Slug & Lettuce Group

What Slug & Lettuce Group does

Slug & Lettuce is a UK-wide chain of cocktail bars and bottomless brunch venues founded in 1985 and operated as a brand under Stonegate Pub Company Limited, the hospitality arm of Stonegate Group headquartered at 3 Monkspath Hall Road, Solihull, West Midlands. The estate comprises more than 70 owned physical venues across England, Scotland, and Wales, with multi-site clusters in Manchester, London, Edinburgh, Leeds, Birmingham, Newcastle, Bristol, Cardiff, York, and Glasgow. Core offerings include cocktail service with 2-for-1 deals, two-hour bottomless brunch packages with brunch dishes, private venue hire for corporate and social events, themed experiential programming (cocktail-making classes, karaoke, afternoon tea, Pride, and sports screenings), and gift cards.

The central digital product is the proprietary MiXR mobile rewards app, available on iOS and Android, which handles loyalty points (50 points per £1 spent), reward redemption, table reservations, exclusive student and seasonal offers, and integration with order-at-table functionality, Apple Pay, Google Pay, and PayPal. The technology stack is augmented by third-party integrations including Design My Night for venue discovery and ticketing, Bink for card-linked loyalty via open banking, and Purple WiFi for guest connectivity. There is no disclosed AI/ML, API, or SDK offering.

The business model is transaction-based direct-to-consumer hospitality revenue from food and beverage sales, private hire packages, and gift cards, layered with promotional pricing tiers (student offers, 2-for-1 cocktails, festive bottomless brunch). Target segments are social groups and celebrations, corporate events, students, and special-occasion planners. The company does not publicly disclose brand-level revenue, and growth signals are primarily promotional and seasonal rather than network-expansion-driven.

Name

Slug & Lettuce Group

Legal name

Stonegate Pub Company Limited

Website

https://slugandlettuce.co.uk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Slug & Lettuce is a UK chain of 70+ cocktail bars and bottomless brunch venues operated under Stonegate Group, serving social groups, corporate clients, and students with drinks, brunch, private hire, and a proprietary MiXR loyalty app.

Ownership category

akta.pro rank

Product category

Cocktail Bar and Casual Dining Hospitality

NAICS

Drinking Places (Alcoholic Beverages) (7224), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Beverage Services (Bar Catering, Mixology, Beverage Programs) (THAHAKAJ)

akta.pro secondary industries

Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Cocktail bar chain
• Bottomless brunch venue
• Private event hire
• Uk hospitality venues
• Cocktail experiences

Headquarters

HQ city

Luton

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Food and Beverage Sales: Primary revenue from sale of cocktails, food, and beverages across all physical venue locations. Includes bottomless brunch packages, a la carte dining, and drinks service.
2. Private Hire and Event Bookings: Revenue from booking private areas, function rooms, and full venue takeovers for corporate events, Christmas parties, birthdays, hen parties, and other occasions. Includes food and drink package bookings.
3. Gift Cards: Sale of gift cards valid at any Slug & Lettuce venue, valid for 12 months from purchase, maximum value £500.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Slug & Lettuce operates a UK-wide chain of 70+ cocktail bars offering bottomless brunch packages, cocktails and food, private venue hire for events, and themed experiences including cocktail-making classes, karaoke, and afternoon tea. The MiXR Rewards App underpins the experience with loyalty points, table reservations, mobile ordering, and exclusive offers accessible across all participating venues. Revenue is driven primarily through in-venue food and beverage sales, private event and group bookings, and gift card sales.

Product overview

Slug & Lettuce is a UK-wide chain of cocktail bars and brunch venues operated by Stonegate Group. The offering is a unified venue network (68+ locations) rather than a software platform. Core services include cocktail bars with 2-for-1 deals, bottomless brunch packages (2 hours of unlimited drinks paired with brunch dishes), private venue hire for events, and food service. The MiXR Rewards App serves as the central customer-facing digital product, enabling loyalty points earning, reward redemption, table booking, and mobile ordering/payment. Additional experiences include cocktail-making classes, karaoke, afternoon tea, and seasonal events (Christmas parties, New Year's Eve). The business operates on a multi-venue hospitality model with consistent offerings across locations, supported by the MiXR app for customer engagement and the Design My Night platform for reservations.

Differentiator

Problem solved

Functional benefit

Brands

• MiXR Rewards App: Loyalty and rewards mobile application for Slug & Lettuce customers, offering points, exclusive offers, and table booking functionality.

Products and services

• Bottomless Brunch Two-hour unlimited drinks package paired with brunch dishes featuring prosecco, cocktails, beer, and non-alcoholic options, available to consumers booking group tables across the UK venue network.
• Christmas Bottomless Brunch Seasonal festive bottomless brunch experience with Christmas-themed drinks, seasonal brunch plates, and two hours of unlimited fizz plus optional premium cocktail upgrade (£5 per person).
• Private Venue Hire Private room and function room hire service for birthdays, hen parties, baby showers, engagement parties, corporate events, Christmas parties, and full venue takeovers with bespoke food and drink packages.
• Cocktail Bar Service Cocktail-focused bar service featuring spritz cocktails, classic cocktails, and seasonal drink offerings with 2-for-1 deals available all week across all UK Slug & Lettuce venues.
• Cocktail Making Class Interactive cocktail-making experience where guests learn to create cocktails under the guidance of Slug & Lettuce venue staff.
• Afternoon Tea Afternoon tea service featuring sweet and savoury selections paired with tea and other beverages at select Slug & Lettuce venues.
• Karaoke Karaoke entertainment experience available at select Slug & Lettuce venues with private karaoke rooms and ongoing scheduled events.
• MiXR Rewards App Proprietary iOS and Android loyalty application enabling users to earn points on purchases (50 points per £1 spent), redeem vouchers, make table reservations, access exclusive offers, and receive a free drink on first download.
• Gift Cards Digital and physical gift cards redeemable at any Slug & Lettuce venue across the UK, valid for 12 months from purchase with a maximum value of £500.

Quantifiable outcome

• 2 hours of unlimited drinks with bottomless brunch packages
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Design My NightcoreChannel Partner/ Reseller/ DistributorDesign My Night is integrated into the Slug & Lettuce booking system, providing an additional channel for customers to discover venues, make reservations, and purchase event tickets. This partnership expands distribution reach and provides booking infrastructure.
• Design My NightcoreTechnology or IntegrationWidget and reservation service integration on the Slug & Lettuce website. Cookies used for caching purposes: dmn_bw_venues_last_cached_at and current_region.
• Purple WiFiminorOthersThird-party WiFi service provider for guest WiFi in venues. Purple WiFi operates as a separate data controller for personal information collected during WiFi service provision.
• TikTokminorGTM or Marketing PartnerSocial media platform used for targeted advertising, tracking through embedded services via TikTok pixels and app tracking. Cookies used: _tt_enable_cookie, tt_appInfo, tt_pixel_session_index, tt_sessionId.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerSocial media platforms for marketing, advertising, and Page Insights analytics. Uses Facebook Login single sign-on and Website Custom Audiences for targeted advertising. Joint controllers with Slug & Lettuce for certain data processing.
• Microsoft/BingminorGTM or Marketing PartnerUsed for targeted advertising through Bing and Microsoft properties. Cookies used for tracking: _uetsid, _uetvid, MR, MUID, SRM_B. Cross-website visitor tracking for relevant ad delivery.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• Stonegate Group: Parent company of Slug & Lettuce and one of the UK's largest pub operators with brands including Be At One, Yates's, Walkabout, and others. Relevant as parent/sister-brand ecosystem context, not a direct competitor but shapes Slug & Lettuce's positioning within the broader UK pub market.

Direct peers

• Turtle Bay: Caribbean-themed UK restaurant and cocktail bar chain operating 40+ venues with bottomless brunch offerings and cocktail-led menus. Direct peer given comparable UK casual dining/bar format with bottomless brunch as a signature product.
• The Alchemist: UK cocktail bar chain with multiple locations offering theatrical cocktails, food, and experiential drinks. Closest direct competitor to Slug & Lettuce given comparable cocktail-focused proposition, multi-site UK footprint, and similar social-occasion targeting.
• Be At One: Cocktail bar chain operating across UK cities with extensive cocktail menus and group-focused offerings. Direct peer given similar format, scale, and customer overlap with Slug & Lettuce; notably also owned by Stonegate Group (sister brand).
• Revolution Bars Group: UK cocktail bar and late-night venue chain with similar group-occasion, cocktail-led proposition. Direct peer given comparable cocktail bar format, multi-city UK footprint, and overlapping social/corporate customer base.
• All Bar One: Stylish cocktail bar and restaurant chain by Mitchells & Butlers with similar city-center locations, cocktail and food offering, and occasion-based marketing. Direct peer given shared UK cocktail bar category positioning.

Emerging players

• Tonight Josephine: Trendy, design-led cocktail bar concept with multiple UK locations targeting social groups, hen parties, and Instagram-driven occasions. Emerging peer with significant overlap on experience-led cocktail proposition, though smaller scale than Slug & Lettuce.
• The Cocktail Club: Multi-site UK cocktail bar brand focused on experiential cocktails and group occasions. Emerging peer given shared cocktail bar category, although typically operates in fewer cities and with smaller venue footprint than Slug & Lettuce.
• Dirty Martini: Premium UK cocktail bar chain with locations in major cities including London, Manchester, and Birmingham. Emerging peer given overlapping cocktail-led, social-occasion targeting in the same UK metros as Slug & Lettuce.

Broad incumbents

• Mitchells & Butlers: Major UK pub and restaurant operator (parent of All Bar One, Harvester, Toby Carvery, etc.) with broad hospitality portfolio. Broad incumbent given overlapping UK casual dining/bar space and ownership of All Bar One as a direct competitor to Slug & Lettuce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/sluglettuce
• LinkedInlinkedin.com/company/the-slug-and-lettuce

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 Slug & Lettuce Group