Azumi Group

What Azumi Group does

Azumi Group, operating through its primary legal entity Azumi Limited, is a London-headquartered private restaurant group founded in 2002 by Rainer Becker and Arjun Waney. The group manages and operates a portfolio of five contemporary dining brands — Zuma (flagship contemporary Japanese izakaya concept), ROKA (robatayaki grill), Oblix (dual restaurant and bar/lounge at The Shard), ETARU (casual beach Japanese in Florida), and INKO NITO (informal Japanese robatayaki) — across 28 permanent locations and 11 seasonal residencies spanning North America, Europe, the Middle East, and Asia. As of January 2026, the group employs more than 3,000 people worldwide across wholly-owned operating subsidiaries in markets including the UK, USA, Italy, Spain, France, Greece, Austria, Switzerland, Turkey, UAE, Qatar, Saudi Arabia, Bahrain, Kuwait, Hong Kong, Thailand, and the Maldives.

The company generates revenue primarily through direct-to-consumer restaurant dining, supplemented by gift card sales and advance reservation payments processed via its proprietary and third-party digital platforms. Distribution is conducted through owned physical locations, a self-serve online booking platform, and a gift card storefront; marketing is predominantly earned media via luxury lifestyle publications such as Condé Nast Traveller and Caterer Middle East, alongside high-profile brand partnerships including a multi-year appointment as the official Lifestyle & Dining Curator for the Mercedes-AMG PETRONAS F1 Team announced in January 2026. The business holds no external institutional funding and operates with a privately-held ownership structure, with co-founders Becker and Waney maintaining significant involvement and Sven Koch serving as CEO since 2011.

The underlying technology stack is standard hospitality operations tooling rather than proprietary platform technology: Twilio/WhatsApp-based marketing communications, PCI-compliant third-party payment processors, third-party analytics providers, and online booking partners. The company's competitive positioning rests on the brand equity built around co-founder Becker, premium real estate locations in cosmopolitan cities, and chef-driven menu concepts rather than technology differentiation. Azumi Ltd also maintains UK Modern Slavery Act 2015 compliance and GDPR-aligned privacy practices across its subsidiary structure.

Name

Azumi Group

Legal name

Azumi Limited

Website

https://azumirestaurants.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Azumi Group is a London-based private restaurant operator managing five contemporary Japanese dining brands — Zuma, ROKA, Oblix, ETARU, and INKO NITO — across 28 permanent locations and 11 seasonal residencies worldwide, serving affluent diners and corporate hospitality clients in cosmopolitan markets across four continents.

Ownership category

akta.pro rank

Product category

Luxury Restaurant Hospitality

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

Keywords

• Contemporary Japanese dining
• Luxury restaurant operations
• Robatayaki grill restaurants
• Global hospitality group
• Fine dining brands

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

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 from dine-in restaurant operations across multiple global locations under Zuma, ROKA, ETARU, Oblix, and INKO NITO brands. Operates 28 permanent and 11 seasonal/residency locations worldwide.
2. Gift Cards: Sale of gift cards for restaurant用餐 experiences through their own platforms, with transaction data stored for two years.
3. Advance Bookings: Advance payment processing for restaurant reservations to secure bookings.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Azumi Group operates an owned-and-operated multi-brand global restaurant business running contemporary Japanese and upscale urban dining concepts under Zuma, ROKA, ETARU, Oblix at The Shard, and INKO NITO. The group delivers dine-in restaurant experiences across 28 permanent and 11 seasonal/pop-up locations in North America, Europe, the Middle East, and Asia, supported by direct digital channels for reservations and gift cards.

Product overview

Azumi Group is an award-winning global restaurant business operating multiple distinct restaurant brands. The portfolio includes Zuma (flagship contemporary Japanese restaurant), ROKA (robatayaki grill concept), ETARU (casual beach Japanese dining), Oblix at The Shard (dual-concept elevated dining), and INKO NITO (accessible informal robatayaki). The group operates 28 permanent locations and 11 seasonal residencies across North America, Europe, Asia, and Middle East. Founded in 2002 with Zuma London, the company was co-created by Rainer Becker and Arjun Waney.

Differentiator

Problem solved

Functional benefit

Brands

• Zuma: Globally recognized contemporary Japanese restaurant brand, flagship brand of Azumi Group with locations worldwide including London, Miami, New York, Las Vegas, Rome, Dubai, Hong Kong, Bangkok, and others
• ROKA
• ETARU
• Oblix
• INKO NITO
• Shochu Lounge

Products and services

• Zuma Globally celebrated contemporary Japanese restaurant brand and flagship brand of Azumi Group, offering an authentic yet modern Japanese dining experience inspired by the traditions of Japanese izakaya dining. Open to affluent consumers seeking premium Japanese cuisine in cosmopolitan cities worldwide.
• ROKA Japanese robatayaki restaurant brand featuring charcoal-grilled dishes prepared on a traditional robata grill, offering an upscale yet approachable dining experience with locations across Europe, Middle East, and Asia. Targets consumers seeking a robata-grill-focused contemporary Japanese experience.
• Oblix at The Shard Dual dining experience located on the 32nd floor of The Shard in London, offering Oblix West (restaurant) and Oblix East (bar and lounge). Showcases British and European produce prepared on charcoal grill, spit roast, or wood-fired ovens, delivering upscale urban dining for consumers seeking premium views of London.
• ETARU Japanese restaurant concept offering an informal beach restaurant experience with elegant but effortless dishes, focusing on quality produce. Caters to East Coast U.S. foodies seeking a casual but high-quality Japanese dining option on the Florida coast.
• INKO NITO Accessible and informal Japanese robatayaki restaurant offering a more casual dining experience focused on Japanese robata-style cooking in a relaxed atmosphere. Launched in Los Angeles and Soho, London, targeting younger consumers seeking accessible high-quality Japanese grill food.
• Azumi Gift Cards Prepaid gift cards redeemable at Azumi Group's restaurant brands, sold through a proprietary gift card sales platform with consumer transaction data stored for two years. Targeted at consumers seeking gifting or prepaid dining credit.

Quantifiable outcome

• First lifestyle restaurant brand to directly partner with a Formula 1 team
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

One partnership is on record.

• Mercedes-AMG PETRONAS F1 TeamflagshipGTM or Marketing Partner · 1 January 2026Multi-year collaboration agreement designating Zuma as the official Lifestyle & Dining Curator for the Mercedes-AMG PETRONAS F1 Team. This marks the first time a global lifestyle restaurant brand has directly partnered with a Formula 1 team. The partnership will feature at Grand Prix events in Monaco, Silverstone, Madrid, and Abu Dhabi, and will extend into the team's Miami Club and Las Vegas hospitality clubs. The collaboration celebrates Zuma's 25th anniversary throughout 2027 and positions the brand as a cultural curator shaping experiences at elite sporting events.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• D&D London: UK-based premium multi-brand restaurant group operating restaurants like Le Pont de la Tour, Blueprint Café, and Skylon. Closely mirrors Azumi's multi-brand London-headquartered portfolio strategy.
• The ONE Group Hospitality: US-listed hospitality group operating STK Steakhouse and other premium brands globally. Comparable multi-brand premium restaurant strategy with similar global cosmopolitan footprint.
• Hawksmoor: UK premium restaurant group specializing in steakhouses and cocktail bars. Comparable in London-headquartered upscale dining positioning and brand-led growth, though narrower cuisine focus.
• Nobu Restaurants: Global luxury Japanese restaurant brand with celebrity chef (Nobu Matsuhisa) and a similar model of high-end Japanese dining in cosmopolitan cities worldwide. Most direct comparable to Zuma in positioning, cuisine, and global upscale footprint.
• Cipriani: Iconic luxury hospitality group with restaurants and clubs in London, New York, Miami, Dubai, Monaco, and beyond. Comparable in premium positioning, multi-generational family operation, and global luxury lifestyle brand status.
• Estiatorio Milos: Premium Greek/Mediterranean seafood restaurant group with locations in New York, Las Vegas, London, and other cosmopolitan cities. Comparable in luxury Mediterranean hospitality positioning and seasonal resort presence.
• Hakkasan Group: Global luxury Asian dining group operating Hakkasan and Yauatcha brands in major cities including London, New York, Las Vegas, Dubai. Comparable to Azumi as premium Asian-cuisine global operator.
• Major Food Group: US-based luxury multi-brand restaurant group operating Carbone, Sadelle's, and The Grill. Comparable to Azumi in premium positioning, multi-brand portfolio strategy, and celebrity-driven dining concepts.
• Lettuce Entertain You Enterprises: US-based multi-brand restaurant group operating 100+ restaurants across diverse cuisines and price points. Comparable in multi-brand portfolio strategy and operational scale.
• JKS Restaurants: London-based multi-brand premium restaurant group operating Gymkhana, Trishna, Brigadiers, and Hoppers. Comparable in London-headquartered multi-brand premium dining portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries32 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 Azumi Group