The Good Egg
The Good Egg is an independent UK restaurant group operating three full-service, Middle Eastern-inspired brunch and lunch sites in Stoke Newington, Margate and Walthamstow, plus The Good Bagel counter, serving walk-in neighbourhood diners with dine-in, Deliveroo delivery, gift cards, and private hire.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Good Egg does
The Good Egg is an independent, founder-led restaurant group operating three full-service neighbourhood restaurants in the United Kingdom - on Stoke Newington Church Street in London (opened 2014), at 49 Northdown Road in Margate (opened 2023), and inside Eat17 on Orford Road in Walthamstow (opened 2025) - alongside a bagel sub-brand called The Good Bagel that operates as a counter inside Fresh Wonder on Chatsworth Road in London. The core offering is all-day Middle Eastern-inspired brunch and lunch built around signature dishes such as shakshuka, sabih, hash, babka, and za'atar fried chicken, with ingredient quality positioned as a differentiator via suppliers such as Shipton Mill, Estate Dairy, and Perky Blenders. There is no proprietary technology platform; the group runs on third-party SaaS (ResOS or WalkUp for reservations, Squareup for digital gift cards, Deliveroo for delivery) and adds evening pizza service at the Walthamstow site through a partnership with Proud Mary Pizzeria.
Monetisation is predominantly on-premise food and beverage across the four physical sites (dine-in plus walk-in breakfast/brunch/lunch, with Margate also running dinner on Friday and Saturday and partnering on pizza evenings). Deliveroo delivery extends reach from Stoke Newington, Margate, and Walthamstow; digital gift cards (custom amounts and curated experiences, sold via Squareup) provide a pre-paid, gifting channel; and private hire and catering at Stoke Newington (seated capacity 40, standing 50) and Margate (seated 50) plus bagel catering through The Good Bagel round out the revenue mix. Customers are primarily walk-in neighbourhood diners and local community members, with a secondary segment of event bookers for private hire, wedding brunches, corporate gatherings and supper clubs. The group is privately held with founder ownership (Oded Mizrachi, Alex Coppard, Joel Braham) and roughly $1.17M disclosed across two funding rounds in 2015 and 2017.
The Good Egg firmographics
Firmographics- Name
- The Good Egg
- Legal name
- The Good Egg
- Website
- https://thegoodegg.co
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Good Egg is an independent UK restaurant group operating three full-service, Middle Eastern-inspired brunch and lunch sites in Stoke Newington, Margate and Walthamstow, plus The Good Bagel counter, serving walk-in neighbourhood diners with dine-in, Deliveroo delivery, gift cards, and private hire.
- Ownership category
- akta.pro rank
The Good Egg industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- All-Day Dining Restaurants (THAFACAJ)
- akta.pro secondary industries
- Breakfast & Brunch Fast Casual (THAFABAL), Mediterranean & Middle Eastern Fast Casual (THAFABAD)
Keywords
Where The Good Egg is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
The Good Egg business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Others
Revenue model
- Dine-in Restaurant Sales: Revenue from food and beverage sales across 3 restaurant locations (Stoke Newington, Margate, Walthamstow) and The Good Bagel counter. Customers pay per order for breakfast, brunch, lunch, and dinner service.
- Delivery Orders: Orders placed via Deliveroo for delivery from Stoke Newington, Margate, and Walthamstow locations. Restaurant prepares food for delivery, Deliveroo handles logistics and customer delivery.
- Gift Cards: Digital gift cards sold in custom amounts for use at all three restaurant locations. One-time purchase redeemed against future dine-in orders.
- Private Hire and Catering: Event bookings for private dining, wedding brunches, birthday celebrations, filming, workshops, and supper clubs. Stoke Newington offers seated capacity of 40 (50 standing) plus back garden. Margate offers seating for 50. Both locations available for dry hire.
- Bagel Catering: The Good Bagel provides catering for events, office lunches, and Sunday brunch with specially curated menus.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Digital gift cards in variable amounts |
| Unit Pricing | Pay-as-you-go | Margate Restaurant Week special |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
The Good Egg product offering
Product offeringCore offering
The Good Egg operates a multi-location neighborhood restaurant chain serving a Middle Eastern-inspired menu of breakfast, brunch, lunch, and dinner across sites in Stoke Newington, Walthamstow, and Margate. The group also runs The Good Bagel, a bagel-focused sub-brand, and offers venue private hire, off-site catering, and gift cards as auxiliary revenue lines.
Product overview
The Good Egg is a multi-location neighbourhood restaurant chain operating as a unified dining brand with three main restaurant locations (Stoke Newington, Margate, and Walthamstow) plus a bagel sub-brand called The Good Bagel. The core offering consists of all-day breakfast, brunch, and lunch service featuring Middle Eastern-inspired street food dishes including classics like shakshuka, hash, sabih, and babka. Supporting products include digital gift cards, private hire and catering services for events, and an evening pizza partnership (Proud Mary Pizzeria) at the Walthamstow location. The restaurants operate dine-in, takeaway, and delivery services through Deliveroo integration.
Differentiator
Problem solved
Functional benefit
Brands
- The Good Bagel: A bagel brand operating inside Fresh Wonder on Chatsworth Road, serving freshly baked bagels with classic fillings such as Smoked Salmon & Salt Beef and signature items like the Spicy Tuna Melt. Also available on Deliveroo and offers catering services for events, office lunches, and Sunday brunch.
Products and services
- The Good Egg Restaurant Neighborhood restaurant offering Middle Eastern-inspired breakfast, brunch, lunch, and dinner service to dine-in and takeaway customers at sites in Stoke Newington, Walthamstow, and Margate.
- The Good Bagel Bagel-focused sub-brand of The Good Egg offering dedicated bagel products as an extension of the group's Middle Eastern-inspired menu.
- Gift Cards Branded gift cards sold online and redeemable for food and beverage purchases at The Good Egg restaurants.
- Private Hire & Catering Venue private hire and off-site catering service for private events and corporate functions, hosted at or supplied by The Good Egg kitchens.
Companies that use The Good Egg
Customer profileSegments2 records
Ideal customer profiles2 records
The Good Egg technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
The Good Egg partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- ResOScoreResOS is the online booking engine used by The Good Egg for restaurant reservations. Customers are directed to ResOS website when making online bookings. ResOS collects and stores booking data on behalf of The Good Egg.
- DeliveroocoreDelivery partnership allowing The Good Egg to serve customers via Deliveroo platform. Available from Stoke Newington and Margate locations, with delivery straight to customer doors.
- Proud Mary PizzeriacoreProud Mary Pizzeria provides evening dinner service at Walthamstow location (5pm-10pm) with full pizza menu. Also provides daytime service 11am-5pm. Collaborative evening dining concept.
- Fresh WondercoreThe Good Bagel operates as a counter inside Fresh Wonder on Chatsworth Road. Fresh Wonder provides the physical retail space for the bagel operation.
- Perky BlendersminorPerky Blenders supplies Forest blend coffee to The Good Egg restaurants. Featured as the coffee offering across locations.
- Shipton MillminorShipton Mill supplies organic, chemical-free flour used in The Good Egg's babka and baked goods. Mill located in Cotswolds, operational since 1339. Prioritized for quality and sustainable supply chain.
- Estate DairyminorEstate Dairy in Somerset supplies cultured, free-range butter for The Good Egg's babka. Sourcing milk from Guernsey cows in Chew Valley. Recognized for rich flavor and sustainable farming practices.
- Northdown BreweryminorNorthdown Brewery supplies hand-selected beers to The Good Egg Margate location. Neighbor brewery providing local craft beer options alongside wines and cocktails.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
The Good Egg competitors and assessment
Company assessmentBroad incumbents
- Leon Restaurants: UK fast-casual chain serving all-day Mediterranean-influenced food at significantly larger scale. Comparable on Mediterranean/Middle Eastern cuisine cues and all-day menu structure, though format is counter-service rather than full-service.
- Soho House: Global hospitality and members' club group operating restaurants and event venues. Comparable on private hire, events and neighbourhood social dining but operates at vastly larger scale across multiple brands.
Direct peers
- Caravan: London-based multi-site all-day restaurant and roastery serving globally-inspired brunch, lunch and dinner. Comparable multi-location all-day brunch proposition with delivery, events and a brand-led coffee program.
- The Palomar: Single-site London restaurant serving modern Middle Eastern cuisine in a small-plate format. Useful single-location comparable for cuisine angle and bar/restaurant concept benchmarking.
- Ottolenghi: London deli, restaurant and bakery chain built around Middle Eastern-inspired food. Directly comparable cuisine angle with strong baked-goods identity (relevant to The Good Egg's babka/pastry position).
- Granger & Co. Bill Granger's London all-day brunch restaurant chain with multiple sites. Direct competitor in the premium brunch category with similar all-day dining format, reservations infrastructure, and family-friendly positioning.
- Dishoom: Multi-site London restaurant chain serving Bombay-inspired breakfast, brunch, lunch and dinner with comparable queue-driven demand, heritage-quality sourcing narrative, and multiple city locations. Closest direct comparable to The Good Egg's neighbourhood brunch/all-day model.
- Berber & Q: London restaurant group with grill-focused Middle Eastern and North African cuisine plus brunch and brunch-adjacent menus. Comparable on Middle Eastern-inspired cuisine positioning and premium London casual dining.
- The Breakfast Club: London-born multi-site brunch chain serving all-day breakfast and lunch with a strong neighbourhood identity. Directly comparable on multi-site brunch model and city-centre positioning.
- Honey & Co. London restaurant and cookbook brand serving Middle Eastern-inspired food in a small neighbourhood setting. Most comparable peer on cuisine angle (Middle Eastern) and intimate dining format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Good Egg social profiles
Digital presenceThe Good Egg financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Good Egg leadership team
Management profileNumber of profiles
Profiles3 records
The Good Egg subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Good Egg funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Good Egg 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 Good Egg
What does The Good Egg do?
The Good Egg operates a multi-location neighborhood restaurant chain serving a Middle Eastern-inspired menu of breakfast, brunch, lunch, and dinner across sites in Stoke Newington, Walthamstow, and Margate. The group also runs The Good Bagel, a bagel-focused sub-brand, and offers venue private hire, off-site catering, and gift cards as auxiliary revenue lines.
Is The Good Egg a public or private company?
The Good Egg is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Good Egg founded?
The Good Egg was founded in 2014. It employs 11 to 50 people.
Where is The Good Egg based?
The Good Egg is headquartered in London, United Kingdom, in the Europe region.
How does The Good Egg make money?
Five revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are delivery Orders, gift Cards, private Hire and Catering and bagel Catering.
Who are The Good Egg's main competitors?
Broad incumbents on record are Leon Restaurants and Soho House. Direct peers are Caravan, The Palomar, Ottolenghi, Granger & Co., Dishoom, Berber & Q, The Breakfast Club and Honey & Co..
Does The Good Egg have an API?
No public API is recorded for The Good Egg.
What industry is The Good Egg in?
The Good Egg's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFACAJ, All-Day Dining Restaurants, with a secondary code of THAFABAL, Breakfast & Brunch Fast Casual. Its NAICS code is 722511 and its SIC code is 5810.