L'ETO Group

Welcome to L'ETO Group

From the heart of Soho
to tables around the world,
since 2011

Our Story

It started with a single idea: the product and hospitality must be exceptional.

In 2011, Artem Login opened the first café on Wardour Street in Soho. Not a corporate venture, but a personal vision to create something genuinely different. All-day dining at its finest. Morning pastries and coffee, lunch meetings, and evening celebrations. World-class products served with genuine warmth. Thoughtfully refined, naturally welcoming.

What started as one café has become a portfolio of over 40 locations across seven countries and multiple brands. Having grown up in the restaurant industry, Artem believed hospitality was never just about service, but about crafting spaces people instinctively return to.

Our world grew, but our
values stayed the same.

Our Brands

A selection of brands, each with its own character.
From specialty coffee breaks, breakfast and brunches to everyday visits
and special occasions, the thread is the same: exceptional products,
spaces you want to linger in, and teams who genuinely care.

MAD Restaurants

A platform for distinctive, chef-driven dining concepts,
with a focus on craftsmanship, design, and experiential hospitality.

Locations




MOI

MOI is blowing minds with a genre-defying,
low-lit mashup of modern izakaya cooking
and impeccable British sourcing.


Jimi Famurewa

ALTA

Phenomenal… wonderful… unreal…
I don’t think I’ve had a better cured
meat in my life… such a journey…


TopJaw

L'ETO

The best breakfast spot in Dubai;
an immersive experience, appealing
interiors and wide ranging menu


Harpers Bazar Arabia

Pastamamma

Pastamamma was created to celebrate
the joy of comforting, handcrafted food,
brought to life with contemporary flair.


Caterer Middle East

CULTURE

Put simply, we want people
to have a great time.

— Guests and teams alike. The locals who've made us their daily ritual.
The travellers who plan trips around us. The chefs who take pride in
every plate. The front-of-house teams who remember your name.

Great hospitality isn't a policy,
it's what happens when passionate people do what they love.





Partnerships

At L'ETO Group, we work closely with landlords and partners to create concepts that feel right for each location.

Our portfolio spans a range of formats, allowing us to adapt to different environments and audiences, while keeping a consistent approach to design, food and experience.

With in-house expertise across culinary, branding and operations, we focus on delivering concepts that are both commercially strong and naturally integrated within
their surroundings.