What Bistrot Pierre does

Bistrot Pierre is a UK-based French-style casual dining group founded in 1994 and headquartered in Nottingham. The company operates 10 bistros across England and Wales (including Derby, Eastbourne, Ilkley, Leicester, Swansea, Plymouth, Stratford-upon-Avon, Torquay, Weston-super-Mare, and Nottingham), offering à la carte, set menus, prix fixe lunches (from £15.95 midweek to £24.95 for three courses), and themed offerings such as Sunday Roast (£18.95), Afternoon Tea (from £19.95), children's menus, and seasonal event menus. The group has extended beyond pure restaurant operations through its Maison Pierre boutique hotel collection (Admiral's House in Plymouth and Crescent Inn in Ilkley with 11 rooms), The Bear Free House pub, gift cards, and a private dining and events business for groups of eight or more.

The underlying technology stack is conventional hospitality tooling rather than a proprietary platform. Customer engagement is anchored by the Club Bistrot Pierre mobile app, which delivers 5% cashback (Pierre Pounds), birthday rewards, a £5 referral bonus, and in-restaurant QR check-ins; payments are processed via Sage Pay and Elavon; web analytics run on Google Analytics with Google reCAPTCHA for bot protection. The company is privately held and has been owned by Cherry Equity Partners since a 2024/25 acquisition out of pre-pack administration, operating through the legal entity Cherry Two Limited (with Bistrot Pierre Limited running the loyalty scheme).

The business model is direct-to-consumer, monetising in-restaurant food and beverage sales, accommodation bookings, private events, and gift cards. Customer segments include families and general diners (primary), hotel guests on UK staycations, private event and corporate bookers, and discount-led segments (Blue Light cardholders, students). Pricing is positioned at accessible mid-market levels with multiple entry points (children's mains from £1 for loyalty members, £10 Bouillabaisse weekday special) and the loyalty programme is intended to drive repeat frequency. Charity partnerships with 18+ UK charities under the Pay It Forward campaign support local brand affinity.

Name

Bistrot Pierre

Legal name

Cherry Two Limited

Website

https://bistrotpierre.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bistrot Pierre is a 30-year-old UK French-style casual dining group operating 10 bistros across England and Wales, plus the Maison Pierre boutique hotel collection, The Bear Free House pub, and the Club Bistrot Pierre loyalty app, serving families, hotel guests, and event bookers.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Brasseries, Bistros & Trattorias (THAFACAI)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), All-Day Dining Restaurants (THAFACAJ)

Keywords

• French restaurant chain
• Casual dining
• Boutique hotels
• Loyalty program
• Private dining events

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining: Revenue from food and beverage sales across 10 UK bistro locations, including à la carte menus, set menus, prix fixe lunch offerings, and specialty menus such as Tour de France Menu, Sunday Roast, Afternoon Tea, and children's menus.
2. Loyalty Program (Club Bistrot Pierre): 5% cashback on all purchases through the Club Bistrot Pierre loyalty scheme, with Pierre Pounds earned on food and drink. Birthday rewards and promotional offers drive repeat customer engagement.
3. Hotel Accommodations (Maison Pierre): Revenue from boutique hotel rooms at Admiral's House in Plymouth and Crescent Inn in Ilkley, including breakfast-inclusive stays and room-only bookings. 5% cashback available on room bookings through the loyalty program.
4. Private Dining and Events: Revenue from private dining bookings, corporate events, and special celebrations. Group bookings of 8+ guests require card deposit, with cancellation fees applied for no-shows or late cancellations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Bistrot Pierre operates a chain of 10 French-style bistro restaurants across the UK, serving breakfast, lunch, dinner and special-event menus (à la carte, prix fixe, Sunday Roast, Afternoon Tea, Children's). The group also runs the Maison Pierre collection of two boutique hotels and a Club Bistrot Pierre mobile loyalty programme offering 5% cashback, birthday rewards and referral bonuses.

Product overview

Bistrot Pierre operates as a French restaurant chain offering dining experiences across 10 UK locations. The core product includes all-day dining menus (à la carte, set menus, and prix fixe lunch) plus special dining experiences like Afternoon Tea, Sunday Roast, and Children's Menu. The business extends through its loyalty program (Club Bistrot Pierre mobile app) which provides cashback rewards and exclusive member offers. Accommodations are offered through Maison Pierre / Rooms by Bistrot Pierre, a collection of boutique hotels including Admiral's House in Plymouth and Crescent Inn in Ilkley. Additional services include Private Dining for events, Gift Cards, and affiliated pub brands The Bear Free House and The Crescent Inn.

Differentiator

Problem solved

Functional benefit

Brands

• Club Bistrot Pierre: The company's loyalty reward scheme offering cashback, discounts, and exclusive offers to members.
• Maison Pierre

Products and services

• Bistrot Pierre Restaurants French-inspired restaurant chain offering breakfast, lunch, and dinner across 10 UK locations with à la carte, prix fixe, and themed special-event menus for dine-in customers.
• Club Bistrot Pierre Mobile loyalty programme (iOS and Android app) offering 5% cashback on food and drink spend, birthday rewards, a £5 refer-a-friend bonus, and exclusive member offers via QR-code in-restaurant check-in.
• Maison Pierre Boutique Hotels Boutique accommodation collection comprising Admiral's House in Plymouth and Crescent Inn in Ilkley, offering overnight stays with breakfast included and on-site Bistrot Pierre dining for leisure travellers.
• Private Dining and Events Event hosting service for birthdays, baby showers, networking, and business meetings, providing private dining spaces with customisable menus at Bistrot Pierre locations.
• Gift Cards Digital and physical gift cards redeemable against food and drink at Bistrot Pierre locations, valid for 12 months from purchase and non-transferable.
• Afternoon Tea French-inspired afternoon tea menu featuring savouries, scones, and sweets, available daily 2:30-5pm from £19.95 per person with a Prosecco upgrade at £21.95.
• Sunday Roast Weekly Sunday dining experience featuring roast potatoes, Yorkshire pudding, seasonal vegetables and unlimited red wine gravy, with options including Roast Topside of Beef, Half Roasted Chicken, Pork Medallions and Butternut Squash Wellington at £18.95 per person.
• Children's Menu Kids' dining menu with dishes including Chicken Goujons, Pasta Provençale, Margherita Pizza, and Petit Steak Frites, at 2 courses for £6.95 or 3 courses for £8.95, with unlimited Robinsons refills. Club members can get a kids' main for £1.
• The Bear Free House Wholly owned pub operating alongside the Bistrot Pierre restaurant estate.
• The Crescent Inn Traditional pub and bed & breakfast with 11 boutique rooms in Ilkley, West Yorkshire, featuring Bistrot Pierre restaurant on the ground floor.

Quantifiable outcome

• 5% cashback on all purchases through loyalty program
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

16 partnerships are on record, tiered minor.

• RegenerageminorOthersCharity partnership supporting people living well with memory concerns and dementia by reducing loneliness and isolation. Based in Preston.
• Sefton Advocacy Centre & Older Persons ForumminorOthersCharity partnership offering free advocacy services to enable participation in decisions affecting lives, giving choice and control. Based in Southport.
• Good Neighbours (Ilkley)minorOthersCharity partnership alleviating loneliness and supporting older people living independently with social and practical schemes. Based in Ilkley.
• Linking Lives EastbourneminorOthersBefriending service for older adults providing support through weekly home visits. Based in Eastbourne.
• Maggie'sminorOthersCharity partnership providing free cancer support services to individuals and families affected by cancer. Based in Nottingham.
• The Liversage TrustminorOthersCharity providing care homes, sheltered housing and assisting with rising cost of living for vulnerable people. Based in Derby.
• Age UK Leicestershire & RutlandminorOthersBefriending service, homecare, day clubs and support for ageing and vulnerable population. Based in Leicester.
• Young at HeartminorOthersSupport for families of babies and children diagnosed with heart defects. Based in Birmingham.
• Escape ArtsminorOthersBringing people together through creativity and culture to support wellbeing and inspire inclusive communities. Based in Coventry.
• Warwick Proud Elderly Welfare ServicesminorOthersServices and goods for those in need of urgent care and welfare checks during cost of living. Based in Leamington Spa and Stratford-upon-Avon.
• Kemp – The Wyre Forest HospiceminorOthersCare and support for patients, families and carers experiencing life-limiting illness and bereavement. Based in Kidderminster.
• Acacia Family SupportminorOthersPrenatal and postnatal depression support services. Based in Mere Green.
• Age UK TorbayminorOthersLocal charity providing advice, companionship and support for people over 50 in Torbay. Based in Torquay.
• Age UK SomersetminorOthersInformation and advice for older people, families and carers, plus ageing well exercise groups. Based in Weston-super-Mare.
• Age UK PlymouthminorOthersWorking with older people and carers to improve quality of life through promotion of choice, opportunity and independence. Based in Plymouth.
• TripAdvisorminorOthersThird-party review platform where Maison Pierre properties maintain reviews and ratings for hotel guests.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Côte Brasserie: UK-wide French brasserie chain offering comparable bistro-style French menus at similar price points. Côte is the most direct head-to-head competitor for Bistrot Pierre in the UK French casual-dining category.
• Brasserie Blanc: Raymond Blanc-operated French brasserie group in the UK, with similar full-service French dining concept, comparable menu pricing, and overlapping regional locations to Bistrot Pierre.
• Café Rouge: Established UK French-style café-restaurant chain offering all-day French menus at comparable price points. Direct competitor in the affordable French casual-dining niche.

Emerging players

• Le Pain Quotidien: Bakery-café concept serving French-inspired breakfast, lunch and organic offerings. Overlaps with Bistrot Pierre's breakfast and all-day dining dayparts in a similar French-casual aesthetic.

Broad incumbents

• PizzaExpress: Large UK casual-dining Italian chain with comparable dine-in family positioning, similar average-spend economics, and overlapping regional estate. Useful comparable for unit economics and marketing scale.
• Nando's: Major UK casual-dining chain with strong loyalty programme (very similar mechanics to Club Bistrot Pierre). Relevant peer for digital engagement, family positioning, and unit-economics benchmarking.
• Bill's Restaurants: UK casual-dining group operating a comparable all-day, family-friendly concept with breakfast through dinner service. Overlaps with Bistrot Pierre's daypart mix and regional UK estate.
• The Ivy Collection: Premium UK restaurant group with comparable all-day menus, brunch/afternoon-tea programmes, and private-dining offerings. Relevant comparable for full-service economics and event-revenue mix.
• Prezzo: UK Italian casual-dining chain with similar regional estate and family positioning. Useful comparable for mid-market Italian/French casual-dining unit economics, particularly given recent UK sector restructuring.
• Zizzi: UK Italian casual-dining chain with comparable dine-in experience, loyalty mechanics, and all-day family positioning. Relevant peer for digital stack, menu pricing, and casual-dining operating benchmarks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/lebistrotpierre
• Facebookfacebook.com/BistrotPierre
• LinkedInlinkedin.com/company/bistrot-pierre
• Instagraminstagram.com/bistrotpierre

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

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 Bistrot Pierre