Tootsies

A neighbourhood grill that grew into a nationwide restaurant where families and young couples could refuel and relax.

Piper backed MBI in 1999 and exited in 2004

Tootsies was originally established by two property developers as a neighbourhood grill restaurant chain in West London, with their first site opening in 1989 in Notting Hill.

In 1999, working with the ex-Managing Director of Pitcher & Piano, Piper led the £9 million MBI of Tootsies, with a strategy to build on the success of the existing estate and brand and roll out the chain both in London and beyond.

Piper research led to the introduction of new brand identity that focused on burgers and appealed to both families and young couples as a place to refuel and relax. With this customer insight reflected in the sites and proposition, the business was able to expand beyond its neighbourhood locations into City Centre locations and retail/leisure developments, growing from 9 restaurants at investment to 24 on exit.

In 2004 we exited to Urban Dining plc for £31.3m