The Vurger Co.
The Vurger Co. is a UK-based plant-based restaurant operator and food brand, founded in 2016, that runs four vegan fast-food restaurants in London, Brighton, and Manchester and sells an award-winning retail condiment line and recipe book via UK and international channels.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Vurger Co. does
The Vurger Co. (legal entity Silverwood Rose Ltd.) is a UK-based plant-based food brand and restaurant operator founded in August 2016 in London. It began as a market stall in Tottenham, expanded through pop-ups and festivals, and was financed via crowdfunding to open its first permanent restaurant in Shoreditch in March 2018. The company now operates four restaurant locations (Shoreditch, Canary Wharf, Brighton, and Manchester) serving vegan burgers, crispy fries, milkshakes, vegan chicken, mac n cheese, and other plant-based fast-food items, with menu and recipe development led by Executive Chef Gaz Oakley since 2018.
The company monetizes through four streams: in-restaurant transaction revenue across the four UK sites, wholesale and DTC sales of a retail condiment line (Smoky Bacon Vegan Mayo, Cheezy Sauce, Spicy Chilli Mayo, and others) distributed through UK and international retailers plus an online store, sales of the Harper Collins-published recipe book 'The Vurger Co At Home' via Amazon UK, and a 2022 SEC-registered convertible debt offering of up to $4,000,000. There is no public revenue disclosure; the SEC filing explicitly states the company is not planning to disclose revenue or net asset value. Ownership is founder-led (co-founders Neil Potts and Rachel Hugh, plus Akshay per press materials), with no disclosed institutional venture or private equity investors.
Customer segments are horizontal: vegans and plant-based consumers, foodies and culinary enthusiasts, and home cooks — served through walk-in restaurants, takeaway, delivery, online DTC, and third-party retail distribution channels. Marketing relies heavily on earned media across Forbes, Condé Nast Traveler, Elle, The Guardian, Evening Standard, and Refinery29, supplemented by a content-driven recipe book and an active website. The company has accumulated multiple industry awards, including Marie Claire's Best Sustainable Fast Food Brand (2022), Evening Standard's Best Vegan Condiment, and consecutive-year Diners Choice recognition.
The Vurger Co. firmographics
Firmographics- Name
- The Vurger Co.
- Legal name
- Silverwood Rose Ltd.
- Website
- https://thevurgerco.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Vurger Co. is a UK-based plant-based restaurant operator and food brand, founded in 2016, that runs four vegan fast-food restaurants in London, Brighton, and Manchester and sells an award-winning retail condiment line and recipe book via UK and international channels.
- Ownership category
- akta.pro rank
The Vurger Co. industry classification
Industry- Product category
- Vegan Quick-Service Restaurants
- NAICS
- Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Plant-Based & Vegan Fast Casual (THAFABAK)
- akta.pro secondary industries
- Condiments, Sauces & Dressings (CRADAAAB), Vegan/Allergen-Free Dessert Shops (THAFAGAL)
Keywords
Where The Vurger Co. is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
The Vurger Co. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Restaurant Operations: Revenue from 4 restaurant locations serving vegan burgers, fries, milkshakes, vegan chicken and other plant-based items
- Retail Condiment Products: Sale of vegan sauces, mayos and condiments through retailers in the UK and worldwide, as well as online store
- Recipe Book Sales: Published recipe book 'The Vurger Co At Home' sold through Amazon and retailers, published alongside Harper Collins
- Convertible Debt Securities: SEC filing for $4,000,000 convertible debt offering
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
The Vurger Co. product offering
Product offeringCore offering
The Vurger Co. operates a chain of 100% plant-based quick-service restaurants in the UK across four locations (Shoreditch, Canary Wharf, Brighton, and Manchester), serving a menu of vegan burgers, fries, milkshakes, and sides. The company also sells a retail range of vegan sauces and condiments worldwide and has published a vegan cookbook with Harper Collins. The legal entity behind the brand is Silverwood Rose Ltd.
Product overview
The Vurger Co. is a UK-based vegan restaurant chain and food brand that has grown from a single market stall in 2016 to four restaurant locations (Shoreditch, Canary Wharf, Brighton, and Manchester) plus a retail condiment product line. The core offering consists of vegan burgers (the signature 'VURGERS'), crispy fries, vegan milkshakes, vegan chicken, and mac n cheese served at restaurants, complemented by a retail line of vegan sauces and condiments (Smoky Bacon Vegan Mayo, Cheezy Sauce, Chilli Mayo varieties) sold in retailers worldwide. The company has also expanded into publishing with 'The Vurger Co At Home,' a plant-based recipe book published alongside HarperCollins. An online store and delivery service provide direct-to-consumer access to products.
Differentiator
Problem solved
Functional benefit
Products and services
- Restaurant Dining Service A dine-in and takeaway vegan fast-food service operating across four UK locations (Shoreditch, Canary Wharf, Brighton, Manchester), offering burgers, fries, milkshakes, and sides to individual consumers seeking plant-based quick-service meals.
- Vegan Sauce and Condiment Range A retail line of vegan sauces and condiments sold worldwide to consumers, including award-winning products such as the Smoky Bacon Vegan Mayo, available through the brand's online store and retail partners.
- The Vurger Co At Home Recipe Book A vegan cookbook co-developed with Executive Chef Gaz Oakley and published by Harper Collins, offering home-cook recipes for plant-based meals inspired by the brand's restaurant menu.
Companies that use The Vurger Co.
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
The Vurger Co. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Vurger Co. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Harper CollinscoreThe Vurger Co published their recipe book 'The Vurger Co At Home' in collaboration with Harper Collins. The book contains 80 plant-based recipes across 6 sections including Brunch, Lighter Lunches, Fakeaway, Party Bites, Desserts and Drinks, and Sauces.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
The Vurger Co. competitors and assessment
Company assessmentBroad incumbents
- Wagamama: Large UK-based restaurant chain with a meaningful vegan menu and brand familiarity in the same urban dining occasions The Vurger Co targets. Competes for share of vegan/flexitarian restaurant spend.
- Pret a Manger: Major UK high-street food chain with a strong plant-based offering and global brand. Represents the mainstream, well-capitalized competitor encroaching on plant-based fast-food occasions.
- Honest Burgers: Established UK burger chain with multiple locations and a clear plant-based menu line. Comparable in restaurant operations scale and UK geographic presence, though not exclusively vegan.
- Beyond Meat: Public plant-based protein CPG leader whose burgers and other products compete both for retail shelf space and on menus at plant-based-leaning restaurants. Sets the consumer expectation benchmark for plant-based burger quality.
Emerging players
- Violife: Plant-based cheese and dairy-alternative brand with broad UK and international retail distribution. Comparable in category adjacency (vegan dairy/cheese alternatives that complement Vurger Co's cheezy sauce range).
- Pip & Nut: UK-based plant-based spreads and sauces CPG brand with nationwide retail distribution. Comparable as a UK challenger plant-based CPG operator scaling condiments through major grocers.
- Follow Your Heart: US-based plant-based condiment and dairy-alternative brand (vegan mayos, cheeses). Most directly comparable to The Vurger Co's award-winning vegan mayo and cheezy sauce range in the retail CPG channel.
Direct peers
- Neat Burger: UK-based vegan fast-casual burger chain operating in London and beyond. Closest direct competitor to The Vurger Co in terms of menu (plant-based burgers, sides, shakes), target customer (vegan/flexitarian urban consumer), and price point.
- By Chloe: US-origin vegan fast-casual concept serving burgers, salads and plant-based comfort food. Closest international analogue in terms of brand positioning around accessible plant-based American-style fast food.
- Temple of Seitan: London-based vegan fast-food chain specializing in fried 'chicken' and burgers. Directly competes for the same plant-based fast-casual occasion as The Vurger Co across London locations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Vurger Co. social profiles
Digital presenceThe Vurger Co. financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Vurger Co. leadership team
Management profileNumber of profiles
Profiles4 records
The Vurger Co. funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Vurger Co. 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 The Vurger Co.
What does The Vurger Co. do?
The Vurger Co. operates a chain of 100% plant-based quick-service restaurants in the UK across four locations (Shoreditch, Canary Wharf, Brighton, and Manchester), serving a menu of vegan burgers, fries, milkshakes, and sides. The company also sells a retail range of vegan sauces and condiments worldwide and has published a vegan cookbook with Harper Collins. The legal entity behind the brand is Silverwood Rose Ltd.
Is The Vurger Co. a public or private company?
The Vurger Co. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Vurger Co. founded?
The Vurger Co. was founded in 2016. It employs 11 to 50 people.
Where is The Vurger Co. based?
The Vurger Co. is headquartered in London, United Kingdom, in the Europe region.
How does The Vurger Co. make money?
Four revenue lines are on record. Restaurant Operations are the primary driver. The others are retail Condiment Products, recipe Book Sales and convertible Debt Securities.
Who are The Vurger Co.'s main competitors?
Broad incumbents on record are Wagamama, Pret a Manger, Honest Burgers and Beyond Meat. Emerging players are Violife, Pip & Nut and Follow Your Heart. Direct peers are Neat Burger, By Chloe and Temple of Seitan.
Does The Vurger Co. have an API?
No public API is recorded for The Vurger Co..
What industry is The Vurger Co. in?
The Vurger Co.'s product category is Vegan Quick-Service Restaurants. Its primary akta.pro industry code is THAFABAK, Plant-Based & Vegan Fast Casual, with a secondary code of CRADAAAB, Condiments, Sauces & Dressings. Its NAICS code is 311941 and its SIC code is 5812.