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.
- 2 London restaurants & 3rd location in Battersea Power Station opening Q3’22
- One of Conde Nast Top Brunch 2022
- 300k+ customers served since launch & 62% customer return rate within the last 3 months
- Advisory board combined experience in Brewdog, Dishoom, and Belazu
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!
Patricia Trijbits, Founder & CEO
Experienced in developing and delivering projects, Patricia previously produced feature films in Los Angeles before making London her home. The journey to pancakes was prompted after taking part in cooking initiatives at local inner city schools as a bridge between communities.
Allyson Morris, Finance Director (part-time)
Chartered accountant with hospitality experience.
Adam Wells, Shareholder and Advisory Board (part-time)
Entrepreneur in food service, Adam was the founder director of Belazu which sold to the William Jackson Food Group in 2018. He is actively involved with WTPA on operational and strategic decision making.
Laura Godsman, Advisory Board (part-time)
Laura is currently Head of Franchise at Brewdog. Laura advises on new openings and brand cohesion.
Graeme Waite, Advisory Board (part-time)
Property consultant to clients such as Jamie's Italian, Dishoom,, Big Mamma Group. He advises WTPA on restaurant locations including scouting and lease negotiations.