pied a terre
Pied à Terre is a Michelin-starred fine dining restaurant in London's Fitzrovia, founded in 1991 by David Moore. The single-location business serves special-occasion diners, corporate clients, and culinary experience seekers with tasting menus, private dining rooms, cookery masterclasses, and an award-winning wine programme.
- Company typePrivate
- Founded1991
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What pied a terre does
Pied à Terre is a single-location Michelin-starred fine dining restaurant founded in 1991 by David Moore in Fitzrovia, London. Operating from a three-floor townhouse at 34 Charlotte Street under the legal entity NEWBRIAR COMPANY LIMITED, the restaurant has held a Michelin star continuously since January 1993, making it London's longest-standing Michelin-starred establishment. The kitchen delivers Modern British cuisine informed by classic French techniques, offering omnivore and plant-based tasting menus (complet menu at £175 per person), à la carte options, and a 35th-anniversary promotional £35 three-course lunch menu.
Beyond the dining room, the business operates a diversified portfolio of hospitality products: hands-on culinary masterclasses including pasta, ceviche and tartare, and plant-based formats (from £165 per person); a half-day Kitchen Experience with the head chef (from £265); a cocktail masterclass at £500 for up to six guests; three private dining rooms (Front Room up to 10 guests, Kitchen Table up to 8, Print Room up to 16); and full restaurant takeovers for up to 45 guests with bespoke menus and butler-style service. Distribution combines direct reservations (phone, email, website), OpenTable integration, and third-party marketplaces ClassBento and GiftPro for masterclasses and gift vouchers. An award-winning wine programme of over 800 labels, curated by sommeliers Ciarán Bagchus and Isabelle Strutt, is ranked joint first in Wine List Confidential's UK Top Restaurants for Wine 2024.
The restaurant serves a primarily B2C base spanning special-occasion diners, corporate clients, wine enthusiasts, experience seekers, and plant-based diners. The business is privately held by founder David Moore with no external funding, no parent company, and no subsidiaries; founder-and-owner involvement remains active. The kitchen has produced a documented lineage of head chefs who subsequently earned Michelin stars elsewhere (Richard Neat, Tom Aikens, Shane Osborn, Marcus Eaves, Andy McFadden, Asimakis Chaniotis). Alberto Cavaliere was appointed Head Chef in 2025, with the publicly stated objective of reclaiming a second Michelin star that the restaurant previously held from 1996.
pied a terre firmographics
Firmographics- Name
- pied a terre
- Legal name
- NEWBRIAR COMPANY LIMITED
- Website
- https://pied-a-terre.co.uk
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pied à Terre is a Michelin-starred fine dining restaurant in London's Fitzrovia, founded in 1991 by David Moore. The single-location business serves special-occasion diners, corporate clients, and culinary experience seekers with tasting menus, private dining rooms, cookery masterclasses, and an award-winning wine programme.
- Ownership category
- akta.pro rank
pied a terre industry classification
Industry- Product category
- Fine Dining Restaurant
- NAICS
- Full-Service Restaurants (722511), Food Services and Drinking Places (722)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Fine Dining Restaurants (THAFACAA)
- akta.pro secondary industries
- Chef’s Table & Tasting Menu Restaurants (THAFACAG), Special Occasion & Destination Restaurants (THAFACAK)
Keywords
Where pied a terre is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
pied a terre business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Fine Dining Restaurant: Revenue from à la carte and tasting menus (omnivore and plant-based), wine pairings, and beverage sales. Includes complet menu (£175), tasting menus, and à la carte options.
- Culinary Experiences & Masterclasses: Revenue from hands-on experiences including kitchen experiences (£265+), pasta masterclasses (£165), ceviche & tartare masterclasses (£165), plant-based masterclasses (£165), and cocktail masterclasses (£500 for up to 6 guests).
- Private Dining Events: Revenue from private dining rooms (Front Room up to 10 guests, Kitchen Table up to 8, Print Room up to 16) and full restaurant takeovers (up to 45 guests) with bespoke menus and butler-style service.
- Gift Vouchers: Monetary and experience-specific gift vouchers sold for dining experiences and culinary masterclasses.
- Corkage: Corkage fee of £55 per 75cl bottle (limit two bottles per table), with expectation of wine purchases from the restaurant's award-winning list.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 35th Anniversary Menu - Lunch special |
| Unit Pricing | Pay-as-you-go | Complet Menu - Full fine dining experience |
| Transaction based/ take rate | Pay-as-you-go | Standard corkage fee |
| Unit Pricing | Pay-as-you-go | Kitchen Experience - Half day in Michelin kitchen |
| Unit Pricing | Pay-as-you-go | Ceviche & Tartare Masterclass |
| Unit Pricing | Pay-as-you-go | Pasta Masterclass |
| Unit Pricing | Pay-as-you-go | Plant-Based & Vegan Masterclass |
| Unit Pricing | Pay-as-you-go | Cocktail Masterclass - Group experience |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
pied a terre product offering
Product offeringCore offering
Restaurant Pied à Terre is a Michelin-starred fine dining restaurant in Fitzrovia, London, operating since 1991. It serves modern British cuisine using classic French techniques across omnivore and plant-based tasting menus, à la carte options, and seasonal special menus. The restaurant also offers cookery masterclasses (Pasta, Ceviche & Tartare, Plant-Based, Cocktail), Kitchen Experiences with the Head Chef, three private dining rooms, full restaurant takeovers, gift vouchers, and a curated wine program of over 800 wines.
Product overview
Restaurant Pied à Terre is a single-location fine dining restaurant offering a unified hospitality experience centered on its Michelin-starred dining room. The core product is the fine dining restaurant service featuring omnivore and plant-based tasting menus alongside à la carte options. Supporting offerings include cookery masterclasses (Pasta, Ceviche & Tartare, Plant-Based, Cocktail), kitchen experiences, and private dining across three dedicated spaces. The restaurant also offers gift vouchers, an extensive wine program with over 800 wines, and seasonal special menus such as the 35th Anniversary Menu. All services are delivered at the single Fitzrovia location.
Differentiator
Problem solved
Functional benefit
Products and services
- Fine Dining Restaurant Michelin-starred fine dining restaurant in Fitzrovia, London, serving modern British cuisine using classic French techniques across omnivore and plant-based tasting menus, à la carte options, and seasonal menus. Open for lunch Wednesday-Saturday and dinner Tuesday-Saturday. Includes the Pied Terrace walk-in bar area.
- 35th Anniversary Menu A special £35 per person anniversary menu featuring an amuse-bouche, starter, and main course, created for both omnivore and plant-based diners to celebrate the restaurant's 35th anniversary on Charlotte Street.
- Cookery Masterclasses Hands-on culinary experiences including Pasta Masterclass, Ceviche & Tartare Masterclass, and Plant-Based & Vegan Masterclass, all priced from £165 per person. Each class includes tastings, recipe cards, a Pied à Terre apron, and a glass of fizz.
- Kitchen Experience A half-day immersive experience alongside the Head Chef in the Michelin-starred kitchen, including briefing, kitchen tour, hands-on work, observation of service, and a late lunch in the dining room. Prices start from £265 per person, with menu or wine flight upgrades available on the day.
- Cocktail Masterclass A hands-on cocktail crafting session for 4 to 6 participants with canapés, including cocktail recipe cards and a bottle of sustainable house spirit. Prices start from £500 total for up to 6 guests.
- Private Dining Three private dining spaces within the three-floor Fitzrovia townhouse: The Front Room (ground floor, up to 10 guests), Kitchen Table (first floor, up to 8 guests), and Print Room (second floor, up to 16 guests). Also offers full restaurant takeover for up to 45 guests with bespoke menus and butler-style service, coordinated by Private Dining Coordinator Ciara.
- Gift Vouchers Monetary and experience-specific gift vouchers for dining experiences, masterclasses, and kitchen experiences, available for corporate gifting and personal occasions. Vouchers retain monetary value but may not cover full future menu prices.
- Wine Program Award-winning wine cellar of over 800 wines curated by sommeliers Ciarán Bagchus and Isabelle Strutt, offering wine pairings, wine flights, and wine dinner events. Named joint first in Wine List Confidential's UK Top Restaurants for Wine 2024. Corkage charged at £55 per 75cl bottle (limit two per table), with expectation of additional wine purchases from the list.
Quantifiable outcome
- Water filtration system saves approximately 16,000 plastic bottles annually
- +1 more outcomes
Companies that use pied a terre
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles5 records
pied a terre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
pied a terre partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Hundred HillscoreEnglish sparkling wine producer from Stonor Valley. Pied à Terre team participates in annual grape harvest. Features Hundred Hills 2019 Hillside No. 3 on wine list. Partnership includes exclusive pre-order options for guests and collaborative wine experiences.
- Karuna Sri LankaminorCharitable initiative where £2 from every guest bill supports children and young women in Sri Lanka with education, food, medication, and independence training. Personally supported by David Moore and his family.
- OpenTablecoreOnline reservation platform integration providing real-time booking availability for restaurant tables and experiences. Prominent booking links throughout website.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
pied a terre competitors and assessment
Company assessmentDirect peers
- Hélène Darroze at The Connaught: Two-Michelin-starred restaurant inside The Connaught hotel, Mayfair. Direct peer: hotel-anchored fine dining in central London, similar high-end tasting-menu pricing and wine-led beverage program.
- Alain Ducasse at The Dorchester: Three-Michelin-starred French fine dining restaurant inside The Dorchester hotel. Direct peer: Michelin three-star London hotel fine dining, exact same spend per cover band and audience as Pied à Terre.
- Sketch (The Lecture Room & Library): Two-Michelin-starred fine dining room within Sketch, Mayfair. Direct peer: Michelin-starred tasting-menu restaurant in London competing for the same special-occasion and corporate-client spend.
- Le Manoir aux Quat'Saisons: Two-Michelin-starred destination restaurant in Oxfordshire, owned by Belmond. Direct peer and lineage: founder David Moore trained there under Raymond Blanc; comparable country/destination fine dining model with rooms and tasting-menu pricing at the very top of the UK market.
- The Waterside Inn: Three-Michelin-starred Roux family fine dining restaurant in Bray, Berkshire. Direct peer: UK destination fine dining with deep wine program and tasting menus; Pied à Terre's Executive Chef Phil Kearsey trained there, making it a clear culinary-lineage comparable.
- Restaurant Story: Tom Sellers' two-Michelin-starred fine dining restaurant in Bermondsey, London. Direct peer: same category (Michelin-starred fine dining), same geography (London), similar pricing and tasting-menu model, similar experiential add-ons.
- Ynyshir Restaurant and Rooms: Four-Michelin-starred destination restaurant with rooms in Wales led by Gareth Ward. Direct peer at the high-tasting-menu / experiential end of UK fine dining with rooms, strong wine focus, and a comparable chef-driven identity.
- Core by Clare Smyth: Two-Michelin-starred fine dining restaurant in Notting Hill. Direct peer: independently-operated Michelin-starred tasting-menu restaurant in central London competing for the same special-occasion and experiential diner segments.
Broad incumbents
- Restaurant Gordon Ramsay: Three-Michelin-starred flagship in Chelsea, part of the broader Gordon Ramsay Restaurants group. Broad incumbent in the same London fine dining category but operating as part of a multi-restaurant portfolio.
- The Fat Duck: Three-Michelin-starred flagship of Heston Blumenthal's operated group in Bray, Berkshire. Broad incumbent representing the global reputation ceiling of the UK Michelin fine dining segment Pied à Terre competes within.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
pied a terre social profiles
Digital presencepied a terre compliance and trust
Trust signalCompliance2 records
pied a terre financial estimates
Financial estimateRevenue estimate
Valuation estimate
pied a terre leadership team
Management profileNumber of profiles
Profiles4 records
pied a terre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
pied a terre M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about pied a terre
What does pied a terre do?
Restaurant Pied à Terre is a Michelin-starred fine dining restaurant in Fitzrovia, London, operating since 1991. It serves modern British cuisine using classic French techniques across omnivore and plant-based tasting menus, à la carte options, and seasonal special menus. The restaurant also offers cookery masterclasses (Pasta, Ceviche & Tartare, Plant-Based, Cocktail), Kitchen Experiences with the Head Chef, three private dining rooms, full restaurant takeovers, gift vouchers, and a curated wine program of over 800 wines.
Is pied a terre a public or private company?
pied a terre is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was pied a terre founded?
pied a terre was founded in 1991. It employs 1 to 10 people.
Where is pied a terre based?
pied a terre is headquartered in London, United Kingdom, in the Europe region.
How does pied a terre make money?
Five revenue lines are on record. Fine Dining Restaurant is the primary driver. The others are culinary Experiences & Masterclasses, private Dining Events, gift Vouchers and corkage.
Who are pied a terre's main competitors?
Direct peers on record are Hélène Darroze at The Connaught, Alain Ducasse at The Dorchester, Sketch (The Lecture Room & Library), Le Manoir aux Quat'Saisons, The Waterside Inn, Restaurant Story, Ynyshir Restaurant and Rooms and Core by Clare Smyth. Broad incumbents are Restaurant Gordon Ramsay and The Fat Duck.
Does pied a terre have an API?
No public API is recorded for pied a terre.
What industry is pied a terre in?
pied a terre's product category is Fine Dining Restaurant. Its primary akta.pro industry code is THAFACAA, Fine Dining Restaurants, with a secondary code of THAFACAG, Chef’s Table & Tasting Menu Restaurants. Its NAICS code is 722511 and its SIC code is 5810.