50+ internationally renowned chefs. S$11.6M annual revenue — a record year.

Now
The Operating System

Simplify.food

Five years of live data, twelve modules, one branded AI platform — offered to your table.

Backed by a Proven Operator

Not a startup guess.
A track record.

Simplify.food is built by NJ Group — operating since 1997, with in-house tech arm NJ Intelligence since 2014. The platform was forged in real restaurants, not a lab.

1997operating since
S$68Mlifetime group revenue
13F&B units launched
5 yrslive production data
NJ Group · Annual RevenueS$0.39M → S$11.6M
201020132016201920222024
Made in Singapore · Talk of the Town

Built for the way
Singapore dines.

Local dining behaviour, festive occasions, weekday-lunch patterns and neighbourhood context aren't an afterthought — they're part of the intelligence layer.

  • Tuned to Singapore's hawker-to-fine-dining spectrum
  • Festive & seasonal demand baked into the model
  • Weekday-lunch & payday rhythms learned per outlet
  • Among the first to free SME restaurants from platform fees
Simplify.food hospitality intelligence artwork
SGDesigned & engineered
in Singapore
A plated dish at the centre of a world map woven from dining scenes across cities — Singapore reaching outward
Singapore → The World

From one table here to
tables everywhere.

Proven across our own restaurants and hotels in Singapore — and engineered to travel, market by market, without losing the warmth of local hospitality.

Five years of live production data Localisation built into the core Ready for multi-market growth
Neelendra Jain, Founder & CEO of NJ Group
NJ
Neelendra JainFounder & CEO · NJ Group
Founder's Note

Built by operators,
for operators.

"We didn't build Simplify.food in a lab. We built it across our own restaurants and hotels — years of live service, real guests, real margin pressure. The next day should never look like the one before. Technology had to earn its place at our table before we offered it to yours."

— Neelendra Jain, Founder & CEO · 32+ years in hospitality & service innovation

The Leadership

A team that has done it before.

Neelendra JainNJ

Neelendra Jain

Founder & CEO

Conceptualises techno-innovative solutions for the service industry — no two days the same.

32+ years experience
Ankit JainAJ

Ankit Jain

Chief Technology Officer

The technical backbone of NJ — 21+ years across the entrepreneurial & startup ecosystem.

21+ years in technology
Neetu JainNJ

Neetu Jain

Chief Financial Officer

A co-founder with a teacher's discipline and razor-sharp focus — building an organisation that lasts.

Co-Founder · Finance
Joel SaldanhaJS

Joel Saldanha

Group Vice President

A service-centric visionary with 19+ years in F&B — crafting unique guest experiences since inception.

19+ years in F&B
Simplify.food — the texture of hospitality
The Philosophy

Technology should taste
of hospitality.

We believe the best technology disappears. It doesn't sit between you and your guest — it stands behind you, anticipating, protecting your margin, and remembering what matters.

Inspired by NJ Group's Kalpavriksha philosophy — the wish-fulfilling tree — Simplify.food blends the warmth of service with the clarity of data. The aroma of a full room. The texture of a returning guest. The taste of a table you truly own.

Smarter experiences, served warm.

The Path

A calm structure for
future growth.

01

Brand Setup

Your identity, live

02

Pilot Outlets

Prove the value

03

Data Engine

Learning at scale

04

Automation

Autonomous growth

05

Scale

Region & beyond

The Journal

Stories from the table.

Read the Journal →
Policy-Driven AI

Why owning your guest data is the new margin

Every order on a third-party platform is a relationship you rent. Here's how ownership compounds.

5 min read · Insight
Singapore F&B

What 5 years of live data taught us about repeat visits

Patterns hidden in weekday lunches, festive peaks and the quiet art of the right reminder.

7 min read · Data
Hospitality + AI

The autonomous restaurant, without the cold

How guardrails let an AI act on your behalf — while keeping your brand warm and human.

6 min read · Vision
Let's Talk

Reserve your
seat at the table.

Simplify.food is opening to a first circle of Singapore restaurants and partners. Tell us about you — this takes a beautiful minute.

connect@njgroup.sg njgroup.global
01 / 03

First, who are we speaking with?

Tell us about your table.

How can we help?

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