emilia's crafted pasta

What emilia's crafted pasta does

Emilia's Crafted Pasta is a London-based independent restaurant group and packaged pasta retailer founded in 2017 by Andrew Macleod. The company operates 6 fresh-pasta restaurants across central London locations — Aldgate, Baker Street, Canary Wharf (Wood Wharf flagship), St. Katharine Docks, Victoria, and Marylebone — where all food is prepared from scratch each morning using natural ingredients. Restaurant reservations are handled through OpenTable across all six sites, and digital gift vouchers are sold through a separate Giftpro platform.

The company extends its foodservice offering into direct-to-consumer retail via emiliaspasta.com, where it sells P.G.I.-certified dried pasta sourced from Gragnano, Italy, under three signature shapes (Rigatoni, Casarecce, Bucatini), available as 500g packets or a mixed bundle at £10 per 3-pack, with UK-wide 48-hour tracked delivery. The retail launch in October 2024 leverages the brand's bronze die extrusion process, which produces a textured pasta surface that holds sauce better than mass-produced alternatives, and the brand's 2025 Great Taste and NOPEX awards provide third-party validation for the retail line.

Emilia's monetises through three streams: in-restaurant dining revenue, retail e-commerce sales of premium dried pasta, and digital gift vouchers. The business is founder-owned with no disclosed external funding, no institutional investors, and no parent company. Revenue is not publicly disclosed. Customer acquisition is driven by an organic mix of social media presence (Facebook, Instagram, TikTok, Twitter, LinkedIn), substantial earned media coverage in UK outlets such as BBC Good Food, The Guardian, TimeOut London, and the Evening Standard, plus event-driven marketing including London's first pasta festival in August 2022.

Name

emilia's crafted pasta

Legal name

Emilia's Crafted Pasta

Website

https://emiliaspasta.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Emilia's Crafted Pasta is a London-based independent restaurant group and packaged pasta retailer operating 6 fresh-pasta restaurants across central London and a direct-to-consumer e-commerce shop selling P.G.I.-certified dried pasta from Gragnano, Italy, to UK consumers.

Ownership category

akta.pro rank

Product category

Italian Restaurants and Specialty Pasta Retail

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182), Perishable Prepared Food Manufacturing (311991)

SIC

Retail-Eating Places (5812), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Pasta Manufacturing (dry, fresh, filled) (AFAKABAB)

Keywords

• Fresh pasta restaurants
• Italian dining
• Artisan pasta products
• Pasta retail
• Bronze die pasta

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining: Dine-in pasta restaurant service with table reservations across multiple London locations offering fresh, handmade pasta dishes.
2. Retail Pasta Products: Sale of premium dried pasta products (Rigatoni, Casarecce, Bucatini) via e-commerce for home delivery. Products are P.G.I. certified and made in Italy.
3. Gift Vouchers: Digital gift vouchers sold through their website for restaurant dining experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Emilia's Crafted Pasta operates fresh pasta restaurant dining across six London locations where all food is prepared from scratch daily with natural ingredients, alongside a direct-to-consumer retail pasta shop selling premium P.G.I. certified dried pasta (Rigatoni, Casarecce, Bucatini) made in Gragnano, Italy using bronze die extrusion. The company also sells digital gift vouchers for restaurant dining experiences.

Product overview

Emilia's Crafted Pasta operates fresh pasta restaurants across London with dine-in service, complemented by a direct-to-consumer retail pasta shop selling premium dried pasta products. The product portfolio includes three signature P.G.I. certified pasta shapes (Rigatoni, Casarecce, and Bucatini) available individually or as a Mixed Bundle, along with gift vouchers for restaurant dining. All retail products are made in Italy with 100% natural ingredients and feature recyclable packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Rigatoni P.G.I. Sustainable Pasta P.G.I. certified Rigatoni pasta made in Italy from Durum Wheat Semolina, featuring a slightly curved tubular shape with square ends and ridges designed to help sauce adhere. Sold in 3 x 500g or 16 x 500g bundles for UK home delivery.
• Casarecce P.G.I. Sustainable Pasta Award-winning short twisted pasta shape with Sicilian origins, crafted through bronze die extrusion for a textured surface. P.G.I. certified and made in Italy. Awarded Great Taste 2025. Sold in 3 x 500g packets for home delivery.
• Bucatini P.G.I. Sustainable Pasta Award-winning thick spaghetti-like pasta with a hollow centre, popular in Lazio and Rome cuisine. P.G.I. certified, made in Italy via bronze die extrusion. Won NOPEX 2025 Best New Food Product and Great Taste 2025. Sold in 3 x 500g or 20 x 500g bundles.
• Mixed Bundle Bundle of three 500g packets containing one each of Rigatoni, Casarecce, and award-winning Bucatini, packaged in 100% recyclable FSC-certified packaging. Each packet contains approximately 5-8 servings. Priced at £10 per bundle.
• Restaurant Dining Experience Fresh pasta dine-in service across six London restaurant locations (Aldgate, Baker Street, Canary Wharf, St. Katharine Docks, Victoria, Marylebone), with all food prepared from scratch every morning using only natural ingredients. Reservations available via OpenTable.
• Gift Vouchers Digital gift vouchers purchased online through the Giftpro platform, redeemable for dining experiences at any Emilia's Crafted Pasta restaurant location.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• OpenTablecoreTechnology or IntegrationTable reservation platform integration allowing customers to book tables at all 6 restaurant locations through OpenTable links on the company website.

Scale indicators3 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• La Molisana: Premium Italian pasta brand with growing UK retail presence and sustainability credentials. Comparable as a premium Italian pasta competitor targeting similar consumers with P.G.I. provenance and bronze die extrusion positioning.
• De Cecco: Major premium Italian dried pasta brand with broad UK retail distribution. Comparable as a premium dried pasta competitor in the same retail aisle and product category Emilia's is entering via its DTC shop.
• Pastaio: London-based fresh pasta restaurant group with multiple sites serving handmade pasta in a fast-casual format. Closest direct comparable as a London fresh pasta restaurant operator with similar artisan positioning and multiple locations.
• Padella: London fresh pasta restaurant concept founded in 2016 with multiple sites serving handmade pasta. Directly comparable as a small London pasta-focused restaurant group with premium positioning and high media profile.
• Garofalo: Gragnano-based Italian pasta producer with P.G.I. certification and strong UK retail distribution. Comparable as a direct competitor in the same Gragnano-origin, P.G.I. certified premium pasta category that Emilia's is built on.
• Rummo: Italian premium pasta brand from Benevento known for bronze die extrusion and craft production. Comparable as a craft Italian pasta competitor with similar production method and provenance-led positioning in the premium retail pasta category.

Broad incumbents

• Barilla: World's largest pasta manufacturer with dominant UK grocery presence. Comparable as the broad incumbent setting pricing, distribution, and marketing benchmarks in the category Emilia's retail line competes within.
• Carluccio's: Established UK-wide Italian restaurant chain with retail pasta and food product ranges sold through its own stores and grocers. Comparable as an Italian restaurant brand that has historically combined dine-in with retail packaged food, though at much larger scale and broader menu.
• Prezzo: Large UK Italian restaurant chain operating across many sites. Comparable as a UK Italian restaurant operator at scale, though with a broader menu and more value positioning than Emilia's.
• Zizzi: UK-wide Italian casual dining chain with multiple locations across London. Comparable as a multi-site London Italian restaurant operator with similar geographic exposure and premium-casual positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/emiliaspasta
• Facebookfacebook.com/emiliaspasta
• LinkedInlinkedin.com/company/emiliascraftedpasta
• Instagraminstagram.com/emiliaspasta
• TikToktiktok.com/@emiliascraftedpasta

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 emilia's crafted pasta