Where The Pancakes Are launches expansion campaign
Pancake specialists Where The Pancakes Are, based in Fitzrovia and London Bridge, has today (13 May) launched a new crowdfunding campaign to support the brand's UK expansion plans.
Following two successful previous campaigns, the crowdfunding scheme will give fans and aspiring investors the chance to get shares in the business, as well as a number of additional perks which will increase in generosity with the more money pledged.
Founded by Patricia Trijbits in 2015, Where The Pancakes Are was born out of Trijbits's desire to bring people together over a shared love of food, hosting a series of pop-ups and cooking classes before opening her first restaurant in Flat Iron Square in 2016.
The menu offers both sweet and savoury pancakes, with buttermilk favourites including the classic American, with Swaledale butcher’s streaky bacon, blueberries and Grade A pure maple syrup, alongside the popular Dutch babies, an old German pancake that resembles a giant Yorkshire pudding.
During the pandemic, Where The Pancakes Are expanded its offering, opening a second site on Charlotte Street, Fitzrovia, as well as launching an online shop selling its signature pancake mix, brunch boxes and special occasion gift boxes.
The crowdfunding campaign, launched via equity crowdfunding platform Crowdcube, seeks a £550k investment, with each Crowdcube investor, whether pledging £100 or £25k, receiving a slice of ownership in addition to a number of rewards including at-home pancake boxes, free pancakes on Shrove Tuesday or year-round discounts across the restaurants. The money raised will support Trijbits's aspirations to open 16 restaurants in the UK by 2026.
"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," says 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."