Zuma

What Zuma does

Zuma is a privately held, globally recognized contemporary Japanese izakaya-style restaurant brand founded by chef Rainer Becker in 2002 and operated by UK parent Azumi Ltd. The flagship Zuma London opened in Knightsbridge in 2008, and the group has since expanded to 30+ permanent and seasonal locations across the United Kingdom, Türkiye, Italy, Austria, Spain, Greece, France, Switzerland, Montenegro, the United States, Hong Kong, Thailand, the Maldives, the United Arab Emirates, Qatar, and Saudi Arabia, including dedicated seasonal pop-ups in luxury leisure markets such as St. Tropez, Mykonos, Capri, Porto Cervo, Bodrum, Kitzbühel, Gstaad, and Montenegro. The core product is a three-kitchen dining experience — main kitchen, sushi counter, and robata grill — anchored by signature dishes such as black cod saikyo miso, barley miso marinated baby chicken, and wagyu preparations, supplemented by Omakase ($150-$250 per person), multi-tier tasting menus, Ebisu business lunch sets, and Baikingu brunch formats.

The business model is exclusively direct-to-consumer with no third-party delivery or marketplace channels. Revenue is generated through à la carte dining, premium tasting/omakase experiences (Classic at £85 up to Premium at £170 in London; Signature at $150 up to Premium at $250 in New York), private dining and full-restaurant buyouts (up to 500 guests in New York), corporate event catering, gift cards, and 'The List' digital membership community. Target segments are affluent and high-net-worth consumers seeking experiential luxury dining, corporate and business clients using private rooms for client entertainment, and millennial/Gen-Z social diners drawn to brunch formats and celebrity/influencer cachet. Brand distribution is supported by Michelin Guide, Forbes, Vogue, Esquire, Gault & Millau, and WWD coverage, and a January 2026 multi-year partnership with the Mercedes-AMG PETRONAS F1 Team designates Zuma as the team's exclusive Lifestyle & Dining Curator through the 25th anniversary in 2027.

Name

Zuma

Legal name

Azumi Ltd.

Website

https://zumarestaurant.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Zuma, operated by parent Azumi Ltd., is a globally recognized contemporary Japanese izakaya-style restaurant brand operating 30+ locations across Europe, the Middle East, Asia, and North America, serving affluent consumers, corporate clients, and social diners through premium dine-in, omakase, private events, and seasonal pop-ups.

Ownership category

akta.pro rank

Product category

Upscale Japanese Restaurants

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Chef’s Table & Tasting Menu Restaurants (THAFACAG)

Keywords

• Contemporary japanese cuisine
• Japanese izakaya dining
• Fine dining restaurants
• Private event catering
• Luxury hospitality services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices33 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining Services: Core revenue from food and beverage sales across all restaurant locations globally. Customers pay per dish/item with average check sizes reflecting premium positioning (main courses ranging from £20-£100+). Revenue generated through lunch, dinner, weekend brunch, and bar service.
2. Private Dining and Events: Revenue from hosting private events, corporate gatherings, buyouts, and bespoke catering services for private homes and jets. Each location offers dedicated private dining spaces with varying capacities.
3. Gift Cards and Membership: Digital community called 'the list' offering exclusive access, early reservations, and member benefits. Gift vouchers sold for dining experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Zuma operates contemporary Japanese izakaya-style restaurants across 30+ global locations in Europe, Asia, the Middle East, and North America, with each venue featuring three kitchen stations: a main kitchen, sushi counter, and robata grill. Founded by chef Rainer Becker in 2002 and opened as a flagship in Knightsbridge, London in 2008, the brand offers signature dishes such as black cod saikyo miso, barley miso marinated baby chicken, and wagyu preparations, complemented by private dining rooms, tasting menus, brunch concepts, and a digital membership community called "the list."

Product overview

Zuma is a globally recognized contemporary Japanese restaurant brand operated by Azumi Ltd., founded by chef Rainer Becker. The brand offers an authentic but not traditional izakaya-style dining experience across 30+ locations in Europe, Asia, Middle East, and North America. The core product is the restaurant dining experience featuring three kitchens (main kitchen, sushi counter, and robata grill), complemented by private dining services, The List membership program, seasonal pop-ups, and special dining formats including Ebisu business lunch, Baikingu brunch, tasting menus, and Omakase experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Zuma Restaurant Dining Contemporary Japanese cuisine served izakaya-style across 30+ global locations, featuring three kitchens (main kitchen, sushi counter, and robata grill) and signature dishes including barley miso marinated baby chicken, marinated black cod, and grilled chilean sea bass.
• The List Digital membership community offering exclusive access, early reservations, and insider updates from the world of Zuma for diners seeking priority access and member benefits.
• Private Dining & Events Private and semi-private event spaces across all Zuma locations for corporate events, celebrations, and full restaurant buyouts, including named rooms such as Tosho Table (London), Yama and Sabaku (Las Vegas), Sugi and Hana (New York), Wabi and Sabi (Boston), and Kumo and Kakushi Beya (Riyadh).
• Ebisu Business Lunch Weekday lunch set menu featuring Zuma signature dishes with swift service; London offers 3-course at £55 and 4-course at £65, Boston starts at $38, available at London, Boston, New York, Miami, Abu Dhabi, and Doha.
• Baikingu Brunch Weekend brunch experience featuring live sushi and robata stations, unlimited starters and sushi, choice of entrée, and dessert platter; available in Abu Dhabi (from AED 495), Doha (from QAR 425), Miami, and Boston ($98).
• Tasting Menu Curated multi-course tasting menus available table-wide at London (Classic £85, Signature, Premium £170) and New York (Signature $150, Seasonal $195, Premium $250).
• Omakase Chef's selection dining experience at New York (Signature $150, Seasonal $195, Premium $250), Boston, Las Vegas, and Vail with minimum 2-guest requirement.
• Zuma Beach House Beachfront dining concept in Dubai offering signature Japanese cuisine in a beach club setting, positioned as a Zuma sub-brand.
• Seasonal Pop-up Locations Seasonal pop-up restaurants at destinations including Gstaad (winter), Montenegro (summer), and Ras Al-Khaimah (desert) offering signature Zuma Japanese cuisine in destination settings.

Quantifiable outcome

• Named one of London's best Japanese restaurants for two decades
• +2 more outcomes

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

One partnership is on record.

• Mercedes-AMG PETRONAS F1 TeamflagshipStrategic or Co-development Partner · 1 January 2026Multi-year collaboration designating Zuma as the exclusive Lifestyle & Dining Curator for the Mercedes-AMG PETRONAS F1 Team. First time a global lifestyle restaurant brand directly partners with an F1 team. Partnership activates at Grand Prix events in Monaco, Silverstone, Madrid, and Abu Dhabi, extending into the team's Miami Club and Las Vegas Club hospitality spaces. Timed to coincide with Zuma's 25th anniversary celebrations in 2027. Positions Zuma as a cultural curator shaping experiences at elite sporting events.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ROKA: ROKA is a sister brand under Zuma's parent Azumi Ltd., offering contemporary Japanese robatayaki cuisine in London and global locations. While not a competitor, it shares the same parent infrastructure, supply chain, and luxury positioning approach.
• Cipriani: Established global luxury Italian dining brand with 100+ years of history, operating in London, NYC, Dubai, Miami, Las Vegas, and Monaco. Competes for HNW clientele and corporate events at premium price points, though in Italian rather than Japanese cuisine.
• Din Tai Fung: Global upscale Asian (Taiwanese) dining brand with 170+ locations worldwide including London, New York, Las Vegas, and Dubai. While positioned more accessibly than Zuma, it competes for premium Asian dining occasions and corporate events in shared markets.

Direct peers

• Catch: Catch operates upscale experiential dining in New York, Las Vegas, Los Angeles, and Miami with celebrity clientele, premium tasting menus, and Instagram-driven positioning — overlapping Zuma's US footprint and target customer.
• Sexy Fish: London Mayfair-based upscale Asian dining concept with celebrity clientele, premium pricing, and experiential interior design. Direct competitor for the same affluent London diner segment Zuma serves at its Knightsbridge flagship.
• SushiSamba: Global upscale Japanese-Brazilian-Peruvian fusion concept with locations in London, New York, Las Vegas, and Dubai. Competes for the same affluent experiential diners and corporate event business Zuma targets.
• Hakkasan: Hakkasan operates upscale modern Asian dining globally with locations in London, New York, Las Vegas, Miami, and Dubai, featuring signature tasting menus, mixology programs, and luxury hotel partnerships — directly overlapping Zuma's customer base and format.
• Nobu: Nobu is the most direct global contemporary Japanese upscale dining competitor, operating 50+ locations worldwide with celebrity chef (Nobu Matsuhisa) brand equity, premium tasting menus, and celebrity clientele — directly comparable to Zuma's positioning and footprint.
• Novikov: London-based upscale pan-Asian and Italian restaurant group with Mayfair positioning, celebrity following, and premium pricing — competes head-to-head with Zuma London for high-end diners, corporate events, and private dining bookings.
• Buddha-Bar: International upscale Asian-fusion restaurant and lounge brand with locations in major luxury cities globally. Targets the same experiential luxury diner with cocktails, music, and theatrical dining atmosphere.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@azumirestaurantgroup
• LinkedInlinkedin.com/company/zuma
• TikToktiktok.com/@zumarestaurantofficial?lang=en
• Xx.com/zumadubai

Revenue estimate

Valuation estimate

Number of profiles

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 Zuma