Mixo vs. Segundo Plato: Automation and Social Impact in Food Tech
Mixo: Automated Beverage Service
Mixo is a startup founded in 2020 by Uruguayan entrepreneur Martín Cohen, based in Barcelona, Spain. The company has developed an innovative self-service machine designed to prepare and serve mixed alcoholic beverages, such as gin and tonics or rum and colas, in under 30 seconds.
Key Features of Mixo
- Efficiency: The machine addresses the common issue of long queues at bars and nightclubs by delivering drinks rapidly, enhancing customer satisfaction and increasing sales volume.
- Autonomy: Mixo is capable of producing its own ice and can serve up to 400 drinks without the need for human intervention or restocking, making it a valuable asset for high-traffic venues.
- Customization: The machine can be stocked with various types of alcohol and mixers, allowing establishments to tailor the drink selection to their clientele’s preferences.
- User-Friendly Interface: Equipped with an interactive touchscreen, Mixo enables customers to select and pay for their desired beverages quickly and easily.
Business Model
Mixo generates revenue by selling the machines to establishments and collecting a small percentage of the sales made through them. Additionally, the data collected by the machines provides valuable insights into customer preferences, aiding venue owners in inventory management and marketing strategies.
Funding and Growth
In October 2022, Mixo secured €500,000 in a funding round involving investors from Spain, France, the United States, Argentina, and Uruguay. This investment has facilitated the expansion of their team and the production of more units to meet growing demand.
Mixo’s innovative approach to beverage service is transforming the nightlife and event industries by enhancing operational efficiency and customer experience through automation.
Segundo Plato: Socially Conscious Catering
Segundo Plato was founded in 2023 by Alberto Ripa and María Portabella. It is a B2B catering company based in Barcelona, Spain, focusing on healthy food, food waste reduction, and social inclusion.
Company Inspiration and Origin
The company was inspired when María was let go during pregnancy, prompting her desire to build something meaningful with her husband. The origin story involves seeing a coworker with cooking talent and having the idea to combine social impact with food service.
Main Services
Digital Canteen
An online platform for employees to choose daily menus. Orders close at 11:00 AM; meals are delivered by 1:00 PM with the employee’s name. This service is flexible, convenient, and personalized.
Corporate Catering
Provides coffee breaks, Christmas dinners, and custom event catering, focusing on quality, sustainability, and personalization.
Two Core Pillars
Fighting Food Waste
Segundo Plato partners with local farmers to recover surplus fruits and vegetables (e.g., small apples, slightly bruised pears). Menus are designed based on available rescued produce, promoting a circular economy and sustainable food systems.
Promoting Social Inclusion
The company hires individuals at risk of exclusion, including immigrants, people recovering from illness, and war refugees. Segundo Plato provides training and skill development in culinary arts, supporting long-term personal and professional growth. Note: Hires include individuals recovering from illness (such as a boy with cancer) and refugees.
Extra Initiative: Aurea
Aurea collects leftover meals and distributes them to local charities and associations.
Value Added Proposition
For Employees (in client companies)
- Healthy, tasty, and sustainable meals every day.
- Easy ordering system with multiple menu choices.
- Meals with a purpose — providing a feel-good factor.
For Companies
- Supports ESG (Environmental, Social, Governance) and CSR (Corporate Social Responsibility) goals.
- Boosts employee satisfaction and productivity.
- Enhances company image with sustainable and inclusive catering.
For Society
- Reduces food waste and supports local agriculture.
- Creates jobs and promotes social reintegration.
- Builds a connected, inclusive community.
Contrasting Startup Philosophies
Automation vs. Human Connection
Mixo thrives on automation and efficiency in nightlife, whereas Segundo Plato prioritizes human connection, social inclusion, and purpose-driven food service.
Innovation with Different Motives
Both startups innovate in food and beverage, but while Mixo focuses on speed, scalability, and data, Segundo Plato centers on sustainability, social impact, and dignity.
Tech-Driven Growth vs. Purpose-Driven Growth
Mixo’s growth is fueled by funding and technological scalability. In contrast, Segundo Plato grows through ethical storytelling and alignment with CSR trends.
Impact Areas
- Mixo transforms the consumer experience in leisure.
- Segundo Plato transforms employee well-being and community welfare.
Summary of Key Strengths
Mixo – Automated Efficiency
- Solves a real-world friction in nightlife: long bar queues and slow service.
- Represents the intersection of automation and hospitality.
- Self-sufficient system (makes its own ice, 400 drinks without restock) is ideal for peak-hour performance.
- Built-in data intelligence makes it more than a machine — it’s a business optimization tool.
- Scalable globally with low labor dependency, ideal for festivals, airports, and clubs.
- Revenue model aligns incentives: a small cut per sale ensures ongoing income and client retention.
- Redefines the bartender role from drink-maker to experience curator.
Segundo Plato – Social Impact Catering
- Turns “food waste” into opportunity; sustainability is the core product.
- Empowers marginalized individuals through training and purpose, rather than charity.
- Meals serve as moral capital — employees feel good about what they eat, creating emotional engagement.
- The B2B model supports ESG goals, offering an easy CSR win for client companies.
- Practices a circular economy: sourcing, labor, and leftovers all have a second life.
- Born from personal resilience, giving it an authentic, values-driven brand narrative.
- A quiet social revolution disguised as a lunch service.