Bill’s to open largest site in a decade amid profit growth

Bill’s is set to open its 49th UK restaurant at Westfield Stratford City, marking its largest restaurant launch in more than a decade. 

The move follows a period of growth for the business, which has seen profits double over the last three years, with EBITDA rising from £5.5m in FY22 to £11.3m in FY24. 

The group said it has also delivered four successive years of cover growth and like-for-like sales growth, surpassing the £100m annual sales milestone in 2025.

Bill Collison founded the business in 2001 as a greengrocer in Lewes, East Sussex. It has since evolved into an all-day dining brand with a refreshed visual identity and menu.

The group said its new Stratford restaurant “represents the brand’s most significant physical expansion in over 10 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 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.”