LIMA London

What LIMA London does

LIMA London is a privately held contemporary Peruvian restaurant group operating two upscale dining sites in London, United Kingdom. Founded in 2012 by the Gonzalez brothers and incorporated as Lima Fitzrovia Limited, the flagship restaurant at 31 Rathbone Place in Fitzrovia was the first Peruvian restaurant in Europe to receive a Michelin star (2014\u20132018) and remains featured in the Michelin Guide; a second location operates inside the boutique Sun Street Hotel in Shoreditch. The cuisine blends Andean, Amazonian, Nikkei (Japanese), Chifa (Chinese), Spanish, and Italian influences using seasonal British produce, led since October 2025 by Head Chef Diego Recarte.

The business model is direct-to-consumer fine dining: dine-in service at two physical locations, private dining and corporate events, online gift card/vouchers, and an Ambassadors Club membership program. Revenue is generated primarily through on-premise food and beverage sales, with reservations routed through OpenTable and the Squarespace website. The company has no disclosed institutional funding, no subsidiaries, and no public listing. Marketing is concentrated on Instagram (@lima_london), press coverage in outlets such as The Telegraph, and earned media via the Michelin Guide. A recurring £1-per-bill donation to the Sol y Luna Foundation functions as a brand-led CSR initiative rather than a revenue stream.

Operations are lean: only ~20 employees are reported across the group, with reliance on extended hourly front-of-house and back-of-house labor typical of restaurant operations. The technology stack is minimal (Squarespace + OpenTable) with no proprietary platforms, integrations, or AI capabilities disclosed. The business is geographically constrained to London with no international footprint signals.

Name

LIMA London

Legal name

Lima Fitzrovia Limited

Website

https://limalondon.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

LIMA London is a privately held Peruvian restaurant group operating two upscale dine-in locations in London (Fitzrovia and Shoreditch), serving individual diners, corporate clients, and private events with contemporary Andean, Amazonian, and Nikkei-influenced cuisine.

Ownership category

akta.pro rank

Product category

Fine Dining Restaurants

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Fine Dining Restaurants (THAFACAA)

akta.pro secondary industry

Chef’s Table & Tasting Menu Restaurants (THAFACAG)

Keywords

• Peruvian cuisine
• Fine dining
• Restaurant services
• Private dining events
• Michelin-starred dining

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels4 records

Marketing channels4 records

Core offering

LIMA London operates two contemporary Peruvian restaurants in London—LIMA Fitzrovia (Michelin-starred flagship in Fitzrovia) and LIMA Shoreditch (within Sun Street Hotel)—serving seasonal Peruvian cuisine that blends Andean, Amazonian, Nikkei, Chifa, Spanish and Italian influences. The group also offers private dining and event services, an Ambassadors Club loyalty program, and online gift card sales to individual consumers and corporate clients.

Product overview

LIMA London is a restaurant group operating two contemporary Peruvian dining establishments: LIMA Fitzrovia (flagship, Michelin-starred) and LIMA Shoreditch. The group offers private dining and events services, an Ambassadors Club loyalty program, and partners with the Sol y Luna Foundation for charitable giving. The restaurants specialize in Peruvian cuisine blending Andean and Amazonian traditions with Japanese (Nikkei), Chinese (Chifa), Spanish, and Italian influences, utilizing seasonal British produce.

Differentiator

Problem solved

Functional benefit

Products and services

• LIMA Fitzrovia Flagship Peruvian restaurant located at 31 Rathbone Place, Fitzrovia, London W1T 1JH, serving refined contemporary Peruvian cuisine in a 50-seat main dining room with an open kitchen, plus the Sotano Bar (24 seats) and Ground Floor Loggia (14 seats). Awarded a Michelin star in 2014 (held until 2018) and continues to be featured in the Michelin Guide. Targets individual diners, groups, and corporate clients seeking elevated Peruvian dining.
• LIMA Shoreditch Peruvian restaurant and bar located at 5-15 Sun Street, London EC2A 2EP, within the boutique Sun Street Hotel, featuring a dramatic skylit dining room. Serves lunch and dinner Monday to Saturday, offering the same culinary DNA as the flagship for diners in East London.
• Private Dining & Events Private dining and group event services offered at both LIMA London locations, including exclusive venue hire, the Sotano Bar, and Ground Floor Loggia spaces for corporate dinners, celebrations, and canape receptions. Tailored menus and dedicated service are provided for groups of 6+ guests, booked via direct contact.
• Ambassadors Club Exclusive membership circle for LIMA London enthusiasts offering special perks and access to the restaurant community. Functions as a loyalty program for engaged diners of both restaurant locations.

Quantifiable outcome

• First Peruvian restaurant in Europe to receive a Michelin star

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sol y Luna FoundationminorStrategic or Co-development PartnerLIMA London partners with the Sol y Luna Foundation, a Peruvian charity founded in 1998 by Petit Miribel that provides care and education to children from Peru's poorest communities. The restaurant donates £1 from every bill across its three restaurants to support the foundation. The Sol y Luna Foundation includes the Sol y Luna School, Paqari for special needs support, Sol y Luna Home, and Roots & Wings for further education. 90% of children supported by the foundation come from backgrounds of extreme poverty.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Restaurant Sat Bains: Two-Michelin-starred independent fine-dining restaurant in Nottingham/London orbit run by a chef-owner. Comparable independent fine-dining format, chef-led proposition, and Michelin-target trajectory relevant to LIMA's positioning.
• Frog by Adam Handling: London Michelin-starred modern fine-dining restaurant. Comparable in scale and chef-led positioning; relevant as a like-for-like competitor for critical recognition and the same affluent London clientele.
• Ikoyi: Two-Michelin-starred independent London restaurant with a similarly distinctive, culturally rooted modern cuisine identity. Highly relevant benchmark for LIMA's specialty-cuisine fine-dining model and Michelin trajectory.

Broad incumbents

• Hide Restaurant: High-end London fine-dining destination. Comparable premium price positioning and corporate/private-event dependency in the same London catchment as LIMA.
• Nobu London: Iconic global Japanese/Peruvian fine-dining brand with a major London presence. The clearest broad-incumbent competitor — overlapping heavily on Nikkei cuisine DNA while operating at materially greater brand scale and global footprint.
• Core by Clare Smyth: Three-Michelin-starred London fine-dining restaurant. Representative of the upper tier of London fine dining against which LIMA competes for corporate entertainment spend, critical press, and the Michelin-guide consideration set.
• SUSHISAMBA London: London-operated Japanese/Brazilian/Peruvian fusion brand housed in landmark hospitality venues. Comparable cuisine crossover (Peruvian/Latin/Japanese), comparable premium positioning, and shared reliance on experiential dining occasions.

Others

• The Palomar: Modern Levantine fine-dining venue in central London. Comparable independent chef-driven central London format and evening fine-dining trade, although cuisine category differs — useful as an adjacency benchmark rather than a direct competitor.

Direct peers

• Chotto Matte: London restaurant group offering Japanese–Peruvian (Nikkei) cuisine in a high-end setting. Closely overlaps with LIMA on cuisine category (Nikkei/Peruvian), customer demographic, and London central location, making it one of the closest conceptual peers.
• Pachamama London: A London-based Peruvian restaurant group operating in central London with a comparable Andean-rooted cuisine focus and similar mid-premium price point. The most directly comparable independent Peruvian operator in the same city and category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/lima_london
• LinkedInlinkedin.com/company/lima-london

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 LIMA London