Ali has led on digital innovation since 2001 and more specifically in hospitality at an international level since 2016. During the pandemic, Ali drew upon her experience to secure an Innovate UK award as part of a £191m government fund for ideas to speed up economic recovery. The platform inspired as a sustainable eat out to help out was created, trials successfully delivered and now at a pre-revenue stage, Ali is seeking investment to take Eat Out Round About to market.