Bill’s will open its 49th UK restaurant on March 4th at Westfield Stratford City, marking the brand’s largest restaurant launch in more than a decade and a significant milestone ahead of its 25th anniversary.
The Stratford opening comes during a standout period for the business. Over the past three years, Bill’s has seen profits double, with EBITDA rising from £5.5m in FY22 to £11.3m in FY24. The group has delivered four successive years of both cover growth and like-for-like sales growth, surpassing the £100m annual sales milestone in 2025 while continuing to see guest satisfaction metrics strengthen across the estate.
Founded in 2001 by Bill Collison in Lewes, East Sussex, Bill’s has grown from a greengrocer-turned-restaurant into one of the UK’s most recognisable all-day dining brands. In recent years, the business has evolved its visual identity, invested in innovation and refreshed its menu offering, helping drive sustained growth while remaining rooted in its fresh, seasonal approach to food and relaxed hospitality.
Since opening its doors, Bill’s has been rooted in the idea of making guests feel welcome and ensuring everyone leaves happy, offering a varied and eclectic menu that ensures there is something for everyone. Whether it’s a morning coffee, a long lunch, or an evening celebration, always with the feeling of a home away from home.
The new Stratford restaurant represents the brand’s most significant physical expansion in over ten years and reinforces its confidence as it approaches a quarter-century in business.
Tom James, Managing Director at Bill’s, said: “Off the back of four years of very strong trading, we are incredibly excited to be opening our largest site in over a decade in Westfield Stratford. There is a fantastic opportunity to bring our much loved all day offer to such a vibrant and popular location. From award-winning campaigns such as Kid’s Eat Free every school holiday, to the iconic £5 bottomless pancakes each Friday, the Bill’s team can’t wait to bring smiles to the faces of thousands of shoppers, workers and local businesses throughout the year.”
The Stratford launch follows the brand’s continued expansion into new formats, and signals strong momentum as Bill’s prepares to celebrate 25 years in 2026. This includes its first airport location on the upper level of Heathrow Terminal 2, which features an airport exclusive “Bill’s on Board” order that allows customers to take their favourite food on the flight, alongside its well-loved all day menu.
As the business builds towards its anniversary year, the Stratford opening underscores Bill’s confidence in the market – combining heritage, fresh food and innovation with sustained commercial performance.
