Sale e Pepe

What Sale e Pepe does

Sale e Pepe is a London-based Italian restaurant group founded in 1974, originally operating a single destination venue in Knightsbridge. Following the 2023 acquisition by Thesleff Group, the business is repositioning from a standalone site into a multi-venue portfolio, with two additional sites — Sale e Pepe Mare at The Langham (February 2026) and Sale e Pepe Terrazza (July 2026) — extending the brand across prime London hospitality real estate. The group serves affluent dine-in guests, luxury retail foot traffic drawn by the Knightsbridge location, private and corporate event clients, and delivery customers via third-party platforms. Revenue is generated across dine-in service, private events and banqueting, delivery orders, and gift card sales, with premium pricing anchored by set menus in the £38 range.

The technology stack is standard hospitality tooling rather than a differentiator. The business uses OpenTable for reservation management, Deliveroo as the delivery channel, Giftpro for gift card commerce, and Squarespace for its web presence. There is no proprietary platform, no custom-built technology layer, and no AI/ML capability referenced across the input. Distribution is concentrated through three owned-and-operated London physical sites, with no franchise or licensing model in evidence. The business is privately held following the Thesleff Group acquisition, with no public revenue or margin disclosure available.

Commercially, the group has moved to expand its addressable market by adding venue formats (seaside-inspired Mare, outdoor Terrazza), activating delivery and gift card channels, and entering co-branded partnerships with Unopiù (outdoor furniture for Terrazza) and St-Germain / London Essence (spritz menu development) — moves that prioritize brand-anchored pricing power and per-cover economics over volume scaling.

Name

Sale e Pepe

Legal name

Sale e Pepe of Knightsbridge Ltd.

Website

https://saleepepe.co.uk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Sale e Pepe is a London-based Italian restaurant group founded in 1974, operating a flagship Knightsbridge venue and expanding to a three-venue portfolio in 2026 under Thesleff Group ownership, serving affluent diners, private event clients, and delivery customers with premium Italian cuisine.

Ownership category

akta.pro rank

Product category

Italian Restaurants

NAICS

Restaurants and Other Eating Places (72251), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Brasseries, Bistros & Trattorias (THAFACAI)

akta.pro secondary industry

Special Occasion & Destination Restaurants (THAFACAK)

Keywords

• Italian fine dining
• Restaurant group
• Private dining events
• Seafood restaurant
• Luxury London restaurants

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Food & Beverage Sales: Primary revenue stream from à la carte dining, set lunch menus, and beverage sales (wines, cocktails) at physical restaurant locations in Knightsbridge and The Langham.
2. Private Events & Group Dining: Revenue from bespoke private dining events, group bookings, birthday celebrations, corporate events, and full venue hire. Events team creates custom menus for occasions.
3. Delivery & Takeaway: Revenue from Deliveroo delivery orders and takeaway service, providing incremental sales outside dine-in capacity.
4. Gift Cards: Sale of monetary gift vouchers through Giftpro platform, driving future revenue and customer acquisition.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Sale e Pepe operates full-service Italian restaurants in London serving classic Italian cuisine with a modern twist, complemented by an Italian Riviera-inspired seafood concept (Mare) and a seasonal outdoor terrace (Terrazza). The group generates revenue from dine-in service, à la carte and prix fixe menus, a wine and cocktail program, private events and group bookings, gift cards, and Deliveroo delivery from the Knightsbridge location.

Product overview

Sale e Pepe is a London-based Italian restaurant group operated by Thesleff Group, comprising the original flagship Sale e Pepe Knightsbridge (established 1974), the newer seafood-focused sub-brand Sale e Pepe Mare at The Langham, London (launched 2026), and a seasonal outdoor terrace concept, Sale e Pepe Terrazza (launching summer 2026). The group operates as a portfolio of restaurant venues offering classic and modern Italian cuisine, with additional services including group bookings and private events, gift cards, and delivery via Deliveroo.

Differentiator

Problem solved

Functional benefit

Products and services

• Sale e Pepe Knightsbridge The original flagship Italian restaurant in Knightsbridge, London, established in 1974, serving classic Italian cuisine with a modern Italian design and hospitality. Located next to Sloane Street, a two-minute walk from Harrods and Harvey Nichols. Targets affluent diners, luxury shoppers, and visitors to Knightsbridge.
• Sale e Pepe Mare A seafood-focused Italian restaurant at The Langham, London (Europe's first grand hotel), inspired by the flavours and elegance of the Italian Riviera. Features fine crudo, pasta, signature Milanese dishes, and Mediterranean dining with a dessert trolley. Targets guests of The Langham and West End diners seeking Italian Riviera-style seafood.
• Sale e Pepe Terrazza A 5,000 sq ft seasonal outdoor terrace dining concept at The Langham, London, inspired by Italian summer gardens and Riviera dining. Features authentic Italian food, a St-Germain bar, pizza, antipasti, and spritzes. Targets summer diners, West End visitors, and private-party clients.
• Private Events & Group Bookings Private dining, bespoke events, and group booking services offered at Sale e Pepe Knightsbridge and Sale e Pepe Mare, including private dinners, birthdays, celebrations, full private hire, and off-site catering. Targets corporate event organisers, private celebration hosts, and group diners.
• Gift Cards Monetary gift cards and vouchers for Sale e Pepe Knightsbridge and Sale e Pepe Mare, sold online via the Giftpro platform. Targets gift purchasers and lapsed/future diners.
• Delivery Service Restaurant food delivery from Sale e Pepe Knightsbridge (and Sale e Pepe Mare) via Deliveroo, allowing home and office delivery of the menu. Targets dine-at-home customers within Deliveroo's London delivery radius.

Quantifiable outcome

• Welcomed generations of guests including British and Hollywood royalty over 50+ years

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• UnopiùcoreStrategic or Co-development PartnerItalian outdoor living brand partnered with Sale e Pepe for Terrazza terrace design. Created the elegant 5,000 sq ft outdoor space at The Langham, London, designed for private parties, summer events, and alfresco dining. Partnership brings authentic Italian outdoor living aesthetic to London's West End.
• St-GermainminorGTM or Marketing PartnerCollaboration for summer spritz menu at Sale e Pepe Knightsbridge terrace. Feature bar at Terrazza serves St-Germain-based spritzes and cocktails, including the L'aperitivo experience. Joint marketing of seasonal terrace menu.
• London EssenceminorGTM or Marketing PartnerCollaboration with St-Germain for summer spritz menu. London Essence provides premium mixers and tonics for cocktails served at Sale e Pepe terrace. Part of the seasonal spritz menu offering.
• OpenTablecoreChannel Partner/ Reseller/ DistributorReservation platform partner for Sale e Pepe Mare at The Langham London. Customers book tables through OpenTable's platform, which handles reservation management and provides restaurant website integration.
• DeliveroocoreChannel Partner/ Reseller/ DistributorDelivery service partner for Knightsbridge location. Provides on-demand food delivery to customers ordering for home or office delivery. Extends Sale e Pepe's reach beyond dine-in capacity.
• GiftprocoreChannel Partner/ Reseller/ DistributorGift card platform partner for both Knightsbridge and Mare locations. Provides e-commerce infrastructure for purchasing monetary gift vouchers online. Links from website reservation and contact pages.
• Thesleff GroupcoreOthersParent hospitality group operating Sale e Pepe and other restaurant brands including Los Mochis, Viajante 87, JUNO Omakase, LUNA Omakase, and MA/NA. Acquired Sale e Pepe in 2023. Registered address: 14 David Mews, London W1U 6EQ.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Cecconi's: Long-established premium Italian restaurant in Mayfair, London, offering à la carte Italian dining at comparable price points with similar affluent clientele. Directly comparable as a heritage Italian fine-dining venue in a luxury London location.
• Il Baretto: Italian fine-dining restaurant in Mayfair offering upscale à la carte Italian cuisine to a similar HNW/corporate clientele. Closely aligned on price point, cuisine type, and London luxury positioning.
• Harry's Bar (London): Italian-inspired bar and restaurant in Mayfair operating under a heritage name, serving premium Italian fare to an affluent London crowd. Directly comparable concept and customer base.
• The River Café: Iconic premium Italian restaurant in Hammersmith, London, with three decades of heritage and a similar reputation for authentic, ingredient-led Italian cooking. Comparable as a long-established, destination Italian restaurant.
• Locanda Locatelli: Celebrity-chef-run premium Italian restaurant in Marylebone, London, recognized for elevated Italian cuisine and Michelin-tier credentials. Closely comparable in concept, price point, and target clientele.
• Bocconcino: Premium Italian restaurant in Mayfair serving upscale pizza, pasta, and seafood at luxury price points. Comparable Italian fine-dining concept in the same central London luxury catchment.
• Los Mochis: Sister restaurant under the Thesleff Group portfolio, offering premium Mexican-Japanese cuisine in Notting Hill. Directly comparable as a Thesleff-operated premium London venue with shared back-office and marketing infrastructure.

Broad incumbents

• San Carlo: Established Italian restaurant group with multiple London locations offering premium Italian dining. Comparable as a multi-site Italian operator in London's luxury dining market, though broader and more chain-like than Sale e Pepe.
• Scott's: Iconic Mayfair restaurant (part of the Caprice Holdings group) serving seafood and Italian-influenced dishes to a similar affluent, celebrity-heavy clientele. Comparable as a luxury London institution with broad menu heritage.
• The Wolseley: Grand European café-restaurant on Piccadilly operated by Corbin & King, drawing on heritage European hospitality (with Italian elements) for an upscale all-day dining audience. Comparable as a high-traffic London heritage dining institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/saleepepelondon
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/sale-e-pepe

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Sale e Pepe