The Ivy Asia

What The Ivy Asia does

The Ivy Asia is a privately held Pan-Asian restaurant brand operated by Troia (UK) Restaurants Limited, a UK private limited company owned by hospitality entrepreneur Richard Caring and part of the broader The Ivy Collection. The business runs a directly-managed chain of upscale restaurants offering theatrical dining environments inspired by Asian aesthetics, with themed interiors, weekend DJ entertainment, and dedicated private dining rooms named after Asian locations (Sakura, Hanami, Tokyo, Kyoto, Sekushi, Edo, Midori). As of the available data, the estate comprises 11 sites across the UK and Ireland: three in London (Mayfair, Chelsea, St Paul's), two in the South East (Brighton, Guildford), two in the North West (Liverpool, Manchester Spinningfields), one in Yorkshire (Leeds), one in Wales (Cardiff), and the first international location in Dublin.

The core product is a unified restaurant dining experience layered across multiple price points: an à la carte menu, Lotus Lunch set menu (from £21.95), Jade Dinner set menu (from £28.95), Experience Menu (£55 per person), Asian-inspired Afternoon Tea (£33.95, or £43.95 with Champagne), and a Super Kids Menu and Young Adults Menu for younger guests. Underlying technology is modest: a direct online booking system accepting reservations up to three months in advance with live availability, a Premier Rewards loyalty mobile app on iOS and Android, and a dedicated e-commerce storefront (gifts.theivyasia.com) for monetary gift cards and promotional vouchers such as the £100-for-£75 offer. No proprietary AI, data, or software platform is disclosed.

The revenue model is transaction-based restaurant dining with ancillary gift card and private events streams. The go-to-market is direct-to-consumer across three primary channels: walk-in and booked table service at all locations, private dining bookings for corporate events and personal celebrations, and a digital gift card channel. Customers are predominantly individual diners seeking celebratory or premium-casual occasions, with secondary segments in corporate event buyers, families with children, and gifts purchasers. Pricing is per-cover with set menus at fixed tiers; gift cards function as prepaid credit with promotional top-up offers. Distribution is wholly owned — no franchise model, no third-party delivery integration surfaced in the data. The Caring Family Foundation, established by owners Richard and Patricia Caring in 2019, is the brand's principal external partnership, focused on food poverty alleviation rather than commercial activity.

Name

The Ivy Asia

Legal name

Troia (UK) Restaurants Limited

Website

https://theivyasia.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

The Ivy Asia is a privately held Pan-Asian restaurant chain under Richard Caring's The Ivy Collection, operating 11 upscale theatrical dining locations across the UK and Ireland (including Dublin) offering set menus, à la carte dining, private events, and a loyalty app.

Ownership category

akta.pro rank

Product category

Pan-Asian Restaurants

NAICS

Restaurants and Other Eating Places (72251)

SIC

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

akta.pro primary industry

Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)

Keywords

• Pan-asian restaurants
• Private dining rooms
• Afternoon tea service
• Set menu dining
• Restaurant gift cards

Headquarters

HQ city

London - Mayfair

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining: Revenue generated from food and beverage sales across all restaurant locations. Customers pay for à la carte menus, set menus, experience menus, afternoon tea, and drinks. Private dining bookings and special event catering also generate revenue.
2. Gift Cards and Vouchers: Sale of monetary gift cards and experience vouchers. The Ivy Collection offers promotional gift card deals such as £100 for £75, with vouchers redeemable across all restaurants.
3. Prepayments and Deposits: Prepayments for dining experiences starting from £25, with personalized messages and champagne delivery services available for special occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Ivy Asia is a chain of Pan-Asian restaurants operating 11 locations across the UK and Ireland, offering theatrical dining experiences with Asian-inspired cuisine. The business sells à la carte menus, set lunch and dinner menus, multi-course experience menus, afternoon tea, private dining room hire, children's menus, gift vouchers, and a loyalty program (Premier Rewards). Customers can book tables online, by phone, or walk in, and also purchase gift cards via a dedicated e-commerce site.

Product overview

The Ivy Asia is a Pan-Asian restaurant chain operated by Troia (UK) Restaurants Ltd, part of The Ivy Collection group. The offering consists of a unified restaurant dining experience across 12 locations in the UK and Ireland, featuring multiple menu formats (A La Carte, Set Lunch/Dinner, Experience Menus, Afternoon Tea), private dining rooms, a loyalty program (Premier Rewards), and gift voucher products. The core product is the dining experience itself, supported by table reservation technology and a mobile rewards app. Locations include London (Chelsea, Mayfair, St Paul's), South East (Brighton, Guildford), North West (Liverpool, Spinningfields), Yorkshire (Leeds), Wales (Cardiff), and Ireland (Dublin).

Differentiator

Problem solved

Functional benefit

Brands

• Premier Rewards: Loyalty programme offering exclusive discounts, priority reservations, birthday rewards, and annual Ivy Club access.
• Premier Rewards App

Products and services

• À La Carte Menu Full menu featuring Asian-inspired dishes including snacks, small plates, large plates, sushi, sashimi, and desserts, available all day at all restaurant locations for individual diners and groups.
• Lotus Lunch Set Menu Set lunch menu offering 2 courses from £21.95, available Sunday to Friday for lunch service, priced at £24.95 in St Paul's and Mayfair locations.
• Jade Dinner Set Menu Set dinner menu featuring bold Asian flavours inspired by jade symbolism, priced at 2 courses from £28.95, available Sunday to Thursday 4:30pm-6:30pm and 9:30pm-close (£35.95 in Dublin location).
• Experience Menus Curated multi-course dining journey showcasing contemporary Asian flavours, priced at £55 per person with a vegetarian version at £50 per person and premium mains upgrade for £10 supplement.
• Afternoon Tea Asian-inspired afternoon tea featuring sushi, savoury bites, and sweet treats, priced at £33.95 per person or £43.95 with Champagne, available at Chelsea, Mayfair, and St Paul's locations.
• Private Dining Bespoke private dining experiences in dedicated themed rooms at various locations for corporate events, celebrations, and special occasions, with event management team support and customizable menus.
• Gift Vouchers Monetary gift cards and promotional vouchers including the £100 for £75 promotional offer providing £25 bonus dining credit, available for purchase online or in-restaurant with 24-hour activation and 12-month validity.
• Premier Rewards Loyalty Program Loyalty program mobile application allowing members to collect points, receive exclusive discounts, enjoy priority reservations, and access The Ivy Club membership, available on iOS and Android.
• Graduation Menus Seasonal celebration menu designed for graduation occasions, including a glass of Laurent-Perrier champagne, available during designated graduation periods.
• Sushi Push Pops Seasonal limited-time children's menu item featuring playful sushi rolls served in push-up tubes, available in Salmon & Avocado and Cucumber & Avocado flavours during school holidays.
• Chelsea in Bloom Set Menu Special seasonal menu celebrating London's Chelsea in Bloom floral festival, featuring exclusive dishes such as Sesame Crusted Chicken Gyoza, Spicy Yellowtail Maki Roll, and the Zen Garden Orbital dessert, available at The Ivy Asia Chelsea only.

Segments4 records

Ideal customer profiles4 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.

• Caring Family FoundationcoreStrategic or Co-development Partner · 1 January 2019The Caring Family Foundation was established in 2019 by Richard and Patricia Caring. The Ivy Collection partners with TCFF on the 'Food from the Heart' campaign providing nutritious meals to children experiencing food poverty and food insecurity across the UK. The partnership has delivered over 2 million meals combined in UK and Brazil.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sexy Fish: London-based upscale Japanese and Asian seafood restaurant in Mayfair with theatrical interior design, late-night DJ programming, and premium pricing. Direct competitor for occasion-driven Asian fine-dining customers.
• Zuma: London-based contemporary Japanese restaurant with international locations. Competes in the upscale Asian segment with similar contemporary design, premium pricing, and occasion-driven business model.
• Nobu: Global luxury Japanese restaurant brand with London presence. Competes for affluent occasion-driven diners through premium pricing, celebrity-chef association, and theatrical dining environments.
• Hakkasan: Mayfair-based upscale Cantonese restaurant group with multiple UK and international locations. Competes for the same premium occasion-driven customer with similar set menu, lunch, and private dining offerings.
• Roka: London-based contemporary Japanese robatayaki restaurant with multiple UK locations. Competes in the premium Asian segment with similar theatrical open-kitchen design and occasion-driven customer base.
• Sushisamba: London-based upscale Japanese-Brazilian-Peruvian fusion concept with theatrical design and panoramic views. Competes for premium occasion-driven Asian dining in the London market.
• Park Chinois: Mayfair-based upscale Chinese restaurant with 1930s Shanghai-inspired theatrical design, live entertainment, and premium pricing. Direct competitor for occasion-driven Asian fine-dining in London.
• Tattu: UK upscale Pan-Asian restaurant group with multiple locations including London, Manchester, and Edinburgh. Operates a similar theatrical interior design concept, premium set menus, and private dining/event business model.
• Yauatcha: London-based upscale Cantonese dim sum and dining destination in Soho and other UK cities. Competes for Asian occasion-driven dining and afternoon tea occasions with similar theatrical design.

Broad incumbents

• The Wolseley: Sibling brand within The Ivy Collection (same Richard Caring ownership), operating as a grand European all-day café-restaurant in London's Piccadilly. Comparable in terms of brand, ownership, and premium occasion-driven positioning, though cuisine category differs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theivyasia
• Facebookfacebook.com/theivyasiarestaurants
• Instagraminstagram.com/theivyasia
• TikToktiktok.com/@theivyasia
• LinkedInlinkedin.com/company/the-ivy-asia

Compliance4 records

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 The Ivy Asia