Bill’s profits double since FY22 amid ‘remarkable’ turnaround

Bill’s has reported that its EBITDA has doubled to £11.2m in FY24, up from £5.5m in FY22, following a “remarkable” turnaround in sales and guest metrics over the past two years. 

The chain said its performance coincided with the appointment of Tom James to the role of managing director in October 2022, who joined with a “clear brief to reinvigorate the brand”. 

During that period, Bill’s has introduced a “vibrant” new menu and has maintained its position that “value is critical to success” in today’s market. 

A host of new technologies across all areas of the business have also been a key feature in the turnaround. With all bonuses, recognition and rewards aligned to achieving guest and team metrics, the business has accelerated its performance under its ‘Everyone Leaves Happy’ goal.

Owner Richard Caring said: “Bill’s always had enormous potential and we are seeing that being realised with record sales numbers and a best in class dining experience while offering incredible value to Bill’s guests. Strong profits always lead to opportunities, and I am excited for what is next for the business.”  

In December 2024, Bill’s also opened two new locations. The business is continuing to explore other growth opportunities in 2025, including new site locations both in the UK as well as international franchise partnerships. 

James added: “We have laid the foundations to build a very robust and exciting business for the future. These results, despite the challenging trading environment, show how popular the brand is. 

“Both of our new sites in Milton Keynes and Street are trading well ahead of expectations and I’m incredibly proud of what the teams have achieved. We are ready for the next chapter of brand growth.”

According to Bill’s, a core part of its growth ambition will be to enter the delivery market across all locations for the first time this spring, having signed an exclusive partnership with Deliveroo. 

Carlo Mocci, chief business officer at Deliveroo, said: “Bill’s is on an exciting growth trajectory and Deliveroo is the right delivery platform to support its plans. With a vibrant new menu and extensive geographical reach Bill’s is uniquely placed to meet varied customer needs, from breakfast through to dinner and for all members of the family. 

“We are thrilled to support their growth ambitions and bring Bill’s quality all-day menu to our customers’ doorsteps.”