Honest Greens
Honest Greens is a European healthy restaurant chain operating 30+ locations in Spain, Portugal, the UK, and France, serving chef-driven Mediterranean "Real Food" via dine-in, takeaway, delivery, B2B corporate meal programs, and event catering for health-conscious consumers and corporate clients.
- Company typePrivate
- Founded2017
- HeadquartersBarcelona, Spain
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Honest Greens does
Honest Greens is a European healthy restaurant chain founded in 2017 in Barcelona by Benjamin Bensoussan and Liz Fleming. It operates 30+ restaurant locations across Spain (Barcelona, Madrid, Valencia, with Alicante announced), Portugal (Lisbon, Cascais, Porto), the United Kingdom (London), and France (Paris via Honest Greens Paris, La Défense announced), serving Mediterranean-inspired "Real Food" with no ultra-processed ingredients or artificial preservatives through dine-in, takeaway, and delivery.
The core menu centers on Garden Bowls (signature customizable bowls) and Market Plates (chef-created protein-centric plates), complemented by a specialty coffee sub-brand, Honest Beans, offering organic fair-trade coffee, matcha, and cold brew. The product surface is unified by a mobile-first technology platform: the Honest Greens iOS/Android app and WebApp handle table-service QR ordering, takeaway, and home delivery with live courier tracking; AI powers personalized recommendations, automated chat support, and usage analytics; and the Honest People tiered loyalty program (Starter, Champ, Star, Legend) drives repeat engagement via stamps, birthday credits, free-product rewards, and tier-scaled referral bonuses. Honest Lab, a 600 m² in-house artisan workshop in Barcelona, produces custom furniture and tableware using natural materials and underpins the brand's distinctive in-restaurant environment.
The business model is multi-stream and transaction-led: revenue is generated through dine-in and takeaway sales at company-owned locations (paid via Adyen), home delivery via in-house Stuart/Jelp couriers plus third-party aggregators (Glovo, Uber Eats, Deliveroo), recurring B2B corporate meal programs under the Honest Base brand, per-person event catering (10–400 guests, with tiered cancellation fees), digital gift cards, and the Honest Beans coffee program. Distribution is direct-to-consumer via the owned estate and app-first ordering, supplemented by B2B sales for the corporate and event verticals. The legal structure is led by HONEST GREENS BARCELONA, S.A.U., with wholly-owned operating subsidiaries across Spain, the UK, and France.
Honest Greens firmographics
Firmographics- Name
- Honest Greens
- Legal name
- HONEST GREENS BARCELONA, S.A.U.
- Website
- https://honestgreens.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Honest Greens is a European healthy restaurant chain operating 30+ locations in Spain, Portugal, the UK, and France, serving chef-driven Mediterranean "Real Food" via dine-in, takeaway, delivery, B2B corporate meal programs, and event catering for health-conscious consumers and corporate clients.
- Ownership category
- akta.pro rank
Honest Greens industry classification
Industry- Product category
- Healthy Fast-Casual Restaurant Chain
- NAICS
- Limited-Service Restaurants (722513), Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)
Keywords
Where Honest Greens is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices11 records
Markets served
Honest Greens business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Restaurant Dine-In Sales: Core revenue from food and beverage sales consumed at restaurant locations. Customers order via mobile app at table or at counter, paying through integrated payment processing (Adyen).
- Takeaway and Delivery Orders: Revenue from takeaway and delivery orders placed through app/WebApp. Delivery handled via third-party partners (Glovo, Uber Eats, Deliveroo, Stuart Delivery, Jelp Delivery) with separate delivery fees.
- B2B Corporate Services (Honest Base): Corporate meal and catering service where companies pay for employee meal programs with pre-negotiated pricing and billing arrangements.
- Event Catering: Catering service for corporate events and celebrations (birthdays, team meals, meetings). Priced per person with minimum order requirements (€500 threshold for large catering).
- Loyalty Program (Honest People): Tiered loyalty program where customers earn stamps/rewards. While the program itself doesn't generate direct revenue, it drives repeat purchases through engagement mechanics including referral bonuses.
- Gift Cards: Digital gift cards sold through the app that can be gifted to other users. Gift cards do not expire and cannot be redeemed for cash.
- Specialty Coffee (Honest Beans): Specialty coffee program featuring organic, fair-trade beans with premium latte drinks and plant-based milk options. Sold alongside food items in all locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Small Catering (≤€500 Spain/France, ≤£500 UK) |
| Transaction based/ take rate | Pay-as-you-go | Large Catering (>€500 Spain/France, >£500 UK) |
| Other | Pay-as-you-go | Referral Bonus (Starter Tier) |
| Other | Pay-as-you-go | Referral Bonus (Champ Tier) |
| Other | Pay-as-you-go | Referral Bonus (Star Tier) |
| Other | Pay-as-you-go | Referral Bonus (Legend Tier) |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Honest Greens product offering
Product offeringCore offering
Honest Greens operates a European healthy restaurant chain serving Mediterranean-inspired Real Food free from ultra-processed ingredients and refined sugar, through dine-in, takeaway, and delivery at 30+ locations in Spain, Portugal, the UK, and (soon) France. The company sells signature Garden Bowls and Market Plates menu items, a specialty coffee sub-brand (Honest Beans), and supplements consumer sales with B2B corporate meal programs (Honest Base) and event catering services. A mobile app and WebApp power ordering, loyalty, and personalization across all channels.
Product overview
Honest Greens is a European healthy restaurant chain operating as a unified platform-plus-modules architecture. The core product is the restaurant dining experience (dine-in, takeaway, delivery) serving Mediterranean-inspired Real Food through Garden Bowls, Market Plates, and Honest Beans specialty coffee across 30+ locations. The ecosystem is unified by the Honest Greens App/WebApp platform, which powers QR-code table ordering, delivery management, and B2B services. Add-on modules include Honest Base (corporate meal benefits), Honest Catering (events), Honest People loyalty (tiered rewards), Gift Cards, Challenges/Sellos stamps, and Referral programs. The sub-brand Honest Beans extends the specialty coffee experience, while Honest Lab handles bespoke furniture and tableware creation for all locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Honest Greens Restaurants Dine-in restaurant experience serving Mediterranean-inspired Real Food free from ultra-processed ingredients across 30+ locations in Spain, Portugal, UK, and France (coming soon). Orders are placed via mobile app, WebApp, or at the counter.
- Garden Bowls Signature customizable bowl menu category combining vegetables, proteins, and grains, used as a core loyalty stamp currency for the Honest People program.
- Market Plates Chef-created plate menu category centered on proteins such as Honest Salmon and tuna, serving as the primary order unit for loyalty program stamp accrual.
- Honest Beans (Specialty Coffee) Specialty coffee sub-brand offering organic, fair-trade coffee with careful roasting, including matcha lattes, pistachio matcha lattes, and cold brew, sold at all Honest Greens locations with plant-based milk options.
- Honest Base (Corporate Meal Program) B2B subscription service enabling companies to provide employees with meal benefits via company-linked accounts, scheduled orders, and negotiated pricing with automatic discount application at checkout.
- Honest Catering Catering service for corporate events, celebrations, team meals, and meetings of 10 to 400+ guests with both plant-based and mixed menu options, delivery, and event setup support.
- Gift Cards Digital gift cards that can be purchased and transferred to other users via unique codes, valid at all Honest Greens locations with no expiration and no inactivity fees.
- Real Food Products (Retail) Retail products including artisan breads, beverages, and branded merchandise available for purchase through the Honest Greens app and WebApp.
Quantifiable outcome
- 30 restaurant locations across Spain and Portugal
- +1 more outcomes
Companies that use Honest Greens
Customer profileSegments3 records
Ideal customer profiles2 records
Honest Greens technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability4 records
Feature6 records
Honest Greens partnerships and signals
Strategic signalScale indicators8 records
Recent moves8 records
Expansion highlights6 records
Honest Greens competitors and assessment
Company assessmentDirect peers
- Sweetgreen: US healthy fast-casual chain built around grain/bowl concepts and a tech-forward loyalty app — directly comparable menu architecture (Garden Bowls ≈ Sweetgreen bowls), digital ordering emphasis, and healthy-eating brand positioning.
- Cava Group: US Mediterranean fast-casual chain (IPO'd 2023 at $2.45B) and the most direct strategic analogue — same Mediterranean cuisine positioning, same Ron Shaich founder lineage, and the explicit benchmark Honest Greens' investor uses for the European opportunity.
- Joe & The Juice: European healthy food and juice chain with strong presence in Spain, Portugal, UK, and broader Europe — directly comparable target customer, lifestyle branding, and multi-country footprint; shares the 'healthy living made enjoyable' value proposition.
- Pans & Company: Spanish fast-casual chain specializing in Mediterranean sandwiches, salads, and bowls — a direct head-to-head competitor across Barcelona and Madrid where Honest Greens operates the majority of its locations.
Broad incumbents
- Leon Restaurants: UK-based healthy fast-casual chain positioned on 'naturally fast food' — overlapping target customer (urban professional, health-conscious) and now expanding across European travel hubs; a key competitive presence in the markets Honest Greens is entering.
- Pret a Manger: Established European grab-and-go chain with deep UK presence — competes for the same urban health-conscious lunch occasion, has a corporate B2B meal program (Pret Corporate), and represents the entrenched incumbent Honest Greens must displace in London and Paris.
- Caffè Nero: European specialty coffee chain with deep UK and Iberian footprint — directly comparable to Honest Beans as a coffee sub-brand and to Honest Greens' 'all-day café' day-part strategy in cities where both brands operate.
Emerging players
- Tossed: UK-based custom salad and wrap chain — comparable product (made-to-order bowls), UK market overlap (relevant to Honest Greens' London expansion), and similar healthy fast-casual positioning.
- Vitalife / Eat Fit: Emerging European healthy-meal concepts and grab-and-go specialists targeting the same health-conscious urban professional segment with similar Mediterranean/plant-forward menu positioning.
Regional players
- Frida: Spanish urban fast-casual chain focused on Mediterranean bowls and salads — regional competitor in Spain sharing the healthy/Mediterranean bowl category where Honest Greens is most concentrated.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Honest Greens social profiles
Digital presenceHonest Greens compliance and trust
Trust signalCompliance7 records
Honest Greens financial estimates
Financial estimateRevenue estimate
Valuation estimate
Honest Greens leadership team
Management profileNumber of profiles
Profiles6 records
Honest Greens subsidiaries and ownership
Company hierarchySubsidiaries6 records
Honest Greens funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Honest Greens 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 Honest Greens
What does Honest Greens do?
Honest Greens operates a European healthy restaurant chain serving Mediterranean-inspired Real Food free from ultra-processed ingredients and refined sugar, through dine-in, takeaway, and delivery at 30+ locations in Spain, Portugal, the UK, and (soon) France. The company sells signature Garden Bowls and Market Plates menu items, a specialty coffee sub-brand (Honest Beans), and supplements consumer sales with B2B corporate meal programs (Honest Base) and event catering services. A mobile app and WebApp power ordering, loyalty, and personalization across all channels.
Is Honest Greens a public or private company?
Honest Greens is a private company. It is classified as venture growth investor backed and is currently operating.
When was Honest Greens founded?
Honest Greens was founded in 2017. It employs 501 to 1,000 people.
Where is Honest Greens based?
Honest Greens is headquartered in Barcelona, Spain, in the Europe region.
How does Honest Greens make money?
Seven revenue lines are on record. Restaurant Dine-In Sales are the primary driver. The others are takeaway and Delivery Orders, B2B Corporate Services (Honest Base), event Catering, loyalty Program (Honest People), gift Cards and specialty Coffee (Honest Beans).
Who are Honest Greens's main competitors?
Direct peers on record are Sweetgreen, Cava Group, Joe & The Juice and Pans & Company. Broad incumbents are Leon Restaurants, Pret a Manger and Caffè Nero. Emerging players are Tossed and Vitalife / Eat Fit. Frida is listed as a regional player.
Does Honest Greens have an API?
No public API is recorded for Honest Greens.
What industry is Honest Greens in?
Honest Greens's product category is Healthy Fast-Casual Restaurant Chain. Its primary akta.pro industry code is THAFABAF, Salad & Bowl Concepts (Grain/Protein/Healthy Bowls). Its NAICS code is 722513 and its SIC code is 5812.