growyze - redefining stock control for the hospitality industry

Welcome to NEXUS Startup Diaries, the number one place to discover the hottest and most inspiring startups and founders.

Today we're excited to meet Adi Hristova of growyze

So Adi, tell us more about growyze

growyze is redefining stock control for the hospitality industry. We’re a B2B SaaS startup based in London, providing the simplest and most user-friendly inventory management software for restaurants, bars, cafés, and hotels.

Built for high-turnover environments, growyze streamlines operations, cuts costs, and reduces waste - making stock control a breeze. With an intuitive interface, staff can onboard quickly, reducing training time and keeping operations running smoothly from day one.

Trusted by leading hospitality brands such as Holiday Inn, Ramada, ibis, Great British Inns, and Chelsea Arts Club, growyze gives businesses complete control over their inventory with clarity and confidence.

How did you come up with the business idea and what problem are you looking to solve?

growyze was born from firsthand experience with the challenges of hospitality stock control. As co-founders, we saw operators struggling with outdated, manual processes - losing valuable time, increasing costs, and facing constant inefficiencies.

Many lacked a proper inventory system altogether, while others relied on clunky, overpriced solutions that failed to deliver. It became clear the industry needed a smarter, more effective approach, so we set out to create a solution that would not only simplify stock management but also transform the way hospitality businesses operate.

The turning point came when we recognised that technology could bridge this gap - not just by digitising stock control, but by making it seamless, intuitive, and accessible for growing hospitality businesses.

Existing systems were either too rigid, too costly, or simply not designed for the fast-paced demands of the industry. With deep sector knowledge and a drive to solve real-world problems, we built growyze to streamline inventory management, cut waste, and maximise profitability.

At its core, growyze is driven by efficiency, usability, and measurable impact. It gives hospitality businesses complete control over their stock, enhancing profitability and sustainability while ensuring smooth daily operations.

Our mission is to redefine inventory management, empowering businesses to focus on what truly matters - delivering outstanding experiences while running efficient, waste-free operations.

What made you want to start your own business?

Entrepreneurship has always been part of my DNA. Growing up in an ex-communist country, I watched my parents build their own business from the ground up, demonstrating resilience, adaptability, and an unshakable work ethic.

They showed me that resourcefulness and determination can overcome even the toughest challenges - values that continue to shape my entrepreneurial journey. Beyond my upbringing, I’ve been deeply inspired by leaders like Robin Sharma, whose philosophy on excellence and perseverance has shaped my approach to business.

His belief that "leadership begins on the extra mile" resonates with me as I strive to build growyze into a game-changer for the hospitality industry - going beyond the ordinary to create real impact.

Before launching growyze, I gained hands-on experience in agile, fast-paced environments, primarily within smaller businesses where adaptability and problem-solving were crucial. Wearing multiple hats gave me a strong foundation in technology, operations, and efficiency - constantly identifying ways to streamline processes and eliminate unnecessary complexity.

My co-founder, Kati, brings invaluable hospitality expertise, having worked closely with operators struggling with outdated, manual stock control methods that drained time, inflated costs, and led to excessive waste.

With her deep industry insight and my passion for people and creating meaningful impact, we saw a clear opportunity to build something better - an intuitive solution that not only improves operations but also empowers hospitality teams to work smarter and thrive Seeing the real impact of poor inventory management on businesses, we knew the industry needed a smarter, more intuitive approach.

That’s what led us to take the leap - combining our expertise to turn growyze from an idea into reality and redefine the way hospitality businesses manage stock.

What stage is your business currently at?

growyze is at an exciting stage of growth, set to revolutionise stock control in hospitality.

Having already gained traction with notable brands and being recognised as one of the Top 100 UK Startups for 2025, we are focused on scaling our impact and driving innovation in inventory management.

Our priority is to position growyze as the leading stock control solution for hospitality, leveraging cutting-edge technology to improve efficiency, accuracy, and profitability.

We are continuously evolving our platform, integrating advanced automation, AI-driven insights, and seamless system compatibility to empower hospitality operators with smarter, data-driven decision-making tools.

As we expand, our focus remains on scaling strategically, optimising customer acquisition, and refining our technology to ensure it remains the most intuitive and powerful tool on the market.

We are committed to enhancing operational visibility, reducing waste, and preventing revenue leakage, helping businesses recover 2-10% of their annual turnover often lost due to inefficiencies, theft, and supplier discrepancies.

Beyond business growth, growyze is driven by a broader mission to redefine stock control in hospitality - not just through better technology but by setting a new industry standard for innovation, usability, and impact.

Recognised by programmes such as the JP Morgan Female Entrepreneurs & Leadership Programme, we are shaping a future where stock management is seamless, operations are optimised, and hospitality businesses can focus on delivering exceptional guest experiences.

The next few years will be about scaling with purpose, advancing technology, and solidifying growyze as the most intuitive and efficient stock control software in the industry.

What do you love most about being an entrepreneur?

For me, entrepreneurship is about creating impact, solving real problems, and empowering people. I love the freedom to challenge the status quo, push boundaries, and build something that truly makes a difference.

With growyze, every decision we make has the potential to transform how hospitality businesses operate - helping them work smarter, reduce waste, and improve profitability.

But beyond the business side, what I love most is the people. Whether it's the team, customers, or partners, being an entrepreneur means constantly learning, collaborating, and growing alongside others who share the same passion for innovation.

There’s nothing more fulfilling than seeing the real-world results of what we've built - watching a business save time, cut costs, and thrive because of a solution we created. Entrepreneurship is a journey of resilience, learning, and constant evolution.

The challenges are tough, but the ability to turn an idea into reality, create meaningful change, and leave a lasting impact makes every step worth it.

What is the number one business tip you've learned that you'd like to share with fellow budding entrepreneurs?

Resilience and adaptability are everything. The journey of building a business is rarely a straight path - there will be challenges, setbacks, and moments of doubt.

But the entrepreneurs who succeed are the ones who keep going, adjust, learn, and push forward no matter what.

One of the biggest lessons I’ve learned with growyze is that you don’t need to have all the answers from day one. You need to stay open to feedback, test, iterate, and be willing to evolve as your business grows.

Plans will change, the market will shift, and obstacles will come your way - but if you stay focused on your mission, adaptable in your execution, and relentless in your pursuit of progress, you’ll always find a way forward.

And above all, surround yourself with great people - whether it’s a strong co-founder, a passionate team, or mentors who challenge and support you. The right people make all the difference in turning vision into reality.

Who are your startup heroes?

Melanie Perkins is a true inspiration because she took on an industry dominated by legacy players and redefined it with a user-friendly, intuitive solution.

Like growyze, Canva was built on the belief that powerful technology should be accessible, simple, and designed for the people who need it most. Her resilience in the face of rejection, her ability to scale Canva into a global company, and her commitment to innovation resonate deeply with my own journey in disrupting stock control for hospitality.

Is there a favourite podcast, book or series you'd like to share with the world?

There are plenty, but to keep it short - "The Leader Who Had No Title" by Robin Sharma and "The Power of Now" by Eckhart Tolle are two books that have had a lasting impact on me.

"The Leader Who Had No Title" is a powerful reminder that leadership isn’t about position or authority but about impact, mindset, and taking ownership in everything you do. As an entrepreneur, this philosophy resonates deeply - building growyze has reinforced that true leadership comes from constantly learning, adapting, and pushing beyond limits.

"The Power of Now" is a game-changer when it comes to focus and resilience. Entrepreneurship is full of challenges, and this book has taught me the value of staying present, cutting through distractions, and making better decisions with clarity and purpose.

Both books offer valuable lessons - not just in business but in life, and I highly recommend them to anyone looking to grow as a leader and entrepreneur.

For podcasts, "The Diary of a CEO" by Steven Bartlett is a must-listen. It dives deep into the real stories behind successful entrepreneurs, uncovering the challenges, failures, and resilience required to build something great. It’s raw, insightful, and reminds me that entrepreneurship isn’t just about strategy - it’s about mindset and adaptability.

As for websites, Startups.co.uk is a great resource for founders looking for insights on scaling, investment, and the UK startup ecosystem. Being recognised as one of their Top 100 UK Startups for 2025 has also reinforced the importance of staying connected with communities that support and celebrate entrepreneurship.

These are the resources that have shaped my mindset, helped me stay focused, and continue to inspire me on my journey with growyze.

Anything else you'd like to share with the world?

Building a business is like crafting the perfect cocktail - it takes the right mix of passion, persistence, and a splash of boldness.

You’ll shake things up, face a few spills, and probably have to tweak the recipe a dozen times, but when you get it right, it’s magic.

At growyze, we’re not just improving stock control - we’re raising the bar for how the hospitality industry manages inventory. No more outdated, clunky systems or painful spreadsheets.

We’re here to make stock management smarter, leaner, and effortless - helping businesses cut costs, reduce waste, and maximise profitability without the usual headaches.

For anyone chasing their own big idea: bet on yourself, embrace the chaos, and keep going - because the best things are built by those who refuse to quit.

Where can people find you online?

Check our our growyze website  and connect with us on LinkedIn to carry on the conversation. 

It's been really great to chat today Adi! Good luck in the future with your business and we look forward to catching up with you soon.

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