The Cheese Truck

Name

The Cheese Truck

Legal name

The Cheese Truck Ltd

Website

https://thecheesebar.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant dine-in sales: Revenue from multiple restaurant formats including Pick & Cheese (conveyor belt), The Cheese Barge (boat restaurant), Rind (pizzeria), and The Cheese Bar. Customers pay for food and drinks consumed on premises.
2. Event catering services: The Cheese Truck generates revenue through private event hire including weddings, corporate events, film shoots, and festivals. Contact via [email protected].
3. Merchandise and products: Sale of branded products including The Cheese Life cookbook (£25) and 'Eat More British Cheese' socks. UK shipping only.
4. Private hire and events: The Cheese Barge and Rind offer private hire options for parties and events, generating additional revenue beyond regular dining.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

The Cheese Truck Ltd (trading as The Cheese Bar) operates a portfolio of cheese-focused restaurant concepts championing British and Irish artisan cheeses. Core offerings include Pick & Cheese conveyor belt restaurants, The Cheese Barge boat restaurant, Rind wood-fired pizzeria, and The Cheese Truck mobile catering. Supplementary revenue comes from branded merchandise including The Cheese Life cookbook.

Product overview

The Cheese Truck operates as a portfolio of cheese-focused restaurant concepts, unified by its mission to champion British and Irish artisan cheese. The core offering includes The Cheese Truck (mobile grilled cheese sandwiches from vintage Bedford vans), Pick & Cheese (world's first cheese conveyor belt restaurants in London, Berlin, and New York), The Cheese Barge (double-decker vessel restaurant in Paddington), and Rind (wood-fired pizzeria in Yorkshire). The Cheese Bar is the original restaurant brand (March 2017), while Funk was their retail cheese shop (closed 2024, with Funk 2.0 planned). Supplementary products include The Cheese Life cookbook and branded merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• Pick & Cheese: World's first cheese conveyor belt restaurants serving small producer cheese sushi-style with unique pairings and condiments. Locations include Seven Dials and Camden in London, and Berlin.
• The Cheese Barge
• Rind
• The Cheese Truck

Products and services

• Pick & Cheese World's first cheese conveyor belt restaurant concept serving local small-producer cheese sushi-style with unique pairings and condiments. Operating at Seven Dials and Camden in London, plus Berlin, with a New York location opening February 2026.
• The Cheese Barge A 96ft double-decker vessel restaurant moored in Paddington Basin, London, offering a seasonal cheese-focused menu with innovative pairings and small-producer wines. Available for private hire.
• Rind Wood-fired pizzeria in Austwick, Yorkshire Dales, serving pizzas topped with small-producer British and Irish cheese, with views of the Yorkshire Three Peaks and Forest of Bowland. Offers Locals Deal (£13 pizza + drink) and Half Price Monday promotions.
• The Cheese Truck Mobile catering service operating from two 1972 Bedford CF Ice Cream Vans (named Audrey and Alfie), selling grilled cheese sandwiches. Available for private hire at weddings, film shoots, festivals, and corporate events. Currently hibernating with return planned for Summer 2026.
• The Cheese Bar Restaurant London's first cheese-focused restaurant opened March 2017, serving a full menu of indulgent cheese dishes and championing British and Irish producers.
• The Cheese Life Book Cookbook by Mathew Carver and Patrick McGuigan published by Kyle Books, celebrating artisan cheeses with over 50 recipes, cheese-making insights, drinks pairings, and interviews with cheesemakers. Priced at £25 including P&P, UK shipping only.
• Eat More British Cheese Socks Branded merchandise socks featuring the 'Eat More British Cheese' messaging, available via the online shop with UK shipping.

Quantifiable outcome

• International press coverage and recognition for Pick & Cheese concept
• +2 more outcomes

Named customers3 records

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

Ten partnerships are on record, tiered minor and core.

• Jason's SourdoughminorStrategic or Co-development Partner · 5 September 2025Summer 2025 collaboration bringing together Jason's sourdough obsession with The Cheese Truck's cheese focus. Created grilled cheese sandwiches on Jason's White Ciabattin and Malted Ciabattin breads. Jason is a 4th generation master baker.
• Grasmere Gingerbread®coreStrategic or Co-development PartnerProduct collaboration pairing Grasmere Gingerbread® with Young Buck cheese from Mike's Fancy Cheese on the Pick & Cheese conveyor belt. Joanne Hunter, Co-Director of Grasmere Gingerbread®, called the collaboration 'humbling' and praised The Cheese Bar's commitment to authentic artisanal food producers.
• The Courtyard DairycoreStrategic or Co-development PartnerRind pizzeria opened next door to The Courtyard Dairy cheese shop in Austwick, Yorkshire. Described as 'Britain's best cheese shop'. The partnership created a cheese destination in the Yorkshire Dales.
• Mike's Fancy Cheese / Mike ThomsoncoreStrategic or Co-development PartnerSupplier of artisan cheeses from Belfast, Northern Ireland. Provides Young Buck raw milk Stilton-style blue cheese (aged 12-15 weeks) and other Irish cheeses. Mike Thomson is a 26-year-old Belfast cheesemaker who crowdfunded his dairy.
• Ambry BakeryminorStrategic or Co-development PartnerNeighboring business to Rind pizzeria in Yorkshire Dales. Ambry provides sourdough for the restaurant's charcuterie plates and other menu items.
• Buon VinominorStrategic or Co-development PartnerNeighboring business to Rind pizzeria in Yorkshire Dales. Wine provider complementing the pizza dining experience.
• Various British and Irish Artisan CheesemakerscoreStrategic or Co-development PartnerDirect sourcing relationships with small-scale British and Irish cheesemakers including: Mike's Fancy Cheese (Belfast), Mrs Kirkham's (Lancashire), Lincolnshire Poacher Cheese (Lincolnshire), Cropwell Bishop (Nottingham), Sparkenhoe Farm (Leicester), King Stone Dairy (Gloucestershire), Village Maid Cheese (Berkshire), Montgomerys (Somerset), Cornish Gouda Co. (Cornwall).
• InkermanminorStrategic or Co-development PartnerUK cutlery manufacturer since 1855, based in Sheffield (home of cutlery). Supplies all cutlery for The Cheese Bar restaurants. Praised for British craftsmanship.
• KaymetminorStrategic or Co-development PartnerTray manufacturer since 1947, based just off Old Kent Road. Produces trays for Pick & Cheese conveyor belt restaurants. Praised for British manufacturing.
• Kyle BookscoreOthersPublisher of The Cheese Life cookbook. Photography by Lizzie Mason.

Scale indicators4 records

Recent moves14 records

Expansion highlights5 records

Direct peers

• YO! Sushi: UK-founded conveyor belt restaurant pioneer (Japanese cuisine). Directly comparable to Pick & Cheese as a conveyor belt casual dining concept that scaled from a single London site into an international brand — a proven playbook for The Cheese Truck's own conveyor belt rollout.
• Inamo Restaurant: London-based interactive/conveyor belt dining concept using tabletop projections and a sushi-style belt. Closest UK direct peer to Pick & Cheese in terms of experimental, technology-forward casual dining formats aimed at experiential customers.
• Pizza Pilgrims: UK pizzeria group that grew from a pizza van into a multi-site casual dining brand — comparable to The Cheese Truck's founder story (single van to multi-concept group) and to the Rind pizzeria concept.
• Flat Iron: UK single-protein casual dining concept that scaled from one London restaurant to a multi-site group with strong brand recognition. Comparable to The Cheese Bar's strategy of building a niche, ingredient-obsessed restaurant brand.
• Honest Burgers: UK casual dining group built around a single ingredient focus and supplier relationships. Comparable trajectory to The Cheese Bar as a UK-born, founder-led restaurant group scaling multi-site operations with a strong brand identity.
• Dishoom: UK restaurant group with a cult brand and multiple London locations plus international expansion. Comparable as a design-led, story-driven UK casual dining group that has scaled from a single site while maintaining a differentiated concept.
• Burger & Lobster: UK experiential casual dining brand built around a single hero ingredient with multi-site London presence and international expansion. Highly comparable to The Cheese Bar's single-ingredient positioning and multi-format scaling.
• Sticks'n'Sushi: European casual dining group that scaled from Copenhagen into a multi-site UK and European brand with strong design credentials. Comparable as an experiential, design-led restaurant concept expanding internationally with proven concept portability.
• The Breakfast Club: UK founder-led casual dining group with multiple London locations and a strong Instagram-driven brand. Comparable in scale, founder-led structure, and social-media-driven marketing approach to The Cheese Bar group.

Broad incumbents

• Murray's Cheese: Iconic US cheese retailer/restaurateur (NYC-based) that built a brand around direct relationships with cheesemakers. Relevant comparable for The Cheese Bar's NYC launch given Murray's proven playbook of cheese-focused restaurant/retail concepts in the US market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thecheesebar.uk
• Xx.com/CheeseTruckLDN
• Facebookfacebook.com/thecheesetruck
• LinkedInlinkedin.com/company/the-cheesebar

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds2 records

Investors

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 The Cheese Truck