Yahoo Finance Grub Club: London's hottest new pop up dining experience
Grub Club founder Siddarth VijayaKumar shares how he came up with the latest dining trend which involves a fusion of picking a Michelin star chef, choosing a bespoke menu and selecting a unique venue in London.
Cosy evenings at pop-ups are an unusual and entertaining way to catch-up with friends. The business caters for Londoners’ who want something different and quirky. Grub Club has hosted all types of events from divorce parties, hen nights to bring your dog to dinner type events.
Entrepreneurial spirit
It was during a trip to Zanzibar in 2006 where VijayaKumar came across “Two Tables” a dining experience which involved eating at somebody’s home.
He explains, “There was a restaurant called Two Tables in Zanzibar and the idea just stuck in my head. There was a guy with a house who had built a restaurant in his home. I thought why don’t more people do that? especially if you are a really talented chef. For me it is important for everybody to be able to showcase their creativity.”
It was in India, VijayaKumar met Grub club co-founder Olivia Sibony who was working at Goldman Sachs at the time [in the Human Resources department]. Together they took the leap and formed the new pop up dining experience in 2013.
He explains back then there was not much of a strong sharing economy, no Airbnb but there was the “couch surfing” network which he had noticed was doing well. He identifies one reason for the club becoming popular in a city like London is because it is difficult to catch up with friends and that is why there is a strong appetite for the pop up dining experience.
VijayaKumar explains some people say our platform for culinary is theatre for food and everybody is an actor on stage. “We have the chefs and the venues. For example the history of the venues we work with include St Pancras Clock Tower, the Free Museum, the Shoe Makers in Bethnal Green, we work with venues all over London.”
Finding the financial backing
It has not been an easy ride for the duo. Initially they raised £75,000 through friends and family to get the business kick started. Another way Grub Club raised financing was through a crowdfunding page.
The group has attracted clients such as Google and Spotify are using the pop up dining experience to entertain clients.
Last year the company made £800,000. VijayaKumar expects to take Grub Club to the next level by going global. He explains the group has just closed another round of funding, he adds, “This year we are on target and looking to grow by 75%”.
The founders are planning to expand to New York and Berlin.
VijayaKumar says, “This year for the first time are making concrete plans to grow the business international, New York and Berlin. Grub Club has become a brand. We have a product. There are two parts to Grub Club we have the private dining you can come to us choose a venue and create my own restaurant for the night with my best friends there to enjoy it.”
Written by London-based journalist Tanzeel Akhtar. Her work has been published in the Wall Street Journal, FT Alphaville, CNBC, Citywire, Euromoney, Interactive Investor.
Disclaimer: The content on this page does not constitute financial advice and is provided for general information purposes only. Nothing on this page should be regarded as an offer to conduct investment business or to buy/sell any investment.
