The breakfast club
The Breakfast Club is a privately held UK breakfast and brunch café chain founded in 2005, operating 16 venues across London, Brighton, Chelmsford, Oxford and Gatwick Airport, serving urban consumers with all-day breakfast, hidden speakeasy bars, boozy brunch events, and branded merchandise.
- Company typePrivate
- Founded2005
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What The breakfast club does
The Breakfast Club is a privately held UK breakfast and brunch café chain founded in 2005 by Jonathan Arana-Morton, operating 16 venues primarily across central London with additional sites in Brighton, Chelmsford, Oxford, and Gatwick Airport. The core proposition is all-day breakfast and brunch in a Great American Diner aesthetic, complemented by two experiential speakeasy sub-brands — The Mayor Of Scaredy Cat Town (accessed through a hidden fridge entrance at Spitalfields) and Call Me Mr Lucky (at London Bridge) — which extend the estate into late-night trade.
The business operates a multi-channel revenue model: in-restaurant dining, third-party delivery via Just Eat, Uber Eats and Deliveroo, B2B office catering through a dedicated Slerp storefront, ticketed boozy brunch events (£35–£45 per person with deposit-based booking), and an e-commerce shop selling branded merchandise including a 100-recipe cookbook (£16), mugs (£22), and CD-format gift vouchers (£10–£100). Reservations are centralised through SevenRooms across all locations. Underlying technology is standard hospitality SaaS — POS, reservation, and delivery platforms — with no disclosed proprietary AI or data assets; the principal source of differentiation is brand-led experiential design rather than technology.
The customer base is predominantly B2C, spanning urban professionals, friend groups, and social-event hosts (hen/stag parties, birthdays), with the office catering channel providing modest B2B exposure. With 251–500 employees and no disclosed institutional funding or M&A activity, the chain has grown organically over two decades, expanding venue count and adding ancillary revenue streams rather than pursuing rapid geographic or category expansion.
The breakfast club firmographics
Firmographics- Name
- The breakfast club
- Legal name
- The Breakfast Club Cafes
- Website
- https://thebreakfastclubcafes.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- The Breakfast Club is a privately held UK breakfast and brunch café chain founded in 2005, operating 16 venues across London, Brighton, Chelmsford, Oxford and Gatwick Airport, serving urban consumers with all-day breakfast, hidden speakeasy bars, boozy brunch events, and branded merchandise.
- Ownership category
- akta.pro rank
The breakfast club industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Limited-Service Restaurants (722513)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Breakfast & Brunch Fast Casual (THAFABAL)
- akta.pro secondary industries
- Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG), Breakfast & Coffee QSR (THAFAAAI)
Keywords
Where The breakfast club is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices16 records
Markets served
The breakfast club business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- In-restaurant dining: Revenue from food and beverage sales across 15 UK café locations, operating during breakfast and brunch hours (typically 7:30am-5pm).
- Third-party delivery: Orders placed through Just Eat, Uber Eats, and Deliveroo platforms for home/workplace delivery.
- Merchandise sales: Sale of branded merchandise including cookbooks (£16), mugs (£22), and gift vouchers (£10-£100) through online shop.
- Boozy brunch events: Ticketed brunch experiences at £35-£45 per person with bottomless drinks and food, including deposit-based booking system.
- Office catering delivery: Corporate delivery service for office catering orders via slerp.com platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The Breakfast Club Cookbook |
| Unit Pricing | Pay-as-you-go | Today Is Going To Be A Good Day Mug |
| Unit Pricing | Pay-as-you-go | Gift Voucher (CD-style) |
| Unit Pricing | Pay-as-you-go | Becky's Boozy Brunch (Oxford) |
| Unit Pricing | Pay-as-you-go | The Mayor's Boozy Brunch (Spitalfields) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
The breakfast club product offering
Product offeringCore offering
The Breakfast Club operates an all-day breakfast and brunch café chain across 16 UK locations in a Great American Diner aesthetic, with on-site speakeasy bars, bottomless brunch packages, branded merchandise including a cookbook, and food delivery through major UK aggregators and a corporate office catering arm.
Product overview
The Breakfast Club is an all-day breakfast café chain with 16 locations across London and the UK (including Angel, Brighton, Chelmsford, Gatwick, Hackney Wick, Hoxton, London Bridge, Oxford, Seven Dials, multiple Soho locations, Spitalfields, and London St Pancras International). The core offering is all-day breakfast and brunch service. The company operates complementary evening bar venues (Call Me Mr Lucky and The Mayor Of Scaredy Cat Town) accessible through hidden entrances, and offers event experiences including The Mayor's Boozy Brunch and Becky's Boozy Brunch. An online shop sells branded merchandise including mugs, a cookbook, and gift vouchers. Delivery services are available through Just Eat, Uber Eats, and Deliveroo, plus a dedicated office delivery service.
Differentiator
Problem solved
Functional benefit
Brands
- Call Me Mr Lucky: A late-night venue concept operated through The Breakfast Club London Bridge, open Wednesday through Saturday evenings.
- The Mayor Of Scaredy Cat Town
Products and services
- The Breakfast Club Cafés All-day breakfast and brunch café chain with 16 locations across the UK serving breakfast dishes, brunch, coffee, and beverages in a Great American Diner aesthetic. Open to walk-in diners and accepting online reservations via SevenRooms.
- Office Delivery (B2B Catering) Corporate catering delivery service for offices, accessible via thebreakfastclub.slerp.com, providing The Breakfast Club's menu for workplace meetings and events.
- Order Delivery Service Food delivery service enabling customers to order The Breakfast Club menu for home or office delivery via Just Eat, Uber Eats, and Deliveroo.
- Call Me Mr Lucky (Speakeasy Bar) Late-night speakeasy bar venue with hidden kitchen access at The Breakfast Club London Bridge, open Wednesday through Saturday evenings serving cocktails and drinks.
- The Mayor Of Scaredy Cat Town (Speakeasy Bar) Hidden speakeasy bar accessed through a concealed fridge entrance at The Breakfast Club Spitalfields, open evenings with cocktails and a distinctive concept experience.
- The Mayor's Boozy Brunch Ticketed Saturday boozy brunch experience at The Mayor Of Scaredy Cat Town, Spitalfields, offering a 2-hour slot with bottomless fizz, beer, cocktails, and a brunch dish per guest at £45 per person.
- Becky's Boozy Brunch Ticketed Saturday boozy brunch experience at The Breakfast Club Oxford, offering a 2-hour slot with bottomless fizz, mimosas, beer, and a brunch dish per guest at £35 per person.
- The Breakfast Club Cookbook Published cookbook featuring over 100 breakfast recipes celebrating breakfast and the Great American Diner, including chapters on eggs and breakfast cocktails, sold via the online shop at £16 per copy with Royal Mail 1st class delivery within 3 days.
- Today Is Going To Be A Good Day Mug Branded ceramic mug with motivational message, dishwasher safe, priced at £22 per unit and delivered within 3 days of order via Royal Mail 1st class.
- Gift Voucher (CD-style) Physical CD-style gift vouchers available in £10 denominations from £10 to £100, redeemable at all The Breakfast Club cafés except London St Pancras and Gatwick Airport, delivered via Royal Mail 1st class.
Companies that use The breakfast club
Customer profileSegments2 records
Ideal customer profiles3 records
The breakfast club technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature2 records
The breakfast club partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Just EatcoreJust Eat delivery partnership enabling customers to order The Breakfast Club menu for home or office delivery through the Just Eat platform.
- Uber EatscoreUber Eats delivery partnership enabling customers to order The Breakfast Club menu for delivery through the Uber Eats platform.
- DeliveroocoreDeliveroo delivery partnership enabling customers to order The Breakfast Club menu for delivery through the Deliveroo platform.
- SevenRoomscoreSevenRooms reservation platform integration enabling online table booking across all The Breakfast Club café locations.
- Design My NightminorThird-party event booking platform used for Becky's Boozy Brunch reservations in Oxford.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The breakfast club competitors and assessment
Company assessmentBroad incumbents
- Café Rouge: Established UK casual-dining French chain with broad UK footprint including breakfast service; competes for the same brunch occasion, though as a wider menu all-day operator.
- Leon Restaurants: UK all-day breakfast and lunch chain with multiple London sites and travel-hub presence; overlaps on breakfast daypart and central London catchment, though broader menu.
- Pret a Manger: UK breakfast and coffee QSR incumbent with hundreds of locations and proprietary supply chain; competes for the same morning occasion and travel-hub sites, but at a faster-service, lower-AOV price point.
Direct peers
- Dishoom: London-based Indian-inspired breakfast/brunch chain with a strong experiential concept and multiple central London sites; comparable premium-casual positioning and queue-driven demand.
- Caravan: London-based all-day breakfast, brunch and coffee restaurant group with multiple central locations; directly comparable on premium-casual breakfast/brunch positioning and urban customer base.
- Gail's Bakery: UK café-bakery chain combining coffee, pastries and light meals with extensive London and south-east footprint; directly comparable on café format and customer demographic.
- Granger & Co. Bill Granger's London breakfast and brunch restaurant group; comparable all-day casual format, premium positioning and central London real-estate focus.
- Bill's Restaurants: UK-based all-day breakfast and brunch casual dining chain with similar menu focus, daytime operating model and broad UK footprint; the closest comparable private UK breakfast/brunch brand.
Emerging players
- Soho House: London-headquartered hospitality group with members' clubs, restaurants and bars; partial overlap on the speakeasy and evening experiential positioning The Breakfast Club has built.
- Grind: London coffee, cocktail and all-day dining brand with multiple sites and a strong social-media-led brand; comparable on experiential positioning and Soho/London presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The breakfast club social profiles
Digital presenceThe breakfast club financial estimates
Financial estimateRevenue estimate
Valuation estimate
The breakfast club leadership team
Management profileNumber of profiles
Profiles1 record
The breakfast club funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The breakfast club M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The breakfast club
What does The breakfast club do?
The Breakfast Club operates an all-day breakfast and brunch café chain across 16 UK locations in a Great American Diner aesthetic, with on-site speakeasy bars, bottomless brunch packages, branded merchandise including a cookbook, and food delivery through major UK aggregators and a corporate office catering arm.
Is The breakfast club a public or private company?
The breakfast club is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The breakfast club founded?
The breakfast club was founded in 2005. It employs 251 to 500 people.
Where is The breakfast club based?
The breakfast club is headquartered in London, United Kingdom, in the Europe region.
How does The breakfast club make money?
Five revenue lines are on record. In-restaurant dining is the primary driver. The others are third-party delivery, merchandise sales, boozy brunch events and office catering delivery.
Who are The breakfast club's main competitors?
Broad incumbents on record are Café Rouge, Leon Restaurants and Pret a Manger. Direct peers are Dishoom, Caravan, Gail's Bakery, Granger & Co. and Bill's Restaurants. Emerging players are Soho House and Grind.
Does The breakfast club have an API?
No public API is recorded for The breakfast club.
What industry is The breakfast club in?
The breakfast club's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFABAL, Breakfast & Brunch Fast Casual, with a secondary code of THAFADAG, Cafe-Bakeries (Coffee + Pastry Focus). Its NAICS code is 722511 and its SIC code is 5810.