Pepper: A Premium Brunch, Steak & Seafood Experience
Seeking financing to launch Raleigh's first high-end brunch, steak and seafood restaurant with an exclusive cigar lounge – a unique culinary destination designed to revitalize an underserved area with sophisticated dining and premium experiences.
Our Vision: A Triple Threat Experience
Steak & Seafood, Mastered
Expertly prepared classics including our signature 32 oz Tomahawk steak and curated Seafood Tower in an elegant dinner service environment.
Savory Brunch Twist
Unique weekend brunch experience featuring signature dishes like Shrimp & Grits and Chicken & Waffles, infusing Savory flavors into upscale presentations.
Exclusive Cigar Lounge
Sophisticated retreat with Certified Cigar Sommelier on staff through our Tobacconist University partnership, creating an unparalleled experience for aficionados.
Pepper combines these elements into a cohesive, distinctive destination that stands apart in Raleigh's dining landscape.
Market Opportunity
The Problem
The area surrounding our location is underserved, lacking high-quality dining options. There are no venues offering:
  • All-day brunch infused experience with diverse, high-end menu
  • Premium steak and seafood in an accessible format
  • Sophisticated lounge spaces for discerning patrons
Our Solution
Pepper will revitalize the area by providing a vibrant, all-day dining destination with multiple experiences under one roof – attracting regular customers, locals, and destination diners.
Raleigh: A Perfect Market
1
2.5M+ Metro Population
The Raleigh-Durham-Cary area represents a significant and growing metropolitan region.
2
467K+ Raleigh Residents
Our concept directly appeals to Raleigh's diverse population, particularly for special occasions and regular dining.
3
51.6% White population
4
25.8% Black or African American
5
12.9% Hispanic
We are strategically located in the Raleigh-Durham-Cary area, a dynamic metropolitan region with a population of over 2.5 million. Our concept directly appeals to the city of Raleigh's diverse population of over 467,000 residents. The demographic makeup of Raleigh's core population is approximately 51.6% White, 25.8% Black or African American, and 12.9% Hispanic. This rich cultural blend provides a strong foundation for our unique, community-focused offering, ensuring a broad and engaged customer base.
Competitive Landscape
Brunch Competitors
Venues like Another Broken Egg Cafe offer quality brunch but lack our dinner service and sophisticated lounge environment.
Steak Competitors
Establishments like Angus Barn provide high-end steak experiences but don't offer the all-day accessibility or fusion menu approach of Pepper.
Our Advantage
Only Pepper delivers a comprehensive experience – premium steak and seafood, Savory brunch, and an exclusive cigar lounge – all in one cohesive, accessible destination.
Proven Leadership Team
Owner/General Manager
  • Military veteran and software engineer
  • 20 years as a high end event planner in Europe & D.C. market
  • 10 Years General Management Of Fine Dining & Night Clubs
  • Successfully ran pop-up restaurants for 10 years
  • Generated over $10M in revenue, proving concept viability
Executive Chef
  • Chef for 15 years in fine dining, ranging from American to French Cusine
  • A lifelong dedication to his craft, beginning at age 14
  • Creative force behind our unique menu
  • Partner throughout entire pop-up venture history
Chief Development Officer
  • 20+ years of executive experience in hospitality, food service, and startups.
  • Drives strategic partnerships and growth at Seeds Roots Group.
  • Proven expertise in multi-site operations and team leadership.
  • Delivered multi-million-dollar sales and restructured for efficiency.
  • Combines hands-on experience with executive oversight.
  • Owned and successfully operated multiple restaurants and lounges in the Maryland and D.C. markets.
Operational Excellence
Structured Menu
Dinner menu featuring Steak, Seafood, and Raw Bar sections with high-impact signature dishes. Brunch menu highlighting Savory favorites.
Tech-Enabled Control
MarginEdge and Toast POS systems for precise inventory tracking, waste minimization, and maintaining target 25-28% food cost.
Premium Expertise
Certified Cigar Sommelier on staff through Tobacconist University partnership, elevating the cigar lounge experience.
Strategic Marketing Plan
Creating Exclusivity from Day One
Digital Strategy
  • Instagram & Facebook campaigns targeting local foodies
  • Heavy TikTok presence showcasing food presentation
  • Pre-opening reservation system to ensure sold-out launch
Community Engagement
  • Catering services for local churches
  • Youth sports team sponsorships
  • Celebrity guests and influencer partnerships
Lounge as Marketing
  • Cigar lounge attracts high-end clientele
  • Word-of-mouth from exclusive experiences
  • Membership program for regular patrons
Financial Projections & Use of Funds
This slide provides a compelling overview of our strategic financial model and how we will deploy capital to ensure a successful launch and sustainable growth.
$377K
Projected Monthly Revenue
Our sales forecasts indicate strong demand for our unique offerings.
25-28%
Projected Labor Cost
Initial labor costs are targeted at 25-28% to ensure exceptional service and quality.
25-28%
Target Food Cost
Strategic sourcing and inventory management will maintain this target.
$114K
Projected Monthly Net Profit
Demonstrates the strong profitability potential of Pepper.
Our strategy is to launch with higher initial percentages for labor and food cost, with a clear plan to decrease them as we fine-tune operations and scale the business, leading to even greater profitability.
Strategic Use of Capital
Total Capital Required: $200,000 (Cash: $150,000 | Credit: $50,000)
Cash Allocation
  • Lease Down Payment: $60,000
  • Build-out & Construction: $15,000
  • Initial Inventory: $25,000
  • Pre-Opening Marketing: $5,000
  • Licenses & Permits: $3,000
  • Working Capital: $42,000
Credit Allocation
  • Kitchen & Bar Equipment: $25,000
  • Furniture & Decor: $25,000
Projected Revenue Breakdown
This model details the average weekly contributions from each revenue stream, leading to our substantial monthly projection. These are average estimates - some days will perform higher than others based on seasonality, events, and market conditions.
Based on these numbers, Pepper anticipates a total projected monthly revenue of:
$376,896.60
Menu Strategy: Premium Steak, Seafood & Brunch
Our culinary vision blends classic steakhouse excellence with innovative brunch offerings and a sophisticated beverage program, creating a unique dining experience for every occasion.
Concept Highlights
01
Dinner Menu
A full steakhouse & seafood program featuring premium cuts like Tomahawk, Filet, and Short Rib, complemented by fresh Lobster, Crab Cakes, and a lavish Seafood Tower.
02
Brunch Program
  • Saturday Brunch: Full dinner menu alongside brunch exclusives such as Crab Benedict, Stuffed French Toast, and Tableside Omelets.
  • Sunday Brunch Buffet: A ticketed $75 all-inclusive experience with live stations, à la carte seafood platters, and Mimosa Kits.
03
Sides & Enhancements
Elevated comfort dishes, including signature mac & cheese variations, crispy avocado fries, and creamy scalloped potatoes.
04
Beverage Program
  • Exclusive Whiskey & Bourbon flights with recommended cigar pairings.
  • Signature cocktails, including a robust Old Fashioned program and seasonal Martinis.
  • Extensive Wine list by-the-glass and bottle, with premium reserve options.
  • Build-your-own Mimosa Kits with premium enhancements.
  • Curated selection of local craft beer & cider (cans & bottles only).
  • Zero-proof cocktails and a full coffee/espresso program.
Positioning & Differentiators
Pepper is positioned as premium yet approachable, combining the timeless appeal of a classic steakhouse with unique, contemporary brunch features.

Our distinct competitive advantage lies in our Mimosa Kit program, expansive seafood platters, and a sophisticated cigar-friendly whiskey program. These unique offerings are crafted to build both an unparalleled dining experience and a higher average check.
Check Average Justification
Our pricing strategy is meticulously crafted to support a strong average check across all key dining experiences, ensuring robust revenue generation.
Dinner Service (Per Guest)
  • Approximately 1 in 3 guests order 2 drinks ($12 each), adding an average of +$8 per guest.
  • Projected Dinner Average: $72–75 per person
Brunch Service Offerings
Saturday Brunch
  • Combines dinner menu pricing with exclusive brunch dishes.
  • Our signature Mimosa Kit is included, built into the targeted $75 average check.
Sunday Brunch Buffet
  • Ticketed, all-inclusive experience at $75 per guest.
  • Features diverse buffet stations and the Mimosa Kit.
  • Significant upsell potential via premium seafood platters and bottle upgrades.

Key Investor Takeaway
Our comprehensive menu and beverage strategy are designed to directly support a consistent $75 average check across both dinner and brunch services.
Strategic upsell opportunities—including additional drinks, premium enhancements, and high-value seafood platters—are integrated to drive incremental revenue beyond our baseline projections.
Late-Night Program: Entertainment & Revenue Upside
Pepper's late-night program transforms the venue into a vibrant entertainment destination, extending our revenue streams and maximizing asset utilization.
Concept Highlights
  • Schedule: Friday & Saturday Nights, 10pm–1/2am
  • Revenue Target: $5,000–$7,000 per night incremental
  • Programming: Live DJs + rotating local bands to create a dynamic nightlife draw.
  • Atmosphere: Upscale but energetic; transitioning from a sophisticated steakhouse by day to a lively entertainment venue by night.
Offerings
  • Late-Night Menu: A curated selection of small plates including oysters, sliders, wings, crab dip, spinach dip, shrimp/steak skewers, fries, pineapple bowls, and vegan sliders.
  • Beverage Program: Elevated specialty cocktails, a premium bottle service program, and an exclusive selection of cigars with whiskey/bourbon pairings.
Strategic Positioning
  • Extends revenue opportunities beyond traditional dinner and brunch hours.
  • Establishes Pepper as a premier destination for both fine dining and vibrant nightlife.
  • Maximizes the utility of our bar & patio assets with a focused menu and high-margin beverage service.
Projected Labor Costs by Program: Detailed Breakdown
Understanding our labor allocation is crucial. Here's a detailed breakdown of positions, rates, and staffing for each operational program, ensuring efficient resource deployment.
Hourly Positions & Rates
  • Prep Cook: $18 per hour
  • Line Cook: $20 per hour
  • Server: $7.25 per hour
  • Busser: $12 per hour
  • Bartender: $7.25 per hour
  • Lead Mixologist: $15 per hour
  • Host/Hostess: $17 per hour
  • Security: $17 per hour
  • Dishwasher: $17 per hour
  • Porter/Barback: $17 per hour
  • Food Runner: $15 per hour
Salaried Staff & Weekly Cost
  • General Manager: $2,308 per week
  • Executive Chef: $1,635 per week
  • Front of House Manager: $1,346 per week
  • Sous Chef/Kitchen Manager: $1,346 per week
  • Restaurant Admin: $769 per week
Total Salaried Weekly Cost: $7,404
Detailed Staffing per Program
1
Prep Program
Staff: 2 Prep Cooks
Weekly Cost: $1,260
2
Weekday Lunch (Tues-Fri)
Staff: 1 Host, 1 Server, 1 Bartender, 1 Busser, 1 Doorman, 1 Dishwasher, 1 Porter, 2 Line Cooks
Weekly Cost: $2,104
3
Weekday Dinner (Tues-Thurs)
Staff: 1 Host, 4 Servers, 2 Bussers, 2 Bartenders, 1 Lead Mixologist, 1 Doorman, 1 Dishwasher, 2 Porters, 2 Food Runners, 4 Line Cooks
Weekly Cost: $2,652
4
Weekend Dinner (Fri & Sat)
Staff: 2 Hosts, 8 Servers, 4 Bussers, 4 Bartenders, 1 Lead Mixologist, 1 Doorman, 2 Dishwashers, 2 Porters, 2 Food Runners, 4 Line Cooks
Weekly Cost: $3,264
5
Weekend Brunch (Sat & Sun)
Staff: 2 Hosts, 8 Servers, 4 Bussers, 4 Bartenders, 1 Lead Mixologist, 1 Doorman, 2 Dishwashers, 2 Porters, 4 Line Cooks
Weekly Cost: $4,146
6
Sunday Dinner
Staff: 1 Host, 3 Servers, 2 Bussers, 2 Bartenders, 1 Doorman, 1 Dishwasher, 1 Porter, 2 Food Runners, 4 Line Cooks
Weekly Cost: $840
7
Night Events (Fri & Sat)
Staff: 2 Cooks, 1 Dishwasher, 4 Bartenders, 2 Servers, 2 Porters, 2 Bussers, 2 Food Runners, 4 Security
Weekly Cost: $2,052

Total Weekly Hourly Cost: $16,718 | Total Weekly Salaried Cost: $7,404
Projected Monthly Labor Cost: $104,499
Monthly Profit & Loss Projection
A detailed breakdown of our projected monthly financial performance, illustrating key revenue streams, costs, and ultimate profitability.
These projections highlight a strong profitability margin, demonstrating the viability and financial attractiveness of the Pepper's concept.
The Ask: Capitalizing on Growth
Pepper is seeking $200,000 in launch capital to ensure a successful grand opening and sustainable growth. This investment will fuel our initial operations, build-out, and marketing efforts, positioning us for rapid profitability in the vibrant Raleigh market.
Cash Investment
$150,000 from strategic partners will directly fund critical upfront expenses like lease down payments, initial inventory, and working capital.
Credit Financing
Up to $50,000 will be secured through personal guarantees for essential equipment and lavish decor, ensuring a premium guest experience.
Equity Offered
In exchange for this total capital raise, we are offering a 20% equity stake in Pepper Lounge, providing partners with a significant share in our projected success.
We have structured two distinct investment options to accommodate our partners, with the Strategic Partnership option allowing for a maximum of four partners, fostering a collaborative and supportive ownership team.
Credit Financing & Personal Guarantee
The remaining $50,000 of our launch capital will be strategically secured through credit financing, backed by the personal guarantees of our partners.
Essential Kitchen Equipment
Funds will cover the lease and financing of state-of-the-art ovens, high-performance grills, and specialized culinary tools, ensuring operational excellence from day one.
Luxurious Furniture & Decor
This includes the acquisition of custom-designed seating, elegant bar fixtures, and sophisticated lighting elements that define Pepper's unique upscale ambiance.
Manageable Financial Obligations
This approach allows us to acquire crucial, high-value assets without tying up significant upfront cash, ensuring long-term financial stability for the business.
This capital allocation optimizes our investment strategy, allowing us to launch with premium facilities while preserving working capital for immediate operational needs.
Option 1: Strategic Partnership (Equity)
Investment & Equity
$200K total raise → 20% total equity (shared pro-rata if multiple investors).
Preferred Return
8% preferred return, paid or accrued until distributed.
Dividend Projection
Annual dividends projected at ~$273K (shared pro-rata).
Future Raises
Pro-rata participation up to 50% → non-participation = proportional dilution.
Founder Buyout
Founder buyout option at independent market valuation = clear investor exit.
Option 2: The Direct Loan
This option is for partners seeking a secure, passive return without a long-term commitment. This loan is a purely transactional and secured investment, meaning investors will not receive any equity, dividends, or ownership in the company.
Loans Over $50,000
  • Investment Structure: Secured loan with a 12% interest rate over a 2-year term.
  • Example Repayment: For a $150,000 loan, it will be paid back at a rate of $7,056.97 per month, for a total repayment of $169,367.28.
Loans Under $50,000
  • Investment Structure: Secured loan with a 12% interest rate over a 1-year term.
  • Example Repayment: For a $25,000 loan, the total repayment would be $28,000 (including interest), paid back at a rate of approximately $2,333.33 per month.
This provides a straightforward opportunity for investors desiring a predictable return without the complexities of equity ownership or ongoing operational involvement.
Risk Awareness & Mitigation Strategy
We've proactively identified potential challenges and integrated robust mitigation strategies into our business plan to ensure long-term stability and success for Pepper.
Slower Ramp-Up in Year 1
Mitigation: Conservative financial forecasting and diversified revenue streams from dinner, brunch, late-night, cigar sales, and private events.
Staffing & Labor Costs
Mitigation: Attract and retain talent with competitive wages, foster a strong culture, implement cross-training, and optimize shifts for efficiency.
Market Competition
Mitigation: Differentiate through unique offerings: Mimosa Kits, premium seafood platters, an exclusive cigar/whiskey lounge, and curated live entertainment.
Cash Flow Strain
Mitigation: Investor-friendly financial structure with 8% preferred return (accruing if not paid) and a fixed 12% loan rate. Multiple profit centers provide robust cash flow support.
Sensitivity Analysis – Revenue & Investor Payouts
We have rigorously modeled our financial projections across various scenarios to ensure robust returns and clear mitigation strategies for our investors, even under challenging market conditions.
Under the Base Case, Pepper Lounge generates substantial revenue and EBITDA, comfortably covering the 8% Preferred Return ($16,000 annually for a $200k investment) and the 12% Loan Interest ($24,000 annually for a $200k loan), while providing strong equity dividends. Even in the Downside Case, all preferred returns and loan obligations are met, with reduced but still positive equity dividends. In a Stress Case scenario, the business maintains break-even operations, ensuring loan obligations are honored, and the preferred return accrues, preserving investor equity for future growth.
Growth Strategy & Investment Opportunity
Immediate Opportunity
Your $200,000 investment unlocks a premium dining destination in an underserved market with proven leadership and a tested concept that generated $10M+ in pop-up revenue.
Phase Two Revenue Streams
$50
Hookah Service
Premium hookah offerings per session
$20-50
Cigar Sales
Curated selection of high-end cigars
Your investment in Pepper isn't just in a restaurant – it's in a complete lifestyle destination with multiple revenue streams and growth potential.
5-Year Financial Growth & Reinvestment Plan
This model illustrates our projected growth and strategic reinvestment of profits over a 5-year period, based on conservative yet robust financial assumptions.
Key Assumptions:
  • Annual Revenue Growth: 10%
  • Net Profit Margin: ~30%
  • Reinvestment Rate: 15% of annual net profit is reinvested back into the business.
This chart clearly illustrates the significant revenue and profit growth over five years, alongside the consistent reinvestment to fuel future expansion.
These projections demonstrate the strong financial viability and long-term growth potential of Pepper, underpinned by a strategic approach to reinvestment.
Investor Offer – Structure & Protection
1
Capital Commitment
  • Pro-rata participation in future raises (up to 50%).
  • Non-participation = proportional dilution (not forfeiture).
2
Founder Buyout Option
  • Founder may repurchase equity at independent market valuation.
  • Provides a clear exit path for investors while ensuring long-term stability.
3
Risk Mitigation
  • 8% preferred return (accrues if unpaid).
  • 12% loan investors with fixed return.
  • Downside protection prioritized; upside through dividends & growth.
Bottom Line – Investor Protection Built Into Every Scenario
Predictable Returns
Enjoy reliable income with an 8% preferred return on equity and a fixed 12% interest rate for loan investments, structured for consistent payouts.
Downside Protection
Preferred returns accrue until paid, safeguarding your equity. Loan obligations are honored first, ensuring your principal remains secure even in stress scenarios.
Upside Opportunity
Benefit from strong equity dividends as the business grows, and participate in brand expansion beyond our conservative baseline projections.
Alignment of Interests
Our founder structure ensures investor interests are prioritized, offering transparency and protection while enabling long-term company growth and control.
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