The Food Initiative - Bespoke Event Catering

What The Food Initiative - Bespoke Event Catering does

The Food Initiative Ltd is a London-based bespoke event catering company that designs and delivers fully customized culinary experiences for corporate functions, private celebrations, weddings, and charity fundraisers. The firm operates on a "no set menus" model — every menu is shaped in collaboration with the client, supported by a portfolio of format categories (canapés, bowl food, plated dining, sharing feasts, corporate catering, and bespoke concept events such as themed food installations for brand launches). Underlying the service is a culinary team led by Managing Director and founder Mark Jankel alongside Exec Chef Garrett O'Brien and Head Chef John Madden, drawing on Michelin star and street-food backgrounds, paired with an event-operations function led by Head of Events Charlotte Selbie (formerly of Rocket Food and Tate Galleries).

The business makes money exclusively through bespoke, quote-based professional services engagements priced per event against guest count, menu complexity, staffing, equipment, and duration. Its go-to-market is consultative and relationship-led, led by Jankel and Selbie from first meeting through event day, with marketing concentrated on Instagram, a website portfolio of case studies, client testimonials, and direct email enquiries. Distribution is fully direct-to-client and anchored by preferred-caterer partnerships at multiple distinctive London venues (34 Bloomsbury, Kachette, Shoreditch Studios, The Bike Shed Motorcycle Club, Park Village Studios, Battersea Arts Centre, KOKO) and by repeat collaborations with event planners (Albion Parties, David Curtis Events, Jack Morton) and ethical ingredient suppliers (Dusty Knuckle Bakery, Flying Fish, Thornicroft's, Gastronomica). The customer base spans enterprise brands such as Netflix, BMW Motorrad, Samsung, Skechers, and Zenith Watches, alongside event planners and nonprofit clients including Greenhouse Sports, The Harrow Club, and the Contemporary Art Society, with one documented European project (a South of France glamping festival). The company is privately held, founder-led, has 1-10 employees, has raised no disclosed outside funding, and its 2025 Tatler Best White Tie Ball award for a 255-guest King's Observatory event marks its most prominent recent brand recognition.

Name

The Food Initiative - Bespoke Event Catering

Legal name

The Food Initiative Ltd

Website

https://thefoodinitiative.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Food Initiative is a London-based bespoke event caterer that designs and delivers fully customized menus for corporate functions, private celebrations, weddings, and charity fundraisers, operating as a preferred caterer at multiple London venues and serving enterprise clients including Netflix, BMW Motorrad, and Samsung.

Ownership category

akta.pro rank

Product category

Event Catering Services

NAICS

Caterers (722320), Caterers (72232), Food Service Contractors (722310), Food Service Contractors (72231)

akta.pro primary industry

Event Catering (Weddings, Social, Private Parties) (THAFAIAB)

akta.pro secondary industries

Wedding & Social Event Catering (THAHAKAE), Full-Service Catering (Off-Premise) (HSACAGAA), Wedding & Reception Catering (HSACAGAD), Specialty & Dietary Catering (Halal, Kosher, Vegan, Allergen-Free, Medical) (THAHAKAK)

Keywords

• Bespoke event catering
• Corporate catering services
• Wedding and private dining
• Canapes and bowl food
• Venue partnership catering

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Catering Services: Bespoke catering for corporate events, weddings, private celebrations, and charity functions. Each event is custom-quoted based on guest count, menu requirements, staffing, and equipment needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

The Food Initiative is a bespoke event catering company that designs and delivers fully tailored culinary experiences for corporate functions, private celebrations, weddings, and charity events. Each menu is custom-built around the client's vision using finest ethical UK-sourced ingredients, with no fixed or set menus offered. Services include canapés, bowl food, plated dining, sharing feasts, corporate catering, and bespoke themed concept events delivered on-site at client or partner venues.

Product overview

The Food Initiative is a bespoke event catering company that creates extraordinary culinary experiences for events. Rather than a unified software product with modules, the company offers a portfolio of catering service categories: Canapés, Bowl Food, Plated Dining, Sharing Feasts, Corporate Catering, and Bespoke Concept Events. All services are fully bespoke and tailored to individual client needs. The company operates as preferred caterer at multiple London venue partners and sources ingredients from ethical UK farm suppliers. The Food Initiative does not offer software products, APIs, or technology integrations.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Fundraising dinner for Harrow Club exceeded expectations, raising significant funds for youth charity
• +2 more outcomes

Named customers12 records

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

13 partnerships are on record, tiered core and minor.

• The Dusty Knuckle BakerycoreOthersBakery and café in London's Dalston and Harringay neighbourhoods. Purpose-driven business using their operation to help at-risk youth through on-the-job training and mentorship. Close neighbour to The Food Initiative's kitchen.
• Flying Fish (Day Boat Fish)coreOthersCornwall-based day boat fish supplier. Uses specialist local knowledge and hard work to bring beautiful fish from ship to kitchen in 48 hours or less.
• Thornicroft'scoreOthersFruit & vegetable supplier with 15-year relationship with Managing Director Mark Jankel. Passionate about sourcing finest quality ingredients with focus on UK seasonal produce.
• Gastronomica Borough MarketminorOthersItalian artisan cheese & charcuterie supplier founded in 2000 by Marco Vineis. Specializes in supporting and promoting small artisan food producers from Piedmont region.
• VegwareminorOthersManufacturer of plant-based compostable foodservice packaging. Globally recognized brand specializing in sustainable, circular economy packaging solutions.
• 34 BloomsburycoreStrategic or Co-development PartnerVenue partner - Georgian townhouse in central London. Newly renovated with four event rooms. Preferred catering partner for events at this venue.
• KachettecoreStrategic or Co-development PartnerVenue partner - restored railway arches venue at Old Street in Shoreditch. Preferred caterer status. Licensed for weddings with Hackney Council.
• Shoreditch StudioscoreStrategic or Co-development PartnerVenue partner - two interlinked railway arch studios with over 3,500 sq ft. Preferred caterer status. Licensed for ceremonies and wedding receptions.
• The Bike Shed Motorcycle ClubcoreStrategic or Co-development PartnerVenue partner - industrial venue in Shoreditch spanning four railway arches covering 12,000 sqft. Preferred caterer status. Features pre-installed trussing, heated flooring, and 3-phase power.
• SplendidminorOthersFront of house staffing partner used for event delivery. Collaborated on multiple events including Harrow Club fundraiser and South of France glamping festival.
• David Curtis EventscoreOthersEvent planner/party planner partner. Worked with The Food Initiative on multi-day glamping festival in South of France with 125 guests.
• Holy WaterminorOthersCocktail bar partner. Provided bar services for South of France glamping festival and other events.
• Albion PartiescoreOthersEvent planning company. Partnered on White Tie Ball at King's Observatory - 255 guests featured in Tatler's Best Party Awards 2025.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lettice Events: London-based bespoke catering company offering tailored menus for corporate events, weddings and private parties. Closely comparable business model, customer base and bespoke, no-set-menu approach.
• Rocket Food: Long-established London bespoke event caterer. Directly comparable to The Food Initiative – both serve premium corporate and private events with bespoke menus in the London market. Notably, Head of Events Charlotte Selbie previously held senior roles at Rocket Food, evidencing close operational similarity.
• Absolute Taste: Long-established UK bespoke event and party caterer serving corporate, private and celebrity clients. Comparable bespoke service model and premium UK event market positioning.
• Social Pantry: London-based bespoke catering and events company focused on corporate, private and wedding events with bespoke seasonal menus. Comparable service offering, customer mix and London premium positioning.
• Rhubarb Food Design: Premium London event caterer delivering bespoke menus for high-end corporate, cultural and private clients. Comparable service model, premium positioning and London venue relationships.
• Zafferano: Italian-inspired London event caterer offering bespoke menus for corporate functions, weddings and private celebrations. Comparable bespoke service model and premium London event market positioning.
• So Food: London bespoke event caterer providing custom menus for corporate and private events. Closely comparable service scope and target customer base in the London premium segment.
• By Word of Mouth: Long-standing London bespoke event caterer serving weddings, corporate events and private parties with custom menus. Closely matches The Food Initiative's bespoke, quote-per-event model in the same London premium segment.

Broad incumbents

• CH&CO: Larger UK contract and event caterer with corporate, hospitality and event capabilities. Overlaps in corporate event catering but operates a broader portfolio across venues, workplaces and live events rather than a bespoke-events-only niche.
• Sodexo Live: Global hospitality and live-events catering business (formerly Sodexo Prestige). Competes for large corporate and venue event catering contracts; broader and more diversified than The Food Initiative but materially overlaps in the UK premium event space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thefoodinitiative
• LinkedInlinkedin.com/company/the-food-initiative-bespoke-event-catering

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Food Initiative - Bespoke Event Catering