Dirty Bones
Dirty Bones (6 Bones Ltd) is a privately-held UK restaurant chain operating four NYC-inspired American comfort food and cocktail venues in London plus Oxford and BOXPARK Croydon, with delivery via Deliveroo and Uber Eats and a 25% loyalty discount program.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Dirty Bones does
Dirty Bones (legally 6 Bones Ltd) is a privately-held UK restaurant and cocktail bar chain operating an NYC-inspired American comfort food concept. Founded in 2013/2014 by two friends following inspiration from New York, the company opened its first venue in High Street Kensington and has since operated sites in Kensington, Shoreditch (now closed), Carnaby, Soho, Oxford, and BOXPARK Croydon. As of the data window, four venues are live: Soho (Denman Street), Carnaby, Oxford (Westgate Roof Terrace), and BOXPARK Croydon. The group employs 66 people and is headquartered at 46a Carnaby Street, London, with no external institutional funding disclosed.
The product portfolio centers on a single-brand restaurant experience featuring burgers, chicken dishes, and creative cocktails, differentiated by a Brooklyn loft-style atmosphere and an old-school hip-hop, funk, and soul soundtrack. Revenue streams combine dine-in food and beverage (the core), delivery via Deliveroo and Uber Eats, gift vouchers (£10–£100 denominations) sold through the Toggle platform, and the Friends with Benefits loyalty program offering 25% off food plus birthday perks. Time-bound promotions include Bottomless Brunch (£45pp weekends), Wingsday (£16pp Monday–Wednesday), Fast Fix Lunch at Oxford (£12), and Late Night Sessions / Pre-Game deals. Pricing is dynamic with student and Blue Light discounts across the estate.
The business model is a direct-to-consumer multi-site restaurant operation with no proprietary technology; third-party SaaS tools (SevenRooms, OpenTable, Collins/DesignMyNight, Toggle, Deliveroo, Uber Eats, Google Analytics) handle bookings, delivery, gift cards, and analytics. The customer base is split across Students, FWB loyalty members, social dining groups, wings enthusiasts, and Blue Light card holders, with no enterprise or B2B contracts. Charity partnership with Youth Music rounds out the brand community positioning.
Dirty Bones firmographics
Firmographics- Name
- Dirty Bones
- Legal name
- 6 Bones Ltd
- Website
- https://dirty-bones.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Dirty Bones (6 Bones Ltd) is a privately-held UK restaurant chain operating four NYC-inspired American comfort food and cocktail venues in London plus Oxford and BOXPARK Croydon, with delivery via Deliveroo and Uber Eats and a 25% loyalty discount program.
- Ownership category
- akta.pro rank
Dirty Bones industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Casual Dining Restaurants (THAFACAB)
- akta.pro secondary industry
- All-Day Dining Restaurants (THAFACAJ)
Keywords
Where Dirty Bones is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Dirty Bones business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Dine-in Food & Beverage Sales: Primary revenue from selling NYC-inspired comfort food, cocktails, and beverages directly to consumers dining at restaurant locations in Soho, Carnaby, Oxford, and BOXPARK Croydon.
- Delivery & Takeaway: Revenue from food delivery orders placed through Deliveroo and Uber Eats platforms, plus in-venue collection orders.
- Gift Vouchers: Sale of gift vouchers in denominations of £25, £30, £50, and £100 for use at Dirty Bones restaurants.
- Loyalty Program (Friends with Benefits): 25% off food bill for loyalty members plus birthday perks and exclusive event access. Revenue generated through increased visit frequency and higher spend from loyalty members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bottomless Wings - £16 per person |
| Unit Pricing | Pay-as-you-go | Bottomless Brunch - £45 per person |
| Unit Pricing | Pay-as-you-go | Fast Fix Lunch - £12 |
| Transaction based/ take rate | Pay-as-you-go | Student Discount - 20% off food |
| Transaction based/ take rate | Pay-as-you-go | Blue Light Discount - 20% off food |
| Subscription | Pay-as-you-go | Friends with Benefits - 25% off |
| One time/ perpetual license | One time/ perpetual license | Gift Vouchers - from £10 |
| Transaction based/ take rate | Pay-as-you-go | Deliveroo Delivery |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Dirty Bones product offering
Product offeringCore offering
NYC-inspired American comfort food restaurant chain operating dine-in venues in London Soho, Carnaby, Oxford and BOXPARK Croydon, serving signature burgers, rotisserie chicken dishes, creative cocktails and bottomless brunch experiences. The chain also provides food delivery via Deliveroo and Uber Eats, gift cards via Toggle, and a loyalty program (Friends with Benefits) offering 25% off food, birthday perks and exclusive event access.
Product overview
Dirty Bones is a chain of NYC-inspired American comfort food restaurants and cocktail bars operating as a single-brand, multi-location concept. The core product is the restaurant dining experience featuring signature burgers, chicken dishes, and creative cocktails. The portfolio includes the flagship A La Carte Menu, seasonal promotions (Wingsday, Bottomless Brunch, Fast Fix Lunch, Late Night Sessions, Pre-Game deals), a loyalty program (Friends with Benefits), gift cards/vouchers, and delivery services via Deliveroo and Uber Eats. The brand differentiates through its Brooklyn-inspired atmosphere with old-school hip-hop, funk and soul music.
Differentiator
Problem solved
Functional benefit
Brands
- Friends with Benefits: Restaurant loyalty program offering 25% off food bill, birthday free meals, and exclusive event invites.
- Wingsday
- Bottomless Brunch
Products and services
- Dirty Bones Gift Card Digital and physical gift voucher sold in denominations of £10, £25, £30, £50 and £100, powered by the Toggle platform and redeemable in a single transaction across all Dirty Bones restaurants for dine-in food and beverage.
- Bottomless Brunch for Two Gift Experience Pre-purchased gift experience sold at £90 via Toggle, providing the Dirty Bones Bottomless Brunch for Two with 90 minutes of bottomless drinks and brunch dishes redeemable at participating venues.
- Bottomless Brunch Weekend brunch experience priced at £45 per person and available Saturdays and Sundays from 11am-4pm (last booking 3:30pm), including 90 minutes of bottomless drinks, a choice of brunch dish or main such as chicken & waffles or JD BBQ pulled beef waffle, plus a side such as fries, tots or turkey bacon. Designed for groups seeking a memorable celebratory brunch.
- Friends with Benefits Loyalty Program Recurring loyalty membership program offering 25% off the food bill for the cardholder and up to three guests daily at all Dirty Bones venues, plus a free birthday meal or drinks, FWB-only events and early access to new venues. Drives repeat visitation and higher spend from enrolled members.
- Delivery Service Food delivery service powered by Deliveroo and Uber Eats, offering Dirty Bones signature recipes and quality ingredients for home or office delivery, with in-venue collection also available.
- A La Carte Menu Full restaurant menu of NYC-inspired comfort food including signature burgers (The Classic, Mac Daddy), chicken dishes (Buffalo Chicken, Chicken Over Rice, Chicken Over Caesar, Chicken Over Greens), and a cocktail programme, available across all Dirty Bones venues.
- Private Events and Group Bookings Group event hosting service for parties of 20 or more (booking via enquiry), with the Oxford rooftop venue offering exclusive full-venue hire of up to 130 seated / 300 standing guests, optional private DJ hire and bespoke menus for celebrations, brand events and corporate gatherings.
Companies that use Dirty Bones
Customer profileSegments5 records
Ideal customer profiles5 records
Dirty Bones technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Dirty Bones partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Youth MusiccoreDirty Bones partners with Youth Music charity, supporting life-changing music-making projects for children and young people across England. The company donates 25p from every Top Dog cocktail sale to the charity. In April-June 2024, this raised £372. They also program annual live shows for the Give a Gig Week campaign and encourage guests to add £1 donations to their bills.
Scale indicators2 records
Recent moves12 records
Expansion highlights5 records
Dirty Bones competitors and assessment
Company assessmentDirect peers
- Shake Shack: US-headquartered casual dining chain aggressively expanding in London. Targets the same NYC-casual occasion with burgers and cocktails, and competes for the same millennial/Gen Z urban diners.
- Five Guys: US-headquartered American burger chain with established London presence. Direct competition for the same NYC-burger occasion, with materially larger brand scale and parent-company firepower.
- Pizza Pilgrims: UK casual dining chain founded around 2012 with comparable multi-site London expansion pattern, delivery partnerships, and casual dining positioning.
- Bill's Restaurants: UK casual all-day dining chain with comparable daypart strategy (brunch through dinner), group occasion focus, multi-site footprint, and a broadly similar price/value positioning.
- Burger & Lobster: London-based casual chain with multiple sites offering a similar 'one-of-a-few-things, well' menu model. Comparable price point, demographic, and restaurant-bar atmosphere.
- Honest Burgers: Multi-site UK casual burger chain with cocktails and a comparable price point. Operates a similar dine-in, delivery, and loyalty mechanic across multiple UK cities.
- MeatLiquor: London casual American-style burger chain with multiple locations and a strong cocktail offering. Closely comparable in vibe, menu, target demographic (younger urban diners, group occasions), and operational model.
- Patty & Bun: London-based casual burger-and-cocktail restaurant chain with a similar NYC-influenced concept and menu (burgers, mac & cheese, cocktails). Direct competitor in the same occasion and price band as Dirty Bones.
- The Alchemist: UK cocktail-led casual dining chain with multiple sites and an emphasis on theatrical cocktails and group occasions. Comparable in channel mix (group bookings, events, cocktails) and operational model.
- The Breakfast Club: London all-day casual dining chain with a similar multi-site model, themed interiors, cocktail offering, and a comparable London-urban casual positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Dirty Bones social profiles
Digital presenceDirty Bones financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dirty Bones leadership team
Management profileNumber of profiles
Dirty Bones funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dirty Bones 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 Dirty Bones
What does Dirty Bones do?
NYC-inspired American comfort food restaurant chain operating dine-in venues in London Soho, Carnaby, Oxford and BOXPARK Croydon, serving signature burgers, rotisserie chicken dishes, creative cocktails and bottomless brunch experiences. The chain also provides food delivery via Deliveroo and Uber Eats, gift cards via Toggle, and a loyalty program (Friends with Benefits) offering 25% off food, birthday perks and exclusive event access.
Is Dirty Bones a public or private company?
Dirty Bones is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Dirty Bones founded?
Dirty Bones was founded in 2014. It employs 51 to 100 people.
Where is Dirty Bones based?
Dirty Bones is headquartered in London, United Kingdom, in the Europe region.
How does Dirty Bones make money?
Four revenue lines are on record. Dine-in Food & Beverage Sales are the primary driver. The others are delivery & Takeaway, gift Vouchers and loyalty Program (Friends with Benefits).
Who are Dirty Bones's main competitors?
Direct peers on record are Shake Shack, Five Guys, Pizza Pilgrims, Bill's Restaurants, Burger & Lobster, Honest Burgers, MeatLiquor, Patty & Bun, The Alchemist and The Breakfast Club.
Does Dirty Bones have an API?
No public API is recorded for Dirty Bones.
What industry is Dirty Bones in?
Dirty Bones's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFACAB, Casual Dining Restaurants, with a secondary code of THAFACAJ, All-Day Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5810.