Stem + Glory

What Stem + Glory does

Stem & Glory is a UK-based plant-based restaurant chain founded in 2016 by CEO Louise Palmer-Masterton, headquartered in Cambridge, United Kingdom. The company operates multiple restaurant locations serving 100% plant-based food and has built brand equity around signature dishes such as lasagne, multi-seed crackers, blue corn tacos, and raspberry cheesecake. As of the most recent data, the company employs 51-100 staff across its restaurant operations and is privately held, having raised approximately $1.89M across four funding rounds between 2018 and 2022, including a $705K Crowdcube raise in January 2022.

The company's product portfolio extends beyond restaurant service into branded content commerce. It sells a hardback 'Classic Recipes' cookbook (80 pages, £20) with worldwide shipping and a digital download version (£9.99 promotional / £12.99 original). A free Asian Watermelon Salad recipe is offered as an email-capture lead magnet to build a direct-to-consumer subscriber list. The e-commerce storefront is built on Squarespace, indicating a low-capex, content-first digital strategy.

Revenue is generated through three streams: in-restaurant food sales (the core), cookbook sales (one-time purchase, both digital and physical), and email-list-driven marketing (freemium). The go-to-market motion is direct-to-consumer, with no disclosed B2B, wholesale, or franchise channels. Customer segments are horizontal — plant-based/vegan consumers and general food enthusiasts — with no enterprise customers, partnerships, or institutional clients identified. The business is founder-led, independent, and operates only in the United Kingdom through its physical locations, while shipping products globally via its online store.

Name

Stem + Glory

Website

https://stemandglory.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Stem & Glory is a UK-based plant-based restaurant chain founded in 2016 that operates dine-in locations and sells branded cookbooks (digital and hardback) directly to vegan and health-conscious consumers via a Squarespace e-commerce store.

Ownership category

akta.pro rank

Product category

Plant-based Restaurant Services

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

Keywords

• Plant-based restaurant
• Vegan cuisine
• Plant-based cookbook
• Vegan dining
• Restaurant recipe book

Headquarters

HQ city

Cambridge

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Restaurant food sales: Revenue from plant-based food service at restaurant locations
2. Cookbook sales: Digital and physical cookbook sales through e-commerce store. Digital copy available at reduced price point to drive adoption, hardback copy at premium price.
3. Recipe/email marketing: Free recipe lead magnet to build email list for future marketing and sales conversion

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Stem + Glory operates a UK-based chain of plant-based restaurants founded in 2016, serving vegan dishes such as lasagne, multi seed crackers, blue corn tacos, and raspberry cheesecake. The company also sells a branded Classic Recipes cookbook in hardback (£20) and digital (£9.99) formats through its e-commerce store, with worldwide shipping available.

Product overview

Stem & Glory is a plant-based restaurant chain that has operated since 2016, now offering cookbook products. The product portfolio consists of three offerings: the Stem & Glory Classic Recipes Hardback Copy (a physical 80-page cookbook priced at £20), the Stem & Glory Classic Recipes Digital Copy (an instant download version at £9.99), and a free Asian Watermelon Salad recipe available via email signup. The cookbooks compile best-selling recipes from their restaurants including their legendary lasagne, multi seed crackers, blue corn tacos, and raspberry cheesecake. The company operates as both a restaurant business and a cookbook/merchandise seller.

Differentiator

Problem solved

Functional benefit

Products and services

• Stem & Glory Classic Recipes HARDBACK COPY
• Stem & Glory Classic Recipes DIGITAL COPY
• Plant-based Restaurant Dining Service

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Neat Burger: UK plant-based fast-casual chain (backed by Lewis Hamilton) targeting the same vegan/plant-based consumer. Directly comparable on format and customer, though more fast-food oriented than Stem & Glory's full-service model.
• By Chloe: US-rooted plant-based fast-casual chain that has expanded internationally with a vegan menu centered on burgers, salads, and baked goods. Comparable on target customer and menu mix, though primarily US-focused.
• The Gate: Long-running London-based vegan restaurant group with multiple sites serving plant-based small plates and mains. Closest direct competitor to Stem & Glory in UK plant-based casual dining.
• Mildreds: Established UK plant-based/vegan restaurant group operating multiple London locations with a similar menu-led, casual-dining format to Stem & Glory. Directly comparable on cuisine, target customer, and price point.

Broad incumbents

• Pret a Manger: Major UK high-street chain with a large and growing vegan menu and nationwide footprint. Competes for the same lunchtime customer occasions, though as a broad incumbent with a wider menu.
• Leon Restaurants: Established UK fast-casual chain (now part of the EG Group) with a strong naturally-healthy/plant-forward menu. Comparable on UK casual-dining format and health-conscious positioning, though not exclusively plant-based.
• Wagamama: Major UK casual-dining chain with an extensive vegan menu and multiple locations. Competes for the same casual-dining occasions, but operates as a broad incumbent rather than a plant-based specialist.

Emerging players

• Deliciously Ella: UK plant-based food and wellness brand selling cookbooks, meal kits, and pantry products to a similar health-conscious consumer. Comparable on plant-based brand positioning and cookbook-driven revenue model.
• Temple of Seitan: London-based vegan junk-food concept serving plant-based fried 'chicken' and burgers. Comparable as a UK emerging plant-based restaurant brand targeting the same flexitarian/vegan customer base as Stem & Glory.
• The Vurger Co: UK plant-based food brand offering vegan burgers and related products via restaurants and retail. Comparable as a smaller UK plant-based food brand targeting similar health-conscious and vegan consumers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/stemandglory
• Facebookfacebook.com/stemandglory
• LinkedInlinkedin.com/company/stem-glory

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stem + Glory