CK

Clean Kitchen Club Financial Model

• 100% plant-based menu: burgers, chicken-style sandwiches, fish-style items, sides, açaí bowls, smoothies, and sandwich bar baguettes/bagels.
• Burger prices: £8.50–£10.50 standalone; meal upsells to £14–£16. Sides £3.50–£6.50.
• Multi-format: eat-in, grab & go, delivery (Deliveroo, Uber Eats), dark kitchens.
• Proprietary food-tech portfolio planned: own-brand sauces and meat substitutes beyond QSR.
• Sustainability differentiator: first restaurant with carbon labelling on menu; targeting B Corp by 2023.
• Brand built on founders' social-media following and TV personality co-founder (Verity Bowditch, Made In Chelsea).

Primary - restaurant / QSR sales

• In-store food & beverage sales across eat-in / grab-and-go formats.
• Delivery via third-party platforms (Deliveroo, Uber Eats).
• Dark kitchen / virtual brand expansion planned.

Secondary (planned)

• Retail: proprietary plant-based products into supermarkets (timeline: April–September 2022 phase).
• CPG / food-tech: own-brand sauces and meat substitutes.

Pricing (from menu, all GBP):

• Burgers: £8.50–£10.50 (standalone), £14–£16 (meal)
• Sides: £3.50–£6.50
• Açaí bowls: £8; Smoothies: £6; Baguettes: £7; Bagels: £6

No stated average order value (AOV), delivery commission rates, or retail margin data in deck.

• 4.8 rating on both Deliveroo and Uber Eats; 500+ reviews on each platform.
• 500 people attended new site launch event.
• "Thousands of weekly orders" at new site.
• £4k profit in week one of new site launch.
• TikTok: #1 most-followed plant-based brand; 60.2k followers; 1.8M views in the last 30 days.
• YouTube: 368k+ subscribers.
• Podcast 'Get me to Vegan': #13 on podcast business charts at launch; 10k+ weekly audience.
• Instagram: 30.3k followers (visible in screenshot, @cleankitchenuk).
• Website: 25k+ organic monthly views, zero paid ads / SEO spend.
• Combined founder social following: 800k+ across channels.
• 100k+ followers across brand platforms.

No revenue figures, cumulative sales, or number of locations operating at time of deck.

• £4k profit stated for week one of new site launch. - currency ambiguous (likely GBP), no cost breakdown given.
• Marketing spend described as "virtually zero" - organic/community-led growth.
• No CAC, LTV, food cost %, labour %, rent, or EBITDA margin data in deck.

Direct competitors named: Pret a Manger, Leon, Joe (Joe & The Juice), The Vurger Co., neat burger.

Moat claims:

• Only at-scale vegan/plant-based QSR brand in UK (no credible incumbent).
• Built with near-zero marketing spend via founder personal brands and community.
• Multi-format execution (delivery, dine-in, grab & go) vs. single-format competitors.
• Proprietary product pipeline (sauces, meat substitutes) creates IP layer beyond restaurant ops.
• Sustainability credentials and carbon labelling as brand differentiation.

Team:

• Mikey Pearce - Founder & CEO; hospitality background; 800k+ combined personal social following.
• Verity Bowditch - Co-Founder & Head of Sustainability; British TV personality (Made In Chelsea).
• Nolan Spratt - Operations Director; multi-site hospitality track record.
• Chase Hunter - Operations Director; owned/operated 15 venues over 10 years.
• Grace Beverley - Investor & Board Advisor; Forbes 30 Under 30 (retail/e-commerce); founder of two D2C fitness brands.

• Archetype + why: Multi-site QSR / restaurant roll-up P&L with a retail/CPG revenue layer. The business is a site-count-driven restaurant model (revenue = sites × weekly covers × AOV) combined with a nascent delivery and retail revenue stream. A 3-statement integrated model is appropriate given capex-heavy site roll-out (fit-out costs), working capital needs, and need to show path to site-level and consolidated EBITDA. Not SaaS, not marketplace, not SPAC.

• Forecast horizon & granularity: Monthly for Years 1–2 (2022–2023, matching the pipeline slide); quarterly for Years 3–4 (2024–2025). Site-by-site build for Year 1 given named pipeline; cohort-level from Year 2.

• Key drivers & assumptions:

• Scenarios (Base / Bull / Bear - which variables flex):
• Base: Site openings per plan (7/10/10/13), AOV £13, 1,800 weekly orders/site, 17% site EBITDA margin at maturity.
• Bull: Accelerated rollout (1–2 additional sites/year), retail CPG line achieves supermarket listings in H2 2022, AOV £14.50, delivery mix climbs to 50%.
• Bear: Rollout slips by 6 months per cohort, AOV compresses to £11 (competitive/consumer pressure), delivery commissions rise to 35%, site EBITDA margins stay at 10%.

• Required sheets / outputs:

1. Assumptions - all drivers in one tab, no hardcoding.
2. Site Roll-up - per-site revenue, ramp schedule, site-level P&L (revenue, food cost, labour, rent, site EBITDA).
3. Delivery Revenue - separate build for platform delivery with commission netting.
4. Retail / CPG - simple revenue build for Year 2+.
5. Consolidated P&L - aggregated revenue → gross profit → EBITDA → EBIT (including central overhead: management team, marketing, head office).
6. Balance Sheet - capex, fit-out depreciation, working capital (payables-heavy, minimal receivables for restaurant).
7. Cash Flow Statement - capex per site, operating CF, funding requirements.
8. Funding Waterfall - show how much equity/debt is required to fund site roll-out given capex per site and ramp EBITDA.
9. Dashboard - site count over time, system-wide weekly orders, revenue, EBITDA, cash runway.