04 | Dec | 14

Richard Johnson

Egg-sellent News!

What a way to celebrate your second birthday! Forget the cake — announce a pitch on Crowdcube that aims to raise £180,000 in return for 24% of your equity instead. That’s what London street food/pop-up purveyors The Good Egg have gone and done. This is how they’re selling themselves. “We have cooked for the Prime Minister at No. 10, for Twitter’s corporate breakfasts and run a pop-up in London for eight months serving 100 customers a day in a small 20-seater cafe. We are opening up in a very busy residential street in London. Our team includes founder Joel Braham (“top restaurateur to look out for in 2014” Evening Standard, January 2014), Oded Mizrachi (ex-Ottolenghi), and executive chef Theo Lewis (ex-head chef at Pizza East). Kevin Bacon, former managing director of Jamie Oliver International, is advising. Inspired by our favourite Californian deli, Wise Sons in San Francisco, our new café aims to serve delicious Jewish deli fare, Middle Eastern salads and great brunches all-day alongside craft beers and classic American cocktails. Since January 2013, we’ve served breakfast at well-regarded and competitive markets in the UK including; KERB, FEAST and Street Feast. Our social media presence has grown to: 1,600+ Twitter followers, 600+ Facebook “likes” and our mailing list reaches 1147 people. We believe brunch is big business and we have strived to be at the forefront of what we call London’s egg movement over the last few years. We feel London is plagued by sub-standard cafes serving up below-par benedicts and rubbish rancheros, and stoke Newington is no exception. We aim to craft a beautiful neighbourhood restaurant in the heart of Stoke Newington Church Street, setting ourselves the challenge to make it the best we could imagine, from the food and drink to the service, atmosphere and overall customer experience. Our research suggests our customers are young creative professionals and food-lovers of all ages. Over the past two years we have strived to build a following, which will stand us in good stead for our first permanent site. We hope to augment this following with people in the local area, and those we bring to the site through word of mouth, social media and a dedicated PR campaign. Our business model is to be open for breakfast, lunch and dinner, seven days a week. Target customers are young professionals, local people working the media/creatives and local residents who include young professional families. We aim to provide our customers with the best experience we can imagine, from their first look at the site as they walk up the road, to the first mouthful of food and the goodbye they receive when they leave. We hope to build a loyal following at our flagship site in Stoke Newington, sticking to our core principles and turning a healthy profit based on our sales projections and trading history. Your investment will fund capital expenditure on the kitchen, bar, furniture, construction works, garden and our pre-opening costs which include professional fees such as lawyers, rent and costs during fit-out and architects.”