Happy

Name

Happy

Legal name

Happy EAD

Website

https://happyrestaurants.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Happy is a family-run casual dining restaurant group operating 35+ locations across Bulgaria, Barcelona, and a flagship in London's Piccadilly Circus, serving families, groups, and theatre-goers with internationally-inspired menus under the Happy Bar & Grill brand.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Casual Dining Restaurants (THAFACAB)

Keywords

• Casual dining restaurants
• Family-friendly restaurants
• Restaurant franchise program
• Food delivery service
• International cuisine dining

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining: Full-service casual dining with table service. Menu includes international cuisine: sushi, burgers, pasta, sharing plates, steaks, cocktails and desserts. Customers pay per visit for food and beverages consumed.
2. Food Delivery: Delivery service in major Bulgarian cities (Sofia, Varna, Plovdiv, Burgas, Sandanski, Ruse) through dedicated platform dostavka.happy.bg. Customers order for home delivery.
3. Franchise Fees: Franchise model where partners invest over 2m euros to open Happy restaurants in new markets. Company provides training, business model, operational manual, supplier links, marketing strategies and ongoing support.
4. Catering and Events: Restaurant accommodates celebrations, birthdays, and group bookings. May include special event packages and pre-theatre dining options.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Happy is a family-run casual dining restaurant group operating over 40 sites across Europe (Bulgaria, Spain, UK). Its core offering is full-service casual dining with an internationally-inspired menu covering sushi, burgers, pasta, sharing plates, steaks, cocktails and desserts, anchored by the flagship Happy Bar & Grill in Piccadilly Circus, London. The group also runs a food delivery service in major Bulgarian cities and a franchise program for international expansion.

Product overview

Happy is a family-run casual dining restaurant group operating over 40 locations across Europe (Bulgaria, Spain, and UK). The core offering is the Happy Bar & Grill restaurant concept featuring a broad, internationally-inspired menu spanning sushi, burgers, pasta, sharing plates, cocktails, and desserts. The product portfolio includes the main restaurant dining experience, multiple specialized menus (main food menu, cocktails & desserts menu, kids menu, pre/post-theatre menu), and a franchise program. The company has expanded from its Bulgarian origins (first restaurant 1994) to Barcelona (5 locations) and London (Piccadilly Circus flagship opened 2020), positioning itself as an accessible, family-friendly dining destination with over 100 international awards. The group also offers delivery services in Bulgarian cities and franchise opportunities requiring significant investment.

Differentiator

Problem solved

Functional benefit

Products and services

• Happy Bar & Grill Restaurant Family-friendly casual dining restaurant offering internationally-inspired cuisine including sushi, burgers, pasta, sharing plates, and cocktails, located at Piccadilly Circus, London.
• Happy Delivery Food delivery service operating in major Bulgarian cities (Sofia, Varna, Plovdiv, Burgas, Sandanski, Ruse) via the dedicated online platform dostavka.happy.bg, allowing customers to order Happy meals for home delivery.
• Happy Franchise Program Franchise opportunity for experienced restaurant operators to open a Happy restaurant in new international markets, with a minimum 2 million euro investment and an expected 2-3 year payback period. Includes training, business model, operational manual, supplier links, and ongoing marketing support.
• Happy London Menu Main food menu featuring internationally-curated dishes including sushi, burgers, pasta, sharing plates, and main courses, curated by award-winning chefs from across the world.
• Cocktails & Desserts Menu Specialized menu of cocktails prepared by award-winning mixologists and desserts including Nutellasagna and other sweet offerings, served alongside the main dining menu.
• Kids Menu Dedicated children's menu designed to keep younger diners happy while adults enjoy the main menu; positioned as a proper kids menu rather than a simplified add-on.
• Pre and Post-Theatre Set Menu Set menu designed for theatre-goers, featuring two or three-course meals including vegan burger, 'Be Happy' Burger, and Black Angus Sausages, available before and after West End shows between 12pm-6:30pm and 9pm-10:30pm.

Quantifiable outcome

• 11 million customers served per year
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Girls Out LoudminorStrategic or Co-development Partner · 8 March 2022UK-based charity organization supporting young girls aged 13-18. Happy donated £2 from every limited edition Red Cocktail sold on International Women's Day to support women in building confidence and positive self-image.
• OpenTablecoreChannel Partner/ Reseller/ DistributorThird-party restaurant reservation platform integration. Allows customers to book tables at Happy London directly through OpenTable website and app. Links are prominently displayed throughout Happy's website.
• ReZZo.bgminorChannel Partner/ Reseller/ DistributorAlternative online reservation platform for booking tables at Happy restaurants. Bulgarian-based reservation service offering discounted bookings.
• Delivery Couriers (Sofia, Varna, Plovdiv, Burgas, Sandanski, Ruse)coreChannel Partner/ Reseller/ DistributorLocal delivery service providers enabling Happy Delivery in major Bulgarian cities. Part of the broader Happy Delivery ecosystem at dostavka.happy.bg.
• Olmeca TequilaminorOthersPremium tequila brand used for making margaritas at Happy. Supplied by Mexican producer for cocktails.

Scale indicators5 records

Recent moves15 records

Expansion highlights3 records

Broad incumbents

• Nando's: Nando's is a global peri-peri chicken casual dining chain with thousands of locations worldwide. It is comparable to Happy as a similarly positioned family-friendly casual dining brand with international franchise expansion, diverse menu, and high-volume restaurants in central London and across Europe.
• Five Guys: Five Guys is a US-origin burger casual dining chain with significant UK and European presence. While more focused on burgers, it competes with Happy's burger-focused menu items (e.g., Happy Broken Burger) and shares family-friendly positioning and central London locations.
• The Restaurant Group (TRG): The Restaurant Group is a UK-listed operator of multiple casual dining brands (Wagamama, Frankie & Benny's, Brunning & Price). It is comparable to Happy as a multi-brand casual dining operator with central London flagships, family-friendly positioning, and franchise/licensing potential.
• Wagamama: Wagamama is a UK-headquartered pan-Asian casual dining chain with international presence. It is comparable to Happy as a casual dining operator offering diverse internationally-inspired menus, family-friendly positioning, and locations in central London and across Europe.
• PizzaExpress: PizzaExpress is a long-established UK casual dining chain with hundreds of locations. It is comparable to Happy as a family-friendly casual dining brand targeting similar demographics (families, groups, pre-theatre diners) in central London and across the UK with table service and diverse menu.

Direct peers

• Bill's Restaurant: Bill's is a UK casual dining chain known for family-friendly atmosphere and broad menus. It is comparable to Happy in offering all-day casual dining, kids menus, and a mix of international and British dishes targeting families and groups.
• Prezzo: Prezzo is a UK casual dining Italian chain with broad menus and family-friendly positioning. It is comparable to Happy as a comparable mid-market casual dining brand with international menu influence, central London locations, and family/group targeting.
• TGI Fridays: TGI Fridays is a classic American-style casual dining chain with bars and grills. Notably, Happy London's flagship occupies the former TGI Fridays location in Piccadilly Circus, making it a direct positional and conceptual peer in the family-friendly casual dining space with internationally-inspired menus.
• Frankie & Benny's: Frankie & Benny's is a UK casual dining chain with American-Italian cuisine and family-friendly positioning. It is comparable to Happy as a direct competitor in the family-friendly casual dining segment with broad menus, central London locations, and group/family targeting.
• Giraffe Restaurant: Giraffe is a UK casual dining chain featuring globally-inspired menus and family-friendly atmosphere. It is highly comparable to Happy's internationally-curated menu approach (sushi, burgers, pasta, sharing plates) and shared family-friendly positioning in central London.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/happyrestaurantlondon
• Instagraminstagram.com/happybarandgrill/?hl=bg
• Xx.com/happylondon_
• LinkedInlinkedin.com/company/happy-restaurant-london

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Happy