The Fendale Group

What The Fendale Group does

The Fendale Group is a privately held London-based catering and event management collective founded in 1987 and headquartered in Battersea. The group operates three distinct catering sub-brands from a single operating base: Caiger & Co delivers bespoke, sustainability-focused menus; Archies provides bold, authentic British cooking for weddings, launches, and standout events; and Spoilt for Choice offers high-quality, reliable everyday catering. Beyond commercial catering, the group runs community-facing initiatives including Plate for Change (charitable meals delivered with each event) and Pillars (a hospitality industry network), and pursues B Corp certification.

The business model is sales-led and professional services-based, generating revenue through three streams: event catering for private and brand occasions, recurring corporate/workplace dining (including multi-site programs), and catering for large-scale brand events and experiential activations. Pricing is bespoke and quote-based per engagement, reflecting the custom menu design and event planning services the group provides. Go-to-market relies on direct client consultation, three branded websites for discovery, and social media presence across Instagram, Facebook, LinkedIn, and YouTube to showcase work and community credentials.

The group is led by three founding directors (Alix Caiger, Murray Tollemache, William Deal) with combined decades of experience across events, logistics, and food innovation. Operational differentiation is anchored on a curated supplier ecosystem (the SWOP initiative, including The Estate Dairy, St. Ewe Free Range Eggs, ChalkStream Trout, and Liberty Wines), a carbon-measurement partnership with isla, and a stated commitment to seasonal sourcing and waste reduction. The company is privately held with no disclosed external investment, no public financials, and a stated headcount band of 11-50 employees.

Name

The Fendale Group

Legal name

The Fendale Group

Website

https://thefendalegroup.co.uk

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

The Fendale Group is a privately held London-based catering collective operating three brands (Caiger & Co, Archies, Spoilt for Choice) that deliver bespoke event catering, weddings, and corporate/workplace dining across the UK capital.

Ownership category

akta.pro rank

Product category

Event Catering Services

NAICS

Caterers (722320), Caterers (72232)

akta.pro primary industry

Off-Premise / Mobile Event Catering (THAHAKAD)

Keywords

• Event catering services
• Corporate catering
• Wedding catering
• Bespoke menu design
• Sustainable catering

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Catering Services: Revenue generated through bespoke catering for private events including weddings, intimate dinners, launches, and corporate events. The company designs and delivers food experiences tailored to each client's needs.
2. Corporate/Workplace Dining: Ongoing catering services for workplace dining and corporate programs across multiple sites.
3. Brand Events Catering: Catering services for large-scale brand events and experiential activations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Fendale Group is a London-based catering collective that designs and delivers bespoke food and hospitality experiences across intimate dinners, weddings, workplace dining, and large-scale brand events. The group operates three distinct catering brands — Caiger & Co. (bespoke, sustainability-focused menus), Archies (bold British cooking for weddings and events), and Spoilt for Choice (reliable everyday catering) — all powered by one central team and supported by community initiatives including Plate for Change and Pillars hospitality network.

Product overview

The Fendale Group is a catering collective operating as a platform of three distinct catering brands united by a passion for exceptional food and hospitality experiences. The group comprises Caiger & Co. (bespoke, sustainable menus), Archies (authentic British cooking for events), and Spoilt For Choice (reliable everyday catering), collectively delivering exceptional food experiences across intimate dinners, weddings, workplace dining, and large-scale brand events. The group also operates community initiatives including Pillars (hospitality network for industry growth) and Plate for Change (meals for grassroots organisations), reflecting its commitment to sustainability and social impact.

Differentiator

Problem solved

Functional benefit

Brands

• Caiger & Co: Bespoke, purpose-driven menus rooted in sustainability and seasonality.
• Archies
• Spoilt for Choice

Products and services

• Caiger & Co. Bespoke, purpose-driven catering menus rooted in sustainability and seasonality, delivering exceptional food experiences for clients seeking creative, sustainability-focused catering.
• Archies Bold, authentic British cooking for weddings, launches, and standout events, delivering distinctive culinary experiences with a British heritage focus.
• Spoilt for Choice High-quality, reliable catering that meets the pace and needs of everyday life for workplace dining and routine corporate catering requirements.

Quantifiable outcome

• Over 100 hours and resources dedicated annually to cooking and food support for local charities.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and supporting.

• islacoreStrategic or Co-development PartnerPartnership with isla for carbon footprint measurement. The company uses isla's platform to measure their environmental impact and uses that data to drive continuous improvement in sustainability practices.
• The Estate DairysupportingOthersSWOP initiative supplier partner. A supplier relationship supporting responsible sourcing practices.
• St. Ewe Free Range EggssupportingOthersSWOP initiative supplier partner for free-range eggs, supporting regenerative agriculture and local sourcing.
• ChalkStream TroutsupportingOthersSWOP initiative supplier partner for sustainable trout, aligned with the company's seasonal and responsible sourcing philosophy.
• Liberty WinessupportingOthersSWOP initiative wine supplier partner supporting the company's sustainability and quality standards.
• Pillars Hospitality NetworkcoreStrategic or Co-development PartnerInternal initiative focused on investing in people and places that help the hospitality industry grow in a more thoughtful, inclusive way. Part of the company's community and social impact strategy.
• Plate for ChangecoreStrategic or Co-development PartnerCommunity initiative delivering meals to grassroots organisations supporting people in need. For every 10 guests at a seated event, they allocate the equivalent value of one sponsored place. Each quarter they partner with one local Battersea initiative or London-wide charity working on food access, hospitality training, or community support.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Elior UK: UK arm of a global contract catering group serving workplaces, education, and events. Comparable to Fendale's corporate dining stream but at significantly larger institutional scale.
• Benugo: UK hospitality and catering group operating cafés, workplace dining, and events. Comparable on multi-site corporate catering and London event work, with a broader portfolio including owned venues.
• CH&CO Catering: Major UK contract caterer focused on workplaces, events, and hospitality venues. Overlaps with Fendale on corporate dining and event catering but at significantly larger scale and national footprint.
• Sodexo UK: Global contract caterer with significant UK workplace, event, and hospitality presence. Represents the institutional incumbent benchmark against which Fendale's boutique positioning competes.
• Baxter Storey: One of the UK's largest workplace and event caterers, serving corporate clients across multiple sites. Comparable to Fendale's Spoilt for Choice on corporate dining, with broader geographic reach and scale.

Direct peers

• Tonic Events: UK event caterer specialising in weddings, private parties, and brand activations. Comparable to Fendale's Archies brand on event-led bespoke catering in the UK.
• Lexington Catering: London-based corporate and event caterer known for high-end brand activations and corporate hospitality. Closely comparable to Fendale on London-based bespoke corporate and brand event catering.
• Rhubarb Food Design: London-based luxury event and brand experience caterer serving private clients and corporate brand activations. Closely comparable to Fendale's Caiger & Co and Archies brands on premium bespoke menus and experiential event delivery.
• Smart Group: London-focused hospitality and event catering collective running multiple venues and bespoke event brands. Comparable as a multi-brand London catering group with overlapping positioning in weddings and corporate events.
• Searcys: Historic UK premium event and venue caterer operating across London and other major UK cities. Directly comparable to Fendale on bespoke event catering, weddings, and corporate hospitality, with a similarly strong British culinary identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xinstagram.com/wix
• YouTubeyoutube.com/user/Wix
• Facebookfacebook.com/wix
• LinkedInil.linkedin.com/company/wix-com?trk=public_jobs_topcard_logo
• Instagraminstagram.com/wix

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Fendale Group