Rare Restaurants is the parent company of two of the UK’s most prestigious dining brands: Gaucho and M Restaurants. Under the leadership of co-founder Martin Williams, the group has built a reputation for culinary excellence, innovation, and a strong commitment to sustainability and social responsibility.

• Gaucho, established in 1994, is a leading Argentine steakhouse chain known for its premium beef, world-class wines, and ethical sourcing. With locations across the UK, Gaucho ensures its supply chain aligns with responsible business practices.
• M Restaurants, a modern, high-end dining concept, offers an eclectic mix of steakhouse cuisine, immersive dining experiences, and innovative cocktails. Based in London, M Restaurants has become a leader in pioneering ethical business practices in hospitality.

Together, Gaucho and M Restaurants form Rare Restaurants, an organization that champions sustainability, community engagement, and ethical business practices—making it a natural partner for Not For Sale.

The partnership between Rare Restaurants and Not For Sale is a testament to how businesses can drive global change beyond customer-facing initiatives. Rather than focusing on direct consumer engagement, Rare Restaurants takes direct financial responsibility, fronting the costs of fundraising events and providing critical resources to support Not For Sale’s mission.
This relationship was established through Martin Williams, a longtime supporter of Not For Sale, who has helped embed financial and operational support into the core of Rare Restaurants’ ethos. Every donation raised at their hosted events goes entirely to Not For Sale projects, ensuring maximum impact.
Rare Restaurants is also one of Not For Sale’s key environmental partners, playing a crucial role in tree-planting efforts to restore ecosystems and offset carbon emissions. The company has been the driving force behind nearly 55,000 trees planted, reinforcing its commitment to sustainability and long-term environmental impact.

For eight consecutive years, Rare Restaurants has hosted and funded Not For Sale’s annual fundraising events at M Restaurants. These gatherings bring together business leaders, philanthropists, and change-makers, generating significant support for Not For Sale’s work.
One of the most impactful events featured Sir Mo Farah, who shared his personal journey to inspire action in the fight against modern slavery. These events serve as a powerful platform for driving real-world impact.

Beyond event hosting, Rare Restaurants provides direct funding to Not For Sale’s global programs, ensuring survivors receive education, job training, and economic empowerment opportunities. Their long-term financial commitment helps create sustainable pathways to freedom for those affected by human trafficking and exploitation.

Rare Restaurants is a key partner in Not For Sale’s reforestation initiatives, actively investing in tree-planting efforts to restore ecosystems and combat climate change. The company has been instrumental in Not For Sale’s nearly 55,000 trees planted, reinforcing the idea that businesses can be leaders in both social and environmental sustainability.

Through their ongoing investment in sustainability and conservation, Rare Restaurants ensures their impact extends far beyond the hospitality industry, creating a lasting environmental legacy.

As Not For Sale and Rare Restaurants look ahead, they remain committed to deepening their impact and expanding their role in funding social and environmental initiatives.

This partnership is a powerful example of how businesses can drive real change—not through marketing or consumer engagement, but by taking financial responsibility and embedding purpose into their core operations.