Taste of London

What Taste of London does

Taste of London is an annual food festival operated by Taste Festivals Limited and held at The Regent's Park in central London. The five-day event runs eight sessions and convenes 36 restaurants, 50 chefs, and 150 artisan producers in front of approximately 55,000 attendees. Programming is curated around chef demonstrations, tasting menus, and producer showcases, with per-dish ticket pricing in the £6–£14 range.

The company monetizes through three primary streams: (i) consumer ticket and hospitality-package sales, (ii) vendor participation fees from restaurants and artisan producers, and (iii) corporate sponsorship, with headline partners including British Airways Holidays, Uber Eats, Mastercard, and Disney+. The Royal Parks partnership underpins venue access and supports the co-branded Taste Sessions programming.

Beyond the flagship festival, the operator is expanding its portfolio with Taste of the City, a citywide dining series announced for 2026, and JOIA Fire Feast, a separate festival property launching in May 2026. The 2027 edition of the flagship festival has also been announced, indicating forward-booked continuity and a multi-event growth strategy across London.

Name

Taste of London

Legal name

Taste Festivals Limited

Website

https://london.tastefestivals.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Taste of London operates a flagship annual food festival at The Regent's Park, convening 36 restaurants, 50 chefs, and 150 producers for 55,000 attendees across five days. The company also runs Taste of the City and JOIA Fire Feast, monetizing via tickets, vendor fees, and tier-1 corporate sponsorships.

Ownership category

akta.pro rank

Product category

Food Festival / Culinary Events

NAICS

Special Food Services (7223)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Food Festivals & Culinary Events (Ticketed Tastings, Pop-ups) (THAJAGAL)

akta.pro secondary industries

Food, Drink & Culinary Community Festivals (Community-Led) (MPAGAEAF), Food, Market & Culinary Culture Tours (THAJAAAG)

Keywords

• Food festival
• Culinary events
• Restaurant tastings
• Artisan markets
• Hospitality packages

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue generated from festival entry tickets, with advance pricing offering 15% savings versus on-the-day ticket prices.
2. Hospitality Packages: Premium hospitality packages offering private tipis, champagne, food vouchers, unlimited drinks, and VIP access for corporate events and private celebrations.
3. Vendor and Restaurant Participation Fees: Restaurants and artisan producers pay to participate in the festival, gaining exposure to 55,000 attendees over five days.
4. Sponsorship Revenue: Sponsorship deals with brands including British Airways Holidays, Uber Eats, Mastercard, Disney+, and beverage partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Taste of London operates an annual five-day food festival at The Regent's Park in London, bringing together 36 restaurants, 50 chefs, and 150 artisan producers across 8 tasting sessions. The festival generates revenue through ticket sales, premium hospitality packages for corporate and private events, restaurant and vendor participation fees, and brand sponsorships. The 2026 edition introduces Taste of the City, a citywide series of one-off dining experiences across London.

Product overview

Taste of London is an annual five-day food festival held at The Regent's Park in London. The core product is the Taste of London Food Festival featuring 36 restaurants, 50 chefs, and 150 artisan producers across 8 tasting sessions. The festival also includes complementary experiences such as the British Airways Holidays Cook School (Caribbean cooking classes), BBQ Cook School, and The Taste Fire Pit (live-fire cooking demonstrations). Additional offerings include the Artisan Producer Markets, VIP Hospitality Packages for corporate events, and an interactive Festival Map. The 2026 festival introduces Taste of the City, a new citywide series of exclusive dining events across London.

Differentiator

Problem solved

Functional benefit

Products and services

• Taste of London Food Festival Annual five-day food festival held at The Regent's Park in London featuring 36 restaurants, 50 chefs, 150 artisan producers, and 8 tasting sessions, attracting 55,000 attendees.
• Taste of the City Brand-new citywide series of one-off dining experiences popping up across London, featuring exclusive menus, chef collaborations, wine-paired dinners, and hands-on masterclasses.
• Summer Party Hospitality Packages Private hospitality packages offering exclusive tipi access, champagne, food vouchers, unlimited drinks, VIP bar access, and fast-track entry for corporate events and private celebrations.
• JOIA Fire Feast One-night-only fire cooking event at JOIA Rooftop, Battersea Power Station, featuring 4 chefs serving signature fire-cooked dishes as part of Taste of the City series.

Quantifiable outcome

• 55,000 hungry Londoners attend annually
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• British Airways HolidaysflagshipGTM or Marketing PartnerTitle sponsor of the Cook School and Caribbean Islands Market. Provides hands-on cooking lessons with celebrity chefs featuring Caribbean island themes.
• Uber EatsflagshipGTM or Marketing PartnerOfficial food delivery partner and sponsor of Best in Taste Awards and Daily Specials.
• MastercardcoreGTM or Marketing PartnerSponsor of the Mastercard Pagoda with exclusive vouchers and F1-themed cocktail demonstrations.
• Disney+coreGTM or Marketing PartnerSponsor with presence at the Ice Cream Booth.
• illycoreGTM or Marketing PartnerCoffee sponsor with Espresso Martini Voucher Collection at the festival.
• FentimanscoreGTM or Marketing PartnerBeverage sponsor providing botanical drinks at the festival.
• St~GermaincoreGTM or Marketing PartnerSponsor of Club Riviera yacht experience and Spritz Voucher Collection.
• El JimadorcoreGTM or Marketing PartnerSponsor of the El Jimador Bar and Lounge.
• Birra MoretticoreGTM or Marketing PartnerItalian beer sponsor hosting Aperitivo Hour with live music.
• Jack Daniel'scoreGTM or Marketing PartnerSponsor of the Tennessee Cocktail Bar & Lounge with karaoke booth.
• Funkin CocktailscoreGTM or Marketing PartnerPro-cocktail brand sponsor hosting cocktail-making demonstrations.
• Prosecco DOCcoreGTM or Marketing PartnerItalian sparkling wine sponsor in partnership with Grana Padano for tastings and masterclasses.
• Grana PadanocoreGTM or Marketing PartnerItalian cheese sponsor in partnership with Prosecco DOC for PDO cheese experiences.
• La Vieille FermecoreGTM or Marketing PartnerSponsor of The Coop experience featuring French farm cuisine.
• MiravalminorGTM or Marketing PartnerSponsor of The Miraval Spirit of the Riviera Yacht experience.
• DysonminorGTM or Marketing PartnerTechnology sponsor with presence at the festival.
• KISScoreGTM or Marketing PartnerRadio partner providing DJ sets for the VIP Lounge.
• SheerLuxecoreGTM or Marketing PartnerFashion and lifestyle media partner providing editorial coverage and restaurant recommendations.
• The Royal ParkscoreStrategic or Co-development PartnerPartnership for Taste Sessions featuring sustainability, wellbeing, diversity and nature-focused talks and demonstrations.
• Taste of Saudi CultureminorGTM or Marketing PartnerCultural sponsor showcasing Saudi Arabian culinary heritage.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Fever: Experiences marketplace that distributes curated events including food and tasting experiences to mass audiences — overlaps as a discovery and ticketing channel for culinary experiences like Taste of London.

Direct peers

• Meatopia: Fire-driven, chef-led food festival with strong culinary curation and live-fire cooking — overlaps with Taste of London's Fire Pit format and chef-centric content.
• Big Feastival: UK weekend music-and-food festival held at Alex James's farm featuring chef demos, restaurant stalls and artisan producers — comparable curated culinary experience combined with live entertainment.
• London Restaurant Festival: London-based culinary festival offering exclusive menus, chef events and restaurant takeovers across the city — closely overlaps with Taste of London's audience and B2B hospitality use cases.
• Foodies Festival: UK's largest food and drink festival tour, running multi-city outdoor events with chef demos, artisan markets and restaurant sampling — the closest direct competitor to Taste of London in format and audience.
• BBC Good Food Show: Long-running UK consumer food exhibition featuring celebrity chefs, producer markets, tasting sessions and cook schools — directly comparable to Taste of London's curated culinary event model but with broader retail/show components.
• MasterChef Live: UK consumer food event built around the MasterChef brand, featuring chef demos, tastings and immersive dining experiences — comparable format and target market.
• Taste of Paris: Sister festival under the same Taste Festivals brand, applying the same restaurant-tasting, chef-masterclass and hospitality format in Paris — highly comparable business model and target demographic.

Broad incumbents

• NYC Wine & Food Festival: Large-scale US food festival combining restaurant tastings, chef demos and sponsorship — same operating model as Taste of London but at materially larger scale in a different geography.
• IMG (Live Events): Global events and experiential marketing operator producing large food, wine and lifestyle festivals — broader incumbent with overlapping capability in producing culinary events and selling sponsorships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@tastevideos
• Facebookfacebook.com/TasteLondon
• Instagraminstagram.com/tasteoflondon
• TikToktiktok.com/@tasteoflondonuk
• Xx.com/tasteoflondon

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 Taste of London