Daisy Green Collection

What Daisy Green Collection does

Daisy Green Collection, operating through its legal entity Daisy Green Food Limited, is a London-based independent hospitality group that operates a portfolio of more than 10 Australian-inspired cafés, restaurants, and bars across the UK capital. Founded in 2012 by Prue Freeman and Tom Onions as a founding member of the KERB street food collective, the business grew from vintage ice cream vans into a multi-venue group that includes neighbourhood cafés, restaurants, secret underground gardens, floating canal boats (Darcie & May Green, Peggy Jean), shipping container venues, a site within the National Portrait Gallery (Larry's), and Riverside Green in Richmond. The company monetizes through consumer F&B covers (brunch, lunch, dinner, cocktails) at all-day dining venues, private hire and events, a Shopify-based online shop selling vouchers and retail products, and a wholly-owned e-commerce sub-brand called Radio Lamington that delivers Australian lamingtons across London with an embedded NHS charity component.

The operating technology stack is intentionally commodity and non-proprietary: reservations run on ResDiary, e-commerce on Shopify, the marketing site on Squarespace, and payments on standard card-present and digital voucher rails. There is no proprietary platform, app, or AI/ML capability disclosed; competitive differentiation is delivered through physical venue design, curated art installations from artists including Sir Peter Blake and Lucy Sparrow, named premium ingredient sourcing (The Roasting Party, Clarence Court, HG Walter, Woods Food Service, Natoora, The Estate Dairy), and the brand's authentic Australian café culture narrative. Revenue streams span food and beverage sales, professional-services-style private hire and catering, and small-scale transaction-fee e-commerce, with disclosed pricing signals such as £40 per person for non-alcoholic bottomless brunch positioning the offer in the mid-premium London casual dining band. The company is privately held by its founders, has raised approximately $3.8M cumulatively through two Crowdcube rounds in 2015 and 2018, employs 101-250 people, and has published a 2025 ESG Sustainability Report formalizing environmental, social, and governance commitments alongside its commercial operations.

Name

Daisy Green Collection

Legal name

Daisy Green Food Limited

Website

https://daisygreenfood.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Daisy Green Collection is an independent London hospitality group operating more than 10 Australian-inspired cafés, restaurants, bars, and canal boat venues, founded in 2012 by Prue Freeman and Tom Onions, serving all-day brunch, lunch, dinner, private hire, and an e-commerce lamington sub-brand.

Ownership category

akta.pro rank

Product category

Hospitality and restaurant services

NAICS

Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee Chains & Franchise Cafes (THAFADAB)

Keywords

• Australian-inspired hospitality
• Café and restaurant group
• Brunch and dining venues
• Private hire events
• Art-filled dining spaces

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Revenue from all-day dining across multiple London venues including brunch, lunch, and dinner service. The company operates restaurants, cafés, bars, canal boats, and shipping container spaces serving Australian-inspired menus with seasonal ingredients.
2. Private Hire and Events: Catering and venue hire services for private events including weddings, corporate functions, brand launches, and celebrations. The company offers customizable menus and event packages across their venue portfolio.
3. Radio Lamington E-commerce: Online delivery of Australian lamingtons and cakes, with a social mission component (#alamingtonforalamington) where purchases fund NHS donations. Extends brand reach beyond physical venues.
4. Voucher and Gift Card Sales: Digital voucher sales through their Shopify storefront for gifting occasions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Daisy Green Collection operates an owned portfolio of Australian-inspired cafés, restaurants and bars across London, serving all-day brunch, lunch, dinner and cocktails with seasonal, globally-influenced menus and premium named-supplier ingredients. Adjacent revenue lines include private hire and event catering, bottomless brunch packages, paired Australian wine dinners, a Shopify e-commerce shop for vouchers and retail items, and the Radio Lamington lamington delivery sub-brand tied to an NHS-charity initiative.

Product overview

Daisy Green Collection is a hospitality group that operates a portfolio of Australian-inspired café, restaurant, and bar venues across London. The core offering consists of multiple branded locations (including Scarlett Green, Bondi Green, Paradise Green, Ziggy Green, Timmy Green, Margot Green, Larry's, and floating canal boats Darcie & May Green) serving all-day brunch, lunch, and dinner with a focus on fresh, globally inspired cuisine. Adjacent to the venue portfolio, the company operates Radio Lamington (an online delivery platform for Aussie lamingtons), an e-commerce shop for vouchers and retail products, and private hire/event services including wine dinner series. The offering is structured as a collection of independent venues with shared branding and sourcing standards rather than a unified platform with modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Daisy Green Collection Venues

Quantifiable outcome

• Over 60,000 lamingtons donated to NHS workers

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• FeedNHS CampaigncoreOthers · 1 March 2020Partnership during COVID-19 pandemic to supply lamingtons to NHS hospitals. Initially volunteer-based with Deliveroo providing transport. Led to launch of Radio Lamington brand to continue the initiative.
• KERBcoreStrategic or Co-development Partner · 1 January 2012Founding member of the KERB street food collective. The company started on the streets with KERB, which was instrumental in establishing London's street food scene alongside Boxpark and others.
• The Roasting PartycoreStrategic or Co-development PartnerCoffee supplier roasting a custom blend (50% Columbia, 25% Brazil, 25% Guatemala) on their 60kg vintage Robur machine. All coffees served as double ristretto shots. A foundational partnership delivering the Australian coffee culture experience central to the brand.
• Clarence CourtcoreOthersSupplier of golden yolk eggs from free-range birds, providing 90 years of quality assurance. Used across signature brunch dishes requiring premium eggs.
• HG Walter ButcherycoreOthersSupplier of UK-bred, dry-aged (minimum 30 days) steaks from rare breed meat sourced from small British farmers using traditional free-range methods.
• Woods Food ServicecoreOthersFish and seafood supplier originating from Woods Table Dainties, supplying from small family fisheries with focus on wet fish and line-caught daily from Poole coast.
• NatooracoreOthersFruit and vegetable supplier with radical seasonal produce focus, working directly with small-scale growers and developing farming projects to protect land from soil depletion.
• The Estate DairycoreOthersMilk and cream supplier from Guernsey cows in the Chew Valley, focused on sustainable farming and producing highest quality dairy with over ten years of research into cow nutrition.
• The House of St BarnabasminorOthersCharity tackling homelessness and social exclusion in London. Daisy Green created a colouring book featuring artists' work with all profits donated to the charity.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Granger & Co. Bill Granger's Australian-inspired all-day dining group with multiple London locations serving brunch, coffee, and casual dinner. Closely comparable concept, customer base, and price point to Daisy Green.
• Caravan: Multi-site London restaurant and coffee roaster with an all-day dining menu and strong brunch identity. Comparable in venue mix, coffee culture focus, and trade area overlap.
• Dishoom: Multi-location London restaurant group serving Bombay-inspired all-day dining with strong design, brand storytelling, and queues at peak times. Comparable multi-site independent hospitality group with similar brand-build playbook.
• The Breakfast Club: Independent London cafe group with multiple locations focused on brunch, coffee, and casual all-day service. Comparable multi-site brunch/cafe operator with shared customer demographic.
• Farm Girl: Multi-location London cafe known for health-focused, Instagram-friendly brunch and specialty coffee. Comparable cafe concept with shared audience of lifestyle-oriented London diners.
• Pizza Pilgrims: Independent multi-site London restaurant group that scaled from street food to a dozen-plus venues. Comparable trajectory of independent founders building a London casual-dining portfolio.
• Black Sheep Coffee: UK specialty coffee chain with multiple London locations and a strong brand identity around premium coffee. Comparable multi-location London cafe/coffee operator targeting similar morning trade.
• Notes Coffee: London specialty coffee and brunch cafe group with multiple sites and a strong roastery-led coffee program. Comparable independent London multi-site coffee/cafe operator.

Broad incumbents

• Hawksmoor: Established independent London steakhouse group with multiple high-profile venues. Comparable as a multi-site London independent restaurant group, though operating in a higher-end steak category.
• Soho House: Large international hospitality and members' club group with multiple London food and beverage venues. Comparable as a multi-site London hospitality operator with venue and brand-led growth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/radiolamington
• Xx.com/beanygreen
• Facebookfacebook.com/BeanyGreenCoffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

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 Daisy Green Collection