The Rebel Company
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About
Resist convention & challenge the status quo
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About

Resist convention & challenge the status quo

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The Rebel Company is built on our love for launching and repositioning brilliant hotels, restaurants and hospitality brands.

From diverse backgrounds within the global hospitality community. Our interests and know-how allow us to connect your aspirations with your full potential. Bringing food, drink and service experience into the brand and marketing conversation. Because that’s exactly what your guests do.

Founded in 2015, we saw an opportunity to pioneer a more equitable, effective and transparent way of serving hotels, restaurants and food brands looking to stand out from the crowd.

We’ve been working with people and companies who want to do things a little differently ever since.

We work with clients who share our values

Real

When our heads are in the clouds, we always make sure our feet remain firmly on the ground.

Experimental

We favour trying new things, iterating and never recycling ideas. It’s all part of the adventure.

Brave

We’re not afraid to think big and take risks. So when we come out the other side, everybody wins.

Exceptional

We’ve never done things by half. If it’s not going to blow you away, we drop it and move on.

Loveable

Being friendly, positive and good-natured is fundamental to our approach.

We've been called

We've Been Called

Multi-faceted 🤓
Bold 💪
Warm 🤗
Gritty 🧗
Passionate 🤩
On-trend 🕵
Alternative 🦸
Approachable 👐
Creative 🎨
Collaborative 🤝
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Team
Edward Francis
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Team

Edward Francis

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Ed began working with restaurants and hotels as soon as he was tall enough to reach the kitchen sink. Whilst studiously geeking out on food, wine, design, branding and all the other ingredients of an unforgettable hospitality experience.

After ten years running and opening some fine establishments including for Soho House, ETM Group and the legendary The Engineer in Primrose Hill he started consulting in 2013.

Projects for clients including Rosa’s Thai Cafés, Bonnie Gull and MW Eat’s Chutney Mary led to the launch of Rebel in 2015.

Ed works with a network of partners to bring enthusiasm, strategy, creativity and insights to the table. Combining this with his expertise from his previous life as an operator. Seasoned with a passion for food and drink, and a belief that businesses must pursue a clear purpose that goes beyond achieving a profit.

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Team
Michael Greenwold
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Team

Michael Greenwold

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Michael has over 20 years’ experience in the hospitality industry. He was chef-proprietor of Roseval and The Sunken Chip in Paris. Both winners of the prestigious Le Fooding Awards.

More recently, Michael led the development of the food and drink programme for the Conduit Club in Mayfair.

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Team
Lucy McCormick
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Team

Lucy McCormick

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Lucy has a decade of experience managing complex projects for global and boutique four and five-star hotel brands and revered high street restaurant operators including Dishoom.

Growing up in a family-owned restaurant and hotel in Scotland, she has hospitality in her blood.

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How We Work
Our Collective Commandments
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How We Work

Our Collective Commandments

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We don't meet for meetings sake.
But when we do, we always start and finish on time, and always have an agenda or clear list of objectives with times assigned to each point.

Keep a tidy ship.
Office, desktop, deck, Dropbox, Asana or Emails. We keep it tidy and organised just like when our mother’s coming for tea.

Assign, don't delegate or abdicate.
You won’t find an organisational hierarchy anywhere. We respect the adhocracy and keep things chilled and friendly. We all take the bins out!

Always meet deadlines.
We’re not micromanagers and would rather not be managers at all. So we submit our amazing work on time and take responsibility for our own shit.

Obsess over the details.
Clients hire us because we do great work. We dot those I’s, cross those T’s, get our partner to proofread our work, and are never sloppy in our details.

Appreciate we’re not perfect.
We all strive for brilliance, efficiency and class in what we do. But if we mess up, we work out as a team how to do better next time around.

Remote work responsibly.
Life is tough, beds are inviting, we all get distracted. We plan properly, get set up for a solid day’s work and don’t spend too much time on Instagram.

Listen to Bob Hoskins.
It’s good to talk and we like nothing more than just picking up the phone. When we’re in the same room, and even when we’re not, we take the time to praise and check in with each other.

Always stick to one’s word.
It’s easy to say yes, but it can lead to grumpy collaborators. We say no if it’s the truth, set realistic deadlines and do what we say we’re going to do.

Don't be a dick.
No one likes a dickhead, we play nice and don’t throw our weight around. There are plenty of gorgeous companies out there who like egos. We’re not one of them.

Click here to view some of our previous work 👇🏼