At the Agentic Analytics Playbook EMEA event, Stefan Cotoiu, Co-Founder and Chief Product/Engineering Officer at Vita Mojo, shared how the hospitality software provider transformed its data strategy to empower its customers and unlock unprecedented leadership visibility.
Vita Mojo powers the digital infrastructure for quick-service restaurants (QSRs) across Europe. Operating in a high-transaction, low-margin industry, their restaurant clients are flooded with transactional data—from click-and-collect orders and self-service kiosks to point-of-sale systems and kitchen fulfillment. However, most QSR operators are severely constrained by small head-office teams and lack dedicated in-house data analysts.
Here is how Vita Mojo shifted its strategy to empower non-analysts across the long tail and drive C-suite adoption using ThoughtSpot Embedded and Spotter.
1. Empowering the "80% Long Tail" of Non-Analysts
Before adopting ThoughtSpot, Vita Mojo faced a common challenge in embedded analytics:
The 5-Tool Cycle: Over several years, Vita Mojo cycled through five different embedded BI tools—including Domo, Power BI, Metabase, Looker, and Redash—spending over a year evaluating each without finding the right fit.
The "15% Trap": Traditional dashboards required power-user knowledge. Vita Mojo discovered that only 15% to 20% of their customer base (usually a data-savvy enthusiast in accounting or operations) were actively extracting value from advanced analytics.
Decisions in a Vacuum: The remaining 80%—the long tail of operators—didn’t have the bandwidth or expertise to navigate complex dashboards. As a result, they were making daily operational decisions without data.
To solve this, Vita Mojo partnered with ThoughtSpot to flip its strategy. Rather than building solely for power users, their new North Star became reducing time-to-insight from days down to minutes for non-analysts.
By integrating ThoughtSpot Embedded and Spotter (ThoughtSpot's natural language and AI search engine), Vita Mojo replaced complex drill-downs with simple, plain-English search. Operators can now ask questions directly, instantly obtaining analyst-grade insights without needing a technical background.
"We had a North Star of reducing time to insight so that this long tail can get there... from days or initial investment to minutes."
— Stefan Cotoiu, Co-Founder at Vita Mojo
2. Driving C-Suite Adoption and Executive Visibility
Putting conversational AI directly into the Vita Mojo platform produced an unexpected shift in adoption: it brought top-level restaurant executives to engage directly with data.
Direct Executive Engagement: Vita Mojo originally anticipated that restaurant general managers would be the primary users of natural language search. Instead, they saw a significant surge in engagement from C-suite leaders—including Managing Directors, CEOs, Heads of Marketing, and VPs of Commercial. These leaders understood the business deeply but previously lacked dedicated analyst bandwidth to answer strategic questions quickly.
Automated ROI Messaging: Vita Mojo leverages ThoughtSpot's auditability and usage data to build a highly targeted go-to-market loop. They proactively send personalized ROI reports to executive buyers during trials, showing concrete metrics: "You saved X hours of analyst time and evaluated £Y million in operational decisions using our analytics engine."
Key Takeaways for Product and Analytics Leaders
Focus on the Non-Analyst: Designing analytics solely for power users leaves the majority of your customer base behind. Conversational AI bridges the gap between raw data and business intuition.
Prioritize Trust and Governance: High-quality, traceable data is essential. Bypassing the "BI waiting room" only works when users can trust that the numbers behind natural language answers are grounded in trusted data.
Treat Analytics as a Core Product: Embedded analytics requires dedicated product management and clear go-to-market messaging to ensure customers recognize the operational and financial value being delivered.
By prioritizing customer empowerment for non-analysts and driving executive adoption, Vita Mojo turned data from an overwhelming byproduct into a primary competitive advantage.
Ready to empower every user with AI-powered embedded analytics? Request a demo to see ThoughtSpot Embedded in action.
