7Bone Burger

What 7Bone Burger does

7Bone Burger is a privately held UK fast-casual restaurant chain operating under the legal entity Bones Restaurant Group Limited, headquartered in Southampton. Founded in 2013 with currently 101–250 employees, the company runs 10 dine-in locations across southern England and the Midlands (Bournemouth, Brighton, Camberley, Cambridge, Coventry, Newbury, Northampton, Portsmouth, Reading, Southampton) plus a branded mobile food truck ("Brittnay") that activates at major UK events. The core product is a burger-led menu centred on UK native-breed beef dry-aged for 40+ days, buttermilk-fried chicken sandwiches, sides, shakes, craft beer, and a dedicated plant-based/vegan menu; the company also offers a halal beef and chicken menu in Coventry and gluten-free bun options.

The business operates across three ordering channels — dine-in, Click & Collect (powered by the VMOS platform at 7bone.vmos.io), and delivery via Deliveroo — with supporting digital layers including a virtual loyalty card (10 points per £1), an e-gift card shop on the Toggle platform (£10–£100 denominations), branded merchandise, and brewery co-branding partnerships (Double Barrelled, Iford, Signature Brewery, Black Iris). Marketing is led through organic social (Instagram, Facebook, Twitter/X) and email automation via TalkBox, with corporate discount partnerships (Iconiq Fitness, Mytchett Athletic, Coventry Ballroom, Portsmouth Park & Ride) extending B2B2C reach.

Revenue is transaction-based through dine-in food and drink sales, Click & Collect, and Deliveroo orders, with supplementary one-time gift card prepay and modest merchandise income. Mid-market pricing (burgers £9.95–£13.50, average main ~£12, lunch deals from £8.50) positions the concept between premium gourmet burger brands and mass QSR. Ownership appears founder/management-controlled with no disclosed external institutional funding beyond a 2016 Kings Park Capital round (undisclosed amount), and no public listing.

Name

7Bone Burger

Legal name

Bones Restaurant Group Limited

Website

https://7bone.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

7Bone Burger is a privately held UK fast-casual restaurant chain founded in 2013, operating 10 locations across southern England with a mobile food truck. It serves casual diners via dine-in, Click & Collect, and Deliveroo delivery, offering dry-aged beef burgers, fried chicken, plant-based options, and craft drinks.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Burger Fast Casual (THAFABAA)

Keywords

• Fast casual dining
• Burger restaurant chain
• Aged beef burgers
• Plant based menu
• Casual restaurants

Headquarters

HQ city

Portsmouth

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in food and drink sales: Full-service dine-in at all 10 UK locations. Food menu includes burgers, sandos, chicken tenders, wings, fries, and sides. Drink menu includes shakes, soft drinks, juices, alcoholic beverages, and cocktails.
2. Click & Collect: Self-serve ordering via 7bone.vmos.io platform for collection at any participating location
3. Deliveroo delivery: Delivery partnership with Deliveroo at most locations including Bournemouth, Brighton, Camberley, Cambridge, Coventry, Newbury, Northampton, Portsmouth, Reading, and Southampton
4. Gift cards and merchandise: E-gift vouchers sold in £10, £20, £30, £40, £50, £75, and £100 denominations via their shop platform
5. Loyalty rewards program: Virtual loyalty card earning 10 points per £1 spent on food and drink. Points redeemable for rewards. Operated via 7bone.vmos.io platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

7Bone Burger operates a fast-casual burger restaurant chain across 10 UK locations and a food truck (Brittnay), serving dry-aged UK native breed beef burgers (40+ days aged), buttermilk fried chicken sandwiches, plant-based alternatives, sides, milkshakes, craft beer and cocktails through dine-in, click & collect, and Deliveroo delivery channels. The chain accommodates halal, gluten-free, and vegan diets and supplements core food revenue with a loyalty program, gift cards, and branded merchandise.

Product overview

7Bone Burger is a UK-based burger restaurant chain offering a unified food service operation. The core product is its burger menu featuring aged beef (grass fed UK native breed, dry aged 40+ days), buttermilk fried chicken, and plant-based alternatives. The product portfolio includes five distinct menus (Main, Plant-Based, Drinks, Desserts, Juniors), a loyalty program (7Bone Loyalty), gift cards (via Toggle platform), merchandise, and a food truck (Brittnay Truck). Services include dine-in, Click & Collect (via VMOS), and Deliveroo delivery. The company operates 10 locations across the UK (Bournemouth, Brighton, Camberley, Cambridge, Coventry, Newbury, Northampton, Portsmouth, Reading, Southampton).

Differentiator

Problem solved

Functional benefit

Brands

• Brittnay Truck: A mobile food truck service operated by 7Bone.

Products and services

• Main Menu (burgers, chicken, sides) Core food menu offering dry-aged UK native breed beef burgers (e.g., The Gonzo, BBQ Bandit, Black and Blue, The Big Oh), buttermilk fried chicken sandwiches (Chick 'N' Shack, Cluck Norris), and side dishes (Dirty Fries, Cheesy Fries, Bourbon Glazed Wings, Halloumi Sticks) for dine-in, click & collect, and Deliveroo delivery customers.
• Plant-Based Menu Comprehensive plant-based and vegan menu featuring alternative-protein burgers (Plant Based Gonzo, Plant Based BBQ Bandit, Get Planted! Beyond Burger, Vegan Black and Blue) and plant-based chicken sandwiches (Cluck Norris Plant Based, Cluck Norris Vegan), serving vegetarian and vegan diners.
• Drinks Menu Beverage menu including milkshakes (PB&J, Strawberries and Cream, Oh So Mango, Oreo, Banoffee, Salted Caramel, Nutella, Bueno), craft beer selections, and signature cocktails for dine-in customers.
• Desserts Menu Dessert menu featuring indulgent items such as cookie dough, deep-fried chocolate brownie, custard, and other cheat-day items for dine-in customers.
• Juniors Menu Children's menu offering junior-sized burger and chicken options with select soft drinks, supported by a 'Kids Eat Free' promotional offer to drive family visits.
• 7Bone Loyalty Program Repeat-visit rewards programme awarding points (e.g., 50 points for dine-in, click & collect, delivery, or Deliveroo orders, plus 100 bonus points when signing up from the website homepage) redeemable for free items such as a free juicy burger and other menu rewards.
• 7Bone Gift Cards Digital and physical gift cards sold through the Toggle gift card platform at fixed monetary denominations, redeemable as full or partial payment at any 7Bone restaurant.
• 7Bone Branded Merchandise Brand-affiliated merchandise shop selling apparel and accessories featuring 7Bone branding (e.g., Future Classic 7Bone Tee), available online via the dedicated merch.7bone.co.uk storefront.
• Brittnay Food Truck Mobile food truck serving 7Bone menu items at events, festivals, and private bookings across the UK, extending the brand beyond the 10 fixed restaurant locations.
• Click & Collect Service Pre-order and pick-up service via the VMOS-hosted 7bone.vmos.io platform, available at all 10 7Bone locations for customers wanting to skip the queue.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• DeliveroocoreChannel Partner/ Reseller/ DistributorDelivery partnership enabling food delivery from 10 UK restaurant locations. Customers can order via Deliveroo app/website. Loyalty points can be collected via QR code on Deliveroo order receipts.
• Double Barrelled BrewerycoreStrategic or Co-development PartnerCraft beer collaboration partner. 7Bone x Double Barrelled branded beers including Cosmic Soup Hazy Pale and Back To The Light Pilsner. Dine-in service at Double Barrelled Brewery venue in Reading (Thurs-Sun).
• IfordminorStrategic or Co-development PartnerCider collaboration producing Iford cider (7b x iford, 4.5%, 440ml). Sold at 7Bone locations.
• Signature BreweryminorStrategic or Co-development PartnerBeer supplier providing Signature Roadie IPA (4.3%, 330ml) and Signature Studio Lager (4%, 330ml) as well as Signautre Lo-Fi Pale Ale (0.5%, low/alcohol option).
• Black Iris BreweryminorStrategic or Co-development PartnerCraft beer collaboration for Endless Summer hazy session IPA (4.5%, 440ml) hopped with Mosaic and Simcoe hops.
• Coventry Ballroom Climbing WallminorGTM or Marketing PartnerCorporate discount partnership offering dining benefits to members. Valid Monday-Friday for dine-in only. Must show valid membership.
• Iconiq FitnessminorGTM or Marketing PartnerCorporate discount: 15% off total dine-in bill. Valid Monday-Thursday at Newbury location only. Not valid with other offers.
• Mytchett AthleticminorGTM or Marketing PartnerCorporate discount available for dine-in or click & collect at Camberley location. Valid Monday-Sunday.
• Portsmouth Park & RideminorGTM or Marketing Partner20% off total dine-in bill for Park & Ride customers. Valid for dine-in only and for date on ticket only. Must show parking ticket.
• IndeedminorChannel Partner/ Reseller/ DistributorRecruitment partner for careers. Job applications and listings hosted via Indeed platform at uk.indeed.com/cmp/7bone.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Five Guys: US-originated premium burger chain with a substantial UK footprint of dine-in and delivery locations. Direct peer due to similar premium build-your-own burger menu, dine-in fast casual format, and overlap on UK southern locations.
• Honest Burgers: UK-founded fast casual burger chain with ~40 sites emphasizing British beef, rosemary-salted chips, and a sit-down table-service model. Comparable to 7Bone on format, regional UK focus, and quality-driven positioning.
• Patty & Bun: London-based premium burger restaurant group with multiple dine-in sites. Direct peer on menu philosophy (smash-style and specialty patties, strong drinks offering) and a younger-skewing brand voice similar to 7Bone.
• Byron (Burger): Established UK casual burger chain known for proper beef patties and a full-table-service format. Direct competitor with comparable menu structure, UK national presence, and casual dining orientation.
• Shake Shack: US premium casual burger chain now operating multiple UK locations including London. Direct peer on premium price points, brand-led experience, and menu specialization including plant-based and shakes offerings.
• Burger & Sauce: Growing UK fast casual burger chain with multiple locations across the Midlands and North, known for signature sauces and accessible price points. Direct competitor on format, regional UK positioning, and sauce-led menu differentiation.
• Bleecker Burger: London-based premium burger brand known for double-smashed patties and a cult following. Direct peer on quality differentiation, fast casual format, and target demographic in the UK burger market.

Broad incumbents

• McDonald's: Global QSR leader with ~1,300 UK restaurants across dine-in, drive-thru, and delivery. Broader incumbent competitor — overlapping burger category and omni-channel delivery, but operating at vastly different price and service tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/7bone_dive
• Facebookfacebook.com/7boneburgerco
• Instagraminstagram.com/7boneburgerco

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 7Bone Burger