Hazlewoods advises HGEM on sale to Volaris Group

Hazlewoods Corporate Finance team has successfully advised HGEM Ltd, a market leading guest experience management company, on its recent sale to Volaris Group. 

HGEM, which is based in Bath, was established in 2003 and originally provided mystery diners to restaurants and bars.

Over the last two decades the company has embraced technology and expanded its offering organically, equipping the hospitality industry with the tools and services they need to establish guest experience management (GEM) software as a core business discipline.

As a result, HGEM now serves over 5,000 sites across the UK, including many leading hospitality brands such as Brewdog, Pret A Manger, Wagamama, Nando’s, Travelodge, and Heineken’s Star Pubs & Bars.

Volaris acquires, strengthens, and grows vertical market technology companies, with HGEM set to join CaterTrax, a Volaris company. 

This deal will further build Volaris’ leadership in the foodservice and hospitality sector, with HGEM being well positioned to benefit from the scale, industry knowledge, product portfolio and operational experience found at CaterTrax.

HGEM’s managing director, Steven Pike, said: “Our success has been founded on the close partnerships we have developed with clients and our drive to continually innovate our software and services. The acquisition provides us with a valuable opportunity to build on this foundation.

“With thanks to the Hazlewoods team for expertly guiding and supporting us throughout the process right through to completion.”

Hazlewoods Corporate Finance director, Rich Grover, said: “It was an absolute pleasure to work with Steven and the team at HGEM and I am very pleased that the transaction completed successfully. 

“Joining Volaris will certainly propel HGEM’s mission, helping them to go from strength-to-strength, and I wish them every success in the future.”