NOCI

What NOCI does

NOCI is a London-based neighbourhood Italian restaurant brand operating four locations across Battersea, Islington, Shoreditch, and Richmond. Founded in 2021 and operated by Various Eateries Trading Limited, the company positions itself around modern Italian cooking with a focus on handmade fresh pasta, seasonal rotating menus, and curated wine and spritz lists. The core product is a full-service dine-in experience, augmented by weekday lunch deals (£18.50), evening pairing promotions (£20 pasta-plus-wine at Battersea), group set menus (£40 per person), and a recurring bottomless brunch concept called Feasting with Friends at the Shoreditch site.

The business operates a direct-to-consumer restaurant model, generating revenue primarily through food and beverage sales across the four sites, with supplementary income from group bookings, private events, and digital and postal gift cards sold through a Toggle-powered e-commerce storefront. Table reservations are managed via ResDiary, payments are processed through Stripe and Braintree, and customer engagement is driven by Instagram, Facebook, email newsletter, and an editorial property called The Noci Journal. The technology stack is composed entirely of third-party SaaS tools — no proprietary platform or AI capabilities are disclosed.

The customer base is geographically segmented: local residents and workers in each neighbourhood form the primary segment, with groups, celebrations, and corporate dining as a secondary segment. Marketing activity includes seasonal event partnerships (e.g., a 2024 summer collaboration with MOTH for bottomless pasta and margaritas at Shoreditch), suggesting experiential dining is a core engagement lever. With 19 disclosed employees and four sites, the operation is lean; revenue is not publicly disclosed and the company appears to be privately held with no external funding rounds on record.

Name

NOCI

Legal name

Various Eateries Trading Limited

Website

https://nocirestaurant.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

NOCI operates four neighbourhood Italian restaurants across London (Battersea, Islington, Shoreditch, Richmond), serving handmade pasta, seasonal menus, and curated wine and spritz lists to local diners, groups, and event customers since 2021.

Ownership category

akta.pro rank

Product category

Casual Italian Dining and Restaurant Services

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

All-Day Dining Restaurants (THAFACAJ)

Keywords

• Italian restaurant dining
• Handmade pasta
• Neighbourhood restaurants
• Bottomless brunch service
• Group dining events

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining: Revenue from food and beverage sales across four restaurant locations including lunch, dinner, and special dining experiences
2. Gift Cards: Digital and postal gift cards sold through the company's gifting platform
3. Group Bookings and Events: Revenue from group set menus (£40 per person) and special event hosting

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Noci operates a four-location modern Italian restaurant chain in London serving handmade fresh pasta, small plates, mains, desserts, and a curated selection of Italian wines, spritzes, beer, and spirits across lunch, dinner, weekend bottomless brunch, and group set menus. The business also sells digital and postal gift cards through its own e-commerce storefront and accepts table reservations via ResDiary.

Product overview

NOCI is an all-day neighbourhood pasta restaurant offering modern Italian cuisine across four London locations (Battersea, Islington, Shoreditch, and Richmond). The restaurant serves expertly curated menus featuring handmade fresh pasta, small plates, mains, desserts, and a curated drinks selection including spritzes, wine, beer, and spirits. The business model includes dine-in service, table reservations, group bookings, and gift cards. Key seasonal offerings include the Spring Menu, Feasting with Friends bottomless brunch concept, and special events partnerships such as the MOTH Margarita collaboration at Shoreditch.

Differentiator

Problem solved

Functional benefit

Products and services

• Noci Restaurant (Neighbourhood Italian Dining) Modern Italian restaurant concept offering dine-in service with handmade fresh pasta, small plates, mains, desserts, and a curated wine, spritz, beer, and spirits list across four London locations. Customers can book tables online via ResDiary or walk in.
• Noci Gift Cards Digital and postal gift cards sold through Noci's own e-commerce platform powered by Toggle, redeemable across the four Noci restaurant locations.
• Group Bookings and Events Curated group dining experiences including sharing set menus at £40 per person with nibbles, shared plates, and dessert, as well as event hosting for celebrations, corporate dining, and themed events such as the Feasting with Friends x MOTH summer series.
• Feasting with Friends Bottomless Brunch Weekend bottomless brunch experience at Noci Shoreditch focused on fresh pasta with accompanying drinks, designed for group dining and celebrations.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Four partnerships are on record, tiered minor and core.

• MOTHminorGTM or Marketing Partner · 27 June 2024Seasonal partnership bringing MOTH Margaritas on draught to Noci Shoreditch as part of the 'Feasting with Friends x MOTH' summer event series running June through August. Includes bottomless pasta, margaritas, and live DJs from Voices Radio.
• Various Eateries Trading LimitedcoreOthersVarious Eateries Trading Limited is the controller and operator of Noci restaurants, mentioned in the company's privacy policy as the parent trading entity.
• Cobble LaneminorOthersSupplier of specialty charcuterie including Guanciale, fennel salami, and 'Nduja featured on Noci's menus.
• Hackney GelatominorOthersSupplier of Hackney-made vanilla gelato and Hackney lemon sorbet for Noci's dessert menu.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fiume: Modern Italian restaurant located near Battersea Power Station, directly overlapping Noci's Battersea catchment. Comparable contemporary Italian menu and casual-upscale positioning.
• Padella: London-based pasta-focused casual Italian restaurant group with multiple sites (Borough Market, Shoreditch). Closest comparable on handmade pasta, price point, and neighbourhood Italian positioning.
• Bancone: London fresh-pasta restaurant with multiple locations including Covent Garden and Canary Wharf. Competes directly on handmade pasta, casual Italian, and weekday lunch deals.
• Lina Stores: Multi-site London Italian restaurant and deli brand with locations in Soho, King's Cross, Spitalfields and Marylebone. Comparable neighbourhood Italian positioning and heritage brand strength.
• Gloria (Big Mamma Group): London outpost of Big Mamma Group's experiential Italian concept. Comparable casual-upscale Italian positioning, experiential dining, and London multi-site footprint.
• Emilia's Crafted Pasta: London-based handmade pasta restaurant with several sites. Directly comparable fresh-pasta, casual Italian neighbourhood concept at similar ticket sizes.

Broad incumbents

• ASK Italian: National UK Italian casual dining chain. Comparable casual Italian positioning but at lower price points and with broader menu standardisation across many sites.
• Zizzi: UK-wide Italian casual dining chain competing for the same neighbourhood Italian occasion as Noci, but at a lower average ticket and with a much broader menu.
• PizzaExpress: Long-established UK Italian casual dining chain with hundreds of sites nationwide. Overlaps on Italian casual dining and neighbourhood accessibility, though it sits in a lower price tier and broader portfolio.

Emerging players

• Marcella at The Dean Hotel: Modern Italian restaurant in London focused on contemporary Italian cooking and pasta. Comparable modern Italian / casual-upscale positioning but smaller footprint than Noci.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Nocipasta
• Instagraminstagram.com/nocipasta
• LinkedInlinkedin.com/company/nocirestaurant

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 NOCI