Where The Pancakes Are is on a mission to become the UK’s most loved pancake brand. With two central London restaurants serving 10k+ monthly diners, this raise will underpin the expansion of the restaurant estate to meet growing demand in a UK eating-out market expected to reach £28.6bn by 2027.
Founder, Patricia, has made it her mission to create pioneering and widely loved pancake restaurants in the heart of London, using fresh quality ingredients to create fluffy American style pancakes beyond your imagination and ensuring customers return again and again.
Having observed the emergence of the global breakfast restaurant market (predicted to reach $49.82bn by 2028), and after testing our product at pop-ups and festivals such as Wilderness, Festival No.6 and Lovebox, we saw an opportunity to innovate within the UK. Our first restaurant near Borough Market opened in 2016, with like for like avg sales up 30% in 2021. Our online shop was launched in April 2020 and our second restaurant in Fitzrovia opened its doors in June ‘21.
During this time, we gained wide recognition: WallPaper Design Award in 2017; reviews in Harpers Bazaar, The Guardian, The Evening Standard, Ocado Magazine amongst others; Patricia has appeared on Channel Four "Sunday Brunch" and Talk Radio; 4.4* reviews on Google and instagram following of 23k+.
We have cemented our business model with a casual dining experience and all day menu. We are now ready to fast-track our growth to open more locations that hit the uniquely broad customer appeal of pancakes, attracting local residents, office workers, as well as tourists and day-trippers.
Join us in spreading the pancake love and become part of our journey!