What Flower Burger does

Flower Burger, operated by the Italian limited liability company Tobeme srl, is a plant-based fast-food chain founded in 2015 and headquartered in Milan. The company designs, produces, and serves a portfolio of colorful, visually distinctive plant-based burgers (signature items include the Flower Burger, Gajardo Burger, Flirty Burger, Cheeze Burger, Cherry Bomb, Spicy Cecio, Avo Cecio, Kebroll, and Margherosa), complemented by bowls and salads (Flower Bowl, Punk Salad, Pop Salad), appetizers, sides, and sweets. In 2025 it launched the Ultra Protein Burger as a special-edition high-protein variant. The company positions itself as the first mover in the Italian plant-based burger segment under the tagline "L'Originale — Plant-based, Gustoso e Colorato" and holds a registered Italian trademark on the Flower Burger brand and logo.

The business operates through a multi-format distribution model combining company-owned and franchised physical restaurants, online ordering, and third-party delivery. As of the input data, the chain runs 17+ locations across more than a dozen Italian cities (with five in Milan and two in Rome, plus Bari, Bergamo, Bologna, Turin, Verona, Palermo, Pescara, Padua, Monza, and the I Gigli center) and a single international location in Madrid. Underlying technology is a conventional stack: a proprietary iOS and Android mobile application, a web ordering portal (flowerburger.ordermenu.net), and an integrated loyalty program (Flower Card / Raccolta punti) that accumulates points and offers birthday burger rewards. The ordering backend appears to be built on the xmenu platform (per the Android app identifier).

Revenue is generated primarily through direct restaurant food sales (one-time menu purchases), transaction-fee-style revenue from delivery and takeaway orders placed via the app and website, and franchise licensing/royalty income from partners operating under the brand. Pricing is not publicly disclosed at the SKU level and varies by location. The company targets individual urban consumers — health- and sustainability-conscious diners seeking plant-based alternatives to traditional meat burgers — and pursues a horizontal segmentation approach. Marketing is digital-first, centered on Instagram (@flower_burger) and Facebook brand pages, an email newsletter, and in-app promotions. No external investors, venture capital backers, or private equity ownership were identified in the input data; the company appears to be independently operated by Tobeme srl.

Name

Flower Burger

Legal name

Tobeme srl

Website

https://flowerburger.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Flower Burger, operated by Italy's Tobeme srl, is a Milan-headquartered plant-based fast-food chain founded in 2015 that serves colorful vegan burgers, bowls, and salads across 17+ owned and franchised locations in Italy plus Madrid, using a mobile app and online ordering platform.

Ownership category

akta.pro rank

Product category

Plant-based quick-service restaurant

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

akta.pro secondary industry

Burger Fast Casual (THAFABAA)

Keywords

• Plant-based burgers
• Vegan fast food
• Restaurant chain
• Mobile ordering app
• Loyalty program

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Food Sales: Direct sales of plant-based burgers, appetizers, sides, and desserts through owned and franchised restaurant locations
2. Delivery and Takeaway: Revenue from delivery orders and takeaway services placed through the app and website
3. Franchising: Revenue from franchise partners who operate Flower Burger locations under the brand license

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Flower Burger operates a plant-based fast-food restaurant chain selling colorful vegan burgers, salads, bowls, appetizers, sides, and desserts through owned and franchised dine-in locations, plus takeaway and delivery via its website and iOS/Android apps. It also licenses its brand to franchise partners and runs a digital loyalty program that rewards repeat customers.

Product overview

Flower Burger is a plant-based burger restaurant chain offering a diverse portfolio of colored, plant-based burger products. The core product line includes signature burgers (Flower Burger, Gajardo Burger, Ultra Protein Burger), specialty burgers (Cherry Bomb, Flirty Burger, Cheeze Burger), legume-based options (Spicy Cecio, Avo Cecio, Kebroll), and bowl/salad offerings (Flower Bowl, Margherosa, Punk Salad, Pop Salad). The company operates across multiple sales channels: dine-in at restaurant locations, online ordering for takeaway and delivery through its digital platform (flowerburger.ordermenu.net), and mobile applications for iOS and Android. Additional services include a loyalty program (Raccolta punti/Flower Card) for points accumulation and rewards. The menu also includes appetizers and sweets categories. The company offers franchising opportunities and operates locations across Italian cities including Milan, Rome, Turin, Bologna, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Flower Burger
• Gajardo Burger
• Ultra Protein Burger
• Flirty Burger
• Cheeze Burger
• Cherry Bomb
• Spicy Cecio
• Avo Cecio
• Kebroll
• Margherosa
• Flower Bowl
• Punk Salad
• Pop Salad
• Flower Burger Franchising Program

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Loving Hut: Loving Hut is an international vegan restaurant chain with locations across Europe, Asia, and the Americas offering burgers, bowls, and Asian-inspired vegan dishes. It is a direct peer to Flower Burger as a globally distributed, fully plant-based fast-casual brand.
• by CHLOE: by CHLOE is a US plant-based fast-casual brand known for plant-based burgers, salads, and bowls in urban locations. It is comparable to Flower Burger as a brand-led, plant-based QSR targeting urban millennial and Gen Z consumers.
• Neat Burger: Neat Burger is a plant-based fast-food burger chain with locations in London and select European cities. It is the closest direct comparable to Flower Burger in terms of concept (dedicated plant-based QSR), target customer (urban flexitarian/vegan), and channel mix (dine-in, takeaway, delivery with digital ordering).
• Plant Power Fast Food: Plant Power Fast Food is a Southern California vegan burger chain offering burgers, fries, and shakes. It is a direct peer to Flower Burger as a dedicated plant-based QSR with a colorful, youth-oriented brand identity and dine-in plus delivery model.
• Veggie Grill: Veggie Grill is a US plant-based fast-casual chain offering burgers, sandwiches, bowls, and salads. It shares Flower Burger's plant-only menu positioning, urban trade-area real-estate strategy, and reliance on brand identity to differentiate from meat-forward QSRs.
• Mr. Charlie's Not Your Average Joe's: Mr. Charlie's is a US-based vegan fast-food chain selling plant-based burgers and sides under a 'Vagina'-themed identity. It is directly comparable to Flower Burger as a fully plant-based QSR competing against mainstream burger chains through brand-driven differentiation.

Emerging players

• Honest Burgers: Honest Burgers is a UK-based independent burger chain with a growing plant-based range alongside its core beef menu. It overlaps with Flower Burger on the burger QSR format and UK/European urban consumer base but is not plant-only.

Broad incumbents

• Burger King (Restaurant Brands International): Burger King, owned by Restaurant Brands International, is a global burger QSR with a long-standing plant-based Whopper line in Europe. It is comparable to Flower Burger on burger QSR category and is a key competitor for plant-based burger occasions in Italy and Spain.
• McDonald's Corporation: McDonald's is the global burger QSR incumbent with the McPlant plant-based SKU across European markets including Italy and Spain. It is a comparable on the burger-category axis and represents the dominant competitor Flower Burger faces on price, convenience, and marketing scale.

Others

• Beyond Meat: Beyond Meat is a plant-based protein manufacturer supplying burger patties to foodservice operators including QSR chains. It is adjacent to Flower Burger as an enabler/partner that supplies plant-based patty inputs used in plant-only QSR menus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/flowerburger.it
• Instagraminstagram.com/flower_burger

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 Flower Burger