Bill's Restaurants

Bill's is a British casual dining restaurant. It brings customers an eclectic menu that offers something for everybody. In recent years it has become synonymous with brunch, in particular their pancakes, and partnering with Biscoff to create two delicious flavour combinations. 

Bill’s provide endless supply of Biscoff® Pancakes for Pancake Day

Bill's is a British casual dining restaurant, founded by Bill Collison in 2001, Today, Bill’s brings customers an eclectic menu that offers something for everybody. Open all day from breakfast and brunch right through to lunch and dinner, Bill’s also offers seasonal specials and set menu’s all year round across their 47 restaurants in the UK.

Bill’s has a menu that’s fit for all purposes and occasions, however in recent years it has become synonymous with brunch. Their bottomless pancake offer came about after a project aimed at filling the quieter moments of the day and a need to make their already very well-known pancakes, even more famous. One variety was the catalyst to its success as Peter Harbrecht-Parker, Head of Food at Bill’s, explains:

‘We really wanted to introduce Biscoff® products to our pancake range because we love the taste, but also because we had lots of customer feedback that it was something that was missing. We launched our Biscoff® pancakes back in September 2024 and they’ve stayed on the menu ever since. Biscoff® is what our customers were asking for, so it's really important for us to meet our customer's needs with on trend flavours and to make sure we've got great dishes to shout about, especially on social media platforms.’

This year, in order to push their offering further, Bill’s decided to turn Pancake Day into Pancake Week, and for that week Bill’s wanted to create a limited edition flavour in collaboration with Biscoff® as Pete explains: 

‘Every day for the duration of pancake week, we kept the very successful Biscoff® Crumb and Vanilla Ice Cream pancakes on the bottomless pancake menu, and then we added the limited edition Biscoff® Apple pancakes to the range as well. We wanted to add an extra flavour profile so we could build up some hype around it and offer exclusivity on a new item. We use the Biscoff® Topping Sauce and also the Biscoff® Crumb on both of our Biscoff® pancake stacks.’

Rosie Myatt-Wells, Brand Manager at Bill’s, explains:

‘As we've been growing as a brand and with our new brand identity, we really want to increase our collaboration with likeminded brands that really share our same core values. Therefore, working more with Biscoff® was a no brainer for us. Our pancakes have been really appealing to Gen Z, so Biscoff® was a perfect match for us. We know that Gen Z absolutely adore Biscoff®, therefore it made sense to combine the two for our menu.’

Partnering with Biscoff® and working closely with the team at Biscoff® has been hugely beneficial for Bill’s as Sherri Williamson, Marketing Director at Bill’s explains:

‘It's been amazing working with the Biscoff® team, they’ve been incredible at offering ideas, support, responding to questions promptly and signing off things really quickly. This is the first time we've ever launched a limited edition item with a brand and it's gone so well. This year, turning Pancake Day into Pancake Week, we've sold an incredible 37,500 pancakes, 58% of which were a Biscoff® flavour. Pancake week this year was an absolute success. We've really seen a halo effect with our guests who know and trust and love Biscoff® as a brand. I think the collaboration with Biscoff® has really helped to amplify our campaign. We’d love to work with Biscoff® again in the future.’

Rosie adds:

‘I think it's really important for us as a brand that we have the Biscoff® stamp of approval and it's something that really highlights brand integrity by working with Biscoff®. I’d certainly recommend having Biscoff® products on your menu because if you want to appeal to everybody, a lot of people love Biscoff® and so do we.’