What Theory does

Theory (legal entity Burger Theory Group SARL) is a privately-held 100% vegan fast-food restaurant group founded in 2018 by Julia Couture and Tom in Paris. The company operates two dine-in locations — one in the Marais district (Paris 3e arrondissement, 11 boulevard des Filles du Calvaire) and a second in Levallois-Perret (32 rue Louise Michel), opened in 2022 — and generates revenue through dine-in service, Click & Collect via its own website, in-house courier delivery across seven Paris arrondissements and parts of Levallois-Perret/Vincennes, and presence on third-party delivery platforms (UberEats, Deliveroo, Eatic).

The core product offering is a 100% plant-based street-food menu centered on burgers (BBQ Buffalo, Giant Theory, Portobello Road, Spicy Cajun, King Mushroom, Double Cheesy) using soy, seitan, and HEURA plant proteins, supplemented by quinoa-based bowls, finger food (buffalos, HEURA nuggets, grilled cheese), sides, house-made desserts, beverages, and children's menus. Approximately 70–80% of ingredients are organic, and the company emphasizes house-made sauces and condiments. The menu uses common components to minimize waste.

Theory's business model combines B2C restaurant and delivery sales with a B2B catering division (Traiteur événementiel) serving corporate events, seminars, festivals, and cultural functions across Île-de-France, with named reference customers including Back Market, Amnesty International, La Nef, and BIC. The company holds the FiG Éco-responsable and Framheim anti-gaspi certifications and partners with Barepack/&Repeat (reusable packaging), Phénix/Karma (anti-food-waste resale), Heura/Violife/Jay and Joy (plant-based ingredients), Mazette (organic condiments), and Ilek (green electricity). The technology stack is non-proprietary and limited to standard restaurant POS, third-party delivery platform integrations, and consignment/recycling apps — no software platform, API, or AI/ML capability is offered. The company is independently owned, has not disclosed any external funding rounds, and operates with €1,000 registered capital as a French SARL.

Name

Theory

Legal name

Burger Theory Group SARL

Website

https://theory-restaurant.fr

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Theory is an independent 100% vegan fast-food restaurant group operating two locations in Paris and Levallois-Perret, serving burgers, bowls, and street food to B2C consumers and B2B corporate/event clients across Île-de-France via dine-in, delivery, and catering channels.

Ownership category

akta.pro rank

Product category

Vegan Fast Food / Plant-Based Restaurant

NAICS

Limited-Service Restaurants (722513), Caterers (722320)

SIC

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

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

akta.pro secondary industries

Specialty Dietary & Wellness Catering (Vegan, Halal, Kosher, Allergy-Friendly) (THAFAIAK), Specialty & Dietary Catering (Halal, Kosher, Vegan, Allergen-Free, Medical) (THAHAKAK)

Keywords

• Vegan fast food
• Plant-based burgers
• Eco-responsible catering
• Organic vegan restaurant
• Plant-based bowls

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Dine-in and takeaway food sales: Theory generates the majority of its revenue from direct food sales at its two restaurant locations in Paris (11 boulevard des Filles du Calvaire, 75003) and Levallois-Perret (32 rue Louise Michel, 92300). Customers can order on-site, via Click & Collect through the website, or through third-party delivery platforms.
2. Delivery orders: Orders placed through the company's own website for courier/VLE/scooter/scooter delivery to customer-specified addresses in Paris and Levallois-Perret. Additional fees apply for delivery service.
3. Catering and events: Theory provides vegan catering services for corporate events, seminars, cocktail parties, festivals, and cultural events across Île-de-France. Services include buffets, cocktail receptions, on-site catering, and event food stands.
4. Catering inquiries and custom quotes: Theory handles catering requests via email ([email protected]) with custom menus and pricing based on event size and requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Theory operates two 100% vegan fast-food restaurant locations in Paris (3e arrondissement) and Levallois-Perret, serving dine-in customers as well as Click & Collect and delivery orders. The menu features plant-based burgers, bowls, finger food, sides, desserts, and beverages prepared daily using mostly organic and locally sourced ingredients. The company also provides eco-responsible vegan catering for corporate events, festivals, seminars, and cultural events across the Île-de-France region.

Product overview

Theory is a 100% vegan fast-food restaurant chain operating two locations in Paris (Marais area, 3rd arrondissement) and Levallois-Perret. Originally founded as 'Burger Theory' in 2018, the company rebranded to 'Theory' to reflect its expanded menu beyond burgers. The core product offering consists of plant-based burgers (featuring seitan, soy patties, and HEURA vegetable meat), healthy bowls (quinoa-based with various proteins), finger food, sides, desserts, and beverages. The company operates both dine-in restaurants and delivery/takeout services through multiple platforms. A dedicated catering division provides eco-responsible vegan catering for corporate events, festivals, and private functions throughout Île-de-France. All menu items are prepared daily using mostly organic, locally-sourced ingredients with a strong focus on sustainability and waste reduction.

Differentiator

Problem solved

Functional benefit

Products and services

• Plant-based vegan burgers 100% vegan burgers made with plant-based proteins (soy patties, seitan, Heura smashé vegetable meat), vegan cheese alternatives, house-made sauces, and fresh vegetables; sold individually (€9.90–€13.50) or as Formule combos (€14.90–€18) at the Paris and Levallois-Perret restaurants and via delivery.
• Vegan bowls Quinoa-based healthy vegan bowls (Chickpeas & Love, Kobe Satay) featuring falafels, Heura sauté, roasted vegetables, and house-made sauces; available simple (from €12.90) or as Formule (€14.90–€15.50). A 'Compose ton bowl' option lets customers build their own bowl from €14.90.
• Vegan finger food, sides, desserts and beverages Plant-based finger food (Buffalos €4.90–€7, Heura Nuggets €5–€8, Grilled Cheese €4.90), sides (Frites €4, Loaded Fries €6, La Verdure €3.50), desserts (Cookie from €3, Brownie €3.50, Milkshakes from €6), and beverages (water, soft drinks, Bos tea, Pulco lemonades, coffee/tea from €2, craft beers).
• Traiteur événementiel vegan (Eco-responsible vegan catering service) Eco-responsible 100% vegan catering service for corporate events, seminars, cocktail parties, festivals, and cultural events across Île-de-France. Offerings include buffets, cocktail receptions, on-site catering, and food stands, with custom menus and quote-based pricing per event ([email protected]). Reference clients include Back Market, Amnesty International, La Nef, BIC, and Intrépide Studio.
• Combo formules (Burger, Bowl, and Children's menus) Pre-set combo meals pairing a main (burger or bowl) with an accompaniment and drink at a discounted bundle price (Formule Burger €14.90–€18, Formule Bowl €15.50, Formule Enfant Petit Pied €10 for children under 12).

Quantifiable outcome

• Reducing carbon impact of meals compared to meat-based equivalents
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Twelve partnerships are on record, tiered minor, core and supporting.

• Marie Sweet and SourminorStrategic or Co-development Partner · 1 January 2022Collaboration with food blogger Marie Sweet and Sour to create two limited-edition bowls ('Le Wapanda' and 'Le Nice Cream') available exclusively at the Levallois-Perret location and on delivery platforms (UberEats, Deliveroo, Eatic). The collaboration ran until June 2022.
• Heura FoodscoreOthersHeura Foods supplies plant-based meat alternatives (simili-carné) used in menu items such as the Minotaure burger, King Mushroom, Double Cheesy, and the Christmas burger. Heura's products are central to Theory's positioning as a gourmet vegan burger chain.
• ViolifecoreOthersViolife provides plant-based cheese alternatives used across Theory's burger menu. A key ingredient supplier enabling the full vegan positioning of the menu.
• Jay and JoysupportingOthersJay and Joy supplies vegan cheese alternatives used in Theory's burger and bowl recipes, complementing the plant-based cheese offerings.
• Petit VegannesupportingOthersPetit Veganne supplies vegan cheese alternatives used in Theory's menu, expanding the range of plant-based cheese options available.
• MAZETTE!coreStrategic or Co-development PartnerMAZETTE! is a brand of 100% organic French condiments (pickles, ketchup, tartinades) that co-developed the 'Bumble Beetroot' burger with Theory. The partnership includes exclusive use of Mazette condiments in the burger and broader menu recommendations. Products also sold at Monoprix, Casino, La Belle Vie, and Flink.
• Barepack / &RepeatsupportingTechnology or IntegrationTheory uses Barepack's consignment system for reusable containers in takeaway and delivery orders, reducing single-use packaging waste. &Repeat provides a similar reusable container consignment solution at the Levallois location and in delivery.
• PhénixsupportingOthersPhénix app partnership allows Theory to sell surplus food at reduced prices, supporting the anti-food waste strategy and reducing waste from unsold items.
• KarmasupportingOthersKarma app partnership enables Theory to offer unsold food at discounted prices, aligning with the Framheim anti-gaspi label and waste reduction commitments.
• IleksupportingOthersIlek supplies 100% green electricity to both Theory restaurant locations, sourced from French renewable energy producers. Supports the company's commitment to minimizing environmental impact.
• Île-de-France RegionminorOthersÎle-de-France regional council is shown as a partner/logo on the Theory website, suggesting potential funding, endorsement, or regional support for the eco-responsible restaurant concept.
• L214minorOthersL214 (an animal rights organization) logo appears on the Theory website as a partner/endorsement, reflecting shared values around animal welfare and veganism.

Scale indicators4 records

Recent moves3 records

Expansion highlights6 records

Broad incumbents

• Burger King France: Major QSR chain in France that has introduced plant-based options (Veggie Whopper, plant-based chicken). Comparable to Theory as a burger-focused operator in France with nationwide delivery reach, though Burger King is a broad incumbent and not vegan-specialized.
• Big Mamma Group: Major Paris-based restaurant group operating multiple Italian trattorias and plant-forward concepts with strong dine-in and delivery presence. Comparable to Theory as a multi-location Paris restaurant operator with delivery reach, though Big Mamma's portfolio is broader and not vegan-specialized.

Direct peers

• Gentle Gourmet: Paris-based vegan catering and dining service specializing in plant-based cuisine for events and restaurants. Closely comparable to Theory's eco-responsible vegan catering division, operating in the same B2B event-catering space in Île-de-France.
• Hank Burger: Pioneering Paris-based 100% vegan burger restaurant that opened in 2013, operating multiple locations across Paris. Directly comparable to Theory as a fellow vegan fast-casual specialist in the Île-de-France market with a similar burger-led menu and dine-in plus delivery model.
• VG Burger: French vegan burger brand offering plant-based burger menus through restaurants and delivery. Comparable to Theory as a direct vegan burger specialist competing in the same plant-based fast-casual segment in France.
• Hank Restaurant: Paris vegan restaurant offering fully plant-based menus across multiple locations. Comparable to Theory as a Paris-based vegan restaurant operator, though with a more varied menu format beyond burgers.
• Café Pinson: Paris vegan and vegetarian restaurant offering plant-based brunch, bowls, and healthy fare. Comparable to Theory as a Paris-based plant-forward eatery with a sustainability-oriented brand, though Café Pinson leans more toward organic brunch than fast-casual burger formats.
• Wild & The Moon: Paris-headquartered plant-based café/restaurant chain offering vegan bowls, juices, and grab-and-go options. Comparable to Theory on plant-based positioning and the Parisian health/eco-conscious consumer, though Wild & The Moon skews more toward café/bowl formats than Theory's burger-led concept.
• PNY (Paris New York): Paris-based plant-based burger chain with multiple locations offering an entirely vegetarian/vegan menu of burgers and sides. Directly competes with Theory on plant-based fast-casual positioning in Paris and shares a comparable unit-economics and delivery-channel approach.

Others

• Phenix: French anti-food-waste technology company partnering with Theory to resell surplus food. Comparable not as a restaurant peer but as an adjacent ecosystem participant enabling Theory's anti-waste value proposition and Framheim certification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/theoryveganfood
• LinkedInlinkedin.com/company/burger-theory-paris
• Instagraminstagram.com/theoryveganfood
• TikToktiktok.com/@theoryveganfood

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Theory