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| More Restaurant | |
|---|---|
| Name | More Restaurant |
| Established | 2009 |
| Current owner | More Group Holdings |
| Food type | Contemporary fusion |
| Street address | Multiple locations |
| City | London; Birmingham; Manchester |
| Country | United Kingdom |
More Restaurant
More Restaurant is a contemporary dining enterprise founded in 2009 and noted for its fusion menus, minimalist interiors, and strategic urban locations. The brand grew from a single flagship in central London into a small chain with presence in major UK cities, attracting attention from publications and culinary institutions. Its model blends hospitality trends, design-led spaces, and partnerships with food producers and cultural organisations.
More Restaurant was founded by entrepreneur and restaurateur Julian More (not to be linked) in the wake of post-2008 hospitality investment shifts. Early funding and advisory support involved figures and firms active in London hospitality circles, including investors associated with Goldman Sachs-backed hospitality ventures and advisers from Deloitte's transactions teams. Its first venue opened near landmarks such as Covent Garden and Leicester Square, positioning the restaurant to benefit from tourist footfall tied to West End theatre and exhibitions at the National Gallery.
In the 2010s the enterprise navigated regulatory and market events that reshaped UK dining: the aftermath of the 2008 financial crisis, changes following the UK Conservative Party-led coalition budgets, and local planning outcomes influenced by borough councils like Camden Council and Westminster City Council. Expansion rounds drew comparisons to growth patterns of groups such as Gordon Ramsay Restaurants and Hakkasan Group. The brand weathered sector-wide disruptions during the COVID-19 pandemic, implementing pivot strategies similar to peers like Dishoom and Pret A Manger.
The restaurant's culinary concept centers on contemporary Anglo-continental fusion, sourcing techniques and menu ideas from traditions represented by restaurants such as Nobu and The Fat Duck while maintaining accessibility akin to Bill's Restaurant. Menu philosophy references seasonal produce from suppliers known to serve institutions like Fortnum & Mason and collaborations with artisans in the lineage of River Cottage alumni. Dishes have drawn on influences associated with chefs from Michelin Guide-listed kitchens and cooking methods popularised by personalities like Jamie Oliver and Yotam Ottolenghi.
Service style at More Restaurant reflects hospitality trends promoted by industry bodies such as the British Hospitality Association and training approaches derived from culinary schools including Le Cordon Bleu and Westminster Kingsway College. The interior aesthetic channels design movements showcased by firms that have worked with cultural venues like the Tate Modern and Barbican Centre, creating flexible layouts for dining and private events.
Initial operations concentrated in London, with subsequent openings in Birmingham, Manchester, and satellite sites in commuter hubs near Heathrow Airport and King's Cross. Expansion strategy targeted high-footfall districts including retail corridors near Oxford Street, transport nodes like Piccadilly Circus and business districts such as Canary Wharf. Growth mirrored approaches used by multi-site operators including Leon Restaurants and Gourmet Burger Kitchen.
International franchising efforts were explored with partners previously active in markets served by groups like Marriott International and AccorHotels, though the company primarily focused on consolidating UK locations. Site selection metrics referenced footfall studies from consultancies similar to CBRE and logistics data providers used by chains such as Wagamama.
Ownership is held by More Group Holdings, a private company structured through family ownership and external investors, with governance practices informed by advisors from firms such as PwC and KPMG. Executive leadership has included alumni from operations roles at companies like Yo! Sushi and strategic hires with backgrounds at Pret A Manger. Board-level oversight involved non-executive directors with experience in hospitality investment trusts and entities comparable to the Restaurant Group.
Human resources and talent acquisition leveraged networks connected to hospitality recruitment firms that place candidates in organisations like Ritz Paris and Shangri-La Hotels and Resorts. Financial stewardship tracked performance indicators used across the sector, comparing like-for-like sales metrics with peers such as Grosvenor Restaurants and reporting to lenders with exposure to hospitality portfolios managed by banks including Barclays.
Critical reception combined regional press coverage in outlets akin to The Guardian's restaurant pages and listings in lifestyle magazines similar to Time Out London and Vogue UK. Food bloggers and platforms comparable to Eater and SquareMeal featured reviews noting the balance between inventive plates and value propositions relative to competitors like Duck & Waffle. Some reviews referenced service standards associated with training programs at institutions such as Institute of Hospitality.
Awards and recognitions included shortlistings in regional hospitality awards parallel to those run by The Good Food Guide and mentions in curated weekend guides resembling those published by Condé Nast Traveller. Customer feedback aggregated on reservation platforms and review sites used across the industry, comparable to OpenTable and TripAdvisor.
Community engagement has focused on partnerships with food charity organisations similar to FareShare and local campaigns that echo initiatives run by FoodCycle and Crisis. The restaurant partnered with suppliers and growers featured at events like the Chelsea Flower Show-adjacent food markets and supported training programmes with vocational organisations resembling City & Guilds.
Philanthropic activity included fundraising dinners coordinated with local arts institutions comparable to English National Opera and charitable donations channelled through fundraising platforms used by entities such as Children's Society. Corporate social responsibility reporting aligned with sector norms promoted by associations like UKHospitality and sustainability efforts tracked against standards similar to those advocated by Sustainable Restaurant Association.
Category:Restaurants in the United Kingdom