Clean Kitchen Club

Idea

Introduction

Clean Kitchen started life in 2020, when Founder and YouTuber Mikey discovered the benefits of a plant-based diet firsthand after losing 5 stone in a health kick. Inspired, he started Clean Kitchen with a simple mission - to bring plant-based food to the mainstream.

Joined by co-founder and sustainability lead Verity Bowditch later that year, we opened our first restaurant in early 2021 in the heart of London. From then, things took off with a £725k year 1 revenue. Since then, we have expanded our physical presence across London Quick Serve Restaurants (QSRs) and diversified into b2b corporate catering and retail. The QSR market alone is set to be worth almost £1 trillion by 2028, and we seek to be the ‘plant-based McDonalds’ - offering a complete, 100% plant-based menu that caters to all, set up to serve a rising, progressive shift in consumer lifestyles that calls on eco-conscious living.

Join the plan-based revolution.

Substantial accomplishments to date

In less than 2 years, we’ve come a long way already..

June 2020 - Inspired by the impact of plant-based diets on his own health, our Founder, Mikey, launched a vegan Deliveroo brand from a home kitchen in Brighton.

August 2020 - Mikey then moved the operation to a beach shack in Brighton and used his online profile to build an audience.

September 2020 - Verity joined Mikey as Co-Founder to lend her expertise and online profile to help build the brand.

January 2021 - Together, they returned to London and ran the business through Dark Kitchens on Deliveroo.

August 2021 - Mid-pandemic, they committed to the brand and launched their first dine-in concept in Camden.

September 2021 - Completely bootstrapped, they achieved revenues of almost £800,000 after just over 12 months of operations*.

November 2021 - Raised £1.1m in equity from investors including ex-Chairman of Quorn.

March 2022 - 5 sites secured, average of 1.5m monthly social impressions and an operational team in place, ready to scale.

June 2022 - 2 exciting new sites in Notting Hill and Soho secured.

*Based on unaudited management accounts.

Monetisation strategy

Clean Kitchen is a robust, omnichannel company:

Our Quick Serve Restaurant (QSR) offerings offer dine-in, grab 'n go, takeaway and delivery options. The kitchens are the current focal point of the brand, set to grow and built for large-scale expansion. Additional revenue verticals include our corporate catering arm, which already has already worked with clients including Amazon and Candy Kittens. We’ve also just been named the preferred ‘green supplier’ for the new Sky Studios.

Finally, we have plans to launch our retail offering in early 2023, where we aim to have Clean Kitchen products listed at major physical and online retailers. We believe this represents a significant opportunity to grow and diversify our income and get Clean Kitchen products into more customers' baskets’ every week of the year.

Use of proceeds

With your support we’ll be putting this round of investment to work in three key areas:

60% Growth and Sales:
- Fund rollout of new sites across London
- Invest in a central kitchen to drive consistency across all sites, increase the volume of product available to each store, expand our delivery reach, and catering arm
- Expand our product range and grow retail listings

20% Team:
- Continue growing HQ team with key hires, including a Financial Controller, Sales Manager and Managing Director.
- Expand the restaurant team, including Chefs, Front of House and Product Development.

20% Brand & Marketing:
- Expand our social media presence and create new content across our platforms.
- Grow our influencer outreach whilst investing in traditional marketing campaigns and paid digital advertising.
- Invest in exciting multi-channel campaigns to capture the attention of our target audience in a way that resonates with them.
- Creating out of home media campaigns to drive store footfall