Privacy Policy

This privacy policy (the "Policy") describes how and why Monomax Ltd and its Subsidiaries ("we", "our", "us", "SquareMeal") obtain, store and process data which can identify visitors and users of its Sites ("you").

We are committed to safeguarding the privacy of our users whilst we provide the personalised and valuable services (the "Services") via our printed publications, our websites (including but not limited to,,,, our mobile applications, our social media accounts and our events (all here referred to as the "Sites").

By visiting or using our Sites, to the extent permitted by applicable law and our terms, you are consenting to us gathering and processing information about you in accordance with this Policy, although consent may not be required for all of the elements described in this Policy.

Third parties (such as restaurants at which you may make reservations, credit card companies, social networks that you use in connection with our Sites, websites that we link to) may also collect, use, and share information about you. This Policy does not cover such third parties or their services and we do not take any responsibility for how such third parties may use any information they collect. For information about third-party privacy practices, please consult with them directly.

Information we collect

Personal Information

By visiting or using our Sites, we may collect the following categories of personal information ("Personal Information") you provide to us: name; email address; postal address; phone numbers (including your mobile phone number); billing information; survey responses; demographics; city of residence; your restaurant reservation details; favourite restaurants; searches; sites or restaurant pages visited; special restaurant requests; dining activity (e.g., frequency, restaurants, restaurant type, cancelations, no-shows); the amount you spend in a restaurant; dining preferences; marketing responses; account settings; Replies to invitations to various events and attendance at these events; passwords; information about events you are planning and/or have planned; enquires/communications directly to restaurants and venues via our Sites; contact information of people you add to, or notify of, your restaurant reservations through our Sites; customer support and other requests you make through our Sites; restaurant reviews and other information you provide on our Sites; and other information you may provide about yourself or others to our Sites or to which you provide us with access via third-party platforms;

Device Information

When you visit our Sites, some information is automatically collected from devices (e.g., mobile, computer, laptop, tablet) used to visit or use our Sites including, but not limited to, operating system, access times, browser information (e.g., type, language, and history), settings, and other data about your device that we use to provide the services or as otherwise described in this Policy ("Device Information").

Usage and performance information

We also automatically collect information about how you use our website, products and services;

Location Information

We may receive your location (such as city or neighbourhood). We may use and store this information to provide and improve features of our Sites, for example, to tailor our Sites to provide you more relevant content;

Transactional information

Should you decide to become a SquareMeal Member and register your debit or credit card with us, transaction information will be gathered securely on our behalf by Fidel Ltd (acting as a data processor). Monomax Ltd will only receive a token that we can associate with this card, so no card details are held within the Monomax Ltd database or systems. Transactional information collected when you use your registered card at a qualifying SquareMeal venue includes date, time and location of transaction and amount spent. The only transactional data that Monomax Ltd will have access to, are transactions made in qualifying SquareMeal venues with a registered card. For the avoidance of doubt, we cannot take payment and we cannot access your bank account.

This personal information (excluding credit card details) will be stored together with any additional information you may provide to us from time to time and will be used to provide you with the Services associated with them.

Please note that if you choose to write a restaurant review on the Site you may disclose personal information about yourself to other users. If you do so this is at your own risk.

We also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your physical data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this Privacy Notice.

We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health and genetic biometric data). Nor do we collect any information about criminal convictions and offences. However, our Services include text boxes that are designed for you to describe certain details about your dining preferences that you want us or restaurants to know. Please be aware that information you freely submit in these boxes may reveal to us or to the restaurants or restaurant affiliates with which we or they share information certain information that may be considered sensitive personal information under applicable law (for example, about any allergies or dietary restrictions). We do not use this information for the purpose of marketing or advertising products to you. Sensitive personal information you voluntarily submit is processed on the basis of your consent, which you may revoke at any time by contacting us at the details set out below.

Where we need to collect personal data by law, or under the terms of a contract we have with you and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you. In this case, we may have to cancel a service you have with us but we will notify you if this is the case at the time.

Use of the information we collect

We may use your personal information:-

To analyse use of the site; and

To inform you of other services, products and events, provided by SquareMeal, Monomax Ltd or its subsidiaries and

For the following other purposes (including the above being "Purposes"), to: provide you with the services, products, and functionality offered on our Sites and fulfill your requests, including, but not limited to, making reservations, reviewing restaurants, paying for services, and notifying people you add to, or otherwise request to notify of, your restaurant reservations through our Sites; communicate with you about your account or use of our Sites, services, products and/or functionality; to invite you to various events and tastings; to invite you to enter competitions and other user events; respond to, or follow up on, your comments and questions, and otherwise provide customer service; communicate with you about special offers and other marketing communications; operate and improve our Sites, products, services, and functionality; process and deliver contest entries and rewards; to facilitate the SquareMeal Rewards scheme, to allocate SquareMeal Points to you and to process SquareMeal points into voucher at your request; authenticate your credit or debit card account information, if applicable; personalise your experience on our Sites, including displaying relevant advertising; provide information, services and products to our customers, including restaurants and their restaurant groups and restaurant affiliates; link or combine with other information we get from third parties to help understand your needs and provide you with better service; perform statistical analysis; protect, investigate, and deter against fraudulent, unauthorized, or illegal activity; comply with our policies, procedures and legal obligations; and as otherwise consented to by you and as required or permitted by applicable law.

Electronic Communications

Consistent with the above Purposes, we may communicate with you via electronic messages, including email or text message, for example: send you information relating to our products and services, including reservation confirmations and updates, receipts, technical notices, updates, security alerts, and support and administrative messages; communicate with you about competitions, offers, promotions, rewards, upcoming events, and other news about products and services offered by SquareMeal, Monomax Ltd , its subsidiaries, our affiliates, restaurants, and other business partners. We may contact you at the mobile phone number that you provide to us by way of direct dial calls, and text messages in connection with the above Purposes.

Data Controller and Data Processor

For purposes of European Union law and similar data protection regimes, we generally act as a data controller, meaning we determine the purposes and means of processing your personal information through our Service. We are not responsible for any restaurant's or venue’s use of information for which it is an owner or controller. To learn more about how a restaurant or venue may use such personal information, you should review its privacy notice. Whilst we also act as data processor of your Personnel information we also allow our third party service providers to act as data processors only if this is necessary or reasonably required to supply the Services.

In order for us to allocate you SquareMeal points, following a qualifying transaction with your registered debit or credit card at a qualifying SquareMeal venue, Fidel Ltd ( acts, on our behalf, as a data processor for the transaction data (see above).

Processing Bases and Consequences

When we process your personal information, we rely on the following legal bases:-

Performance of the contract we have with you (such as if you use our Services to make a restaurant reservation, we will use your information to carry out our obligation to complete and administer your reservation by sharing your information with the appropriate restaurant).

Compliance with legal obligations to which we are subject (such as tax obligations, and when we are obliged to comply with lawful requests from competent authorities such as law enforcement).

To serve our legitimate interests (such as tailoring your experience with our Services, carrying out online advertising, and for fraud detection), provided that such processing does not outweigh your rights and freedoms. The processing may also be pursuant to other applicable legal bases for data processing especially provisions set out under local law.

Where we use personal information to meet our legitimate interests, we take steps to ensure that your rights with respect to your personal information are not infringed. You can contact us using the details set out below for more information about the steps we take to ensure these rights are not infringed.

Consent. To the extent that a legal ground described above would not apply to processing of your personal information by us, we will seek your consent for such specific purpose in accordance with applicable law (such as sending direct marketing messages by electronic means, like email, without an exception from the requirement to obtain consent).

Aggregate Information. We aggregate personal information collected directly from you, information generated about you by us, and information obtained from third parties (with your consent, where required) with personal information collected about other users in order to produce general statistics that cannot be linked to you or any other specific user. Information that has been aggregated and de-identified is no longer considered "personal information" and may be subsequently used for any purpose.

Anonymized Information. We may process information that cannot be linked to you or any other specific user using any means available to us, either because it was collected anonymously or has been subsequently anonymized. Information that is anonymous or has been anonymized is no longer considered "personal information" and may be subsequently used for any purpose.

Retention of Personnel Information

We will retain your information for the period necessary to fulfill the Purposes outlined in this Policy and as otherwise needed to comply with applicable law and internal company policies.

Sharing your Personnel Information

We will share your information with our subsidiaries, affiliates and third party service providers only if this is necessary or reasonably required to provide the Services. Such third party service providers are not entitled to use your information for their own purposes. Some of our third party service providers may be located outside of the United Kingdom, including in countries where data protection laws might not exist or be of a lower standard than the EU. If you wish to opt out of this, please use our contact us page to let us know.

Information shared with restaurants and venues

When you make a reservation request through our Sites, such as a restaurant reservation or making a payment to a restaurant or venue through our Sites, we automatically provide and share certain categories of your information to the restaurant or venue in order to facilitate your request. For requests to dine, this information may include your name, time and date of visit, party size, your phone number, your dining preferences, guest information, any special requests or comments that you choose to submit (if any), and your email address. Your information is provided to the restaurant, just as it would if you contacted the restaurant directly. If you provide a mobile phone number in connection with your dining request, restaurants may send you text messages regarding your dining request. Some restaurants also require you to provide credit or debit card account information to secure your reservation.

Information shared in order to process a card payment

To use certain services on our Sites (such as to make reservations at certain restaurants; to make payments to certain restaurants; to buy SquareMeal Restaurant vouchers; and to buy tickets for events), we may require credit or debit card account information. By submitting your credit or debit card account information through our Sites, to the extent permitted by applicable law, you expressly consent to the sharing of your information with restaurants, third-party payment processors, and other third-party service providers (including, but not limited to, vendors who provide fraud detection services to us and other third parties).

Information you share socially

Our Sites may allow you to connect and share your actions, comments, content, and information publicly or with friends. Our Sites may also allow you to connect with us on, share on, and use third-party platforms, including those on which SquareMeal has a presence.

Please be mindful of your personal privacy needs and the privacy needs of others as you choose whom to connect with and what to share and make public. We cannot control the privacy or security of information you choose to make public or share with others. Monomax Ltd also does not control the privacy practices of third-party platforms. Please contact those sites and services directly to learn about their privacy practices.

Other Sharing

We do not share your information with third parties other than as described above and as follows:

We may share your information with our subsidiaries. By visiting or using our Sites or otherwise providing us with your information, you consent to this transfer of your information.

We may share your information with our partners of specific events (such as competitions, users events, reader events, tastings or other events) where you have entered and given your information in order to participate or have attended in person.

We may share your information with other third-party business partners for their own marketing purposes. These third parties include online advertisers or ad tech companies, who may provide you with targeted advertising and marketing communications, where permitted under law. The information we share includes information collected through your use of our Services (e.g., bookings, reservations, or other purchases) and information we collect about you through the use of cookies and similar technologies (e.g., information about the websites you visit; information about your searches, including the cities or neighborhoods you search in, the type of restaurant or cuisine you searched for, price range, intended dining date, and the number of diners).

We may share information with third-party vendors, consultants, and other service providers who perform functions on our behalf (e.g., hosting or operating our Sites, data collection, reporting, ad response measurement, site analytics, data analysis, delivering marketing messages and advertisements, processing credit card payments, and providing fraud detection services). We do not authorize these third parties to use your information for purposes other than for which it has been provided, and do not authorize these third parties to disclose that information to unauthorized parties. We require these third parties to maintain appropriate security to protect your information from unauthorized access or processing.

We may disclose or transfer your information to a third party if we sell, transfer, divest, or disclose all or a portion of our business or assets to another company in connection with or during negotiation of any merger, financing, acquisition, bankruptcy, dissolution, transaction, or proceeding.

We may share aggregate statistical data for the improvement of services offered by our Sites. We may also share aggregated or de-identified information with third parties in our discretion.

If you provide us with a review of your restaurant experiences, you authorise us to publish it on all our Services, to aggregate your review with other reviews, and to share it with restaurants.

If you submit a message or other communication to a restaurant or venue through our Services, you authorise us to share your message or communications with the relevant restaurant or venue, and you authorise the restaurant or venue to respond to you through our Services.

We may disclose your personal information to government authorities or other relevant third parties in order to comply with applicable legal requirements, judicial proceedings, court orders, legal process, or lawful requests from governmental authorities.

We also share your information as directed or requested by you, or subject to your consent.

How We Store and Protect Your Information

We are committed to protecting your privacy and we implement various security measures in relation to our processing and transfer of personal data. We maintain commercially-reasonable technical, administrative, and physical security measures designed to protect your information from loss, misuse, unauthorized access, disclosure, alteration, and destruction.

When your credit or debit card account information is being transmitted through our Services, it will be protected by cryptographic protocols. To be clear, we do not store your credit or debit card account information, and we do not have direct control over or responsibility for your credit or debit card account information. We use third party payment processors that are the controllers of your credit card information. Our contracts with third parties that receive your credit or debit card account information require them to keep it secure and confidential.

However, the nature of the Internet is such that the data may in some circumstances flow over networks without full security measures and could be accessible to unauthorised persons. We cannot guarantee that transmissions of your credit or debit card account information or your other information will always be secure or that unauthorized third parties will never be able to defeat the security measures taken by us or our third-party service providers. Except to the extent that liability cannot be excluded or limited due to applicable law, we assume no liability or responsibility for disclosure of your information due to errors in transmission, unauthorized third-party access, or other causes beyond our control.

You play an important role in keeping your information secure. You should not share your user name, password, or other security information for your SquareMeal account with anyone. If we receive instructions using your user name and password, we will assume you have authorized the instructions. If you have reason to believe that your interaction with us is no longer secure (e.g., if you feel that the security of any account you might have with us has been compromised), please contact us immediately as detailed in the section below.


We may retain your personal information for as long as your account is active and for a period of time thereafter to allow you to re-activate your account without loss of information. We may also retain your personal information as necessary to:

Maintain logs and business records for analysis, security, and/or audit purposes

Comply with record retention requirements under the law

Deal with any complaints regarding the Services

Comply with our legal obligations, protect or defend our rights, resolve disputes and enforce our contracts


We may use cookies (a small text file on your computer) and other technologies while you access the Sites to avoid the need to re-enter details on different occasions and to collect information about your usage and activity on our Sites. Our third-party service providers, advertisers, and/or partners may also place similar technologies on our Sites. The use of these technologies by such third parties is subject to their own privacy policies and is not covered by this Policy, except as required by law.

Advertisements on our site are sometimes provided by another organisation. Our advertising partner will serve ads that it believes are most likely to be of interest to you, based on information about your visit to this and other websites (this information is anonymous in that it does not include your name, street address, e-mail address or telephone number). In order to do this, our advertising partner may need to use a cookie.

We use the following cookies:

  • Required cookies. These are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into our website or allow us to remember how far you are through a booking, to ensure that the booking process can be completed. On some platforms, you can delete all cookies, but this may affect the functionality of the Sites.
  • Analytical cookies. These allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily.
  • Functional cookies. These are used to recognise you when you return to our website. This enables us to personalise our content for you, greet you by name and remember your preferences.
  • Advertising and social media cookies. These are used to recognize you if you have used our services on another device. We combine information received from multiple devices to determine if you are using a new device, so that we can continue to provide you with a personalized experience on our Sites. They enable you to post to social media sites and other platforms, for example, to allow you to access a particular social media page to post a comment or a "like." They us enable is to collect information for use in advertising on our own Sites and on third party sites which you may visit. Such information is based on your preferences and your usage of our Sites. We have included more information about our use of advertising cookies below.

If you do not wish to receive cookies, you may change the settings on your computer or browser accordingly. If you disable or refuse cookies, please note that some parts of our website may become inaccessible or not function properly.

If you wish to delete any cookie files, please refer to the instructions on your computer and browser to locate the file or the directory that stores cookies. Our cookies will contain the domain name within the file name.

Your preferences and rights

Access and Correction of Your Information

SquareMeal has an online preference page ("Preference Centre") where you can choose which communications you would like to receive from us. If you have registered with and you wish to make changes to your personal information at any time, edit your account details at the Preference Centre. You may also contact us as detailed in the Contact us section, below.


If you no longer want to receive marketing and promotional emails from SquareMeal, you may click on the "unsubscribe" link in such emails to opt-out of future marketing email communications. If you have a SquareMeal account, you may also opt-out of marketing emails in your account settings. Please note that even if you opt-out of receiving marketing communications from one or all of our Services, we will still send you service-related communications, such as confirmations of any future reservations you make.

Push Notifications (on Mobile Devices)

You can use the settings on your mobile device to enable or turn off mobile push notifications from us.

Text Messages

If you no longer want to receive text messages from us, reply STOP (or as otherwise instructed) to the text message. If you have a SquareMeal account, you may also adjust your account settings to opt-out of text messages.

Cookies and Interest-Based Advertising

To exercise choices regarding cookies set through our websites or Services, as well as other types of online tracking and online advertising, see our Cookies Policy above.


As explained above we collect information about your location if you enable location services through the settings in your mobile device, or with your consent, as may be required by law. You can change the privacy settings of your device at any time to turn off the sharing of this location information with our Services. If you choose to turn off location services, this could affect certain features of our Services.

Your rights to access information held by us

Where applicable under local law, you may have the following rights regarding your personal information: the right to access personal information we hold, and in some situations, the right to have that personal information corrected or updated, erased, restricted, or delivered to you or a third party in a usable electronic format (the right to data portability). Where applicable, you may also object to how we use your personal information if the legal basis for processing that information is our legitimate interest. Where we are using your personal information on the basis of your consent, and where applicable under local law, you have the right to withdraw that consent at any time. Where you have granted consent to receive direct marketing communications from us, and where applicable under local law, you may withdraw that consent at any time.

If you wish to exercise legal rights you may have under applicable law, please submit your request via our contact us page. You have a right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues ( We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.

International transfers

Please note that, from time to time, we may transfer your personal data for internal business purposes to locations outside the European Economic Area, some of which may have different data protection laws to the UK, or no data protection laws. Note that in respect of information transmitted to the US, we shall only transmit such information to entities that comply with suitable policies. If we do transfer personal data outside the UK we will put in place safeguards to provide adequate protection for transfers of certain information, in accordance with applicable legal requirements.

Links to other websites

Our Sites may contain links to other websites or services that are not owned or controlled by Monomax Ltd , including links to websites of restaurants and our advertisers, sponsors, and partners. Please be aware that we are not responsible for the privacy practices of these sites. Your use of third parties' websites linked to our Sites is at your own risk, so we encourage you to be aware when you leave our Sites and to read the privacy statements applicable on those sites. This Policy does not apply to information collected on third parties’ sites.


Our sites are not intended for children aged under 18 and we do not knowingly collect data relating to children. If you become aware that your child or any child under your care has provided us with information without your consent, please contact us at using the contact details below.

Changes to this Policy

We may change this Policy at any time and such changes will take effect from the date and time the revised Policy is available on the site and your continued use of the site shall constitute acceptance. Please refer to this Policy each time you submit your personal information. You are free to decide whether or not to accept a modified version of this Policy, but accepting this Policy, as modified, is required for you to continue using our Sites. If you do not agree to the terms of this Policy or any modified version of this Policy, your sole recourse is to terminate your use of our Sites. All personal information is processed by us in accordance with data protection legislation applicable in the UK.

Contact us or the ICO

We are registered with the Information Commissioner's Office and have a registered Data Protection Officer. If you have any questions about this Policy or information we have collected about you, please contact us by using our contact us page or by mail at:

Monomax Limited
Quadrant House
250 Kennington Lane
London SE11 5RD

Last Updated : July 1st, 2020