Perfect Serve built and led the entire commercial function — recruiting, training, and managing a high-performing sales and business development team that exceeded targets every month without exception. Within six months of launch, the team had signed 400 venues live on the platform, with a further 2,000 in the pipeline across London alone.

Key hospitality groups brought on board included Incipio Group, Nightcap Group, Rare Restaurants, The Big Table Group, D&D Group, Hawksmoor, The Alchemist, Drake & Morgan, Daisy Green, ETM Group, and many more — effectively placing Ambl at the heart of London's most influential hospitality ecosystem.

Beyond venue acquisition, Perfect Serve played an active role in product development — running A/B testing, gap analysis, and feedback loops that led to a major platform update expanding from last-minute to week-in-advance bookings, more than doubling booking volumes. We also developed the expansion strategy for Manchester ahead of the Series A, and negotiated an affiliate partnership with Stack, bringing a further 700 venues into the Ambl ecosystem.

To cement the brand's credibility, we established the Ambl Hospitality Group — a community of over 100 industry leaders that positioned Ambl as a trusted operational partner across the trade, not just a booking tool.