Yolk
Yolk is a London-based quick-service food and coffee chain operating eight sites, serving sandwiches, bowls, breakfast, and barista coffee to urban office workers and consumers via in-store, click & collect, Deliveroo delivery, and office catering, with a tiered BrewClub subscription loyalty programme.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Yolk does
Yolk is a London-based quick-service food and coffee company operating as In One Basket Ltd, with eight physical sites across the city and a stated brand positioning of 'Good bites only.' Its core offering is a two-part menu — a breakfast menu served until 11am and an all-day menu from 11am — built around sandwiches, bowls, and barista-made coffee prepared with what the company describes as Michelin-level technique applied to grab-and-go formats. There is no proprietary technology platform; the business relies on standard third-party infrastructure for payments (Adyen for one-off purchases, Stripe for subscriptions), loyalty (Como/Conduit Ltd for BrewClub), analytics (Google Analytics), and HR (Harri).
Yolk generates revenue through three streams: in-store and online food and beverage sales (transaction-based), the tiered BrewClub subscription loyalty programme (free BasicBrew, ClassicBrew at £10/month with 50% off barista drinks, and PremierBrew at £50/month with three free drinks daily), and a separate equity funding source via the October 2024 Crowdcube campaign. Distribution spans walk-in retail across eight London sites, click & collect through the company website, third-party home delivery via Deliveroo, and a B2B office catering channel with a £100 minimum order and free delivery above £200, also available through Just Eat for Business.
The customer base is primarily London office workers and urban professionals buying lunch, breakfast, and coffee, with secondary demand from individual consumers and B2B catering clients. Marketing leans on earned media (Evening Standard, Time Out endorsements), organic social, and the BrewClub programme for retention. The company is privately held, founder-led, and concentrates entirely on the London market.
Yolk firmographics
Firmographics- Name
- Yolk
- Legal name
- In One Basket Ltd
- Website
- https://yolklondon.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Yolk is a London-based quick-service food and coffee chain operating eight sites, serving sandwiches, bowls, breakfast, and barista coffee to urban office workers and consumers via in-store, click & collect, Deliveroo delivery, and office catering, with a tiered BrewClub subscription loyalty programme.
- Ownership category
- akta.pro rank
Yolk industry classification
Industry- Product category
- Quick-Service Restaurant and Coffee Shop
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Breakfast & Coffee QSR (THAFAAAI)
- akta.pro secondary industry
- Breakfast & Brunch Fast Casual (THAFABAL)
Keywords
Where Yolk is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Yolk business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Food and Beverage Sales: Revenue from selling sandwiches, bowls, breakfast items, and coffee across 8 London locations, both in-store and via delivery platforms.
- BrewClub Loyalty Subscriptions: Paid monthly subscription tiers (ClassicBrew at £10/month and PremierBrew at £50/month) offering discounted and free barista-made drinks, plus points-based loyalty rewards redeemable for vouchers.
- Crowdcube Investment Funding: Equity crowdfunding raised through Crowdcube platform for expansion purposes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | BasicBrew (free tier) - earn points and redeem £5 vouchers at every 500-point threshold. |
| Subscription | Monthly | ClassicBrew (£10/month) - 50% off all barista-made drinks, £7.50 vouchers at 500-point threshold. |
| Subscription | Monthly | PremierBrew (£50/month) - three free barista-made drinks per day, £10 vouchers at 500-point threshold. |
| Unit Pricing | Pay-as-you-go | Catering Orders - minimum £100 order value with free delivery over £200. |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Yolk product offering
Product offeringCore offering
Yolk operates eight quick-service restaurant locations across London serving a breakfast menu (until 11am) and an all-day menu (from 11am) of sandwiches, bowls, and other food items, alongside barista-made coffee. The business extends to Click & Collect online ordering, home delivery via Deliveroo, and office catering (minimum £100 order). Customer retention is driven by the BrewClub loyalty scheme with paid subscription tiers (ClassicBrew £10/month, PremierBrew £50/month) offering discounts and free barista-made drinks.
Product overview
Yolk is a London-based food and coffee company operating as a unified brand across eight sites. The core offering consists of sandwiches and bowls prepared with Michelin-level techniques, supplemented by coffee services. The company operates through multiple channels: eight physical locations, Click & Collect online ordering, home delivery via Deliveroo, and office catering services. The BrewClub loyalty scheme serves as the primary customer retention mechanism, with three subscription tiers offering escalating discounts on barista-made drinks. The product portfolio comprises two menus (Breakfast served until 11am, All Day Menu from 11am) alongside the loyalty program, ordering platforms, and catering services, all unified under the 'Good bites only' brand positioning.
Differentiator
Problem solved
Functional benefit
Brands
- BrewClub: Yolk's loyalty scheme that rewards members with points for purchases, convertible into vouchers. Includes paid subscription tiers (BasicBrew, ClassicBrew, PremierBrew) with benefits like discounts on barista-made drinks and free drinks.
Products and services
- BrewClub Loyalty Scheme Yolk's paid and free loyalty programme with three tiers: BasicBrew (free, points-based rewards), ClassicBrew (£10/month with 50% off barista drinks), and PremierBrew (£50/month with three free barista drinks daily). Members earn 10 points per £1 spent, redeemable for vouchers at 500-point thresholds. Designed for repeat customers of Yolk's London locations.
- Catering Service Office and event catering service for businesses and event organisers in London with a £100 minimum order. Includes free delivery for orders over £200, a £15 delivery charge below that threshold, and a complimentary individual dish for orders over £300. Available via the Yolk website or [email protected].
- Click & Collect Online ordering service through the Yolk website that lets customers place orders and collect them in-store at a selected time slot. Available at Yolk's London locations.
- Home Delivery Delivery service operated via third-party platform Deliveroo that brings Yolk food to customers' doors. Yolk prepares food to standard; Deliveroo handles delivery logistics.
- Breakfast Menu Morning menu served until 11am across Yolk's London locations, featuring breakfast items prepared with quality, locally-sourced ingredients.
- All Day Menu Full menu served from 11am featuring sandwiches, bowls, and other food items prepared with Michelin-level techniques and locally-sourced ingredients. Recognised by Evening Standard as 'Serious Sandwiches'.
Quantifiable outcome
- 25,000+ customers served in a two-week period
Companies that use Yolk
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Yolk technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Yolk partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DeliveroocoreThird-party delivery partner for home delivery orders placed through Deliveroo platform. Yolk prepares food; Deliveroo handles delivery logistics.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
Yolk competitors and assessment
Company assessmentDirect peers
- Leon: UK fast-casual chain selling natural-food breakfast, lunch, and coffee across London locations. Closely comparable on healthy-ish grab-and-go positioning, breakfast menu, and office-worker segment.
- Joe & The Juice: International coffee/juice chain with multiple London sites, a subscription/loyalty programme, and a focus on urban professionals. Comparable to Yolk on coffee-led offering, loyalty mechanics, and central-London locations.
- Black Sheep Coffee: UK specialty coffee chain with strong London presence and barista-led menu plus light food. Comparable to Yolk on coffee quality positioning and urban high-street real estate.
- Pret a Manger: UK-headquartered fast-casual chain serving sandwiches, bowls, breakfast items, and barista coffee across a large London footprint. Closest direct comparable to Yolk on menu mix, customer (office workers), and urban high-street model.
- WatchHouse: London-based specialty coffee concept with multiple sites and a quality-led, locally-sourced narrative. Comparable to Yolk on coffee provenance story and premium urban positioning.
- Gail's Bakery: London-grown premium cafe-bakery chain with multiple sites, coffee-led menu, and a quality/local-sourcing narrative. Comparable to Yolk on positioning, price point, and urban professional customer base.
- Pret a Manger (subscription/loyalty comparison): Pret's YourPret Barista subscription (£10–£30/month) is a direct comparable to Yolk's BrewClub tiers in pricing model and customer behaviour, and validates the subscription-led retention playbook in the same market.
Broad incumbents
- Costa Coffee: UK's largest coffee chain, owned by Coca-Cola, with ubiquitous high-street and concession sites. Comparable as the dominant incumbent whose scale, capital, and brand recognition define the competitive ceiling for chains like Yolk.
Others
- Deliveroo: Third-party delivery platform and Yolk's home-delivery partner. Comparable as an ecosystem participant whose commission structure and customer-relationship ownership directly shape Yolk's delivery margins and data access.
Emerging players
- Notes Coffee: London specialty coffee brand scaling to multiple sites with a focus on coffee quality and light food. Comparable to Yolk as a smaller, growing London coffee-led chain competing for the same office-worker customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Yolk social profiles
Digital presenceYolk compliance and trust
Trust signalCompliance1 record
Yolk financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yolk leadership team
Management profileNumber of profiles
Yolk funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yolk M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yolk
What does Yolk do?
Yolk operates eight quick-service restaurant locations across London serving a breakfast menu (until 11am) and an all-day menu (from 11am) of sandwiches, bowls, and other food items, alongside barista-made coffee. The business extends to Click & Collect online ordering, home delivery via Deliveroo, and office catering (minimum £100 order). Customer retention is driven by the BrewClub loyalty scheme with paid subscription tiers (ClassicBrew £10/month, PremierBrew £50/month) offering discounts and free barista-made drinks.
Is Yolk a public or private company?
Yolk is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yolk founded?
Yolk was founded in 2014. It employs 101 to 250 people.
Where is Yolk based?
Yolk is headquartered in London, United Kingdom, in the Europe region.
How does Yolk make money?
Three revenue lines are on record. Food and Beverage Sales are the primary driver. The others are brewClub Loyalty Subscriptions and crowdcube Investment Funding.
Who are Yolk's main competitors?
Direct peers on record are Leon, Joe & The Juice, Black Sheep Coffee, Pret a Manger, WatchHouse, Gail's Bakery and Pret a Manger (subscription/loyalty comparison). Costa Coffee is listed as a broad incumbent. Deliveroo is listed as an others. Notes Coffee is listed as an emerging player.
Does Yolk have an API?
No public API is recorded for Yolk.
What industry is Yolk in?
Yolk's product category is Quick-Service Restaurant and Coffee Shop. Its primary akta.pro industry code is THAFAAAI, Breakfast & Coffee QSR, with a secondary code of THAFABAL, Breakfast & Brunch Fast Casual. Its NAICS code is 722513 and its SIC code is 5812.