The Freemasons Arms

What The Freemasons Arms does

The Freemasons Arms is a premium country pub, bar, and restaurant operating from a single location at 32 Downshire Hill in Hampstead, London. It serves as a trading venue within the Premium Country Pub Collection, a curated network of distinctive pub restaurants managed by Mitchells & Butlers Leisure Retail Limited, a major UK hospitality operator overseeing more than 1,700 restaurants. The venue targets Greater London residents, Hampstead Heath visitors, private event clients, and corporate diners with an all-day dining proposition spanning British classics, Mediterranean-inspired dishes, premium steak cuts, Sunday roasts, lunch set menus, and a full drinks program. It offers multiple private and semi-private event spaces — the Conservatory and the Hampstead Room — for weddings, celebrations, and corporate functions.

The underlying technology stack is primarily inherited from the Mitchells & Butlers group and the Premium Country Pub Collection digital ecosystem. Core technology includes a website-based online booking system, a mobile app for iOS and Android supporting reservations and loyalty, an AI-powered Virtual Assistant built on OpenAI GPT for 24/7 guest query handling, order-at-table digital ordering, and a Cashstar-powered gift card platform. Guest Wi-Fi is provided by Sky, and the marketing stack leverages Google Analytics, Meta advertising pixels, and Guestwise as a hospitality marketing data processor for personalized customer profiling and campaign management.

Revenue is generated through multiple streams: core food and beverage sales (all-day menus, Sunday roasts, lunch sets, premium steaks at £33.50–£35.50), a 12.5% discretionary service charge on all bills, private event hire for weddings and corporate functions, takeaway and delivery via Deliveroo, Uber Eats, and Just Eat, gift card sales (£5–£250 denominations), and a loyalty Rewards Club driving repeat visits. The go-to-market motion is exclusively direct-to-consumer — dine-in, online booking, delivery, and gift card sales — with no wholesale or B2B distribution channels. Pricing is per-transaction (per-cover or per-event-package) with deposits required for group bookings. Customer segments are diversified across leisure dining, private events, corporate functions, and delivery customers, all served through this single physical location supported by the broader Mitchells & Butlers digital infrastructure.

Name

The Freemasons Arms

Legal name

Mitchells & Butlers Leisure Retail Limited

Website

https://freemasonsarms.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Freemasons Arms is a premium country pub and restaurant in Hampstead, London, operating as a single venue within the Mitchells & Butlers Premium Country Pub Collection. It serves Greater London residents, Hampstead Heath visitors, and private event clients with all-day dining, private hire, delivery, and a loyalty rewards program.

Ownership category

akta.pro rank

Product category

Pub and Restaurant (Casual Dining / Premium Country Pub)

NAICS

Drinking Places (Alcoholic Beverages) (722410), Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Bars & Pubs (Non-Music) (MPAGAIAC)

Keywords

• Country pub dining
• British pub food
• Private event venue
• Pub restaurant hospitality
• Seasonal dining menus

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Core revenue stream from dining services. The pub serves all-day menus, Sunday roasts, lunch sets, children's menu, and desserts. Beverages include cask conditioned ales, fine wines, cocktails, and premium sparkling options. Discretionary 12.5% service charge added to all bills.
2. Premium Steak and Specialty Items: Additional revenue from premium menu items including aged beef steaks (7oz Fillet from £35.50, 10oz Rib-Eye from £33.50), signature dishes, and top-shelf cocktails. Lunch set menu generates 2 courses from £21.95 or 3 courses from £25.95.
3. Private Event Hire: Revenue from hosting private events including weddings (Conservatory up to 30 seated, Hampstead Room up to 20 seated), corporate events, birthdays, and celebrations. Event packages include bespoke menus, drinks packages, and venue amenities.
4. Bottomless Bubbles and Drink Packages: Bottomless prosecco and cocktails package at £34.95 per person on Fridays and Saturdays. Sparkling Fridays features premium fizz including Moët & Chandon from £50 and Veuve Clicquot from £55. 2-for-£16 cocktail promotions on weekdays.
5. Gift Card Sales: Digital and physical gift cards sold in denominations of £5 to £250. Gift cards valid for 24 months and redeemable at any Premium Country Pub or Mitchells & Butlers venue. Purchased online or in-venue.
6. Takeaway and Delivery: Dine at Home collection service and delivery through third-party partners (Deliveroo, Uber Eats, Just Eat). Orders placed online or through delivery apps for pub classics to enjoy at home.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core offering

The Freemasons Arms is a premium country pub, bar, and restaurant in Hampstead, Greater London, serving an all-day seasonal British pub food menu alongside Sunday roasts, lunch sets, children's menu, desserts, and an extensive drinks list. The venue operates takeaway and delivery via Deliveroo, Uber Eats, and Just Eat, hosts private events and weddings in dedicated function spaces, sells gift cards redeemable across the Mitchells & Butlers estate, and runs a Rewards Club loyalty program.

Product overview

The Freemasons Arms is a premium country pub, bar, and restaurant located in Hampstead, London. The core offering centers on an All Day Menu featuring seasonally-inspired British pub food and Mediterranean dishes, complemented by specialized menus including Lunch Set Menu, Sunday Roasts, Children's Menu, and Dessert Menu. Additional dining experiences include Bottomless Bubbles (bottomless drinks package) and Weeknight Escape (midweek set menus). The venue operates a takeaway and delivery service via Deliveroo, Uber Eats, and Just Eat. Events & Private Dining capabilities include The Conservatory and The Hampstead Room for celebrations and corporate events, with dedicated Wedding Celebration packages. The business operates a Rewards Club loyalty program and sells Gift Cards. Accommodation is available through the Innkeepers Collection partnership. Seasonal offerings include Festive Christmas Menus and Summer Season promotions.

Differentiator

Problem solved

Functional benefit

Brands

• Premium Country Pub Collection: A curated collection of unique pubs under Mitchells & Butlers, known for distinctive settings, timeless charm and elevated dining.
• Rewards Club

Products and services

• All Day Menu Seasonal pub food menu served throughout the day featuring British classics, Mediterranean-inspired dishes, premium steak cuts (7oz Fillet from £35.50, 10oz Rib-Eye from £33.50), burgers, and vegetarian options prepared by expert chefs. Available to dine-in guests.
• Lunch Set Menu Set lunch menu with 2 courses from £21.95 or 3 courses from £25.95, featuring seasonal creations alongside the All Day Menu. Available Monday to Friday 12-5pm.
• Sunday Menu Traditional Sunday roast offerings with a proper roast as the centerpiece, featuring seasonal dishes and classic pub favorites.
• Children's Menu Dishes made with little appetites in mind, with highchairs available on request.
• Dessert Menu Sweet treats including Raspberry Crème Brûlée, Home-Baked Chocolate Brownie, Timperley Rhubarb & Apple Crumble, and Mini Dessert options, priced from £7.50 to £10.50.
• Drinks Menu Extensive wine list, craft beers, ciders, cocktails including signature drinks, and premium sparkling wines. Features Sparkling Fridays with exclusive prices on Moët & Chandon (£50) and Veuve Clicquot (£55).
• Bottomless Bubbles Bottomless prosecco or cocktails with a main course for £34.95 per person, available Fridays from 7:30pm and Saturdays 12-3pm. Includes Aperol Spritz, Passion Fruit Martini, or Hugo Spritz options.
• Weeknight Escape Menu Midweek dining experience with 2 or 3-course meals available Monday to Thursday, featuring dishes like Sea Salt & Black Pepper Squid and Signature Duo of Pork.
• Dine at Home (Takeaway and Delivery) Takeaway service for collection or home delivery through Deliveroo, Uber Eats, and Just Eat, featuring favorite pub classics for enjoyment at home.
• Events and Private Dining Private hire spaces including The Conservatory (46 seated/80 standing) and The Hampstead Room (38 seated/70 standing) with Wi-Fi, projector, screen, and flip chart. Suitable for birthdays, business meetings, baby showers, and celebrations.
• Wedding Celebrations Bespoke wedding venue hire with flexible service, private bar, projector & audio, food & drink packages, and tailored decor. Available spaces include Hampstead Room (up to 20 guests) and Conservatory (up to 30 guests).
• Gift Cards Digital and physical gift cards valid at any Premium Country Pubs location, available in denominations of £5 up to £250, with 24-month validity.
• Rewards Club Loyalty program by Premium Country Pub Collection where guests earn points (100 per visit, minimum £15 spend with main meal) redeemable for rewards, with complimentary Moët & Chandon for new members.
• Accommodation Hotel rooms available through Innkeepers Collection, offering overnight stays near Hampstead Heath.
• Festive Christmas Menu Special Christmas offerings including Festive Set Menu, Festive Grazing Menu, Christmas Day Set Menu, and Boxing Day Set Menu, with promotional glass of Moët & Chandon for early bookings.

Quantifiable outcome

• Event spaces accommodate up to 80 standing guests (Conservatory) and 70 standing guests (Hampstead Room)
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Premium Country Pub CollectioncoreStrategic or Co-development PartnerThe Freemasons Arms is a member of the Premium Country Pub Collection, a carefully curated network of unique pubs managed by Mitchells & Butlers Leisure Retail Limited. Membership provides brand affiliation, loyalty program participation, centralized marketing, operational support, and cross-venue gift card redemption. The collection is promoted as a destination for distinctive settings, timeless charm, and elevated dining.
• Mitchells & Butlers Leisure Retail LimitedcoreStrategic or Co-development PartnerParent company of The Freemasons Arms and the Premium Country Pub Collection. Mitchells & Butlers is a major UK hospitality operator managing over 1,700 restaurants. Provides centralized digital platforms (website, app, booking systems), marketing infrastructure, procurement, HR support, and operational standards. The Freemasons Arms operates as a trading venue under this parent company structure.
• DeliveroominorChannel Partner/ Reseller/ DistributorThird-party delivery partnership enabling customers to order The Freemasons Arms menu items for home delivery. Deliveroo handles logistics and last-mile delivery while the pub prepares orders. Partnership provides incremental revenue from delivery-focused customers and marketplace discovery.
• Uber EatsminorChannel Partner/ Reseller/ DistributorThird-party delivery partnership enabling customers to order The Freemasons Arms menu items for home delivery. Uber Eats handles delivery logistics while the venue prepares food orders. Partnership extends reach to Uber Eats user base and provides convenience ordering option.
• Just EatminorChannel Partner/ Reseller/ DistributorThird-party takeaway ordering platform partnership. Customers can discover and order from The Freemasons Arms through the Just Eat marketplace. Platform handles order aggregation and delivery coordination, providing additional revenue channel for takeaway orders.
• FacebookminorGTM or Marketing PartnerOfficial Facebook page for community engagement and marketing. Page at facebook.com/thefreemasonsarmshampsteadheath used for event promotion, seasonal campaigns, customer interaction, and brand awareness. Part of broader social media strategy within Premium Country Pub Collection.
• InstagramminorGTM or Marketing PartnerOfficial Instagram presence at instagram.com/thefreemasonsarmshampstead for visual content marketing. Channel showcases food photography, drink imagery, garden atmosphere, events, and seasonal offerings. Engages local audience and visitors to Hampstead Heath.
• Meta (Facebook/Instagram Advertising)minorGTM or Marketing PartnerMeta advertising platforms used for paid social campaigns on Facebook and Instagram. Uses Meta pixel/tracking (_fbp, _fr cookies) to measure ad effectiveness, attribute conversions, and deliver targeted promotions. Cookies enable remarketing to website visitors.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• All Bar One: Mitchells & Butlers-owned premium city bar and dining brand serving cocktails, small plates and main courses in a contemporary setting. Comparable as a sister brand within the same M&B portfolio targeting a slightly more cocktail-led dining occasion.
• Young's (Young's & Co.'s Brewery): Major London and South East pub operator and brewer with a portfolio of premium heritage pubs and gastropubs. Comparable as a broad incumbent London pub group operating in the same premium heritage pub category.
• Fuller, Smith & Turner: Historic London brewer and pub operator (London Pride, etc.) running a portfolio of premium heritage pubs across London and the South East. Broad incumbent competitor in the same premium pub category.

Others

• Innkeepers Collection: Mitchells & Butlers-owned accommodation brand providing hotel rooms adjacent to Freemasons Arms and other Premium Country Pubs. Adjacent / enabling relationship rather than direct competitor, but materially relevant as a commercial partnership and demand driver.

Direct peers

• The Spaniards Inn: Historic Hampstead Heath pub dating to the 16th century, serving traditional British pub food, cask ales, and Sunday roasts with a large garden. Directly comparable to Freemasons Arms on location (Hampstead), premium positioning, garden trading, and event hosting.
• The Holly Bush: Iconic Hampstead village gastropub housed in a Georgian building, known for elevated British cuisine, real ales, and a mature dining room. Direct peer on Hampstead catchment, premium pub-dining positioning, and seasonal British menu.
• The Bull & Last: Highgate gastropub (immediate neighbour to Hampstead) celebrated for seasonal British cooking, craft beer, and rooms trade. Directly comparable on premium North London positioning, food-led pub model, and event/private dining mix.
• The Olde Mitre: Historic Hatton Garden pub run by Young's, serving traditional pub food and cask ales in a distinctive character setting. Comparable on heritage-led premium pub positioning and London destination-pub model.
• The Duke of Cambridge: Islington organic and sustainable gastropub serving seasonal British menus and real ales. Closely comparable on food-led premium pub positioning, North London catchment, and emphasis on provenance/quality ingredients.
• The Wells Tavern: Hampstead Heath-adjacent gastropub with garden, modern British menu, and weekend brunch offer. Directly comparable on Hampstead catchment, garden trading, and casual-premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thefreemasonsarmshampsteadheath
• Instagraminstagram.com/thefreemasonsarmshampstead
• LinkedInlinkedin.com/company/the-freemasons-arms

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 The Freemasons Arms