What Bill's Restaurants does

Bill's Restaurants is a UK-based casual dining chain operating 49 restaurant locations across England and Wales, founded in 2001 by Bill Collison in Lewes, originally as a greengrocer stall. The company operates an all-day dining model serving breakfast, brunch, lunch, and dinner, with a menu architecture that includes signature items (Bottomless Pancakes, £5 on Fridays), occasion-led set menus (Heritage Lunch, Graduation, Pre-Theatre, Christmas), and dietary-specific menus (Kids, Vegan, CAN-TEEN for teens, Dog Menu). The customer base is broad and consumer-focused: families, students, NHS/emergency services personnel, and group bookings, with the primary segment being families and groups seeking flexible, inclusive dining.

The business generates revenue primarily through per-cover dine-in sales across its 49 owned locations, supplemented by an exclusive delivery partnership with Deliveroo (live in 47 of 49 sites), digital and physical gift cards, and acceptance of third-party vouchers. Bill's operates as a direct-to-consumer, transaction-fee model with no subscription or recurring revenue streams. Pricing is unit-based with an extensive promotional calendar (Kids Eat Free, 2-for-1 Cocktails, Heritage Lunch from £17.95, Christmas from £35.95, Group Dining from £24.95 for 6+). Customer acquisition is supported by a multi-channel marketing stack: organic social (Facebook, Instagram, TikTok, LinkedIn), the B.I.P. newsletter loyalty club, and partnerships with Blue Light Card, UNiDAYS, and First Direct that deliver 15-20% discounts to specific cohorts.

Bill's has no proprietary technology. Its operating stack is entirely third-party: OpenTable and Reef for reservations, Deliveroo for delivery, Guestwise for CRM and personalized marketing, Harri for recruitment, and a standard e-commerce site for gift card sales. The company is privately held as Bill's Restaurants Limited, with no external equity funding, no M&A activity, and no disclosed leadership changes evidenced. Its registered office is in Fitzrovia, London, and it operates as a single-entity private limited company, making it a founder-controlled, mid-sized UK casual dining operator with no public financial disclosures.

Name

Bill's Restaurants

Legal name

Bill's Restaurants Limited

Website

https://bills-website.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bill's Restaurants is a UK-based casual dining chain with 49 restaurant locations across England and Wales, serving all-day breakfast, brunch, lunch, and dinner to families, students, and groups. Founded in 2001 in Lewes.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices51 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Infrastructure, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Restaurant Dining Sales: Food and beverage sales across 49 UK restaurant locations. Customers pay per meal for breakfast, brunch, lunch, and dinner service. Revenue is generated through à la carte menu items, set menus, and promotional offers.
2. Delivery Orders via Deliveroo: Delivery revenue through exclusive partnership with Deliveroo. Available in 47 restaurants, customers order via Deliveroo platform for home delivery of restaurant menu items.
3. Gift Cards: Digital and physical gift cards sold online and in-restaurant. Gift cards are valid for 12 months from purchase and can be used across all Bill's locations (excluding Heathrow T2).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Bill's Restaurants operates 49 UK casual dining locations offering all-day sit-down service spanning breakfast, brunch, lunch, and dinner, anchored by signature £5 Bottomless Pancakes on Fridays. The portfolio also includes Deliveroo delivery from 47 sites, Gift Cards, the B.I.P. loyalty newsletter, Private Dining rooms, Group/Tour bookings, and a suite of set menus (Heritage Lunch, Graduation, Christmas, Pre-Theatre) plus dietary-specific menus (Vegan, Kids, Dog, Cocktails).

Product overview

Bill's Restaurants is a UK-based all-day dining restaurant chain operating 49 locations. The core offering is sit-down restaurant dining serving breakfast, brunch, lunch, and dinner menus. The portfolio includes signature Bottomless Pancakes (promoted as £5 on Fridays), set menus (Heritage Lunch, Graduation, Christmas, Pre-Theatre, Group Dining), dietary-specific menus (Vegan, Kids, Dog Menu), and a cocktails & drinks menu featuring Fever-Tree mixers. Additional services include Deliveroo delivery from 47 locations, Gift Cards, the B.I.P. newsletter loyalty club, Private Dining rooms at select sites, and Group/Tour bookings. The company was founded in 2001 in Lewes as a greengrocer stall and operates as a cash-free restaurant.

Differentiator

Problem solved

Functional benefit

Brands

• B.I.P. (Bill's Important Person): Newsletter rewards club offering 20% off for new sign-ups, birthday treats, and monthly prize draws
• CAN-TEEN
• Heritage Menu

Products and services

• Restaurant Dining All-day casual dining restaurant service serving breakfast, brunch, lunch, and dinner across 49 locations in the UK, with menus spanning fresh-ingredient dishes, vegan, gluten-free, kids, and cocktail options. Targeted at families, groups, students, and individual diners seeking a versatile UK casual dining venue.
• Deliveroo Delivery
• Gift Cards
• B.I.P. (Bill's Important Person) Club
• Bottomless Pancakes
• Heritage Lunch Set Menu
• Graduation Set Menu
• Christmas Set Menu
• Pre-Theatre Set Menu
• Group Dining Menu
• Private Dining
• Kids Menu
• CAN-TEEN Menu
• Dog Menu
• Vegan Menu
• Cocktails & Drinks Menu
• Tour Groups Catering

Quantifiable outcome

• Kids Eat Free promotion available up to 2 children per adult main order
• +2 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• DeliveroocoreChannel Partner/ Reseller/ DistributorExclusive delivery partnership where Deliveroo handles ordering, payment processing, and delivery for Bill's menu items. Available in 47 of 49 Bill's locations. This partnership enables Bill's to reach customers who prefer dining at home while leveraging Deliveroo's delivery infrastructure and customer base.
• OpenTablecoreTechnology or IntegrationOnline reservation platform powering Bill's table booking system. The OpenTable integration allows customers to view real-time availability, select time slots, book tables, and receive confirmations. Used for standard bookings and group dining enquiries.
• Blue Light CardcoreGTM or Marketing PartnerDiscount partnership providing NHS and emergency services personnel with 20% off total bill at Bill's all day, every day. Blue Light Card is a benefits platform serving eligible public service workers in the UK.
• UNiDAYScoreGTM or Marketing PartnerStudent discount partnership offering 20% off food and drink for verified UNiDAYS members. Valid Sunday-Friday on à la carte breakfast, brunch, lunch, and dinner menus. Helps Bill's attract student customers.
• SquareMealminorGTM or Marketing PartnerRestaurant voucher acceptance partnership. Bill's accepts SquareMeal restaurant gift vouchers at all locations. Customers pay with card linked to their voucher and receive cash credit within 72 hours.
• Fever-TreeminorGTM or Marketing PartnerPremium mixer brand partnership for limited-edition cocktails. Bill's features Fever-Tree spritzes including Watermelon & Elderflower Spritz and Pink Grapefruit & Rosemary Paloma Spritz as part of summer cocktail offerings.
• Denzel'sminorGTM or Marketing PartnerDog treat brand partnership. Denzel's Soft Baked Bars for dogs are featured on Bill's dog menu. Products are pre-packaged snacks made with 100% natural ingredients.
• ReefminorChannel Partner/ Reseller/ DistributorBooking platform partnership. Reef app bookings allow customers to reserve tables with a minimum 3-hour advance notice. Reef bookings include a complimentary hot drink and must be pre-booked.
• First DirectminorGTM or Marketing PartnerBanking customer discount partnership. First Direct customers receive 15% off total bill at Bill's all day, every day. Must show verified First Direct account to server.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PizzaExpress: Established UK casual dining chain (~200+ restaurants) with dine-in, delivery, set menus, kids offerings, and family-friendly positioning directly comparable to Bill's in terms of channel mix and target customer.
• Wagamama: Major UK casual dining chain (~130+ sites) offering all-day dining with comparable booking platforms, delivery integration, set menus, and a similar broad demographic targeting strategy to Bill's, though skewing Asian cuisine.
• Prezzo: UK casual dining chain with comparable dine-in, delivery and all-day menu structure that has navigated similar sector headwinds as Bill's and targets overlapping family and group dining occasions.
• Honest Burgers: UK casual dining chain with similar regional multi-site footprint, comparable delivery partnerships, and family/occasion-driven positioning, though specialising in burgers rather than all-day dining.
• Côte Brasserie: UK all-day casual dining group operating ~90+ restaurants with comparable breakfast-through-dinner service, regional UK coverage, set menus and a similar broad-appeal positioning to Bill's.
• Nando's: UK-based casual dining chain operating ~350+ restaurants nationwide, with comparable dine-in, takeaway and delivery channels, an iconic signature product (peri-peri chicken) and broad demographic appeal similar to Bill's all-day family positioning.
• ASK Italian: UK casual dining chain with similar all-day format, set menus, kids offerings, regional footprint and a comparable brand positioning targeted at families and groups.
• Zizzi: Italian-focused UK casual dining chain with comparable dine-in, delivery, vegan menu, kids menu and discount partnerships, operating at a similar scale and channel mix to Bill's.
• Franco Manca: Growing UK casual dining chain with comparable dine-in, delivery, set menu and regional rollout strategy to Bill's, though with a focused sourdough pizza niche rather than all-day dining format.
• The Breakfast Club: London-based brunch specialist chain that directly competes with Bill's for the brunch/pancake occasion, with comparable all-day breakfast positioning and similar Instagram-friendly signature dishes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/billsrestaurants
• LinkedInuk.linkedin.com/company/bill's-restaurants
• Instagraminstagram.com/billsrestaurant
• TikToktiktok.com/@billsrestaurantuk
• Xx.com/billsrestaurant

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bill's Restaurants