What The Ivy does

The Ivy is a privately held UK restaurant group operating 47 owned-and-operated all-day brasseries across England, Scotland, Wales, Northern Ireland and the Republic of Ireland, with its flagship The Original Ivy on West Street, London dating to 1917. The group operates under the legal entity Troia (UK) Restaurants Ltd, headquartered at 26-28 Conway Street, London, and following an April 2026 majority investment by Abu Dhabi-based DIAFA (affiliate of International Holding Co.) at a ten-figure (≥£1bn) valuation, the group is positioned for further UK and international expansion. Richard Caring, who acquired The Ivy in 2007, remains as executive chairman. The collection's portfolio includes sub-brands The Ivy Asia, Harry's Dolce Vita, Harry's Bar James Street, Brasserie of Light, and Granary Square Brasserie.

The business is fundamentally a direct-to-consumer hospitality operator with no proprietary technology platform. Core revenue streams are (i) food and beverage sales across 47 restaurant locations, (ii) gift voucher and experience package e-commerce, (iii) private dining event bookings for groups of 10–108, and (iv) the Premier Rewards loyalty programme which monetises indirectly through repeat-visit frequency. Set menus anchor the value proposition: The Ivy Edition from £34.95 for two courses, the celebratory £19.66 Menu, Sensational Saturday at £50, and the All England Wimbledon Set Menu at £34.95/£42.95. Pricing varies by location, with The Original Ivy West Street commanding premium pricing. A 13.5% discretionary service charge is added to bills with 100% passed to employees under the UK Allocation of Tips Act 2023. The technology stack is standard hospitality tooling — a website booking engine, the Premier Rewards iOS/Android app, OpenTable integration for reservations, and Royal Mail for physical gift card fulfilment.

Customer segments span affluent individual diners, corporate and group bookings, social celebrations (birthdays, hen parties, anniversaries), and families with dedicated children's menus. Marketing operates through owned digital channels (website, app, email), organic social (Instagram, Facebook, TikTok), an event programming calendar (Summer Sessions live music, themed menus, sports tie-ins), and a formal partnership with UK Athletics. Premier Rewards captures first-party customer data and drives retention through 5% points back, priority reservations, birthday rewards, and annual Ivy Club access for Gold tier members. The Caring Family Foundation, founded by Richard and Patricia Caring in 2019, runs the 'Food from the Heart' campaign in partnership with The Ivy Collection, having delivered two million meals in the UK and Brazil combined.

Name

The Ivy

Legal name

Troia (UK) Restaurants Ltd

Website

https://ivycollection.com

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

51–100 employees

Short description

The Ivy is a UK restaurant group operating 47 owned all-day brasseries across Britain and Ireland under Troia (UK) Restaurants Ltd, serving affluent consumers, families, and corporate clients since 1917.

Ownership category

akta.pro rank

Product category

Fine Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

All-Day Dining Restaurants (THAFACAJ)

akta.pro secondary industry

Brasseries, Bistros & Trattorias (THAFACAI)

Keywords

• Fine dining restaurants
• All-day brasserie dining
• Private dining events
• Restaurant loyalty programme
• Gift voucher experiences

Headquarters

HQ city

Wilmslow

HQ country

United Kingdom

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining: The primary revenue stream is food and beverage sales across 47 restaurant locations in the UK and Ireland. Diners pay for à la carte menus, set menus (The Ivy Edition at £34.95 for 2 courses, £19.66 menu Monday–Friday and Sunday until 4:30pm, Sensational Saturday at £50 for 3 courses with a glass of Champagne), breakfast, brunch, afternoon tea, and drinks including half-price wine promotions. A discretionary service charge is added to all bills, with 100% of tips passed to employees under the Allocation of Tips Act 2023.
2. Gift Vouchers: Sale of monetary and experience gift vouchers online. Promotional vouchers include £100 for £75 offers, Mother's Day sparkling gift cards bundled with a bottle of The Ivy Champagne, and festive gift cards bundled with sparkling wine. Vouchers are valid for 12 months and redeemable across all Ivy Collection venues in the UK and Ireland.
3. Private Dining: Revenue from exclusive private dining room bookings across multiple venues, with capacities ranging from 10 to 108 seated guests. Rooms are bookable for bespoke events, celebrations, corporate functions, and ticketed experiences such as Q&As with sports personalities.
4. Premier Rewards Loyalty Programme: A mobile app-based loyalty programme generating revenue through repeat customer engagement. Members earn 5% back in points on every dine, receive priority reservations, birthday rewards, and exclusive event access. Gold members receive an annual pass to The Ivy Club for themselves and a guest. Revenue is indirect, driven by increased visit frequency and spend.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

The Ivy Collection operates a chain of 47 owned-and-operated all-day brasserie restaurants across the UK and Ireland, offering accessible fine dining, private dining rooms, gift vouchers, and a loyalty programme. Restaurants serve breakfast, brunch, lunch, afternoon tea, and dinner with seasonal à la carte and fixed-price set menus. The portfolio includes flagship The Original Ivy (West Street, established 1917), regional brasseries, The Ivy Asia, Brasserie of Light, Granary Square Brasserie, and Harry's venues.

Product overview

The Ivy Collection is a portfolio of 47+ all-day dining restaurants across the UK and Ireland, built around its flagship heritage brand The Original Ivy (opened 1917 in Covent Garden, London). The collection comprises The Ivy branded restaurants offering classic British and international cuisine, The Ivy on The Roof (rooftop concept in Manchester), private dining services with dedicated rooms across locations, and related brands including Granary Square Brasserie. Supporting services include the Premier Rewards loyalty app, gift vouchers and experience packages, seasonal menus (A La Carte, The Ivy Edition, £19.66 Menu, Sensational Saturday), Afternoon Tea service, Summer Sessions live music events, and half-price wine promotions. The collection operates under parent company Troia (UK) Restaurants Ltd and was acquired by Richard Caring in 2007 with significant expansion since 2014.

Differentiator

Problem solved

Functional benefit

Brands

• The Ivy Asia: Asian-inspired restaurant brand featuring theatrical presentations, with locations including Dublin's Dawson Street. Part of The Ivy Collection family.
• Harry's
• Brasserie of Light
• Granary Square Brasserie

Products and services

• The Ivy Collection A collection of 47 all-day brasserie-style restaurants across the UK and Ireland offering accessible fine-dining experiences with classic British and international cuisine, private dining rooms, and seasonal menus.
• The Original Ivy (West Street) The flagship heritage restaurant at West Street, Covent Garden, dating to 1917; serves as the brand anchor and commands premium pricing.
• Premier Rewards Loyalty Programme A mobile-app loyalty programme where members earn 5% back in points on every dine, access priority reservations, receive birthday rewards, and gain exclusive Ivy Club invitations; Gold members receive annual Ivy Club passes for themselves and a guest.
• Private Dining Events Exclusive private dining room bookings across multiple venues with capacities from 10 to 108 seated guests; bookable for bespoke events, celebrations, corporate functions, and ticketed experiences such as Q&A dinners with sports personalities.
• Restaurant Gift Vouchers Monetary and experience gift vouchers sold online, including £75 for £100 promotional bundles, Mother's Day and festive sparkling gift cards bundled with champagne, and experience vouchers for Champagne Lunch/Dinner for Two, Breakfast for Two, Afternoon Tea for Two, and Cream Tea for Two; valid 12 months across Ivy Collection UK and Ireland venues.
• The Ivy Asia Asian-inspired restaurant brand with theatrical presentation; operates locations including The Ivy Dawson Street, Dublin as part of the Ivy Collection family.
• Harry's Dolce Vita Italian restaurant brand within The Ivy Collection portfolio.
• Harry's Bar James Street Italian restaurant brand within The Ivy Collection portfolio.
• Brasserie of Light French-inspired dining venue operated under The Ivy Collection umbrella.
• Granary Square Brasserie British brasserie at Kings Cross, London; operates all-day dining as part of The Ivy Collection.

Quantifiable outcome

• 2 million meals provided to families in need through the Caring Family Foundation
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• UK AthleticscoreStrategic or Co-development PartnerA formal partnership between The Ivy Collection and UK Athletics creates a series of dining experiences aligned with elite athletics. As part of The Ivy Collection's Summer of Sport celebrations, the partnership features events such as An Evening With the British and Northern Irish 4x100m Relay Team at The Ivy Tower Bridge, bringing athletes together with diners for exclusive Q&A dinners.
• Piston DistilleryminorStrategic or Co-development PartnerThe Ivy Montpellier Brasserie, Cheltenham partnered with local gin producer Piston Distillery for The Ivy and Piston Distillery Dining Experience — a curated three-course tasting experience showcasing local spirits alongside the restaurant's seasonal menu.
• Silverhand EstateminorStrategic or Co-development PartnerThe Ivy partnered with Silverhand Estate to create a limited-edition Ivy Cuvée sparkling wine, available exclusively at The Ivy Collection until 8th July 2026. Guests dining on The Ivy Edition menu receive a complimentary glass of this limited-edition cuvée.
• Caring Family FoundationcoreOthersThe Caring Family Foundation (TCFF), established by Richard and Patricia Caring in 2019, runs the 'Food from the Heart' campaign in partnership with The Ivy Collection to provide nutritious meals to children experiencing food poverty across the UK. TCFF reached a milestone of two million meals provided in the UK and Brazil combined. The foundation also supports rainforest communities through tree-planting initiatives.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Caprice Holdings: UK premium restaurant group also historically under Richard Caring, operating The Wolseley, Scott's, Annabel's and other high-end London venues. Sister/adjacent business that overlaps with The Ivy on premium UK dining and shared management heritage.
• D&D London: Premium UK restaurant group operating multiple high-end venues (Sushisamba, Bluebird, Le Pont de la Tour) across London and regional cities. Closest comparable in scale, multi-site premium positioning, all-day dining format, and event/private dining business.
• Corbin & King (The Wolseley Hospitality Group): Operates The Wolseley, Brasserie Zédel, The Delaunay and other grand European-style all-day brasseries. Directly comparable all-day dining format, premium positioning, and European brasserie aesthetic that mirrors The Ivy brand.
• Hawksmoor: Award-winning UK steakhouse group with multiple London and regional sites. Comparable premium UK chain positioning, focus on British-sourced ingredients, and private dining/event business for groups and celebrations.
• JKS Restaurants: Operates Gymkhana, Trishna, Brigadiers, Berenjak, and other premium UK restaurant brands. Comparable premium multi-site UK operator with strong brand identities, event programming, and London-centric expansion.
• Gordon Ramsay Restaurants: Celebrity-chef-owned international premium restaurant group (Restaurant Gordon Ramsay, Savoy Grill, Bread Street Kitchen). Comparable premium positioning, brand-name cachet, multiple UK sites, and event/dining experiences.
• Bill's Restaurant Group: UK all-day casual dining chain offering breakfast, brunch, lunch and dinner. Comparable in all-day dining format, multi-site UK presence, and gifting/loyalty programmes aimed at celebrations and families.
• Brasserie Blanc (Raymond Blanc): UK brasserie chain founded by chef Raymond Blanc offering French-inspired all-day dining. Closely comparable in brasserie format, all-day menu structure, regional UK sites, and accessible premium positioning.

Broad incumbents

• Soho House & Co: Global members' club and hospitality group with restaurants, hotels and clubs. Comparable premium lifestyle positioning, event programming, and loyalty-style membership model, though primarily members-only with a different distribution model.
• The Ritz London: Iconic luxury London hotel with destination restaurant and afternoon tea service. Comparable in heritage brand status, premium British dining, afternoon tea offering, and association with high-end London occasions and tourists.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheIvyWestSt
• Instagraminstagram.com/the_ivy_collection
• TikToktiktok.com/@the_ivy_collection
• Xx.com/theivywestst
• LinkedInlinkedin.com/company/the-ivy-collection

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds

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 Ivy