The Honest Group has announced its financial results for the year ending January 2025, recording its strongest performance to date. Like-for-like sales grew by 10% to £59.9 million, while EBITDA rose to £5.3 million, up from £3.5 million in FY24 — a 52.3% year-on-year increase.
This performance builds on the 21% like-for-like sales growth achieved in the previous year (ending January 2024) and sets the stage for sustained growth in 2025. Year-to-date results continue the brand’s positive momentum, with like-for-like covers up 3.3% and EBITDA projected to rise by 37% in the first half of the year. Customer satisfaction scores have also increased by 5 percentage points, underscoring Honest Group’s growing customer loyalty and strong operational consistency.
This performance reflects Honest Burgers’ ongoing commitment to quality, operational excellence, and guest experience across its portfolio. Growth was fuelled 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 that delivers the same Honest quality with added speed and convenience.
Momentum was further boosted by the successful launch of Honest Insiders, the brand’s first digital rewards app, introduced in June 2025. Since its debut, the app has been downloaded more than 70,000 times, offering customers exclusive rewards and deepening engagement with the brand.
Looking ahead, Honest Burgers remains confident in achieving 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 expansion will bring Honest’s portfolio to 51 locations nationwide, including Oxford, Norwich, Leamington Spa, as well as additional sites in London and Bristol.
Matt 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 bolstered 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 held senior roles across leading consumer brands, including Heineken, Carlsberg, and Diageo’s portfolio. She will lead Honest’s growth strategy, supported by a new round of funding from existing shareholders and a senior debt package provided by OakNorth.
The investment will also support the development of a state-of-the-art central prep kitchen, further reinforcing Honest Burgers’ commitment to quality at every stage. The brand continues to operate its own butchery, preparing burgers from scratch using British beef that is chopped rather than minced to preserve maximum flavour. Every burger is served with Honest’s signature rosemary salted chips, freshly made from West Sussex potatoes, offering customers a meal crafted from local, high-quality ingredients at exceptional value.