MIKEY PEARCE: £17 MILLION TARGET + 50 RESTAURANTS IN A FEW YEARS! 044
Aug 31, 2022
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Mikey Pearce, founder of Clean Kitchen, is reshaping the plant-based fast food scene. In this lively chat, he shares his journey from YouTuber to restaurant mogul, aiming for 50 locations in just two years. Mikey discusses the innovative use of satellite kitchens and the impact of veganism on consumer trends. He dives into the challenges and triumphs of launching a vegan kiosk at Tottenham Football Club, and humorously ponders potential boxing matches with fellow influencers while emphasizing the importance of passion in business.
Clean Kitchen aims to normalize plant-based fast food by creating appealing options for both vegans and meat-eaters alike.
The rapid growth plans include opening 40 locations within two years and expanding beyond London into cities like Brighton and Manchester.
Utilizing satellite kitchens allows Clean Kitchen to assess market demand without high overheads while generating revenue from delivery and catering.
Mikey Pearce emphasizes separating personal identity from business growth, highlighting his commitment to building a sustainable brand beyond his content creator background.
Deep dives
Introduction to Clean Kitchen
Clean Kitchen is focused on making plant-based fast food mainstream, aiming to provide accessible and tasty alternatives that appeal to meat-eaters. The concept includes delivery kitchens and physical restaurant locations in key areas such as Soho, Camden, and Notting Hill, making it convenient for customers to enjoy their offerings. The mission emphasizes not just attracting vegans but creating options that can seamlessly integrate into anyone's diet, with menu items such as a 'no duck wrap' designed to mimic traditional flavors. This strategy aims to change perceptions about plant-based food, encouraging more people to try it without the stigma traditionally associated with vegan dining.
Growth and Expansion Plans
Since its inception, Clean Kitchen has experienced rapid growth, with the ambition to operate 40 locations within the next two years. This expansion includes not only increasing the number of stores but also targeting markets outside of London, including plans for locations in Brighton and Manchester. The focus is on maximizing resources by combining delivery and dine-in services at each site to optimize customer reach and operational efficiency. This strategic rollout is backed by investor support, aiming to bolster the brand's presence and establish it as a key player in the plant-based food landscape.
Challenges of the Hospitality Industry
The hospitality sector faces significant challenges, particularly in light of rising energy costs and labor shortages exacerbated by the pandemic and Brexit. These factors make it imperative for businesses like Clean Kitchen to adapt quickly to changing market conditions, maintaining flexibility in operations and offerings. The competition for staff has intensified, as many traditional hospitality roles struggle to attract workers willing to accept lower wages. Consequently, Clean Kitchen has sought to brand itself as an appealing workplace for those passionate about plant-based food, further increasing its chances of attracting suitable talent.
Innovative Business Model
The business model for Clean Kitchen leverages satellite kitchens initially to test market viability before fully opening a store. This approach allows the company to gather data on customer preferences and product performance without the significant overhead of a full restaurant operation. Moreover, combining delivery and catering services within the same facility is critical as it generates multiple revenue streams, enhancing overall profitability. This model not only maximizes the effectiveness of each location but also aligns with current consumer trends emphasizing convenience and accessibility.
Life After YouTube: Career Transition
The shift from content creation on platforms like YouTube to entrepreneurship presents unique challenges, particularly concerning personal identity and public perception. Mikey Pearce underscores the importance of separating personal experiences from the evolving business landscape, ensuring that past controversies do not hinder future opportunities. He acknowledges that while he appreciates his journey from being a content creator to a CEO, there remains a desire to build something significant that transcends personal fame. This transformation reflects his commitment to professional growth and building a sustainable brand.
Future Aspirations with Clean Kitchen
Looking ahead, the vision for Clean Kitchen includes not just growth across the UK, but also international expansion into markets such as the United States. The goal is to position Clean Kitchen as a leader in the plant-based sector, aiming to emulate the success of established fast food chains while remaining committed to its plant-based principles. Establishing a strong brand identity and fostering community connection remain vital to its strategy, as they want to create a loyal following around their unique offerings. Ultimately, the ambition is to change the landscape of fast food by making nutritious, plant-based options accessible to everyone.
The Importance of Brand and Community
Building a strong brand identity while fostering a sense of community has been a cornerstone of Clean Kitchen's marketing strategy. Engaging with influencers and leveraging social media helps amplify their message and create a broader conversation around plant-based eating. The use of relatable storytelling, paired with the genuine passion behind the food, is designed to resonate positively with the target audience. By aligning their values with those of their clientele, Clean Kitchen aspires to make plant-based living appealing and inclusive, steering the narrative away from stereotypes and towards acceptance.
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0:00 - Intro 0:45 - Spencer Matthews & Clean Co 3:24 - What is Clean Kitchen 7:09 - Vegan People in London 10:52 - YouTuber to owning 20 Restaurants 22:08 - What are satellite kitchens? 24:17 - Mr Beast burger 25:18 - YouTubers moving into business 30:57 - KSI 35:30 - Mikey's Weight loss 38:11 - OG YouTube 40:49 - Andrew Tate and Cancel Culture 52:37 - New challenges 54:52 - Mikey's turnover 58:34 - How much of Clean Kitchen does Mikey own? 1:03:07 - Passion for the business 1:04:54 - Mikey's investments 1:12:44 - In 2 years' time... 1:16:41 - YouTube boxing, who would Mikey fight? 1:24:15 - Is Mikey proud of himself
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