What The Salad Project does

The Salad Project is a London-based fast-casual food company founded in 2021 by Florian Chezelles and James Dare. It operates 15+ company-owned retail locations concentrated in premium London catchments — including Spitalfields, Bank, Canary Wharf, Broadgate Circle, Fenchurch Street, Bond Street, Notting Hill, Oxford Circus, Tottenham Court Road, Battersea Power Station, and Victoria — serving made-to-order salads, protein bowls (delivering up to 87g of protein), and limited-time collaborations with brands such as Dishoom, Philip Colbert, and Jamie Laing/Candy Kittens. Distribution spans company-owned storefronts with in-store kiosks, a proprietary iOS/Android ordering and loyalty app (SPAPP+), a Deliveroo delivery partnership (with loyalty point accrual since January 2026 and a Deliveroo for Work corporate catering motion), and a StoreKit-powered catering platform for groups of 6–12.

The technology stack consists of a custom digital ordering platform (saladproject.vmos.io) integrated with SPAPP+ for loyalty, plus custom-designed and patented bowls used across all stores for food presentation and portioning. Revenue is generated from one-time food transactions at ~£10 average ticket, corporate catering Sets and Sharing Platters, branded merchandise and cookbook sales (priced £25–£95 per item), and the SPAPP+ loyalty scheme (1 point per £1 spent, 100 points = £10 voucher). Marketing is built on Instagram, a Journal/blog, email, and high-profile brand collaborations that function as PR-driven demand generation.

The company targets urban professional consumers in central London seeking quick, customisable, high-protein lunches, with secondary segments in health-and-fitness-minded consumers, plant-based diners, and corporate/event catering buyers. It is privately held with no disclosed institutional funding, founders remain operationally active, and expansion has been entirely London-based through organic store openings and cross-channel digital rollout.

Name

The Salad Project

Legal name

The Salad Project

Website

https://saladproject.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

The Salad Project is a London fast-casual chain operating 15+ proprietary retail locations and an SPAPP+ mobile app, serving made-to-order salads and high-protein bowls to urban professionals, with catering and merchandise as secondary revenue streams.

Ownership category

akta.pro rank

Product category

Fast-casual salad restaurant

NAICS

Limited-Service Restaurants (722513), Caterers (72232)

akta.pro primary industry

Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)

akta.pro secondary industries

Healthy/Salad/Grain Bowl QSR (THAFAAAJ), Health & Wellness / Functional Fast Casual (macro-counted, high-protein, allergen-friendly) (THAFABAO)

Keywords

• Fast-casual dining
• Made-to-order salads
• Protein bowls
• Corporate catering
• Quick-service restaurants

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Food Sales: One-time transaction sales of made-to-order salads and protein bowls across all 15+ London locations. Customers order at kiosks in-store, via app, or through Deliveroo.
2. Catering Services: Corporate and event catering including Sets (feeds 10-12 people), Sharing Platters (serves up to 6), Individual Salads, and bespoke catering orders. Ordered through StoreKit platform.
3. Merchandise & Consumer Goods: Sale of branded merchandise including apparel (bomber jacket £80, t-shirt £30, cap £25, apron £40), homeware (trinket tray £35), collaboration items, and cookbook.
4. SPAPP+ Loyalty Points: Customers earn 1 point per £1 spent. 100 points auto-convert to £10 voucher for future redemption, driving repeat purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Salad Project is a London-based fast-casual restaurant chain that sells made-to-order customizable salads and protein bowls (up to 87g of protein) across 15+ retail locations. The company supplements its core food offering with corporate catering (Sets for 10-12 people, Sharing Platters for up to 6), a cross-channel loyalty program (SPAPP+), branded merchandise, and a cookbook.

Differentiator

Problem solved

Functional benefit

Brands

• SPAPP+: The company's loyalty programme allowing customers to earn points on purchases in-store, online, and on Deliveroo, redeemable for rewards and free salads.
• The GOAT Collection
• The GOAT Please

Products and services

• Salads Made-to-order customizable salads offered in-store, via app, and on Deliveroo. Bases, toppings, premiums, and dressings are fully customizable. Core items include The GOAT (described as the brand's most-loved item since day one), The SP Caesar, Big Feta Energy, Miso Salmon, Thai Me Up, and Mex on the Beach. Sold to individual consumers across London locations.
• Protein Bowls High-protein meal range featuring double hot premiums and energy-rich grains, delivering up to 87 grams of protein per bowl. Variants include BBQ Protein Bowl, Caesar Protein Bowl, Bombay Protein Bowl, Satay Protein Bowl, Middle Feast Protein Bowl, Surf + Turf Protein Bowl, and Mex on the Beach. Targeted at fitness-focused and high-protein consumers.
• Catering Services Corporate and event catering offering Sets (feeds 10-12 people), Sharing Platters (serves up to 6), Individual Salads, and bespoke catering orders. Ordered through the StoreKit catering platform and Deliveroo for Work, targeting offices, team lunches, workshops, and corporate events.
• SPAPP+ Loyalty Program Mobile app (iOS/Android) loyalty program enabling points earning (1 point per £1 spent, 100 points = £10 voucher) across in-store, online, and Deliveroo orders. Also provides ordering and skip-queue functionality. Available on Apple App Store and Google Play.
• Branded Merchandise Branded apparel, homeware, and collaboration items including GOAT Bomber jacket (£80), GOAT Tee (£30), GOAT Cap (£25), GOAT Apron (£40), Trinket Tray (£35), SP x Henry Holland Salad Bowl (£95), Pasta Bowl (£75), and High Sided Bowl (£55). Sold via the brand's e-commerce shop.
• The Salad Project Cookbook Published cookbook titled 'The Salad Project: How to build unlimited salads,' sold via the brand's e-commerce shop and reinforcing the brand's content and authority positioning.

Quantifiable outcome

• Up to 87 grams of protein per Protein Bowl
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Addison LeeminorGTM or Marketing Partner · 12 March 2026Addison Lee partnered with Deliveroo as part of Deliveroo for Work office catering service trial in London. The Salad Project is available through this corporate catering offering.
• Jamie Laing / Candy KittensminorGTM or Marketing Partner · 6 July 2025Collaboration with Jamie Laing and his candy brand Candy Kittens resulted in the Jamie Laing Salad - a limited edition item featuring Candy Kittens' Sour Watermelon flavor. First 2,500 orders received free candy.
• Henry Holland StudiocoreStrategic or Co-development Partner · 1 July 2025Collaboration with fashion designer Henry Holland to create a limited edition tableware collection including salad bowl, pasta bowl, shorty chalice, and high-sided bowl. Hand-crafted at Henry's studio in East London.
• Philip ColbertcoreStrategic or Co-development Partner · 4 June 2025Summer collaboration with pop artist Philip Colbert featuring his iconic lobster character across all locations. Included limited-edition salads (The Lobster Salad, The Pop Salad), digital art takeovers, sculptures, and a signed print edition.
• DishoomcoreStrategic or Co-development Partner · 1 June 2025Partnership with Dishoom restaurant chain bringing bold Bombay flavours to The Salad Project. The Dishoom Salad was crafted by Dishoom chefs Rishi Anand and Arun Tilak, featuring chaat masala chickpeas, grilled pineapple, and Murgh Malai Chicken.
• DeliveroocoreChannel Partner/ Reseller/ DistributorDeliveroo serves as the primary delivery and distribution partner for The Salad Project, enabling home and office delivery across London. Partnership includes Deliveroo for Work for corporate catering services. SPAPP+ loyalty points are now earnable on Deliveroo orders, creating integrated customer experience.
• Bold BeanminorOthersBold Bean satay is used as a plant-based protein option across multiple menu items including Satay Protein Bowl and Thai Me Up.
• Rain WuminorStrategic or Co-development PartnerArchitect Rain Wu designed the Bond Street location, creating a sleek, architect-designed space.
• Valentin RuhryminorStrategic or Co-development PartnerContemporary artist created bespoke light switch artwork installation for Battersea Power Station location.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Pret a Manger: London-dominant, well-capitalised healthy QSR incumbent with extensive store base across the same business districts; competes on breakfast/lunch convenience rather than customisable bowls.
• Itsu: Established UK Asian-inspired healthy QSR chain with significant London footprint, overlapping on health-led positioning and lunch occasion for office workers.
• CAVA: US-listed Mediterranean-inspired bowl, salad, and dip fast-casual chain; relevant benchmark for bowl-led customisable menu, design-led stores, and digital ordering at scale.

Direct peers

• Tossed: UK-based salad and wrap chain operating multiple London storefronts with customisable bowls and protein-led menus, the closest like-for-like competitor in the London healthy fast-casual segment.
• LEON: UK healthy fast-food chain with broad London footprint and naturally fast food positioning, overlapping on health-conscious urban professional demand though with a wider menu.
• Chop'd: London-focused salad and protein bowl concept with multiple sites in similar business districts, competing directly for the same urban professional lunch customer.
• POD: UK grab-and-go healthy food chain with strong London presence serving salads, sushi, and protein boxes to commuters and office workers — directly comparable on occasion and customer.
• Sweetgreen: US-listed salad and warm bowl fast-casual chain with a digital/loyalty-led model and design-forward stores; the international archetype for The Salad Project's omnichannel, brand-led playbook.
• Farmer J: London-based healthy fast-casual chain serving salads, grain bowls, and protein plates across multiple central locations with a focus on quality ingredients and customisation.

Emerging players

• Dig: US-based fast-casual salad and warm bowl concept emphasising seasonal ingredients and customisation; useful comparable for menu innovation cadence and protein-bowl positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/the.salad.project
• Facebookfacebook.com/theSPlondon
• LinkedInlinkedin.com/company/thesaladproject

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 The Salad Project