What is the Business?

Cognito is a newly opened Sushi and Japanese Restaurant with a relaxing Cocktail Bar in the heart of Lincoln. A new roof-top space (Incognito Terrace) will be launched in May 2022 to extend its restaurant and bar offer further.


Sisters, Ellie and Zara Pickles, grew up in hospitality and always dreamt of running a business together in their hometown of Lincoln. They started trading as Cognito Bar And Restaurant Ltd in March 2021 at the tail-end of the main Covid-19 lockdown in the UK. The sisters studied hospitality and design management at Neuchâtel and Leysin in Switzerland and have worked at venues in London including the Mayfair Hotel and The Londoner, Firmdale Hotels’ Number Sixteen, and The Arts Club.

How did LORIC help?

In advance of the Cognito roof-top terrace restaurant and bar launching in May 2022, the sisters thought it would be useful to have some qualitative primary research undertaken from their existing customer base. LORIC curated some customer surveys to garner the opinions of their clientele with regards to possible live music events and themed nights for the restaurant. The results of the surveys were analysed and were incorporated into a marketing insights report which also provided a competitor analysis and information on the key trends for this sector.

Plans for the future

“We have Incognito Roof terrace opening very soon which is so exciting! Perfecting both Cognito and Incognito will be our short term goal, creating it as a destination and curating events within the spaces. Our long-term goal is to open a couple more Cognito’s – dreaming big!”

Check out Cognito here: cognitouk.com

We are so overwhelmed with the amazing response we have had since opening Cognito, we knew that we were adding something new into the Lincoln scene and our customers have all been fantastic. Through working with LORIC, in a short timeframe, we now have a deeper understanding of what we could add to the Cognito experience to make it even more enhanced.

Ellie and Zara Pickles
Founders of Cognito