Lamb & Flag

Name

Lamb & Flag

Legal name

Fuller Smith & Turner

Website

https://lambandflagcoventgarden.co.uk

Company type

Private

Founded year

1772

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pub and Restaurant Services

NAICS

Drinking Places (Alcoholic Beverages) (7224)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pubs & Gastropubs (CRANACAB)

akta.pro secondary industry

Neighborhood Bars & Taverns (CRANACAA)

Keywords

• Pub dining
• Craft beer service
• British pub food
• Private venue hire
• Historical pub hospitality

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, Infrastructure

Revenue model

1. Food and Beverage Sales: The primary revenue stream comes from selling food and drinks including pub classics, seasonal ales, craft lagers, ciders, spirits, artisan soft drinks, and exclusive wines. The venue operates daily from 11:00-23:00 (Mon-Sat) and 12:00-22:30 (Sunday) with food service ending at 21:30 (20:30 on Sundays).
2. Table Bookings and Private Events: Revenue generated from booked tables for dining, Christmas parties, World Cup viewing events, and private gatherings.
3. Gift Cards: Fuller's gift cards can be purchased and used across their range of pubs and pubs with rooms, providing upfront cash flow.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Lamb & Flag operates a single-location pub and restaurant at 33 Rose Street, Covent Garden, London, selling freshly prepared pub classics, seasonal dishes (including Sunday roasts), craft beers, seasonal ales, ciders, spirits, and exclusive wines for on-premises consumption. It also runs seasonal programmes (World Cup viewing, Christmas dining), private event hire, and gift cards redeemable across Fuller's pubs.

Product overview

The Lamb & Flag is a historic pub and restaurant operated by Fuller Smith & Turner, offering a single-location hospitality service with multiple interconnected offerings. The core experience combines dining (fresh, seasonal pub classics and Sunday roasts) with a well-stocked bar featuring craft beers, cask classics, and exclusive wines. Seasonal offerings include World Cup viewing events and Christmas dining packages. Supporting services include gift cards, virtual 360-degree tours, and private event hire. The venue features multiple bars including a main bar, back bar, and the Dryden Room, serving as an ideal location for pre or post-show drinks in Covent Garden.

Differentiator

Problem solved

Functional benefit

Products and services

• Dining service Refined pub classics crafted from fresh, seasonal ingredients, including a popular Sunday roast, served to dine-in guests from 12:00 to 21:30 (20:30 on Sundays). Aimed at visitors, theatre-goers, and local diners seeking traditional British pub food.
• Drinks service On-premises bar service offering a constantly changing range of craft lagers, seasonal ales, ciders, spirits, artisan soft drinks, and exclusive wines, including modern craft beers and cask classics. Available to walk-in and booked customers during opening hours.
• World Cup viewing experience Sports viewing experience for major football tournaments such as the World Cup, with reserved tables and a match-day atmosphere for groups of fans.
• Christmas dining package Festive dining experience offering a curated Christmas menu with bookable tables for groups, friends, and work celebrations.
• Fuller's gift cards Pre-paid gift cards usable in full or part payment at The Lamb & Flag and other Fuller's pubs and pubs with rooms.
• Private hire and events Venue hire of the pub's spaces for private gatherings, work events, and family or social celebrations, with food and drink service provided.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Princess of Wales: Fuller's-owned pub located near the West End theatre district with a similar gastropub-style food and drink offering and pre/post-show positioning.
• The Punch Bowl: Historic London gastropub in Mayfair with a curated food and drinks offering, heritage positioning, and similar reliance on affluent tourist and local footfall.
• The Harp: Historic Covent Garden pub also operated under the Fuller's estate, offering cask ales, pub food, and theatre-district footfall in the same immediate catchment — directly comparable operating model and customer base.
• The Churchill Arms: Long-established London pub recognised for heritage charm, Thai food offering, and high tourist footfall in a similar historic London setting.
• The French House: Iconic historic Soho pub known for its heritage narrative, theatre/arts clientele, and curated drinks offering — comparable historic London pub with strong food-and-drink mix serving a similar cultural tourist and local audience.

Broad incumbents

• Stonegate Pub Company: Large UK pub operator with a portfolio of heritage and themed venues, including London sites competing for theatre district and tourist occasions.
• Mitchells & Butlers: Major UK pub and restaurant operator with brands spanning gastropubs, all-day dining, and heritage venues — competing for the same central London occasion-based spend.
• Young's Pubs: Established London and South-East pub operator with a heritage-led estate, comparable gastropub and traditional pub formats, and overlapping West End presence — a broader competitor in the same category.
• Greene King: Large UK pub and brewing group operating heritage and food-led pubs across London and the regions, with comparable food-and-drink revenue mix and group-level marketing infrastructure.
• JD Wetherspoon: National pub chain with multiple London sites offering value-priced food and drink in high-footfall locations — a broader competitor for everyday pub occasions in central London.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LambandFlagcoventgarden
• Instagraminstagram.com/the_Lamb_and_Flag
• LinkedInlinkedin.com/company/lamb-&-flag

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lamb & Flag