Diego's
Diego's is a family-run, single-location Portuguese Piri-Piri chicken restaurant in Southampton, UK, founded in 2007 and serving local diners, university students, families, and private event groups through dine-in, takeaway, and multi-platform delivery.
- Company typePrivate
- Founded2007
- HeadquartersSouthampton, England, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Diego's does
Diego's is a family-run, single-location Portuguese Piri-Piri chicken restaurant operating in Southampton, United Kingdom. Founded in August 2007 by Diego on Burgess Road adjacent to Southampton University, the business initially served a student customer base and grew via word-of-mouth to include families and the broader local community. In 2013, the restaurant relocated to a larger venue on Bedford Place, adding sizzling grills downstairs and a rooftop terrace for cocktails, while retaining its core charcoal-grilled chicken preparation method with a 24-hour proprietary marinade.
The core product is the signature Piri-Piri chicken, supported by a broader Portuguese-inspired food menu, a drinks menu (cocktails, beer, wine), lunch deals, and explicit group/event offerings. Revenue is generated across four distribution channels: (1) full-service dine-in across the main floor, rooftop terrace, and Fiesta Private Room (up to 40 guests), (2) in-house pick-up and takeaway, (3) own delivery service, and (4) third-party delivery through Deliveroo, Uber Eats, Just Eat, and Hungry Panda. Promotional pricing — including Bottomless Wings (£22.99, Tue/Wed), Bottomless Ribs (£28.99, Thu), Amigo Hour (2 cocktails for £15), and a free birthday meal — is used to drive midweek and repeat visitation.
The business operates as a privately held, family-run independent with 8 employees, no external funding, no parent company, and no disclosed subsidiaries. Marketing is primarily organic, relying on word-of-mouth and a modest Facebook/Instagram presence. The company is not a technology platform; its differentiation rests on culinary method, brand heritage, and event/venue flexibility rather than proprietary technology or AI capabilities.
Diego's firmographics
Firmographics- Name
- Diego's
- Legal name
- Diego's Take Away
- Website
- https://diegos.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Diego's is a family-run, single-location Portuguese Piri-Piri chicken restaurant in Southampton, UK, founded in 2007 and serving local diners, university students, families, and private event groups through dine-in, takeaway, and multi-platform delivery.
- Ownership category
- akta.pro rank
Diego's industry classification
Industry- Product category
- Casual Dining Restaurant
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- All-Day Dining Restaurants (THAFACAJ)
Keywords
Where Diego's is headquartered
LocationHeadquarters
- HQ city
- Southampton, England
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Diego's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Restaurant Dining: In-restaurant dining with full menu including Piri-Piri chicken, cocktails, and various food offerings. Features multiple dining areas including main restaurant, rooftop terrace, and private Fiesta room for up to 40 guests.
- Takeaway and Pick-up: Customers order food for collection directly from the restaurant. Initial growth was driven significantly by takeaway orders.
- Delivery Services: Home delivery through own delivery service and third-party platforms (Deliveroo, Uber Eats, Just Eat, Hungry Panda). Expanded customer reach beyond dine-in capacity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bottomless Wings - £22.99 per person |
| Unit Pricing | Pay-as-you-go | Bottomless Ribs - £28.99 per person |
| Unit Pricing | Pay-as-you-go | Amigo Hour - 2 cocktails for £15 |
| Unit Pricing | Pay-as-you-go | Birthday Meal - FREE |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels2 records
Diego's product offering
Product offeringCore offering
Diego's is a family-run Portuguese Piri-Piri chicken restaurant operating from a single Southampton location (Bedford Place). It sells charcoal-grilled Piri-Piri chicken and a broader Portuguese-inspired menu through dine-in, takeaway, own delivery, and third-party delivery platforms (Deliveroo, Uber Eats, Just Eat, Hungry Panda). The venue also hosts private events and group bookings in a Fiesta Private Room, rooftop terrace, and drink-party packages.
Product overview
Diego's is a family-run Portuguese Piri-Piri chicken restaurant operating a single-location hospitality business in Southampton, UK. The core product is their signature charcoal-grilled Piri-Piri chicken, supported by a main food menu and drinks menu. Additional revenue streams include event hosting services (party bookings, private dining, rooftop terrace, drink parties, birthday celebrations), daily promotions (Bottomless Wings on Tuesdays/Wednesdays, Bottomless Ribs on Thursdays, Amigo Hour cocktail deals), lunch specials, and delivery/takeaway services via both in-house delivery and third-party platforms (Deliveroo, Uber Eats, Just Eat, Hungry Panda). The business operates as a unified restaurant offering rather than a software platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Piri-Piri Chicken (Signature Dish) Portuguese Piri-Piri chicken marinated for 24 hours in a proprietary secret recipe and charcoal-grilled over an open fire pit; the restaurant's flagship offering since its founding in 2007, served to dine-in, takeaway, and delivery customers.
- Main Menu Primary food menu featuring Portuguese-inspired dishes including the signature Piri-Piri chicken, served to dine-in, takeaway, and delivery customers.
- Drinks Menu Beverage offerings including cocktails, beer, wine, and soft drinks available at the restaurant.
- Lunch Deals Special lunch-time promotions and discounted meal deals offered during daytime hours.
- Bottomless Wings 90 minutes of unlimited chicken wings with a side and drink (beer, wine, or soft) priced at £22.99 per person, available every Tuesday and Wednesday all day.
- Bottomless Ribs 90 minutes of unlimited ribs and wings with a side and drink (beer, wine, or soft) priced at £28.99 per person, available every Thursday.
- Fiesta Private Room Private dining room for groups up to 40 guests seated, offering buffet, set menus, or 3-course options with a personal server and dedicated sound system.
- Rooftop Terrace Outdoor rooftop space for cocktails with city views, weather-dependent seasonal availability.
- Drink Parties Event hosting with cocktails, continuous food service, DJs, live music, and VIP experiences.
- Restaurant Bookings Table reservations for general dining with food, cocktails, and a full restaurant experience.
- Birthday Celebrations Birthday party packages with sparkler service, cocktails, and complimentary birthday meal for the guest of honor.
- Amigo Hour Daily happy hour promotion offering 2 cocktails for £15 until 6:30pm and again later in the evening.
- Delivery Service In-house food delivery service for takeaway and home delivery orders, supplemented by third-party platforms (Deliveroo, Uber Eats, Just Eat, Hungry Panda).
Companies that use Diego's
Customer profileSegments2 records
Ideal customer profiles3 records
Diego's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
Diego's partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- DeliveroominorThird-party food delivery platform partnership enabling delivery of Diego's Piri-Piri chicken to customers through the Deliveroo app.
- Uber EatsminorThird-party food delivery platform partnership enabling delivery of Diego's Piri-Piri chicken to customers through the Uber Eats app.
- Just EatminorThird-party food delivery platform partnership enabling delivery of Diego's Piri-Piri chicken to customers through the Just Eat platform.
- Hungry PandaminorThird-party food delivery platform partnership targeting the Chinese-speaking community in the UK, enabling delivery of Diego's Piri-Piri chicken to Hungry Panda's customer base.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Diego's competitors and assessment
Company assessmentDirect peers
- Nando's: Nando's is the largest UK casual-dining chain specializing in Portuguese-style Piri-Piri chicken. It is the most directly comparable peer given the shared cuisine, preparation style, and target customer, but at vastly greater scale (hundreds of UK locations).
Broad incumbents
- Turtle Bay: UK casual-dining chain serving Caribbean-inspired grilled chicken and cocktails with a strong bottomless-deals, rooftop, and party-event program. Comparable on casual-dining format, cocktail-driven revenue mix, and event-led growth model.
- Las Iguanas: Latin American-inspired casual-dining chain in the UK with cocktail-led bars, bottomless offers, and party/event packages. Comparable on casual full-service format, cocktail mix, and event-hosting revenue streams.
- Pizza Express: Established UK casual-dining chain with dine-in, takeaway, delivery, and event/party programs. Comparable on the multi-channel (dine-in/delivery) UK casual-dining operating model and party venue format.
- Wahaca: UK casual-dining chain focused on Mexican/Latin street food with grilled-meat specials and a strong cocktail program. Comparable on the grilled-protein, casual full-service format with cocktails and event appeal.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Diego's social profiles
Digital presenceDiego's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diego's leadership team
Management profileNumber of profiles
Profiles1 record
Diego's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diego's 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 Diego's
What does Diego's do?
Diego's is a family-run Portuguese Piri-Piri chicken restaurant operating from a single Southampton location (Bedford Place). It sells charcoal-grilled Piri-Piri chicken and a broader Portuguese-inspired menu through dine-in, takeaway, own delivery, and third-party delivery platforms (Deliveroo, Uber Eats, Just Eat, Hungry Panda). The venue also hosts private events and group bookings in a Fiesta Private Room, rooftop terrace, and drink-party packages.
Is Diego's a public or private company?
Diego's is a private company. It is classified as family owned and is currently operating.
When was Diego's founded?
Diego's was founded in 2007. It employs 1 to 10 people.
Where is Diego's based?
Diego's is headquartered in Southampton, England, United Kingdom, in the Europe region.
How does Diego's make money?
Three revenue lines are on record. Restaurant Dining is the primary driver. The others are takeaway and Pick-up and delivery Services.
Who are Diego's's main competitors?
Nando's is listed as a direct peer. Broad incumbents are Turtle Bay, Las Iguanas, Pizza Express and Wahaca.
Does Diego's have an API?
No public API is recorded for Diego's.
What industry is Diego's in?
Diego's's product category is Casual Dining Restaurant. Its primary akta.pro industry code is THAFACAJ, All-Day Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5812.