London-based pancake specialist Where The Pancakes Are has launched a crowdfunding campaign to raise funds for the opening of new restaurants across the UK.
The business, which currently has branches near London Bridge and in Fitzrovia, has previously raised money through two crowdfund rounds. The new campaign will offer potential investors the opportunity to own shares in the business along with a number of perks, which increase in value according to the amount of money pledged.
Launched via equity crowdfunding platform Crowdcube, the current campaign is looking to raise £550,000 in investment funds, with each investor receiving a slice of ownership, whether pledging £100 or £25,000. Rewards include at-home pancake boxes, free pancakes on Shrove Tuesday or year-round discounts at the restaurants.
The money raised by the campaign, which will run until 8 June, will be used to support the company’s stated mission to ‘spread the pancake love’ by opening at least 16 restaurants in the UK by 2026.
Where The Pancakes Are was founded in 2015 by Patricia Trijbits, who hosted a series of popups and cooking classes before opening her first restaurant in 2016 in Flat Iron Square. The company expanded its offering during the pandemic, opening a second site in Charlotte Street, as well as launching an online shop selling its signature pancake mix, brunch boxes and special occasion gift boxes.
The regular menu at the current two restaurants includes buttermilk pancakes including the Classic American, with Swaledale Butcher’s streaky bacon, blueberries and Grade A pure maple syrup, alongside Dutch Babies, an old German pancake that resembles a giant Yorkshire pudding.
“Our pancakes are so well loved by our customers, we are excited to continue our expansion across the UK to bring our pancakes to as many people as possible – I like to think of it as spreading the pancake love,” said Trijbits. “With pancakes such a versatile and often healthy meal option, there is no reason why we shouldn’t all be enjoying them all more regularly.”