Built in Dubai, for the UAE's best venues.

TableUpgrade was founded by Timo Nothhelfer, a Swiss entrepreneur based in Dubai. He arrived here not from the restaurant world, but from decades of building businesses — yet he is Swiss, and in Switzerland, the country behind the world's most respected hotel schools, hospitality is in the culture before it's ever a career.

Over 20+ years, Timo has built companies across software, e-commerce, luxury travel and concierge services — different industries with one constant: the customer's experience at the center of every decision. For almost ten years, Dubai has been his home, and no city rewards that focus like Dubai — there may be no better place in the world for fine dining and hospitality. Having experienced remarkable venues across the globe — and especially here — he kept coming back to the same observation: guests can choose and upgrade nearly everything, except the table where they'll actually sit.

It's the part every other sector of hospitality already solved — airlines sell the better seat, hotels the better room, cruises the better cabin — while restaurants, where the table defines the moment most, never had an elegant way to offer the same. TableUpgrade is his answer: guests explore a venue in an immersive 3D tour, choose their exact table, and pre-order the experiences and add-ons that elevate a reservation into an occasion — working alongside a venue's existing reservation system, turning their most sought-after tables into a new revenue stream.