Wagtail Rooftop Bar and Restaurant
Wagtail is a premium single-venue rooftop restaurant, bar, and private dining space in the City of London, operated by ETM Group subsidiary ETM Premium Bars and Restaurants Limited. It serves individual diners, corporate clients, and event guests via F&B sales, private hire, and ticketed experiences.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wagtail Rooftop Bar and Restaurant does
Wagtail Rooftop Bar and Restaurant is a single-venue premium dining and nightlife establishment located at 68 King William Street in the City of London, operated by ETM Premium Bars and Restaurants Limited (a subsidiary of ETM Group Limited). The venue occupies the upper floors of a grand art deco building and is split over two levels, comprising a restaurant with two private terraces, an elegant rooftop terrace bar, and The Nest — an exclusive private dining room crowning the building. It delivers 360-degree views of iconic London landmarks including Tower Bridge, St Paul's Cathedral, The Shard, the Gherkin, and the Walkie Talkie building, operating daily from 11am with a late-night license extending to 1am on weekends and resident DJ programming.
The venue generates revenue through three streams: food and beverage sales via à la carte and brunch menus, private event hire (The Nest and group bookings of 13+ guests), and ticketed special experiences including rooftop pilates with FOLD Reformer and the Mixmag Lab DJ series. Distribution is managed through OpenTable for standard reservations (up to 12 guests), Design My Night for event enquiries, and Eventbrite for ticketed events. Customer segments span individual diners, corporate clients, celebration groups, and a younger demographic attracted through music and fitness programming. The venue has no proprietary technology, no mobile app, and no AI/ML capabilities, relying on standard hospitality POS and reservation infrastructure.
Wagtail is one of 10 venues in the ETM Collection portfolio, which includes other London rooftops (Aviary, Kitty Hawk), restaurants (The Jugged Hare, Chiswell Street Dining Rooms, Marlowe), and pubs (Long Arm, Burdock, The Botanist, The Hat and Tun). The venue won Bar of the Year at the London Lifestyle Awards 2025 and is supported by brand partnerships with Patron Tequila and St-Germain for seasonal cocktail programming. With 16 employees, the operation is lean for a venue of its scale, relying on the ETM Group's shared platform for marketing, back-office, and cross-venue programming.
Wagtail Rooftop Bar and Restaurant firmographics
Firmographics- Name
- Wagtail Rooftop Bar and Restaurant
- Legal name
- ETM Premium Bars and Restaurants Limited
- Website
- https://wagtaillondon.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wagtail is a premium single-venue rooftop restaurant, bar, and private dining space in the City of London, operated by ETM Group subsidiary ETM Premium Bars and Restaurants Limited. It serves individual diners, corporate clients, and event guests via F&B sales, private hire, and ticketed experiences.
- Ownership category
- akta.pro rank
Wagtail Rooftop Bar and Restaurant industry classification
Industry- Product category
- Rooftop Restaurant and Bar Hospitality
- NAICS
- Drinking Places (Alcoholic Beverages) (7224), Caterers (72232)
- SIC
- Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Rooftop Bars & Beach/Pool Bars (THAFAEAJ)
- akta.pro secondary industry
- Rooftop Bars & Outdoor Nightlife Venues (MPAGAIAF)
Keywords
Where Wagtail Rooftop Bar and Restaurant is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Wagtail Rooftop Bar and Restaurant business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Food and Beverage Sales: Restaurant and bar operations generating revenue from a la carte dining, brunch menus, and cocktail service. The venue operates from 11am daily with extended hours until 1am on weekends, providing multiple revenue-generating windows throughout the day and evening.
- Private Event Hire: Revenue from private dining room (The Nest) bookings and group events for 13+ guests, including corporate functions and celebrations with bespoke packages.
- Special Event Ticketing: Revenue from ticketed experiences including rooftop pilates classes, live music events (Mixmag Lab series), and special dining experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | A la carte dining - price points not publicly disclosed |
| One time/ perpetual license | Pay-as-you-go | Brunch menu - price points not publicly disclosed |
| Transaction based/ take rate | Multi-year contract | Private dining and group events - bespoke pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Wagtail Rooftop Bar and Restaurant product offering
Product offeringCore offering
Wagtail operates a rooftop restaurant and bar venue in the City of London offering à la carte fine dining, weekend brunch service, cocktail bar service, and an exclusive private dining room called The Nest. The venue additionally generates revenue through ticketed special experiences including rooftop pilates classes and live music events (Mixmag Lab series), as well as private event hire for groups of 13+ guests and corporate functions.
Product overview
Wagtail Rooftop Bar and Restaurant is a single-venue rooftop dining establishment operated by ETM Collection. The venue offers a restaurant with two private terraces, an elegant rooftop terrace bar, and an exclusive private dining room called The Nest. The core product is food and beverage service including an à la carte menu and brunch offerings, complemented by private event spaces and late-night entertainment with resident DJs.
Differentiator
Problem solved
Functional benefit
Products and services
- Wagtail Rooftop Restaurant and Terrace
Quantifiable outcome
- Bar of the Year recognition at London Lifestyle Awards 2025
Companies that use Wagtail Rooftop Bar and Restaurant
Customer profileSegments1 record
Ideal customer profiles2 records
Wagtail Rooftop Bar and Restaurant technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wagtail Rooftop Bar and Restaurant partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ETM Premium Bars and Restaurants LimitedcoreWagtail is operated by ETM Premium Bars and Restaurants Limited (Company Number: 16310689), part of the ETM Group of companies. This is an intra-group operational structure where Wagtail operates as a subsidiary brand within the ETM Collection portfolio.
- Patron TequilaminorSummer Served campaign features Patron as a key spirits partner for bespoke cocktail menus across ETM Collection rooftops including Wagtail's Casa Palma terrace concept inspired by Mexico's sunsets.
- St-GermainminorPartnership with St-Germain elderflower liqueur for the summer cocktail programming at Kitty Hawk venue, with cross-venue promotional activities including the ETM Collection rooftop portfolio.
- FOLD ReformerminorCollaboration with FOLD Reformer for rooftop pilates classes at Wagtail and Kitty Hawk venues, creating unique fitness experiences in an elevated setting with London's skyline views.
- Design My NightcoreDesign My Night is used as the booking platform for table reservations and event enquiries, collecting identity, contact, and payment data to facilitate bookings.
- MixmagminorMixmag Lab event series bringing DJ performances (Hot Since 82, Bonobo) to Wagtail rooftop, creating nightlife and music programming that drives venue footfall and younger demographic engagement.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Wagtail Rooftop Bar and Restaurant competitors and assessment
Company assessmentDirect peers
- Boundary London: Shoreditch hotel and rooftop bar/restaurant concept offering panoramic East London views, restaurant dining, and private event spaces. Comparable premium rooftop venue with mixed food, beverage, and event revenue.
- Sky Garden London: Iconic London public rooftop venue at 20 Fenchurch Street with panoramic views, bar, and restaurant. Operates at a similar premium rooftop positioning targeting tourists, corporate clients, and after-work drinks.
- The Culpeper: East London pub and restaurant with a notable rooftop terrace offering views, food, and bar service. Comparable rooftop dining format though at a different price point and neighborhood.
- Aviary Rooftop Restaurant and Terrace: Sibling venue within the ETM Collection, also a premium rooftop restaurant and bar in London. Directly comparable operating model, customer demographic, and revenue mix, making it the most relevant internal benchmark.
- Galvin at Windows: Fine-dining rooftop restaurant on the 28th floor of the London Hilton on Park Lane with iconic views. Directly comparable premium positioning, à la carte dining, and private dining for corporate events.
- Madison London: One New Change rooftop bar and restaurant overlooking St Paul's Cathedral. Comparable London rooftop concept with similar late-night offering, skyline views, and mixed dining/nightlife revenue model.
- Kitty Hawk: Another ETM Collection rooftop venue in London, sharing the same parent operating model, event programming approach, and rooftop bar positioning. Directly comparable on pricing, audience, and GTM strategy.
- Coq d'Argent: Premium rooftop French restaurant and bar in the City of London with similar skyline views, fine-dining positioning, and corporate-event focus. One of the most established direct competitors in the City rooftop segment.
- The Rooftop at The Standard London: Hotel rooftop bar and restaurant in King's Cross with skyline views, cocktails, and event programming. Comparable late-night rooftop offering with a similar mix of dining, cocktails, and event-driven revenue.
Emerging players
- Dickie Fitz's / Fait Maison: London-based restaurant group with premium casual and rooftop/brunch concepts sharing similar à la carte and brunch service models. Comparable revenue mix in food and beverage service, though with different bar/nightlife intensity.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights6 records
Customer concentration
Wagtail Rooftop Bar and Restaurant social profiles
Digital presenceWagtail Rooftop Bar and Restaurant financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wagtail Rooftop Bar and Restaurant leadership team
Management profileNumber of profiles
Wagtail Rooftop Bar and Restaurant funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wagtail Rooftop Bar and Restaurant 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 Wagtail Rooftop Bar and Restaurant
What does Wagtail Rooftop Bar and Restaurant do?
Wagtail operates a rooftop restaurant and bar venue in the City of London offering à la carte fine dining, weekend brunch service, cocktail bar service, and an exclusive private dining room called The Nest. The venue additionally generates revenue through ticketed special experiences including rooftop pilates classes and live music events (Mixmag Lab series), as well as private event hire for groups of 13+ guests and corporate functions.
Is Wagtail Rooftop Bar and Restaurant a public or private company?
Wagtail Rooftop Bar and Restaurant is a private company. It is classified as corporate owned and is currently operating.
When was Wagtail Rooftop Bar and Restaurant founded?
Wagtail Rooftop Bar and Restaurant was founded in -1. It employs 11 to 50 people.
Where is Wagtail Rooftop Bar and Restaurant based?
Wagtail Rooftop Bar and Restaurant is headquartered in London, United Kingdom, in the Europe region.
How does Wagtail Rooftop Bar and Restaurant make money?
Three revenue lines are on record. Food and Beverage Sales are the primary driver. The others are private Event Hire and special Event Ticketing.
Who are Wagtail Rooftop Bar and Restaurant's main competitors?
Direct peers on record are Boundary London, Sky Garden London, The Culpeper, Aviary Rooftop Restaurant and Terrace, Galvin at Windows, Madison London, Kitty Hawk, Coq d'Argent and The Rooftop at The Standard London. Dickie Fitz's / Fait Maison is listed as an emerging player.
Does Wagtail Rooftop Bar and Restaurant have an API?
No public API is recorded for Wagtail Rooftop Bar and Restaurant.
What industry is Wagtail Rooftop Bar and Restaurant in?
Wagtail Rooftop Bar and Restaurant's product category is Rooftop Restaurant and Bar Hospitality. Its primary akta.pro industry code is THAFAEAJ, Rooftop Bars & Beach/Pool Bars, with a secondary code of MPAGAIAF, Rooftop Bars & Outdoor Nightlife Venues. Its NAICS code is 7224 and its SIC code is 5810.