Trend Alert: Vita Mojo

Trend Alert introduces you to the latest brands, products and services that are trending with 16-24s.


Last week Amazon opened their Amazon Go shop, an example of what could be the store of the future. But what about the restaurant of the future? Vita Mojo is definitely a contender.

Vita Mojo opened near London’s St. Paul’s Cathedral in March 2016. Not only is it a cashless restaurant, but it also allows customers to personalise their meals according to their nutritional and dietary needs. Orders are taken on in-store iPads, or the company’s app or website, where customers can design their own dish from a selection of around 30 ingredients. As they navigate the options, they can see the price and nutritional value of each combination. Those who have joined the Vita Mojo loyalty scheme can input their height, weight, dietary requirements, fitness goals and even use their DNA to receive personalised recommendations.


Tapping into the Millennial trends of healthy eating, DNA testing, transparency and personalisation, Vita Mojo was an immediate success. However, its founders decided not to take the traditional venture capital route when seeking investment. In May 2017, they invited the public to invest in the company via the equity crowdfunding platform Crowdcube, which was also famously used by innovative online-only bank Monzo, who’ll be speaking at our upcoming event YMS London. For the first 24 hours, investment was open only to Vita Mojo customers, and within that time it reached its goal of £1.5 million. They opened their second London location in Spitalfields last year, in addition to a Canary Wharf delivery kitchen, with a new City flagship store imminent.


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