MYPIE

What MYPIE does

MYPIE London is a family-run catering and food business based in Wimbledon, United Kingdom, founded and operated by chef Chris Brumby. The company produces British-style pies with a distinctive Australian culinary influence, including a weekly changing menu of classics and seasonal specials, alongside sides such as mash and peas with gravy. It operates three revenue channels: wholesale pie supply to butchers, delis, cafes, and pubs across London within the M25; pop-up retail from a fleet of vintage vehicles at public locations; and event catering for weddings, corporate events, and festivals, with wedding pricing starting at £22 per person.

The underlying operating model is built around mobile food service using a fleet of vintage vehicles that enable on-site cooking and serving at events. Menu development is owner-led, with emphasis on seasonal British produce sourced from British farmers and dietary flexibility including vegetarian, gluten-free, and vegan options. Distribution is multi-channel: vintage truck pop-ups, B2B wholesale delivery within the M25, and direct event catering bookings via website enquiry forms. Marketing is primarily organic, driven by an Instagram presence (@mypie_ldn), email newsletter signup, and festival/event visibility.

MYPIE has historically participated in major UK festivals including V Festival, The Big Feastival, and Truck Festival, and has discontinued its prior pies-by-post direct delivery service. It is privately held by the founder and family, with no institutional funding, parent company, or acquisition activity disclosed. The company is actively operating with current wholesale, event catering, and pop-up offerings, serving London and surrounding areas.

Name

MYPIE

Legal name

MYPIE LONDON

Website

https://mypie.london

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MYPIE London is a family-run British pie catering company, founded by chef Chris Brumby, producing British-Australian fusion pies and serving weddings, corporate events, festivals, wholesale SMB accounts across London within the M25, and pop-up retail from a fleet of vintage vehicles.

Ownership category

akta.pro rank

Product category

Specialty Food & Event Catering

NAICS

Bakeries and Tortilla Manufacturing (3118), Commercial Bakeries (311812), Retail Bakeries (311811)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

akta.pro secondary industry

Ethnic & Regional Bakeries (e.g., Middle Eastern, Asian, Latin) (THAFAFAJ)

Keywords

• Event catering services
• Wholesale pie distribution
• Vintage food trucks
• British-Australian fusion cuisine
• Wedding catering packages

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, Others

Revenue model

1. Event Catering: Revenue from catering weddings, parties, corporate events, and festivals. Food is served from vintage trucks or onsite kitchens. Pricing starts at £22 per person for weddings.
2. Wholesale Pie Distribution: Selling pies wholesale to food businesses including butchers, delis, cafes, and pubs across London. Delivery within M25 border.
3. Pop-up and Event Retail: Direct retail sales from vintage pie truck pop-ups in London and beyond, selling individual pies and sides to consumers at events and public locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

MYPIE manufactures and sells British-style pies with a unique Australian culinary twist, including classics such as Steak & Green Peppercorn, Chicken Leek & Brie, and a 5 Bean Chilli vegetarian variety, plus weekly changing specials. The pies are distributed via three channels: wholesale supply to food businesses within the M25, direct retail from a fleet of vintage mobile catering vehicles at pop-ups, and full-service event catering for weddings (from £22 per person), corporate events, and UK festivals.

Product overview

MYPIE is a family-run British food catering company owned and operated by chef Chris Brumby, serving award-winning pies with a unique Australian twist from a fleet of vintage vehicles across London and beyond. The company operates through three primary channels: a core pie product offering sold wholesale to food businesses (pubs, cafes, delis, restaurants) within the M25; pop-up vintage pie truck locations for direct consumer sales; and event catering services for weddings, festivals, and corporate events. Their product portfolio centers on the Award Winning Pies as the core offering, supplemented by wholesale distribution, event catering packages starting at £22 per person, and festival food service at major UK events. Additional menu items include sides (mash, peas and gravy), sausage rolls, and rotating seasonal specials featuring unique flavor combinations influenced by Australian cuisine.

Differentiator

Problem solved

Functional benefit

Products and services

• Award Winning Pies

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Pukka Pies: UK pie manufacturer producing pies for retail grocery, foodservice, and event catering. Directly comparable in core product (pies) but operates as an industrial-scale manufacturer serving national retail, contrasting with MYPIE's chef-led local model.
• Pieminister: UK-based pie brand selling pies through retail, wholesale, restaurants, and events with a chef-driven identity. Highly comparable to MYPIE in product category and premium positioning, though Pieminister operates at a substantially larger scale with national retail distribution.
• Wright's Pies: Established UK pie manufacturer supplying pies to pubs, restaurants, and catering channels. Comparable to MYPIE's wholesale-distribution motion, with overlapping B2B customers in the hospitality sector.
• Square Pie: UK pie brand focused on premium pies sold through retail and foodservice channels. Comparable to MYPIE in product positioning toward premium/gourmet pies, though Square Pie's distribution is more retail-led.
• The London Pie Company: London-based pie producer selling pies through retail and wholesale channels in the same metropolitan market as MYPIE. Most directly comparable on geographic overlap and B2B food-service positioning.

Broad incumbents

• Gail's Bakery: London bakery chain with multiple retail locations producing artisan baked goods. Adjacent comparable in the London bakery category, though broader in product mix and far larger in physical footprint.
• KERB: London street-food platform and incubator operating markets and events across the capital. Comparable to MYPIE as a London street-food/catering peer, but operates as an aggregator rather than a single pie brand.

Emerging players

• The Piebald Inn / Honest Burger-style mobile caterers: Smaller UK street-food and event-catering operators running food trucks and pop-ups at festivals and weddings. Comparable to MYPIE in the vintage/festival catering motion and event-led GTM, though typically less specialized in pies specifically.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/mypie_ldn
• LinkedInlinkedin.com/company/mypie-limited

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 MYPIE