Dei Martinez Elurbe, PhD · Amsterdam
Decision scientist for food & hospitality
I turn messy hospitality data into decisions: what to charge, what to prep, when to staff. The methods are research-grade and the tools ship.
The research · Snapshot · June 2026
The tourist trap costs 85 cents
What 33,000 menu prices say about who really overcharges in Amsterdam, and for what.
A study of roughly 900 Amsterdam venues, about 4 in 10 of the city's restaurants, built from their public menus. The essay carries the argument; seven technical dossiers carry the methods and evidence.
What I do
Decision science, end to end
- Pricing & market analysis
- Where the margin actually lives: hedonic pricing, market structure, competitive positioning.
- Demand forecasting
- How busy tomorrow gets: models that take weather, season, and events seriously.
- Decision tools
- Instruments people actually use: reports, dashboards, and alerts that answer a question rather than decorate it.
I take this on as scoped projects or embedded work: dei@deita.eu.
Shipped
deitalite
I also build and run deitalite: weather-smart demand forecasting for restaurants. I designed it, I built it, and I run it in production.
Who I am
I grew up in my family's cafeterías and spent seven summers working in my aunt's restaurant in Alicante; later, ten years as a research scientist at universities in Barcelona and Nijmegen. deita is where the two meet: decision science for the industry I know from the inside.
Contact
Talk to me
Building something in food or hospitality tech? Want to argue with the research? Email works best. I answer quickly.
Amsterdam, Netherlands