What Tasty does

Tasty is a UK-based restaurant holding company whose primary operating brand is Wildwood Restaurants, an Italian casual dining chain. The corporate entity is headquartered in London, was founded in 1999, and is privately held with no public listing. Its Wildwood subsidiary is a stone-baked pizza, pasta, and grill concept launched in West London in 2004 that has grown to 26 operating locations across England and Wales. The legal name of the operating entity is Wildwood Restaurants, with corporate communications — including customer care, gift card support, and reference inquiries — handled under the Tasty Plc umbrella domain tastyplc.co.uk, indicating a holding-company structure in which Wildwood sits as a subsidiary brand.

The business targets families and casual diners through dine-in service, takeaway, gift cards, group bookings, and cinema party packages. Menu architecture is multi-tiered: a full à la carte offering, a value-oriented lunch set menu, a £10 senior citizen and student menu, a dedicated kids' menu at £7.95 for two courses and a drink, and a breakfast menu, capturing multiple dayparts. The chain positions itself on inclusivity, advertising gluten-free pasta and pizza bases, vegan and vegetarian dishes, and halal-friendly options alongside its core Italian menu. A refreshed spring/summer 2026 seasonal menu with new dishes such as Amalfi pizza with burrata cream and 'Nduja and burrata rigatoni indicates active menu merchandising. Tasty/Wildwood operates with 1,001–5,000 employees per firmographic data, consistent with a multi-site UK casual dining operator, and generates revenue almost entirely through consumer transaction volume rather than enterprise contracts or subscription models.

Name

Tasty

Legal name

Wildwood Restaurants

Website

https://wildwoodrestaurants.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Tasty is a UK restaurant holding company operating the Wildwood Italian casual dining chain across 26 locations in England and Wales. It serves families and casual diners with stone-baked pizzas, pastas, grills, and inclusive gluten-free and vegan menu options.

Ownership category

akta.pro rank

Product category

Casual Italian Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Regional/Ethnic Specialty Fast Casual (e.g., Indian, Caribbean, African, Eastern European) (THAFABAM)

Keywords

• Italian restaurant chain
• Casual dining
• Stone-baked pizza
• Restaurant services
• Family dining

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Social Media Content and Brand Partnerships: Tasty generates revenue through brand partnerships, sponsored content, and social media engagement as part of BuzzFeed's media portfolio.
2. Mobile Application: The Tasty app generates revenue through subscription-based monetization with personalized meal plans.

Distribution channels2 records

Marketing channels3 records

Core offering

Tasty Plc operates the Wildwood Restaurants chain, a UK-based Italian casual dining brand founded in 2004 in West London. The company runs 26 owned restaurant locations across England and Wales serving stone-baked pizzas, fresh pastas, grills, and seasonal Italian dishes, alongside takeaway, gift cards, group and cinema party bookings, and dedicated set menus (lunch, kids, senior/student). The proposition emphasizes inclusive dining with gluten-free, vegan, vegetarian, and halal-friendly options.

Product overview

Tasty is a BuzzFeed-owned food brand that operates as a digital food media and content platform. The primary product is the Tasty mobile app, which provides recipe discovery and personalized meal planning features. Tasty also maintains a significant presence as a content brand on social media platforms, particularly YouTube, where it is recognized as one of the most popular cooking channels. The brand is known for its viral recipe video format and has expanded into app-based services offering personalized meal plans and recipe recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• Wildwood Dine-in Restaurant Service Sit-down Italian casual dining service offered across 26 owned Wildwood restaurant locations in England and Wales, serving stone-baked pizzas, fresh pastas, grills, and seasonal Italian dishes with inclusive options (gluten-free, vegan, vegetarian, halal-friendly). Targeted at UK families, couples, groups, seniors, and students.
• Wildwood Takeaway Service Takeaway food service from Wildwood Restaurants, allowing customers to order Italian pizzas, pastas, and grills for off-premises consumption from the chain's UK locations.
• Wildwood Gift Cards Wildwood-branded gift cards that customers can purchase for redemption at any Wildwood restaurant in the UK, sold online and in-restaurant.
• Wildwood Lunch Set Menu A dedicated lunch set menu offering at Wildwood Restaurants across the UK, providing value-priced multi-course Italian meals during lunch service windows.
• Wildwood Kids' Menu Dedicated children's menu at Wildwood Restaurants offering two courses and a drink for £7.95, available at all 26 UK locations and designed to support family dining occasions.
• Wildwood Senior Citizen & Student £10 Menu Value-priced set menu at Wildwood Restaurants offering a complete meal for £10, targeted at UK senior citizens and students seeking affordable casual Italian dining.
• Wildwood Breakfast Menu Breakfast menu service offered at Wildwood Restaurants, providing morning food and drink options alongside the chain's main lunch and dinner Italian offerings.
• Wildwood Group Bookings & Parties Coordinated group dining and party booking service for larger parties at any of Wildwood's 26 UK restaurant locations, suitable for birthdays, corporate events, and social gatherings.
• Wildwood Cinema Showings & Parties Combined cinema-and-dining party packages offered at Wildwood Restaurants, pairing restaurant dining with cinema showings for group events at the chain's UK venues.

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Pizza Express: Largest UK Italian casual dining chain with a multi-hundred-site estate focused on pizza and pasta. Direct head-to-head competitor with overlapping guest demographics, dine-in occasions, and value-led menu architecture.
• Zizzi: UK Italian casual dining chain offering pizza, pasta, and grills in a similar family-friendly, mid-market positioning. Closely comparable menu mix and pricing architecture to Wildwood.
• ASK Italian: Established UK Italian casual dining operator with a similar footprint and menu emphasis on pizza and pasta in town-centre and destination locations.
• Prezzo: UK Italian casual dining chain with a comparable mid-market family positioning. Notably underwent a CVA in 2018, illustrating the structural pressure facing the category in which Wildwood operates.
• Bella Italia: UK Italian casual dining chain owned by Big Table Group, offering pizza, pasta, and grills across a similar number of sites to Wildwood with comparable family-occasion positioning.
• Franco Manca: UK sourdough pizza specialist operating a comparable mid-market, multi-site model. More fast-casual in format but directly competes for the same Italian dining occasions.
• Carluccio's: Italian casual dining chain with a similar fresh-ingredient, mid-market positioning. Following administration in 2018, now operating under Boparan Restaurant Group, illustrating the recent consolidation dynamics in the UK Italian category.

Broad incumbents

• Pizza Hut UK: Mass-market pizza casual dining operator with broader format portfolio (dine-in, delivery, Express). Competes for family pizza occasions but with a different price-point and operating model.

Regional players

• Côte Brasserie: UK-based French-inspired casual dining chain with comparable site count, town-centre estate, and family-friendly mid-market positioning, offering an adjacent cuisine benchmark for unit economics and traffic.
• Café Rouge: UK-based French-themed casual dining chain with overlapping family, all-day, and value-led menu architecture, providing a regional comparable for casual dining unit economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wildwoodrestaurants
• Facebookfacebook.com/wildwoodfood

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors

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 Tasty