By Angela Green, Content Executive, H&C News: West London phenomenon Farm Girl adds Roll Baby via crowdfunding.
Previously heralded as a ‘West London phenomenon’, the team behind the trendy Antipodean-inspired London cafe group Farm Girl, has announced its first ever crowdfunding campaign has closed, with the brand exceeding its funding target by 36%.
The crowdfunding venture aims to spearhead ambitious growth plans for both Farm Girl and its most recent addition to the group, Roll Baby, the healthy, tasty and nutritious grab & go concept. Upon close, the fundraise reached £545k, exceeding its target of £400k by 36%, with 259 investors committing to helping fund the growth of both Farm Girl and Roll Baby.
Proceeds will be used to expand the Roll Baby brand, adding 4-5 sites each year, whilst also continuing to grow the ever popular Farm Girl brand, by adding on average one all-day brunch café with 50-70 seats each year. The goal is to have 10 Farm Girl and 25 Roll Baby sites across London by 2027. The Farm Girl Group generated £2 million in revenue in the last 6 months (May-October 2022), with a £140% YoY increase, proving that the demand for laid back, healthy & nutritious Australian-inspired fare continues on an upward trajectory.
To date, Farm Girl has pioneered the healthy brunch culture in London, quickly becoming a phenomenon for those in the market for healthy yet tasty options. Farm Girl’s first café opened in Notting Hill in 2015 and has since opened four additional sites across London. Regularly voted one of the top cafés in London, the Farm Girl Group decided to build on this success by launching Roll Baby; an alternative to a sandwich that is healthy, fast, gluten-free and available in store, by click-and-collect or on order for delivery via Deliveroo and UberEats.
Rose Hood, Farm Girl and Roll Baby Co-Founder comments: “This is a really exciting step for the Farm Girl Group and we are delighted to have exceeded our funding targets. Maintaining our place as London’s leading destination for colourful, clean and casual all-day dining options, we look forward to putting this funding towards the expansion of the group and widening the accessibility to healthy eating within London.”
Anthony Hood, Farm Girl and Roll Baby CEO and Co-Founder says: “We are thrilled with the outcome of our campaign and would like to thank all those who have invested! Being 36% oversubscribed via 259 investors in this economic climate has been really encouraging. We are really looking forward to executing our ambitious business plan over the next 12-18 months with our strong, experienced and passionate management teams. We have a strong pipeline of sites in various stages of development, with several already secured under agreed heads of terms. Exciting times lie ahead.”