Daisy Green Collection

Idea

Introduction

Daisy Green is a profitable leader in the thriving Antipodean cafe culture scene with its authentic, flexible, all day offering that is highly regarded by a broad customer base including plant based, vegetarian and paleo diet followers.

Daisy has emerged post pandemic as one of the most successful, trusted and on trend independent operators in the UK. As customers move away from the late night economy towards daytime socialising, the Daisy Green all day offering sits firmly in demand, from the first flat white of the morning, to award winning bottomless brunches, healthy lunches and celebratory dinners, with lots of drinks in between.

Daisy focuses on sustainability, best in class suppliers, nutrition and health whilst continually pushing quality and value.

Daisy is set to fast track its growth on the back of a pipeline of 'once in a generation' locations, working with top landlords and taking advantage of its unique reputation in the market.

Substantial accomplishments to date

Daisy enjoys strong recognition with:

- Over 50k Instagram followers
- The World's Number 1 Tripadvisor Brunch Spot award
- 10x Love London TIme Out awards

- Regularly cited as one of London's top brunch spots (Time Out, Evening Standard, Conde Nast) and top dining destinations (GQ, Vogue, Design My Night).

In 2019, Daisy was named #52 in the Virgin Sunday Times Fast Track 100 awards, recognising the highest growth and most profitable businesses in the UK.

In 2020, Daisy developed Radio Lamington, taking its iconic Aussie lamingtons nationwide and importantly supporting the tireless frontline NHS and emergency services heroes throughout the pandemic. To date over 50,000 lamingtons have been donated to frontline heroes as a box is donated with every box sold.

Monetisation strategy

Daisy is a true all day institution, earning revenues from the early morning until the late evening, seven days a week.

The key source of revenue is food, drink and ancillary products sold directly to customers visiting the Daisy Green all day cafes in London.

In addition, revenue is derived from bespoke events, retail coffee, lamingtons and other products as well as office catering.

Use of proceeds

Daisy is set to fast track its growth through the opening of new landmark locations across the UK. A proven mix of large scale all day locations (5,000 sqft+) together with one off cafe spaces in beautiful unique locations (c.2,000 sqft). Each with an ability to create the signature indoor/outdoor Daisy feel.
Daisy will continue to execute unconventional F&B locations (such as the Darcie & May canal barges in Paddington) to create incredible destinations outside the normal.

Funds raised will primarily be used to deliver the enviable pipeline of contracted (and in legals) sites that have been secured on the back of the Daisy reputation and the post covid property market. In addition, Daisy will continue to grow its lifestyle offering including the imminent launch of its retail coffee and ancillary products business.