Morena

What Morena does

Morena London is a privately-held, founder-controlled restaurant group operating two venues in central London: Morena Belgravia, an all-day dining restaurant at Eccleston Yards offering brunch, coffee, dinner, and cocktails with reservations managed through SevenRooms, and Morena Marylebone, a takeaway-only concept at St Christopher Place serving specialty coffee, matcha, and NYC-style cookies. The business was founded in 2006 by two sisters from Colombia and serves a diversified consumer base spanning local residents, central London workers, tourists near Buckingham Palace, Sloane Square, and Selfridges, plus corporate and personal private-hire clients.

The company monetises across four streams: restaurant dining and beverages at Belgravia (transactional, cover-and-spend driven), takeaway services at Marylebone (transactional), an online merchandise store on Shopify selling branded camper mugs, caps, and ceremonial-grade matcha tins at unit prices between £11.00 and £29.95, and private hire/events at Belgravia requiring a £500 deposit and minimum 14-day advance booking with events running until 11:30pm. Gift cards are redeemable across both locations. The technology stack is light and off-the-shelf: Shopify powers e-commerce, SevenRooms handles reservations, and payments are cashless-only across both sites.

Distribution is omnichannel within a tight geographic footprint: physical dine-in and takeaway in two central London locations, a global Shopify storefront for merchandise, and organic social media presence across Facebook, Instagram, and TikTok supported by email newsletter capture. Customer segments span central London residents and workers (primary), tourists, corporate clients, personal event hosts, and on-the-go takeaway customers. Morena has no disclosed institutional investors, no parent holding, and no M&A history; ownership remains with the founding sisters and growth has been organic.

Name

Morena

Legal name

Morena London

Website

https://morenalondon.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Morena London is a privately-held, founder-led restaurant group operating two central London venues — Morena Belgravia (all-day dining) and Morena Marylebone (takeaway) — serving local residents, workers, tourists, corporate clients, and private event hosts with Latin American-inspired menus, specialty coffee and matcha, branded merchandise, and venue hire.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Restaurant Dining & Beverages: All-day dining revenue at Belgravia covering brunch, lunch, and dinner service, with cocktails and specialty beverages including matcha and coffee.
2. Takeaway Services: Takeaway-only operations at Marylebone offering specialty coffee, matcha, and NYC-style cookies baked fresh daily.
3. Merchandise Sales: Online shop selling branded merchandise including camper mugs (£11.00), caps (£18.50), and ceremonial grade matcha tins (£29.95).
4. Private Event Hire: Private hire services at Belgravia for corporate events, birthdays, engagements, Christmas parties, and brand launches. £500 deposit required to secure bookings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Morena operates two physical hospitality venues in central London—Belgravia as an all-day dining restaurant (brunch, lunch, dinner, cocktails) and Marylebone as a takeaway-only specialty coffee, matcha, and NYC-style cookie concept. The company also sells branded merchandise (camper mugs, caps, ceremonial-grade matcha tins) through an online Shopify shop, and offers private event hire at the Belgravia venue with gift cards redeemable across both locations.

Product overview

Morena is a London-based restaurant group founded by two sisters from Colombia, operating two distinct venues: Morena Belgravia (all-day dining restaurant with brunch, coffee, dinner, and cocktails) and Morena Marylebone (takeaway concept focused on speciality coffee, matcha, and NYC-style cookies). The company also sells branded merchandise including camper mugs, caps, and ceremonial matcha tins through its online shop. Additional services include private hire and events at the Belgravia venue, plus gift cards redeemable at both locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Morena Belgravia All-day dining restaurant in Eccleston Yards, Belgravia, offering brunch and coffee by day, transitioning to dinner and cocktails by evening, with Latin American-inspired menus driven by flavour, seasonality, and instinct. Accepts reservations for 1-6 guests via SevenRooms and walk-ins, with cashless payments.
• Morena Marylebone

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• SevenRoomscoreTechnology or IntegrationSevenRooms provides the online reservation management system for Morena Belgravia, enabling customers to book tables for 1-6 guests directly through the platform.
• MaxFactorminorGTM or Marketing PartnerBrand partnership arrangement where Morena Belgravia hosted MaxFactor product launches and events, leveraging the venue's high footfall and premium clientele near Oxford Street and Marylebone.

Scale indicators1 record

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• Daylesford Organic: Premium farm-to-table cafe, restaurant and retail concept with central London flagship. Comparable to Morena on premium central-London positioning, all-day format, and lifestyle/retail brand extension strategy.
• Joe & The Juice: International chain of juice and coffee bars with strong London presence, focusing on takeaway beverages and a lifestyle brand. Comparable to Morena Marylebone on takeaway coffee/matcha format and global brand merchandising.

Direct peers

• The Breakfast Club: London brunch and all-day casual dining chain with multiple central locations. Closely comparable on brunch-led menu, casual premium positioning, and central London audience overlap with Morena.
• Farmacy: Independent London all-day restaurant in Notting Hill with globally-inspired plant-forward menus, cocktails, and reservations. Comparable to Morena Belgravia on format, central-London premium positioning, and brunch/cocktail daypart flow.
• Dishoom: Multi-site London restaurant group with all-day dining (breakfast through evening cocktails), walk-in queues, reservations, and merchandise/ecommerce. Closest direct competitor to Morena on format mix (all-day, reservations, branded products) and central London footprint.
• Granger & Co. London-based all-day dining and brunch restaurant group with multiple central London sites (Notting Hill, Chelsea, King's Cross, Clerkenwell). Directly comparable to Morena Belgravia's all-day dining concept, Latin-/globally-inspired menus, premium pricing, and central London positioning.
• WatchHouse: London specialty coffee operator with cafes, beans, and branded merchandise. Directly comparable to the Marylebone takeaway concept on specialty coffee, matcha, cookies and ecommerce product strategy.
• EL&N Cafe: London-born premium cafe chain with flagship sites in central London and international locations. Comparable to Morena on premium specialty coffee, matcha-led menu, photogenic interiors, lifestyle-brand positioning and merchandise/retail extensions.
• Caravan Restaurants: London all-day dining restaurant group with sites in Fitzrovia, Exmouth Market, Bankside and Spitalfields. Directly comparable to Morena on globally-inspired brunch-to-cocktails format, central London real estate, and lifestyle brand positioning.

Emerging players

• Blank Street Coffee: Well-funded NYC-founded specialty coffee and matcha chain expanding into London. Directly comparable to Morena Marylebone on grab-and-go matcha/coffee positioning and premium-but-fast-service model; poses a competitive threat on price and digital ordering.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Customer concentration

• Facebookfacebook.com/morenalondon
• Instagraminstagram.com/morena.london
• TikToktiktok.com/@morena.london
• LinkedInlinkedin.com/company/morenalondon

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 Morena