The Genuine Dining Co
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
The Genuine Dining Co firmographics
Firmographics- Name
- The Genuine Dining Co
- Legal name
- The Genuine Dining Co
- Website
- https://genuinedining.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
The Genuine Dining Co industry classification
Industry- Product category
- Contract Catering
- NAICS
- Food Service Contractors (72231), Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- All-Day Dining Restaurants (THAFACAJ)
- akta.pro secondary industries
- Casual Dining Restaurants (THAFACAB), Fine Dining Restaurants (THAFACAA), Private Culinary Experiences (Chef’s Table, Home Dining, Market-to-Meal) (THAJALAH), Exclusive Dining Access & Chef’s Table Reservations (HSACAMAJ)
Keywords
Where The Genuine Dining Co is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
The Genuine Dining Co business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Corporate Catering Services: Contract-based catering and foodservice arrangements with corporate clients, providing staff dining, coffee services, fine dining, hospitality, and events management for workplace environments.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
The Genuine Dining Co product offering
Product offeringCore offering
The Genuine Dining Co is an independent contract caterer that delivers bespoke workplace foodservice to corporate clients in London and across the UK. The company provides staff dining, corporate coffee services, fine dining, hospitality, and event management, complemented by own-brand offerings such as JAAQ Coffee and Gen-X experiential food services. Services are tailored to each client's space, demographic, and culture, with a strong emphasis on social impact, sustainability, and employee experience.
Product overview
The Genuine Dining Co operates as a workplace foodservice provider offering a unified catering service centred on corporate catering for London-based workplaces. Their portfolio includes their core Corporate Catering service as the primary offering, supplemented by own-brand products like JAAQ Coffee (ethical coffee brand) and Gen-X (experiential food experiences). They also partner with Amplify (guest services) and The Admirable Crichton (luxury party planners) to deliver comprehensive workplace food and hospitality solutions. The company has been operating since 2011.
Differentiator
Problem solved
Functional benefit
Brands
- JAAQ Coffee: Ethical coffee brand offering hot drinks sourced from Old Spike social enterprise, with mental health first aid trained staff providing a safe space for customers
- Gen-X
- The Bridge
- Amplify
- The Admirable Crichton
Products and services
- Corporate Catering End-to-end bespoke workplace foodservice offering for corporate clients, covering staff dining, coffee services, fine dining, hospitality, and event management. Menus are tailored to each client's space, demographic, and culture to support employee experience and workplace culture.
- JAAQ Coffee In-house ethical coffee brand offering hot drinks sourced from Old Spike social enterprise roaster. Features mental health first aid trained staff providing a safe space and an integrated mental health focus, deployed in client workplaces.
- Gen-X / Gen Fest
Companies that use The Genuine Dining Co
Customer profileSegments1 record
Ideal customer profiles1 record
The Genuine Dining Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Genuine Dining Co partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, secondary and minor.
- Cook for GoodcoreA social enterprise that tackles food poverty and social isolation, with a community kitchen located on an estate near Kings Cross.
- The Felix ProjectcoreCharity believing in a vision of London where no-one goes hungry and good food is never wasted. Partnership to fight against food waste and hunger in London.
- Old Spike RoasterycoreThe first social enterprise, specialty coffee roaster in the UK whose primary mission is to help reduce homelessness in the UK through training and development. Coffee supplier for JaaQ brand.
- JaaQcoreA mental health coffee shop in London delivering great coffee and a safe space. Co-developed coffee brand with mental health first aid trained staff.
- The BridgecoreEmployment programme designed to create meaningful opportunities for people with learning and developmental disabilities, providing paid employment, mentoring, training, and skills development.
- Simply SustainablecoreSustainability partnership focused on carbon management and reducing emissions across all aspects of business. Their expertise helps implement effective strategies to optimise energy use, reduce waste, and promote sustainable practices.
- Living Wage FoundationcoreGenuine Dining pays each of their Foodies the Living Wage and maintains this standard across all areas of the business.
- Mental Health First Aid England (MHFA)secondaryPartnership to train staff as Mental Health First Aiders. 8 Genuine Dining Foodies are Mental Health First Aiders with commitment to doubling that figure.
- Spirit of HospitalityminorChris & Robbie rowed the Atlantic for Hospitality Action. They are Honorary Trustees of Hospitality Action for monies and exposure raised for the charity.
- Chessington & Hook United FCminorSponsorship of local football team to promote grassroots football in the community.
- AmplifysecondaryExpert providers of guest services and front of house operations, integrated into Genuine Dining's workplace service offerings.
- The Admirable CrichtonsecondaryLondon's finest luxury party planners, partnered to deliver high-end event and hospitality experiences.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
The Genuine Dining Co competitors and assessment
Company assessmentBroad incumbents
- Sodexo UK: Global contract foodservice and facilities management major with substantial UK workplace catering operations. Provides scaled alternative to Genuine Dining for large corporate RFPs.
- Restaurant Associates: Premium contract caterer (part of Compass Group) focused on workplace dining, hospitality, and fine dining for corporate clients. Competitor in the higher-end of workplace catering that Genuine Dining targets.
- Elior UK: Major UK contract catering operator (subsidiary of Elior Group) serving workplaces, education, and healthcare. Competes with Genuine Dining for the same corporate catering contracts but at much larger scale and with standardized offerings.
- Compass Group UK (14Forty): Workplace catering and hospitality brand of Compass Group, the world's largest contract caterer. Direct competitor in corporate workplace catering with significant procurement and operational scale advantages.
Direct peers
- CH&CO: Independent UK contract caterer serving corporate workplaces, hospitality, and events. Overlaps with Genuine Dining on bespoke corporate catering, social value positioning, and London-centric presence. Acquired by CH&CO from Elior in 2022, making it a recent comparator for M&A and valuation.
- Baxter Storey: UK independent contract caterer focused on workplace foodservice for corporate clients; very similar business model, customer base, and bespoke positioning. Most directly comparable peer for Genuine Dining given size, focus, and independent ownership structure.
- Vacherin: London-based independent contract caterer serving corporate workplace dining, events, and hospitality. Direct competitor for the same London corporate customer base with similar bespoke service model.
- Lexington Catering: Independent London workplace caterer serving corporate clients in the capital. Similar size and positioning to Genuine Dining, focused on bespoke office dining experiences.
- Blue Apple Catering: UK independent contract caterer providing workplace and event catering to corporate clients. Comparable size and bespoke positioning with established UK footprint.
Emerging players
- Fooditude: London-based workplace catering company focused on corporate office food. Comparable customer base and operational model, with a more contemporary marketing positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
The Genuine Dining Co social profiles
Digital presenceThe Genuine Dining Co compliance and trust
Trust signalCompliance1 record
The Genuine Dining Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Genuine Dining Co leadership team
Management profileNumber of profiles
Profiles17 records
The Genuine Dining Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Genuine Dining Co M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Genuine Dining Co
What does The Genuine Dining Co do?
The Genuine Dining Co is an independent contract caterer that delivers bespoke workplace foodservice to corporate clients in London and across the UK. The company provides staff dining, corporate coffee services, fine dining, hospitality, and event management, complemented by own-brand offerings such as JAAQ Coffee and Gen-X experiential food services. Services are tailored to each client's space, demographic, and culture, with a strong emphasis on social impact, sustainability, and employee experience.
Is The Genuine Dining Co a public or private company?
The Genuine Dining Co is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Genuine Dining Co founded?
The Genuine Dining Co was founded in 2011. It employs 501 to 1,000 people.
Where is The Genuine Dining Co based?
The Genuine Dining Co is headquartered in London, United Kingdom, in the Europe region.
How does The Genuine Dining Co make money?
One revenue line is on record: corporate Catering Services.
Who are The Genuine Dining Co's main competitors?
Broad incumbents on record are Sodexo UK, Restaurant Associates, Elior UK and Compass Group UK (14Forty). Direct peers are CH&CO, Baxter Storey, Vacherin, Lexington Catering and Blue Apple Catering. Fooditude is listed as an emerging player.
Does The Genuine Dining Co have an API?
No public API is recorded for The Genuine Dining Co.
What industry is The Genuine Dining Co in?
The Genuine Dining Co's product category is Contract Catering. Its primary akta.pro industry code is THAFACAJ, All-Day Dining Restaurants, with a secondary code of THAFACAB, Casual Dining Restaurants. Its NAICS code is 72231 and its SIC code is 5810.