M

Idea

Please note that the Company has a unique share structure which is slightly different to the standard equity campaigns that appear on Seedrs. The Company has provided a document which explains the structure and what it means for investors. You can download this document from the documents section of the campaign and we recommend that you read this before deciding to invest.

Introduction

In November 2014, we opened M Threadneedle Street; our award-winning, multifaceted venue, which houses two 100-cover restaurants, a destination cocktail bar, a wine-tasting room & private dining.

M Victoria Street, our second venue opened in early 2016; Again multifaceted (and with the addition of a very cool wine store and a private members bar), again award winning.

NOW IT'S TIME FOR 'M SOCIAL': Local venues designed to accommodate: A modern Cocktail and Wine Bar, a casual all day ‘Social Bar Food’ offering & a Grill Restaurant. The time of day will dictate the demand for each of these elements, which have been designed to maximise sales opportunities & accommodate demand.

Our first 'M Social' venue is expected to be a new 100 cover 'Butlers Wharf’ style building, complete with a riverside view and outside terrace.

The proposed venue sits directly opposite a mainline station, is ideally positioned to serve daily commuters & become a genuine ‘Home from Home’ for residents, visitors and local businesses.

Here’s a behind the scenes video about M….

Intended impact

The ethos of M is simple – Aspirational yet accessible drinking and dining in a comfortable, quality environment, offering world class products, plus the finest examples of hospitality and guest recognition which create a ‘home from home’ for a community of guests, who appreciate who we are and feel a sense of belonging to the brand.

Through technology and world class hospitality, we aim to create fantastic local hub hotspots in the suburbs of Greater London, that complement our two flagship venues in Central London.

We have a fantastic M community, built from regular diners, Den members and current M Investors. We would like you to join our family too.

We are offering the following perks to investors;

£200- £999;
10% discount at M until January 2019 and a copy of Executive Chef Michael Reid's M: a 24- Hour Cookbook.

£1,000 - £9,999;
15% discount at M until January 2019, a copy of Executive Chef Michael Reid's M: a 24- Hour Cookbook and free membership of M DEN, our luxury private members lounge.

£10,000 +
25% discount at M until January 2019, a copy of Executive Chef Michael Reid's M: a 24- Hour Cookbook, free membership of M DEN, our luxury private members lounge and, 15% off online wine purchases at mwinestore.co.uk.

Substantial accomplishments to date

Strong current trading Jan - May 2016:*

M THREADNEEDLE ST.
Year to date sales are 9% better than budget and boasting growth of 17% on prior year.*
Restaurant EBITDA (Net Profit) sits 6.1% better than budget and boasting profit growth of 51% on prior year.*

M VICTORIA ST.
Has contributed positively to cash flow in it's first year of trading (2016) and sales have been in line with M Threadneedle St's first year (2015). *
* Source: Unaudited management accounts

WE HAVE WON A LOT OF AWARDS! Here are our favourites:

Best Use of Technology The Cateys 2016.

Best Young Chef UK & Ireland 2016, San Pellegrino Awards.

Best for Steak and Seafood, Tatler Restaurant Guide.

Best New Restaurant, Harpers Awards.

Top 15 UK Healthiest Restaurants, Men’s Health ‘Epicure.

Best UK Sommelier, Zack Charilaou Harpers Awards.

‘Diner Choice’ Award 27 times Winner, Open Table (since 2015).

And here's what the critics have said about us:

The greatest beef slab you will ever taste; borders on religious epiphany- GQ.

Michelin level modern food with flair- London Dining Reviews.

RAW excels... In short, you’ve got the finest proteins from land and sea for a gourmet fix. - Epicure - Men’s Health.

The hype seemed justified. Bravo! - Evening Standard.

A City slickers playground puts Kobe back on the menu. - The Telegraph .

A Veritable food & drink emporium - Steak this good shouldn't be sullied by dessert - City AM.

Monetisation strategy

The multi-faceted structure of the M venues give us a number of revenue streams. Guests visit M for a glass of wine, beer or a most excellent cocktail, which drives strong ‘wet’ sales. M Wine Store and its online sister www.mwinestore.co.uk also drive additional revenues to M and of course the ‘hero offering’ for which M has become so highly regarded is the food and wine offerings that make for a perfect breakfast, lunch or dinner.

The above makes M a very robust model, as does the addition of our new M Social brand, which is designed to attract the same guests who enjoy our flagship central London venues and cater of the for their personal drinking and dining needs ‘close to home.’

Use of proceeds

1. Accelerate growth and ‘ring-fence’ £1.1M to fund the CAPEX of Restaurant Three – M SOCIAL.

2. Build and open a 50 Cover M DEN Private Members Lounge in the basement of M Threadneedle St.

3. Build working capital to support the business in both the short and long term.

Our Growth Strategy is to i) grow to maturity the two flagship central London sites and ii) facilitate the growth of the brand through 2 smaller less central venues with materially lower rents and capex requirements. These venues will be a more casual lower price point variant of the current offering appealing to the significant amount of evening and weekend trade in residential areas of high disposable income and high numbers of commuter residents, who are already familiar with the M brand.

The business currently has an overdraft facility worth £100k and asset based loans worth £800,877.17. None of the funds raised will be used to repay these debts.