We build better hospitality businesses.
From independent cafes and coffee shops to wider hospitality concepts, we help founders build, operate and grow better businesses — grounded in first-hand experience.
OUR EXPERTISE
From first idea to a better-performing business.
CONCEPT & OPENING
From idea to opening day.
Concept development, site search, feasibility,
financial planning, design coordination, supplier setup
and launch.
01
OPERATIONS & PROFITABILITY
Making good businesses perform better.
Operational systems, staffing, menu strategy, cost control,
pricing and margin improvement.
02
GROWTH & EXPANSION
Built for what comes next.
Expansion strategy, new site acquisition, management
structures, central production and scalable multi-site
operations.
03
OUR WORK
Counter & Co is built on first-hand experience creating, operating and growing independent hospitality businesses in London.
Built from experience, not theory.
STILLROOM CHELSEA
Concept → Site → Build → Launch → Operations
We took Stillroom from an empty shell to a thriving cafe in the heart of Chelsea.
Full concept and brand development
Site search and negotiation
Build, suppliers and launch
Operations and team development
LA MAISON HIGHBURY
Repositioning → Operations → Profitability
We took over an existing cafe and repositioned it as La Maison - refining the concept, offer and operations to create a stronger, more profitable business.
Concept repositioning
Brand and customer proposition
Menu and pricing strategy
Operational restructuring
Cost and margin optimisation
OUR RESULTS
Measured by
performance.
Good hospitality should work commercially as well as creatively.
15+ years
HOSPITALITY EXPERIENCE
3 businesses
BUILT & OPERATED IN LONDON
2 weeks
CHELSEA LEASE COMPLETION
We bring the same owner-operator thinking to every project — whether improving an existing business or building something new.
OUR APPROACH
From first conversation to measurable change.
Straightforward, practical advice shaped around the realities of your business — not a generic consultancy framework.
01
Understand
We start with the business itself — the concept, numbers, operation and what you want to achieve.
02
Identify
We identify the opportunities, weaknesses and decisions that can make the greatest commercial difference.
03
Implement
Then we turn the strategy into action — helping you implement changes that work in real operation.
Practical hospitality advisory, grounded in first-hand operating experience.
ABOUT COUNTER & CO
Hospitality advice from people who actually operate hospitality businesses.
Experience shaped by building and operating real businesses.
BUILT IN HOSPITALITY, NOT AROUND IT.
Counter & Co was created from first-hand experience across more than 15 years in hospitality, from working within the industry to building, operating and growing independent hospitality businesses in London.
Our approach comes from the realities of running venues everyday — finding sites, developing concepts, managing builds, creating teams, controlling costs and building businesses that perform commercially.
We work with founders and operators at every stage, from developing a first concept to improving an existing business or preparing for expansions.
“The advice we give is the same thinking we apply to our own businesses.”
START A CONVERSATION
Let’s talk
hospitality.
Opening something new, improving an existing operation or planning your next site? Tell us what you’re working on.
hello@counterandco.co.uk
London, United Kingdom