Mildreds
Mildreds is a privately held London restaurant chain founded in 1988 operating five plant-based, internationally inspired full-service restaurants across central London (Camden, Covent Garden, King's Cross, Soho, Victoria), serving vegan and vegetarian diners and flexitarian consumers with seasonally changing menus and ancillary online bakery, gift voucher, and private dining services.
- Company typePrivate
- Founded1988
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Mildreds does
Mildreds is a privately held, independent plant-based restaurant chain founded in 1988 by Diane Thomas and headquartered in London, United Kingdom. The company operates five full-service restaurants across central London in Camden, Covent Garden, King's Cross, Soho, and Victoria, serving internationally inspired vegetarian and vegan cuisine crafted by a team of internationally trained chefs. The business positions itself as 'London's plant-based pioneers,' with a seasonally changing menu and a brand message of 'Vegan for Everyone' aimed at appealing to vegans, vegetarians, and flexitarians alike.
The core product is in-restaurant dining, supplemented by delivery and collection services, an online Shop & Bakery storefront at shop.mildreds.com selling bakery and merchandise items, digital gift voucher sales via the GiftPro platform, and a private dining and events vertical for corporate and group occasions. The company runs a 'Wine on Us' promotional set menu Monday through Wednesday and operates an email newsletter, an active Instagram and TikTok presence, and a corporate LinkedIn page as marketing channels. The underlying technology stack is built on third-party SaaS platforms rather than proprietary systems: BentoBox powers the website and online ordering, SevenRooms handles reservations across all five locations, and GiftPro manages gift voucher transactions. There is no proprietary software, mobile app, or AI-driven product capability disclosed.
Mildreds generates revenue through multiple transactional streams, all direct-to-consumer: food and beverage sales across the five restaurants, private dining and event bookings, online bakery and merchandise sales, and gift voucher purchases. No revenue figures, funding rounds, or institutional investors are disclosed. The ownership structure and management team beyond the founder are not detailed in available sources, representing a notable data gap for any prospective investor.
Mildreds firmographics
Firmographics- Name
- Mildreds
- Legal name
- Mildreds
- Website
- https://mildreds.co.uk
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mildreds is a privately held London restaurant chain founded in 1988 operating five plant-based, internationally inspired full-service restaurants across central London (Camden, Covent Garden, King's Cross, Soho, Victoria), serving vegan and vegetarian diners and flexitarian consumers with seasonally changing menus and ancillary online bakery, gift voucher, and private dining services.
- Ownership category
- akta.pro rank
Mildreds industry classification
Industry- Product category
- Vegan Restaurant Dining
- NAICS
- Full-Service Restaurants (722511)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Plant-Based & Vegan Fast Casual (THAFABAK)
- akta.pro secondary industry
- Farm-to-Table & Contemporary American Restaurants (THAFACAF)
Keywords
Where Mildreds is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Mildreds business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Food and Beverage Sales: Core revenue from selling plant-based dishes and beverages at five restaurant locations across London. Customers can dine in or order for delivery/collection.
- Private Dining and Events: Revenue from hosting private dinner parties and exclusive dining experiences at their restaurant venues.
- Shop and Bakery: Online sales of bakery products and merchandise through their dedicated shop storefront at shop.mildreds.com.
- Gift Vouchers: Sale of gift vouchers for restaurant dining, providing upfront revenue and customer acquisition.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Mildreds product offering
Product offeringCore offering
Mildreds operates a chain of five plant-based (vegan) restaurants across central London (Camden, Covent Garden, King's Cross, Soho, and Victoria), serving internationally inspired, seasonally changing menus prepared on the premises by a team of internationally trained chefs since 1988. The company supplements dine-in service with delivery and collection, an online shop and bakery, gift voucher sales, and private dining and event bookings.
Product overview
Mildreds operates as a unified restaurant brand with five London locations (Camden, Covent Garden, King's Cross, Soho, Victoria) offering plant-based dining. The core offering is in-restaurant dining with a seasonally inspired menu. Additional revenue streams include delivery and collection services, an online shop and bakery, gift vouchers, private dining events, and promotional programs like 'Wine on Us.' The business uses third-party platforms (BentoBox, SevenRooms, GiftPro) to power its digital commerce and reservation capabilities rather than proprietary technology.
Differentiator
Problem solved
Functional benefit
Products and services
- In-Restaurant Dining Plant-based dine-in restaurant experience at five London locations (Camden, Covent Garden, King's Cross, Soho, Victoria), serving seasonally inspired, internationally influenced vegan cuisine. Targeted at vegans, vegetarians, flexitarians, and omnivores seeking high-quality plant-based dining.
- Delivery & Collection
Companies that use Mildreds
Customer profileSegments2 records
Ideal customer profiles2 records
Mildreds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Mildreds partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Mildreds competitors and assessment
Company assessmentDirect peers
- Farmacy: London-based full-service plant-based/vegan restaurant. Directly comparable on cuisine type, service model, price point, and central London positioning, making it the closest like-for-like peer.
- The Gate: London-based vegetarian/vegan restaurant group with multiple locations. Directly competes with Mildreds in the plant-based full-service dining category in central London.
- Plates London: London high-end vegan restaurant offering plant-based tasting menus. Comparable to Mildreds on full-service plant-based model and central London location, with overlap on experiential/tasting-menu occasions.
Regional players
- By Chloe: Plant-based restaurant brand founded in NYC; comparable as a plant-based restaurant concept but operating in a different geography (US), useful as a benchmark for international scaling of plant-based restaurant brands.
Broad incumbents
- Wagamama: UK-wide full-service restaurant chain with extensive vegan menu. Indirectly competes for plant-based diners but is a broader Asian-cuisine incumbent rather than a dedicated vegan concept.
- Itsu: London-founded pan-Asian fast-casual chain with a strong plant-based menu. Competes for plant-based London lunch and casual dining occasions but operates in a faster, lower-price-point format.
- Pret a Manger: UK high-street chain with an extensive plant-based menu (Veggie Pret concept). Competes for plant-based quick-eating occasions; broader incumbent with wider food and beverage offering.
- LEON: UK fast-casual chain with naturally healthy/plant-forward menu. Comparable London-based casual dining operator targeting health-conscious consumers, though not exclusively plant-based.
Emerging players
- Allplants: UK plant-based ready-meal delivery brand. Competes with Mildreds' delivery and Shop & Bakery channels for at-home plant-based occasions, but operates as a digital-native DTC rather than a restaurant operator.
- Cook: UK frozen ready-meal retailer with broad plant-based range. Adjacent competitor for at-home premium meal occasions that might otherwise drive restaurant visits; comparable on quality positioning and UK footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Mildreds social profiles
Digital presenceMildreds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mildreds leadership team
Management profileNumber of profiles
Profiles1 record
Mildreds funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mildreds 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 Mildreds
What does Mildreds do?
Mildreds operates a chain of five plant-based (vegan) restaurants across central London (Camden, Covent Garden, King's Cross, Soho, and Victoria), serving internationally inspired, seasonally changing menus prepared on the premises by a team of internationally trained chefs since 1988. The company supplements dine-in service with delivery and collection, an online shop and bakery, gift voucher sales, and private dining and event bookings.
Is Mildreds a public or private company?
Mildreds is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mildreds founded?
Mildreds was founded in 1988. It employs 11 to 50 people.
Where is Mildreds based?
Mildreds is headquartered in London, United Kingdom, in the Europe region.
How does Mildreds make money?
Four revenue lines are on record. Food and Beverage Sales are the primary driver. The others are private Dining and Events, shop and Bakery and gift Vouchers.
Who are Mildreds's main competitors?
Direct peers on record are Farmacy, The Gate and Plates London. By Chloe is listed as a regional player. Broad incumbents are Wagamama, Itsu, Pret a Manger and LEON. Emerging players are Allplants and Cook.
Does Mildreds have an API?
No public API is recorded for Mildreds.
What industry is Mildreds in?
Mildreds's product category is Vegan Restaurant Dining. Its primary akta.pro industry code is THAFABAK, Plant-Based & Vegan Fast Casual, with a secondary code of THAFACAF, Farm-to-Table & Contemporary American Restaurants. Its NAICS code is 722511 and its SIC code is 5810.