Maxwell’s Bar & Grill
Maxwell's Bar & Grill is a single-location American-style casual dining restaurant and cocktail bar at 34 King Street, Covent Garden, London, founded in 1972, serving theatre-goers, tourists, families, and private event groups with burgers, fajitas, steaks, Freakshakes, and a dedicated private events space.
- Company typePrivate
- Founded1972
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Maxwell’s Bar & Grill does
Maxwell's Bar & Grill is a single-location casual dining restaurant and cocktail bar operated by London Brasseries Limited at 34 King Street, Covent Garden, London. Founded in 1972 by Brian Stein in Hampstead, the venue relocated to Covent Garden and moved to its current King Street site in 2018, celebrating its 50th anniversary in 2022. The restaurant serves American-style comfort food — burgers, fajitas, steaks, ribs, nachos, salads, sandwiches — alongside a dedicated cocktail, beer, wine, and shakes programme, with sub-offerings including the Taco Social Club (bottomless margaritas and tacos), Freakshakes signature desserts, dedicated kids and gluten-free menus, a seasonal Christmas set menu, and The Studio, a private basement events space for up to 50 guests featuring karaoke, darts, and tiered party packages.
The business operates on a purely transactional revenue model with no proprietary technology platform, no app, and no in-house API. Bookings are routed through a third-party partner (Design My Night) and gift cards through Toggle; the venue itself runs on a Squarespace content site with email newsletter, organic social, SEO, and event-driven promotional marketing. There is no delivery or online ordering capability, and the venue is not wheelchair accessible. Opening hours are Sunday–Thursday 12pm–11pm and Friday–Saturday 12pm–12am.
Customer segments are intentionally horizontal: primary segments are West End theatre-goers and tourists drawn by the Covent Garden location, families with children, and casual diners, supplemented by group celebrations and private event bookers using The Studio. Pricing spans £7.50 happy-hour cocktails, £9.95 kids meals, £15 weekday steak deals, £30 bottomless brunches, and £30–£55.95 per-person event packages, with a separate seasonal Christmas three-course set menu at £29.95–£39.95. Headcount of 501–1,000 for a single venue reflects the combined restaurant, bar, and private events operation, and the legal entity behind the trade name is London Brasseries Limited.
Maxwell’s Bar & Grill firmographics
Firmographics- Name
- Maxwell’s Bar & Grill
- Legal name
- London Brasseries Limited
- Website
- https://maxwells.co.uk
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Maxwell's Bar & Grill is a single-location American-style casual dining restaurant and cocktail bar at 34 King Street, Covent Garden, London, founded in 1972, serving theatre-goers, tourists, families, and private event groups with burgers, fajitas, steaks, Freakshakes, and a dedicated private events space.
- Ownership category
- akta.pro rank
Maxwell’s Bar & Grill industry classification
Industry- Product category
- Casual Dining Restaurant
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Neighborhood & Sports Bars (THAFAEAA)
- akta.pro secondary industries
- Cocktail Bars & Lounges (CRANACAD), Sports Bars (CRANACAC)
Keywords
Where Maxwell’s Bar & Grill is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Maxwell’s Bar & Grill business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Food and Beverage Sales: Core revenue from selling American-style food (burgers, fajitas, steaks, ribs, tacos) and drinks (cocktails, beers, shakes) directly to dine-in customers.
- Private Event Hire and Packages: Revenue from private dining bookings, party packages (birthday, stag, hen, office parties), and venue hire for events including karaoke and darts.
- Special Events and Seasonal Promotions: Revenue from special events including Taco Social Club, World Cup screenings, Christmas parties, and holiday promotions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Happy Hour Cocktails - £7.50 per cocktail |
| Transaction based/ take rate | Pay-as-you-go | Taco Social Club - £30 per person bottomless |
| Transaction based/ take rate | Pay-as-you-go | Sirloin Steak Deal - £15 |
| Transaction based/ take rate | Pay-as-you-go | Kids Meal - £9.95 |
| Transaction based/ take rate | Pay-as-you-go | Feed the Family - £80 |
| Transaction based/ take rate | Multi-year contract | Birthday Package - £30 per person |
| Transaction based/ take rate | Multi-year contract | Stag Party Package - £55.95 per person |
| Transaction based/ take rate | Multi-year contract | Group Dinner Package - £34.95 per person |
| Transaction based/ take rate | Multi-year contract | Office Party Package - £49.95 per person |
| Transaction based/ take rate | Pay-as-you-go | Christmas Set Menu |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Maxwell’s Bar & Grill product offering
Product offeringCore offering
Maxwell's Bar & Grill is a single-location casual dining restaurant and cocktail bar in Covent Garden, London, serving an all-day American-style comfort food menu (burgers, fajitas, steaks, ribs, wings, nachos, salads, sandwiches) alongside cocktails, beers, and signature Freakshakes. The venue also operates The Studio, a private basement events space with karaoke and darts, and the Taco Social Club sub-brand for bottomless margaritas and tacos.
Product overview
Maxwell's Bar & Grill is a single-location casual dining restaurant and cocktail bar in Covent Garden, London, founded in 1972. Its product portfolio centres on an all-day American-style dining menu (burgers, fajitas, steaks, ribs, nachos, salads, sandwiches) complemented by several distinct sub-offerings: the Taco Social Club (bottomless margaritas and tacos), Freakshakes (towering dessert milkshakes), dedicated Kids and Gluten Free menus, a Happy Hour bar promotion (cocktails £7.50, Sun–Fri 12–5pm), a seasonal Christmas Menu (three-course set, Nov–Dec), and The Studio — a private basement events space for up to 50 guests with karaoke, darts, and bespoke party packages. The restaurant has no online ordering platform, reservation system as a product, or delivery service — bookings are handled via a third-party partner (DesignMynight). No AI or API capabilities are offered.
Differentiator
Problem solved
Functional benefit
Brands
- Taco Social Club: A bottomless margaritas and taco concept offered from 7pm daily and all day Sundays at Maxwell's Covent Garden.
Products and services
- All Day Dining Menu The core all-day dining offering at Maxwell's, featuring American-style comfort food including juicy burgers, sizzling fajitas, succulent steaks, fresh salads, classic club sandwiches, BBQ ribs, loaded nachos, wings, and more, alongside an extensive cocktail list. Available to walk-in diners and reservation holders throughout opening hours.
- Taco Social Club A dedicated taco and tequila concept at Maxwell's offering bottomless margaritas for £30 per person (90 minutes), mix-and-match tacos available all day, and £6.95 individual margaritas. Runs daily from 7pm and all day on Sundays.
- Christmas Set Menu Seasonal festive three-course set menu available from November 24th to December 23rd, priced at £29.95 for lunch and £39.95 for dinner, featuring traditional roast turkey with all trimmings, merlot braised beef, grilled salmon, Christmas burger, and vegan chilli bowl, plus festive cocktails.
- Freakshakes Maxwell's signature Freakshakes are towering milkshake desserts combining velvety malt bases with indulgent toppings such as whipped cream, caramel drizzle, cookies, chocolate bars, and cake slices. Signature varieties include The Cookie Monster, The Pick N' Mix Sugar Fix, and The Chocolatier's Delight.
- The Studio (Private Bar & Events Space) Maxwell's private basement bar and events space called The Studio, with capacity for up to 38 seated or 50 standing guests, featuring private karaoke, darts, a dedicated bartender, and exclusive packages including bottomless prosecco and bottomless beer. Suitable for birthdays, hen dos, stag parties, office parties, and corporate events.
- Gift Cards Maxwell's branded gift cards sold through the Toggle platform, allowing customers to give redeemable credit for use at the Covent Garden restaurant.
Quantifiable outcome
- Over 50 years in business since 1972
- +1 more outcomes
Companies that use Maxwell’s Bar & Grill
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Maxwell’s Bar & Grill technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Maxwell’s Bar & Grill partnerships and signals
Strategic signalScale indicators3 records
Recent moves9 records
Expansion highlights5 records
Maxwell’s Bar & Grill competitors and assessment
Company assessmentDirect peers
- The Ivy: Iconic London full-service restaurant serving a broad all-day menu with prominent bar service. Comparable as a central London destination casual dining venue with a strong brand and theatre district clientele.
- Big Easy: London casual dining chain specializing in BBQ ribs, lobster, and American comfort food with full bar. Directly comparable menu overlap with Maxwell's ribs/burgers and American grill positioning.
- Dishoom: London casual dining chain with a Covent Garden site serving all-day fare with a strong cocktail/breakfast culture. Comparable as a high-volume West End casual dining concept with similar pre-theatre use case.
- Hawksmoor: London-based premium casual dining group with steak-led menus, cocktail programs, and full-service formats. Comparable on steak/cocktail offerings, dine-in occasions, and Covent-adjacent positioning.
- Dirty Bones: London casual American-style restaurant group with full bars and bottomless brunch programming. Directly comparable on American comfort menu, cocktail focus, and weekend social dining occasions.
- Burger & Lobster: London-born casual dining concept built around an abbreviated premium menu (burgers, lobster) with full bar service. Closely comparable as a London casual American-style concept with similar price points and dine-in occasions.
- Balthazar London: High-volume, full-service brasserie and bar in Covent Garden serving American and European comfort fare with a similar pre-theatre dining use case. Directly comparable on menu style, location, and target audience.
- The Breakfast Club: Multi-site London casual dining chain offering all-day comfort fare with playful branding and signature items. Comparable as a London casual dining group with similar scale and family/young-adult appeal.
Broad incumbents
- D&D London: Large London restaurant group operating multiple premium casual dining venues and event spaces across the city. Comparable as a Covent Garden-adjacent incumbent offering restaurant, bar, and private events under one roof.
Emerging players
- The Cocktail Club: UK bar chain focused on signature cocktails, happy hour promotions, and bottomless/social drinking occasions. Comparable as a happy hour- and bottomless-driven concept targeting young-adult social diners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Maxwell’s Bar & Grill social profiles
Digital presenceMaxwell’s Bar & Grill financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxwell’s Bar & Grill leadership team
Management profileNumber of profiles
Maxwell’s Bar & Grill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxwell’s Bar & Grill 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 Maxwell’s Bar & Grill
What does Maxwell’s Bar & Grill do?
Maxwell's Bar & Grill is a single-location casual dining restaurant and cocktail bar in Covent Garden, London, serving an all-day American-style comfort food menu (burgers, fajitas, steaks, ribs, wings, nachos, salads, sandwiches) alongside cocktails, beers, and signature Freakshakes. The venue also operates The Studio, a private basement events space with karaoke and darts, and the Taco Social Club sub-brand for bottomless margaritas and tacos.
Is Maxwell’s Bar & Grill a public or private company?
Maxwell’s Bar & Grill is a private company. It is classified as unknown and is currently operating.
When was Maxwell’s Bar & Grill founded?
Maxwell’s Bar & Grill was founded in 1972. It employs 501 to 1,000 people.
Where is Maxwell’s Bar & Grill based?
Maxwell’s Bar & Grill is headquartered in London, United Kingdom, in the Europe region.
How does Maxwell’s Bar & Grill make money?
Three revenue lines are on record. Food and Beverage Sales are the primary driver. The others are private Event Hire and Packages and special Events and Seasonal Promotions.
Who are Maxwell’s Bar & Grill's main competitors?
Direct peers on record are The Ivy, Big Easy, Dishoom, Hawksmoor, Dirty Bones, Burger & Lobster, Balthazar London and The Breakfast Club. D&D London is listed as a broad incumbent. The Cocktail Club is listed as an emerging player.
Does Maxwell’s Bar & Grill have an API?
No public API is recorded for Maxwell’s Bar & Grill.
What industry is Maxwell’s Bar & Grill in?
Maxwell’s Bar & Grill's product category is Casual Dining Restaurant. Its primary akta.pro industry code is THAFAEAA, Neighborhood & Sports Bars, with a secondary code of CRANACAD, Cocktail Bars & Lounges. Its NAICS code is 722511 and its SIC code is 5810.