A restaurant meal that ended in frustration as Noel Hunwick and Danny Potter tried desperately to get the attention of the waiter to pay the bill led them to develop an interactive ordering system.
Noel, 29, and Danny, 30, met as students of Oxford University and found they shared a love of technology and food, so they decided to combine the two.
Six years ago they began to develop the technology for their E-Table system that allows customers to order food, drinks and the bill from a virtual menu projected on to the table.
Customers can also change the images featured on the table, play games such as battleships and do puzzles and even get information on the local area or book taxis.
In 2008 they opened their first Inamo restaurant, in Soho, central London, using savings to fund it. In December last year, with backing from Barclays Bank, they opened Inamo St James on Lower Regent Street in central London.
On average, the restaurants get between 1,200 and 1,500 customers a week. They also host regular corporate events, such as product launches for big brand names such as Japanese cosmetics company Shiseido.
The pair have faced many challenges since launching, not least the recession of 2008, just after the launch of their first restaurant. But Noel and Danny believe in keeping a tight ship and keeping costs down, which has helped them to ride out difficult times.
Ensuring that the pair have clear and separate roles is also important.
Noel, who studied classics and English, handles areas such as PR, human resources and events, while Danny, who studied physics, is focused more on the technology side of the company.