The Honest Group has reported its financial results for the year ending January 2025, marking its best-ever year to date. Like-for-like sales rose by 10% to reach £59.9 million, while EBITDA increased to £5.3 million in FY25, up from £3.5 million in FY24, a 52.3% uplift year-on-year.
This performance was on top of the 21% LfL sales in the previous year (ending Jan 24) and has set the tone for sustained growth in 2025, with year-to-date results continuing the brand’s positive momentum: like-for- like covers are up by 3.3%, and EBITDA is projected to be +37% for the first half of this year. Customer satisfaction on scores have also improved by 5 points, reinforcing the brand’s growing customer loyalty and operaRonal consistency.
This performance reflects Honest Burgers’ continued focus on quality, operaRonal excellence, and guest experience across its por]olio. Growth was driven by strong customer demand following the launch of the company’s first dedicated smash burger concept, Honest Smash + Grab, in Liverpool Street, a new format delivering the same Honest quality with added speed and convenience.
Momentum was further supported by the successful introduction of Honest Insiders, the brand’s first digital rewards app, launched in June 2025. Since its rollout, the app has been downloaded over 70,000 times, offering customers exclusive rewards and enhancing engagement with the brand.
Looking ahead, Honest Burgers remains confident in delivering results in line with expectations for the next financial year. The business is entering an accelerated growth phase and, following the acquisition of 12 Gourmet Burger Kitchen (GBK) sites, will begin a rollout of new restaurant openings from October 2025. This milestone will take Honest’s restaurant portfolio to 51 locations nationwide, including Oxford, Norwich, Leamington Spa, and additional sites in London and Bristol.
MaG Brandon, CEO of Honest Burgers, commented: “These results reflect our best year to date and demonstrate the strength of the Honest brand, even in the face of ongoing industry challenges. The additional shareholder investment and new debt facility are a significant vote of confidence in both the business and the team. This puts us in a great position to accelerate our next phase of growth in 2025 and beyond as we expand our portfolio even further into new locations.”
The Group has also strengthened its leadership team with the appointment of Emma Sherwood-Smith as Chief Commercial Officer. Emma brings extensive experience in brand marketing and creative strategy, having previously worked across leading consumer brands at Heineken, Carlsberg, and across Diageo’s portfolio. She will drive Honest’s growth strategy, supported by a new round of funding from existing shareholders and a senior debt package provided by OakNorth.
This investment will also fund the development of a state-of-the-art central prep kitchen, reinforcing Honest’s commitment to quality at every stage. The brand continues to run its own butchery, making burgers from scratch using British beef, which is chopped rather than minced to retain more flavour. Every burger comes with Honest’s signature rosemary salted chips, freshly made with potatoes from West Sussex, offering customers a meal comprising local, quality produce at exceptional value.
