Honeybee Burger

Saving the planet one plant-based burger at a time

Honeybee Burger

Saving the planet one plant-based burger at a time

Los Angeles, CA
Food & Beverage
Honeybee Burger is a 100% plant-based food company that is aiming to become an iconic national fast-food brand. Our mission is to help save the planet by getting more people to choose plant-based food over animal-based food by focusing on America’s most popular and iconic fast-food: burgers!

$863,758

raised
1,148
Investors
$12M
Valuation
$1.20
Price per Share
$240.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

$863,758

raised
1,148
Investors
$12M
Valuation
$1.20
Price per Share
$240.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

Rewards

Get rewarded for investing more into Honeybee Burger:

$240+
Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$250+
Investment
Hive Class
$25 food credit + Access to special discount codes and promotions.
$500+
Investment
Colony Class
5% bonus shares + $75 food credit + Access to special discount codes and promotions.
$1,000+
Investment
Swarm Class
7% bonus shares + $100 food credit + Honeybee hoodie + Access to special discount codes and promotions.
$2,500+
Investment
Apiary Class
10% bonus shares + $150 food credit + Honeybee limited edition track jacket + Access to special discount codes and promotions.
$5,000+
Investment
Beekeeper Class
12% bonus shares + $150 food credit + Honeybee limited edition track jacket + One year (non transferable) 25% discount (up to $1,000 net) + Access to special discount codes and promotions.
$10,000+
Investment
Queen Bee Class
15% bonus shares + $150 food credit + Honeybee limited edition track jacket + One year (non transferable) 50% discount (up to $1,000 net) + Access to special discount codes and promotions.

Reasons to Invest

Honeybee Burger is positioned to take advantage of the twin tail-winds of increasing demand for plant-based food, and Americans' large and growing appetite for fast-food of every kind, and burgers specifically
Major studies show that plant-based diets and reduced meat intake are a top priority for Gen Z and Millennials - over 150MM people in the US alone!
Honeybee Burger has already established its presence in LA, and has a large and growing social following (17k+ Instagram followers), great reviews (4.5 stars), thousands of customers served from its pilot locations, and managed to be profitable during 2020 despite the pandemic

The Honeybee Burger story

Honeybee Burger is a humble fast-food burger joint with a grand mission: help save the planet by making plant-based food more desirable, accessible, and available everywhere consumers think about eating. 

Why the bee? Because honey bees are responsible for 1 out of every 3 bites of food we take! It's hard to imagine a more important creature to our food system. That was a creature worth recognizing and celebrating!

We chose the ever-popular and iconic cheeseburger to build our brand around, because, hey, Americans love their burgers!

Plus, every time a customer eats a plant-based burger instead of one made with beef,  it reduces our carbon footprint while saving enough water for 2 months worth of showers and preserving precious farmland! Now that’s something we can get behind!

Moreover, beef consumption and the commercial ranching of cows place a huge burden on our planet, using up our water and our land, pumping tons of CO2 into the environment, and of course, killing our cows! And reducing meat intake is associated with improvements in heart health, digestive health, and reduced risk of stroke! Shifting our demand for beef to plant-based alternatives can help all this - from the planet to your body!

That’s why Honeybee’s founder, Adam Weiss, came up with the idea of creating a mission-driven plant-based food concept back in 2018.

Adam opened the first Honeybee location in 2019, with co-founders Jeremy Adler, Brian Cikigil, and Ophelia Weiss. Located in Los Feliz, Los Angeles (since moved to Silverlake) this “pilot” location allowed Honeybee to test and optimize the menu, establish a loyal customer base, and basically show the world Honeybee’s awesome and distinctive take on plant-based fast food!

*By investing in Honeybee Burger Inc, you are investing in a company that owns not only the intellectual property that is Honeybee, but also owns 75% of our new flagship location opening soon in Los Angeles. Honeybee Burger, Inc. will also receive 5% of all revenue generated from the Honeybee cloud kitchen in West LA’s Colony Cooks.

The Problem


The demand for plant-based food is growing, but fast-food vegan options are often lacking and unappealing

Let’s face it. Vegan food can be boring. Before the introduction of “plant-based meats” like Impossible Foods and Beyond Meat, vegan “burger” options were typically veggie or bean patties, which didn’t try to emulate beef, and were not very appealing to traditional burger lovers. 

But with these new plant-based meats working to mimic the taste of actual beef, people flipped out! For the first time, you could have a burger (or a sausage) that cooked, looked, felt, and tasted like meat -- but that was made entirely from plants! All of a sudden, the 97% of the US that didn’t identify as a vegan could eat a plant-based burger and enjoy it as much as beef - but without the harmful environmental impact.

As Impossible Foods and Beyond Meat grew in popularity (Beyond even went public in 2019), many major fast-food chains introduced new items made with one or the other.  Unfortunately, these options are often crowded into a corner by double cheeseburgers and bacon burgers and are seldomly prepared in a way that makes them appealing or keeps them vegan.  And to be frank: the last thing that traditional fast-food burger joints want to do is to convince you not to eat meat!


And that’s why Honeybee was born!

The Solution


A delicious plant-based alternative to fast food burgers that totally updates  traditional vegan food

We decided to feature all of these amazing new products, including both  Impossible Foods and Beyond Meat, and offer them in a totally plant-based menu with fries, shakes, fried chicken sandwiches, breakfast offerings, and more. Our food is cruelty-free, environmentally conscious, delicious, and anything but boring!

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We set out to create a more popular, accessible, and desirable vegan menu, or what we refer to as  Vegan 2.0!  We use humor, inclusive messaging, sustainable packaging, and the most contemporary, delicious ingredients on the market to appeal to meat-eaters and non-meat eaters alike, and at the same time, make plant-based food more appealing to younger consumers as well!

Vegan 2.0 is about teaching, not preaching. It's about inclusivity, not exclusivity! It's about fun on a bun!

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The Market Opportunity


Plant-based eating is on the rise, especially among millennial and Gen Z consumers

The burger segment is the largest in fast-food, representing about 30%, or over $90 billion of the total US fast-food market of $281 billion. There are over 100,000 burger restaurants in the US alone. 


The plant-based food market is on track to be worth $74.2 billion by 2027 with the burger patties segment expected to grow at the highest rate as seen with the 10% increase in demand last year for plant-based burgers (and growing). Burger brands are among the most iconic in fast food, including McDonald's, Burger King, Wendy’s, Carls, and more. According to multiple sources, Americans eat 3 burgers per week, 70% of which are ordered at a fast-food burger joint.

But, major studies show that plant-based diets and reduced meat intake are among the top priorities for Zoomers (Gen Z) and Millennials (which makes up over 150MM of the population), and according to Gallup, nearly one in four people reduced their meat consumption last year.

Our Traction


A proven concept, ready to be scaled and expanded

Honeybee Burger launched in May 2019 with our first “pilot” location in Los Angeles, in a small neighborhood east of Hollywood. We took over a tiny old burger restaurant, with a main floor of about 500 square feet (with about 350sf of storage upstairs), and hidden under an old movie theater marquee. By the end of 2019, sales were growing, and the store grew both sales and profits during the pandemic, despite almost no in-house dining, restricted out-door dining, and delivery apps taking up to 30% commissions! We believe that this performance would have been even more extraordinary in the absence of the pandemic. This model will serve as the template for our new flagship location at 345 La Brea and future locations.


We also launched our first cloud kitchen in March 2020 in West Los Angeles, chosen for its proximity to delivery markets from Beverly Hills and Westwood to downtown Santa Monica. Despite the pandemic, which has shut down these office districts, our location is close to break-even. This framework will serve as the model to open future virtual kitchens that can leverage our brick and mortar brand throughout Southern California, and eventually across the country, as the growth in cloud kitchens continues to increase. [This location will also be paying out 5% of its revenue to Honeybee Burger Inc.]

Honeybee Burger has been featured by Eater Los Angeles: “The Hottest Burgers to Try in LA Right Now” and “14 Essential Vegan Restaurants in Los Angeles,” among other food publications. We have received an average of 4.5 stars across review platforms, have 17k+ Instagram followers, and 17k+ YELP followers.

Metrics from our pilot store have also surpassed the typical burger QSR: Average order values and sales per foot are about double traditional burger QSR’s! Where the average customer spends about $8 when they visit McDonalds ($10 at Wendy's and Burger King), they spend over $20 at Honeybee!


The pilot store also demonstrated efficiency, generating over $1,150 per foot in gross sales, compared to $645 for McDonald's, $555 at Wendy's, and just under $400 for Burger King).


*Honeybee Burger, Inc. acquired the Honeybee intellectual property in February 2021 from Virtuous Food, LLC. Honeybee Burger, Inc. and Virtuous Foods, LLC share the same Founder & CEO, Adam Weiss

What We Do


We strive to make our food delicious, sustainable, accessible, inclusive, and fun!

Honeybee uses the best ingredients available, offering entirely plant-based burgers, fried chicken sandwiches, breakfast sandwiches, wraps, and of course, fries, ice cream, and shakes. Our products are made beautifully, packaged sustainably, and marketed in a way that allows us to leverage our brand so that our customers feel part of something bigger than the burger they just ate.

Today, Honeybee has become a platform for some of the best-known, most delicious plant-based food out there, such as Impossible Foods, Beyond Meat, Atlas Monroe chicken, Akua Kelp patties, JUST Egg, and more. In fact, exciting new brands have sought us out as their fast-food launch partners. This will open up exciting new menu opportunities for us, and with each launch will further distinguish Honeybee from the competition.

The Business Model


Focus on growth while remaining capital-efficient to get stores online faster and cheaper than competitors

By targeting “second generation” restaurants with pre-existing and costly infrastructure already in place, we reduce our construction budgets and development time by 50% or more. This allows us to get locations online and generating revenue months faster than building stores from the ground up.  

Our business model was designed to be both scalable and capital efficient. That’s why we're embracing cloud kitchens, so we can more quickly expand our footprint. And we're planning on franchising Honeybees as well, so passionate restaurant operators can do good while they're doing well. 

The plant-based food market is on track to be worth $74.2 billion by 2027. Grocery sales of plant-based foods that directly replace animal products have grown 29% from 2017 to 2019. Honeybee will leverage our brand visibility, and our food expertise, to develop branded plant-based food products, for grocery, customers, and other restaurants. Because in the end, we want plant-based food everywhere consumers are making meal decisions.

*The above is a rendering of a future Honeybee burger location. Images are computer generated demo versions. This location is still currently under development.

Honeybee Burger, Inc.’s first new location will be in the heart of Los Angeles and will be approximately 75% owned by Honeybee Burger, Inc., with the other 25% going to legacy investors.

Based on the performance of the existing Honeybee locations, we expect to earn margins of 10-18% on our company-owned stores (brick and mortar + cloud). This includes keeping Prime margins (COGS + Labor) to 60-65%, occupancy of 8-10%, and miscellaneous costs of 8-10%.

How We Are Different


“Vegan 2.0”: Our unique, fresh, modern take on plant-based fast food with broad appeal

Honeybee is not just another fast-food business. It is a mission-driven fast-food business designed for today’s consumers and tomorrow’s decision-makers.

Unlike other vegan or vegetarian restaurants we’ve seen, our approach to plant-based food is specifically tailored to a broader audience that includes meat-eaters and non-meat eaters alike, and young and old alike. Our branding, design, and even the names of our food specifically embrace a younger demographic: our single burger is called the “Honeybee”; the double is the “Queen Bee”, and our breakfast sandwich is the “Brekky Bee”. 

We have also gone to great lengths to avoid all nuts, and we continue to create more gluten-free options while making sure to use sustainable, environmentally friendly packaging.


Ultimately, what separates Honeybee most from the competition is the manifestation of our brand in everything we do: from our in-store design to our menu names, our packaging, our collaborations with new food companies, and finally, our mission: to save the world, one plant-based burger at a time!

The Vision


BEE part of something bigger

We believe that a modern fast food brand  focused on plant-based burgers and sides like Honeybee will quickly find its spot in every major US city. Our goal is  to establish incumbency to become  the de facto plant-based burger joint at airports, sports arenas, high street retail, and even central business districts and  malls.  

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Our goal is to open 4-6 stores within 12 months and have 12-20 stores operating within 24-36 months. If we are able to open these stores, and achieve sales per foot in our brick and mortar stores of $1,200, and also achieve sales from our cloud locations that are slightly stronger than the pandemic-performance from the Colony location, our aim will be to achieve a top line of $15-20MM in 3 years. Longer term, we may look to a potential sale to PE or SPAC or strategic buyer, though we will never lose focus on growing and operating our stores. Of course, if we could follow in the footsteps of giants like McDonalds and Shake Shack, we might go public one day! A bee can dream, after all.

Evidence and data show that the trend toward plant-based dining is worldwide, not just here in the US. If we are able to achieve our goal of becoming a truly iconic fast-food brand here, then we might be able to follow in the footsteps of other famous brands that were born in the US and then expanded internationally.

Ultimately, we consider every burger eaten at Honeybee is one less beef-burger eaten. And if we can do that a billion times, we have a real shot at making a lasting, positive impact on the world. 

OUR LEADERSHIP


Experts in finance, food, design, and the plant-based restaurant industry

Founder & CEO, Adam Weiss has a successful 10-year track record of investing in plant-based restaurants and businesses, including Cafe Gratitude, Gracias Madre, vegan snack company Safe + Fair, and even co-founding plant protein company, Plantible Foods in Carlsbad, CA - dedicated to making the most sustainable plant protein in the world.

Weiss realized that Impossible Foods and Beyond Meat were exploding in popularity and were mission-driven, yet there were no fast-food restaurants dedicated to the plant-based burger space that was leveraging or sharing this mission that he could see. Thus, he set out to create Honeybee.

Since then, Weiss has assembled a team that includes  Jeremy Adler a 20-year restaurant operator and chef with demonstrated success scaling restaurant operations; Brian Cikigil, an ex-finance professional, who runs the day to day operations; and Ophelia Weiss, a professionally trained designer and ex-Wall Street finance pro, who is involved with all aspects of the store design and customer experience.

Why Invest


We’ve combined a staple of American culture with the fastest growing food segment, to create a winning combination!

Investing in Honeybee is supporting a mission to save the world while being part of the fastest-growing segment in Food and Beverage. We have blended one of the most popular American food segments (burgers) with one of the strongest trends in all of dining  (plant-based food). By establishing Honeybee’s incumbency in the plant-based fast-food world, we believe that we will change the eating habits of the next generation of fast-food diners everywhere.

We believe Honeybee has enormous potential to grow locally, regionally, nationally, and internationally, through company-owned stores and franchisees, driven by the increasing demand for plant-based food, especially among millennials and Gen Z!

We'd love to have you join the Hive. You will BEE part of something bigger. You can BEE part of the solution. Invest in something that you can genuinely BEE proud of.

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THE OFFERING MATERIALS MAY CONTAIN FORWARD-LOOKING STATEMENTS AND INFORMATION RELATING TO, AMONG OTHER THINGS, THE COMPANY, ITS BUSINESS PLAN AND STRATEGY, AND ITS INDUSTRY.  THESE FORWARD-LOOKING STATEMENTS ARE BASED ON THE BELIEFS OF, ASSUMPTIONS MADE BY, AND INFORMATION CURRENTLY AVAILABLE TO THE COMPANY’S MANAGEMENT. WHEN USED IN THE OFFERING MATERIALS, THE WORDS “ESTIMATE,” “PROJECT,” “BELIEVE,” “ANTICIPATE,” “INTEND,” “EXPECT” AND SIMILAR EXPRESSIONS ARE INTENDED TO IDENTIFY FORWARD-LOOKING STATEMENTS, WHICH CONSTITUTE FORWARD-LOOKING STATEMENTS. THESE STATEMENTS REFLECT MANAGEMENT’S CURRENT VIEWS WITH RESPECT TO FUTURE EVENTS AND ARE SUBJECT TO RISKS AND UNCERTAINTIES THAT COULD CAUSE THE COMPANY’S ACTUAL RESULTS TO DIFFER MATERIALLY FROM THOSE CONTAINED IN THE FORWARD-LOOKING STATEMENTS.  INVESTORS ARE CAUTIONED NOT TO PLACE UNDUE RELIANCE ON THESE FORWARD-LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE ON WHICH THEY ARE MADE. THE COMPANY DOES NOT UNDERTAKE ANY OBLIGATION TO REVISE OR UPDATE THESE FORWARD-LOOKING STATEMENTS TO REFLECT EVENTS OR CIRCUMSTANCES AFTER SUCH DATE OR TO REFLECT THE OCCURRENCE OF UNANTICIPATED EVENTS.

In the Press

Eater Los Angeles
January 1, 2017

14 Essential Vegan Restaurants in Los Angeles These plant-based restaurants do far more than meat substitutions by Mona Holmes Jan 14, 2020, 12:20pm PST

Eater Los Angeles
January 1, 2017

19 Essential Los Angeles Burgers, Fall 2020 From old school renditions to fancy chef-driven takes, the best places to get hamburgers in Los Angeles by Farley Elliott Updated Sep 23, 2020, 1:47pm PDT

The Infatuation
January 1, 2017

LA is full of places to eat vegan versions of food you like, and Honeybee - the new spot next to the Los Feliz 3 theater on Vermont - is about as good as you can get for vegan versions of fast food classics like cheeseburgers, fries, and milkshakes.

The Palisadian Post

Reviewing from Home: Honeybee Burger

Goop

But there's no reason to be so dramatic, because now we can have a meatless version of our favorite fast burger with incredible sauce and eat it, too, at Honeybee Burger.

VegOut Magazine

A new, all-vegan burger shop just opened in Los Angeles. Honeybee Burger is located in Los Feliz on the Vermont block.

VegOut Magazine

On October 6th, Los Feliz’s Honeybee Burger, home to both the Beyond Burger and Impossible Burger (Honeybee doesn’t have a favorite child, unlike our parents) is launching its new Chick-a-Bee sandwich for all the world to see!

VegNews

NEXT-LEVEL VEGAN ICE CREAM IS COMING TO SOUTHERN CALIFORNIA SCOOP SHOPS

VegNews

On October 6, Atlas Monroe’s Extra Crispy Fried Chick’n will also launch at vegan burger shop Honeybee Burger in Los Angeles and restaurant 512 Quantum Sound in New Jersey.

What Now Los Angeles

Honeybee Burger Slinging Impossible and Beyond Patties In Fairfax Soon

Eater Los Angeles
January 1, 1970

Honeybee Burger has teamed up with Just Egg (a plant-based egg start-up) to deliver meatless breakfast sandwiches and burritos to the masses.

Offering Summary


Company

:

Honeybee Burger Inc.

Corporate Address

:

11150 Santa Monica Blvd, Ste 600, Los Angeles, CA 90025

Offering Minimum

:

$9,999.60

Offering Maximum

:

$1,069,999.20

Minimum Investment Amount

(per investor)

:

$240.00











Terms


Offering Type

:

Equity

Security Name

:

Common Stock

Minimum Number of Shares Offered

:

8,333

Maximum Number of Shares Offered

:

891,666

Price per Share

:

$1.20

Pre-Money Valuation

:

$12,000,000.00











*Maximum Number of Shares Offered subject to adjustment for bonus shares. See Bonus info below.

Voting Rights of Securities Sold in this Offering

Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.

Investment Incentives

Time-Based:

Friends and Family Early Birds

Invest within the first 48 hours and receive additional 20% bonus shares.

Super Early Bird Bonus

Invest within the first week and receive additional 15% bonus shares.

Early Bird Bonus

Invest within the first two weeks and receive an additional 10% bonus shares.

Amount-Based:

$250 | Hive Class

$25 food credit + Access to special discount codes and promotions.

$500 | Colony Class

5% bonus shares + $75 food credit + Access to special discount codes and promotions.

$1,000 | Swarm Class

7% bonus shares + $100 food credit + Honeybee hoodie + Access to special discount codes and promotions.

$2,500 | Apiary Class

10% bonus shares + $150 food credit + Honeybee limited edition track jacket + Access to special discount codes and promotions.

$5,000 | Beekeeper Class

12% bonus shares + $150 food credit + Honeybee limited edition track jacket + One year (non transferable) 25% discount (up to $1,000 net) + Access to special discount codes and promotions.

$10,000 | Queen Bee Class

15% bonus shares + $150 food credit + Honeybee limited edition track jacket + One year (non transferable) 50% discount (up to $1,000 net) + Access to special discount codes and promotions.

*All perks occur when the offering is completed.

The 10% StartEngine OWNer's Bonus

Honeybee Burger Inc. will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.

This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $1.20 / share, you will receive 10 additional Common Stock shares, meaning you'll own 110 shares for $120. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.

This 10% Bonus is only valid during the investors eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are cancelled or fail.

Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.

Irregular Use of Proceeds

The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Inter company debt or back payments. Salary payments made to one’s self, a friend or relative.

Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$20,326.00 USD
$0.00 USD
Cash And Cash Equivalents
$0.00 USD
$0.00 USD
Accounts Receivable
$0.00 USD
$0.00 USD
Short Term Debt
$35,845.00 USD
$0.00 USD
Long Term Debt
$0.00 USD
$0.00 USD
Revenues And Sales
$0.00 USD
$0.00 USD
Costs Of Goods Sold
$0.00 USD
$0.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
-$20,862.00 USD
$0.00 USD

Risks

A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.


Updates

1,000 Investors / The Bee gets greener, and more

2 days ago

Hi all!

It's hard to BEE-lieve that we have passed 1,000 investors! When I chose to go the Reg CF route, I envisioned having "thousands" of investors, but to actually see the number is amazing!

That said, at this pace, we may end up with fewer investors than I expected, because the average investment is so high! When I set the minimum investment at $240, I figured the average investment would be about 2x that, or $500. That would have resulted in about 2,000 investors (at our current funding goal of $1MM).

Instead, we've had an average investment of close to $750! I am not complaining at all! In fact, I am so proud that over 1,000 of you have decided to back us with meaningful investments! THANK YOU ALL!

The BEE turns green(er)!


If you've been following us on Instagram (and please, do! @honeybeeburger), you've noticed that our little 8-bit Bee has turned progressively more green as we've reached each asset raising milestone (1/4, 1/2, 3/4). At over $750,000 raised as of this week, our bee is 3/4 green!

Reaching our initial funding goal of $1MM would turn the whole bee green (not permanently, of course). We are contemplating increasing our funding limit (the regulations changed in March to allow CF issuers like Honeybee to raise up to $5MM) to allow for more investors, as we are seeing more potential store locations appear as the pandemic restrictions are easing. [Side note: if this seems counter-intuitive, I agree! But the facts are that during the pandemic, many landlords decided to bear down and wait it out, and didn't offer their vacant locations at terms that were reflective of the pandemic, or didn't put them on the market at all. Add this to the eviction protections that tenants had, plus the PPP loans, and there were just not many locations available during the past year.]

On to ... Perks!

With such a high average investment (again, thank you!), we are seeing a LOT of people in our $1,000 "Swarm" class, entitling them to a Honeybee hoodie! At this point, close to 200 people are in the Swarm class!

So, instead of waiting for the campaign to end (as many issuers do) to start distributing physical perks, we are starting that process now. (food credit perks need to wait until our new e-systems are in place).

Here is the final design (a rendering) of the "genesis" hoodie:

You'll notice that this is not the same version as what I dropped in an update back on March 30. That version featured our graphic "Eat Mor Plants", which was technically too close to other protected trademarks in the fast food industry. 

Instead, we're going with this version, which features our original IP -- the 8-bit Bee, our flower-crest, and our slogan, PBAF (with our founding year).

I put some hoodies for sale this week on our website (www.honeybeeburger.com/merch), as many investors were asking for more than one hoodie. You may definitely buzz over there and buy as many as you'd like! They will start shipping in 3-4 weeks.

As for your free/perk hoodie, we will set up an online form so you may tell us the size you want, and provide your shipping info. Note: the perk version of the hoodie may vary slightly from the version on the website owing to the huge number we need to produce.

We can't wait to see you all rocking your HB hoodies in tweets, IG posts, or on FB! Or even better -- when you drop by to grab some great food at one of our locations!

With gratitude, Adam


It's 2 for Tuesday!

6 days ago

Hi!

It’s been a week since our last update -- and what a week!

But as the subject line suggested, it’s Tuesday, and like most Tuesdays at Honeybee, that means you get 2 for 1!

First, some business updates!

As we near $700k raised and over 900 investors, I must first say THANK YOU to each and every one of you -- from the investors at our minimum, to the Queen Bees, and everyone in-between! For many, a $240 investment may be their first investment of this type, and may be their first investment of any type. It is an honor and privilege to have earned your faith!

Perks: we are still finalizing the hoodie design, and will likely not use the “Eat Mor” graphic that has adorned the store in Silver Lake and Los Feliz since day 1. It’s satirical, but it definitely causes some confusion with Chick-fil-A, which we want to avoid!

Fear not - we have some great ideas and will be in production soon! Despite the logistical challenges of shipping and such, we’d really like to see you rocking your HB swag as soon as possible!

As for the food credits, they will go live once we get our new POS system online, which should be in May.

La Brea: construction is in progress and we are aiming for an opening this spring. Great timing, as LA has entered the ORANGE tier, allowing full outdoor dining and less-limited in-door dining!

New stores: we have executed 2 LOI’s (Letters of Intent) for 2 new locations, though there is no assurance that they will result in successful leases. That said, we are very selective, and we do not sign them lightly. Stay tuned.

With regard to our planned second cloud location: we are delaying this location as newer, more attractive cloud locations are coming on line this year that we were not previously aware of. Sometimes waiting is the best business strategy.

Now for the 2 for 1 part! With each update, I try to provide some insight into how we run our business, which I hope will help in your evaluation of Honeybee as a potential investment.

If you didn’t know, Honeybee has been running a 2 for Tuesday promotion every week, almost since our inception. The promotion is a BOGO -- Buy One Get One free, and applies to our sliders, and more recently, our full size Honeybees. Occasionally, we’ll run it on our Sea Bee as well (the kelp patty). It is always very popular.



There are many reasons why we run this Tuesday promotion, some more subtle than others. Obviously, customers love the value proposition! Given our relatively high prices, the 2-for-1 encourages more budget-sensitive customers to try our food at discounted prices.  Admittedly, there are customers who only order from us on Tuesdays, and I am totally fine with that. We’d rather have them eat with us than at McD’s or even In N Out!

We are also always on the lookout for ways to boost revenue during otherwise slower periods. Across the industry, Monday - Wednesday are slow days, so we’ll do whatever we can to capture the fewer available dining dollars on those days. It is definitely working for us, as Tuesday is one of our top 3 busiest days, routinely battling with Friday for 3rd place!

We are also aware that our competitors are not running any promos on these days, which helps win some “stomach” share that we might otherwise lose to another plant based burger place.

The big question that you may be asking yourself is: Does Honeybee make money offering 2 for 1, or is the promo a loss-leader? We ask ourselves this question on every promo, and on Tuesdays in particular. Here is my thinking: First, it is a competitive differentiator, and that’s crucial in today’s market. Second, it encourages more purchases of sides and shakes (which are very good margin items), so if we need to break even on a burger to make 2x on sides, then that’s a good trade. Finally, and to me the most compelling reason to keep the promo alive, is that buying the 2 for 1, especially on the full size Honeybee (which outsells the sliders), typically means that the customer is either sharing with someone else (that’s another happy, potential new full price customer), or they are eating a Honeybee for lunch and dinner! In both of these scenarios, the Honeybee brand is getting more, extended exposure with the customer than if they had bought just one burger.

We realize that many of our Yelp complaints happen on Tuesdays, typically around rush hours, when the same number of customers are ordering 2x the number of burgers. So we have increased staffing, doubled-down on messaging, and frankly, we’ve gotten faster!

Thank you for your time, and have a BOGO day! Cheers, Adam







Perks!

13 days ago

Hi y'all! 

A huge and heart-felt thank you to all 711 (and counting) investors who have joined the colony! We are buzzing with excitement!

As you know, there are perks associated with investing in Honeybee. I wanted to post an update and share a little inside look at what we're working on!

First, our food credits will be available once we integrate our new payment / ordering system, which should be in the coming weeks. Fear not, as you aren't missing out on anything!

Next, our first run of hoodies has been designed, and we wanted to share them with you. We will be making them over the next few weeks, and then we'll work on coordinating sizes, delivery, etc.  While we would typically wait for the campaign to close before we did this, we are eager to send them out so we can see your amazing faces rocking these beauties from coast to coast!

We chose the top of the line Champion hoodie for our first run -- they are beautifully made and feel great!

Local swag-guru Family Industries of downtown LA is making them, and we couldn't be happier!

BTW -- we are conscious that not everyone wants to rock a burger garment, so we put a great deal of thought into keeping the burger aspect more subtle. We hope you think it is as fun and distinctive as we do!

The first run will be available in black or white, and we'll have 4 sizes. 


We are currently figuring out the best way to process the shipping, so please bear with us. After all, we're in the food biz, not the swag biz (yet!).

Now, as for the track jackets, we're keeping those under wraps for now, but you can expect a different set of graphics than the hoodie.

Finally, we're going to be doing a limited drop on Honeybee hats -- and they are awesome! For now, we're going to sell them, but we'll make them available to investors and StartEngine followers at a discounted price.

Here's a sneak peak: (and yes, it's an homage to our local world champ Dodgers, who start their quest for a repeat this week!)

Again, thank you all for your support! Let's get buzzing!

Notice of Funds Disbursement

13 days ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Honeybee Burger has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Honeybee Burger be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

BEE part of something bigger

16 days ago

Hi! Another update, another BEE pun! Sorry - not sorry!

Something awesome happened today that so crystallized our business that I couldn't help but write this update!

When the pandemic hit, back in March 2020, it had an unusual impact on Honeybee (fortunately, no one got sick; this is a different type of impact). See, our original pilot store was in Los Feliz, just a few blocks from 2 major hospitals: Kaiser and Children's LA.

Pre-pandemic, nary a week would go by without a smiling group of staffers from one hospital or the other coming in to our tiny store. As hard as their jobs were (again, pre-pandemic), they never ceased to smile, laugh, and bring great energy into our shop. Better still, they were tireless advocates for our food with co-workers and peers, who routinely came in having heard about us from another staffer.

By the time the pandemic hit, we felt an unusual affinity for these institutions. We wanted to do something to help these tireless, brave, and relentlessly positive people who were on the front-lines of the pandemic when things were really bad.

So what did we do? We connected with our friends (through IG ) and arranged for meal deliveries to both hospitals, totally free. It was the least we could do to show our support. We also worked with the staff at the Colony (on the West side) to coordinate donated meals for the staff of St. John's.


As the pandemic wore on, we created hero discounts for health care workers: 50% off, all day, every day:


So, cut to today, one year to the day of our first meal donation. We received a text on our customer line from someone at Children's hospital, who wanted to treat their staff to lunch from Honeybee! But here's the mind-blower: THEY INVESTED IN US A WEEK AGO! Look at these beautiful faces:


This is what I mean when I say "BEE part of something bigger"! Honeybee is so much more than a restaurant! We are an active part of our community! Our neighbors are our friends AND our customers, and now they are our investors! What an amazing synchronicity!

We want you to feel proud of being part of Honeybee -- and we want you to know that your support for our business will help us make a positive and lasting impact on the communities we are surrounded by.

With gratitude, Adam

500 Investors! The Hive is Growing!

21 days ago

Hi and happy Monday!

First, and always, a whole-hearted thank you to our more than 500 investors! We are amazed by your support! And thank you also to our followers (over 1k!), who may still be considering Honeybee for an investment.

One of the questions I am asked with growing frequency is why I didn't choose to raise money from a handful of wealthy individuals, or even an institutional investor, like a private equity fund or a venture capital fund. Indeed, if I had started Honeybee 10 years ago, before the advent of wide-spread crowdfunding, I might have gone that route.

But I thought long and hard about what I was trying to accomplish with this funding effort, and I kept coming back to the Honeybee, our symbol and inspiration for the business.

Honeybees are by nature, group workers. They are among nature's ultimate team players! Scientists have spent decades working to decode and document the incredibly complex and cooperative nature of honeybee colonies.

And that's when it hit me! We are trying to build a "colony" of supporters! And not just a following, like on Instagram, but a real group of owners who feel vested in our success, and who are bee-lievers in our mission!

Imagine...2,000 or 3,000 investors, each of whom might be a customer, a Yelper, a Google reviewer! Each of whom might pick us for a party or event they're catering; or for craft-service at a shoot or production; or refer us to their employer for a staff meal day! The potential is enormous, and each investor literally has the ability to increase revenue at the very company they're investing in!

Even more than that, our investors are an amazing group! They are musicians, production experts, marketing professionals, influencers, artists, the list goes on! Many of them have offered their services, input, and energy to help us build our company. Believe me, that doesn't happen with just a couple of rich people investing! It's a colony!

Meet Max, in the pic below from his post on IG. He is a local musician turned investor, and took the time to research us and the Industry, and went to try our food in Silver Lake and the Colony before investing. He is not just thorough; he is a passionate believer in our mission and has already added to the "hive" by posting on IG and letting us use his story to tell ours! Thank you Max!

Have a great week everyone! More exciting news to come!

Cheers, Adam





That's OLO not YOLO!

25 days ago

Hi all! Another great week for Honeybee! Between the campaign's progress, the re-opening in LA, and the arrival of daylight savings time (yes, that's a good thing!), things are buzzing at Honeybee!

I wanted to post about OLO (NYSE: OLO), because they just went public with a great deal of fanfare. OLO is one of the leaders in restaurant-tech, with a focus on empowering restaurants like Honeybee to enable online and direct ordering. Note: This is not financial advice, and I am not making any recommendations or suggestions about OLO or its business, its stock, etc.

Quick background: Olo was founded in 2005 and is short for “online ordering.”  (I'm still not sure what YOLO stands for, but hey, you only live once). According to filings, OLO powers 1.8 million orders a day for well-known restaurant chains such as Denny’s, the Cheesecake Factory, Shake Shack and more, as well as Peet’s Coffee, Jamba Juice and others. Honeybee does not currently use OLO, but we are evaluating it as part of our multi-unit growth strategy.

Restaurants like Honeybee need services / products like OLO because so few are set up with the technology or infrastructure to handle online orders, a challenge that grows as new locations are added. Our online orders currently come from many places: our website, our Yelp pages, our social media, and even Google. This creates tremendous complexity on the back-end, where the orders need to be routed to the correct location, payments processed, discounts and promos applied, etc. 

Side note: Gone are the days of taking orders by telephone, the only other way restaurants could take off-site orders directly from the customer. We get asked all the time why we do not take phone orders; here's why: the time and labor required to take and prepare the order properly, especially given all the options on even a single burger, is too large a burden. Add to that the fact that we cannot take payment info over the phone, and you realize that it is impractical to take orders by phone for most QSR's, including us. 

OLO and others (like ChowNow, our current provider) help restaurants with this entire process, allowing us to more fully leverage our substantial presence on Yelp, social media (Instagram @honeybeeburger), and other portals to generate more direct orders. 

The takeaway here is that modern day QSR’s, especially those with ambitious growth plans like Honeybee, need to embrace and master technology and technology-enabled business practices. We need to use every tool at our disposal to drive revenue, increase profit  margins, and most importantly, to develop a direct relationship with our customers! Systems like OLO and others are going to become more important for our entire industry as we emerge from the Pandemic, and I hope to be able to boost Honeybee's growth with the best-in-breed of these great companies.

Keep buzzing!

Adam

It's a 300k kind of day! / Yelp!

28 days ago

Happy Monday! Just when I thought I knew what my update would be about (Yelp), I received a nice email from the StartEngine team congratulating us on passing $300K! What a great way to start the week, and I have all of you amazing investors to thank!

Now for today's update!

As you may know, when you invest in Honeybee, you're investing in more than just a single restaurant! You're investing in our future brick-and-mortar locations, our future "cloud" locations, and potentially, products that we sell through grocery with our brand on them (so called "CPG").

As a restaurant business, we are serving food to real, live customers every day. Many of these customers discover us on Yelp (we have many other lead-gen channels, which I can cover another time), so it is important that we maintain great ratings, appealing photos, and keep our business information current on our Yelp pages. But it's the reviews that matter most.

But really, why do Yelp reviews matter so much? First, as I alluded to, many customers discover us on Yelp (they search "great Vegan near me" or "vegan burgers in LA", etc). Our Yelp account manager confirms what you probably already knew:  the higher the rating, the higher the click-through to our page from the search results page. And, the higher the click-through, the more likely you'll get that customer to order or go by the restaurant. This has the beneficial effect of increasing the impact of our Yelp ads, with much higher click-through and conversion rates, and much lower cost per click and cost per lead than our peers on Yelp.

Some of you have tried our food as part of your research process  (either in-person or via delivery), which is really thoughtful. However, as many of our prospective investors are out of the area, they do not have this option. For them, part of their research will likely turn to Yelp for customer feedback / intelligence about Honeybee.

While Yelp may not be a viable research tool for other deals on StartEngine (you won't see many wind turbines or battery powered tractor reviews on Yelp), it certainly provides real, direct consumer feedback for businesses like ours.

We've been vigilant about managing our Yelp presence, and we have been fortunate to earn a rating of 4.5 stars - which is great for a QSR. Keep in mind that many people use Yelp only to complain, so even a few 1 or 2 star reviews can drop a rating significantly. We manage this by responding immediately to bad reviews (we respond to all, but especially anything under 4), and we set up a text line that customers can use to report issues before they turn to Yelp (We say "Let us Help before you Yelp!" on our website and delivery cards).

I appreciate that not every investor or prospective investor will obsess over our Yelp reviews like we do! I thought it was important to show how much we care about our reputation and brand, since if you invest in us, it's your reputation too!

Have a 5-star week! Cheers, Adam






250K / Shake it!

about 1 month ago

Hello! Happy Fri-yay!


Wow -- it has been an amazing couple of weeks! First and foremost, thank you all for getting us past $250,000! 

I also want to thank the many people who are following us as well. It takes time and attention to consider any investment, and I appreciate that there are a million other things in your lives other than Honeybee!

So, why are you looking at a bright green milk shake on StartEngine? It's a fair question...

At Honeybee, we are constantly working on new menu items. The battle for the consumer's attention is intense in fast-food land, and we are always thinking of ways to capture and keep the attention of both current and prospective customers!

Our milk shake (BTW - it's coconut based - completely vegan, though we will sometimes refer to shakes as "milk" shakes) program is very important for us! It is a differentiator, since not all vegan QSR's offer them, despite shakes being iconic in the burger space! [Shakes are HARD to execute, for many logistical reasons, which may explain why not everyone offers them].

Shakes also provide added benefits for Honeybee: they help increase our AOV (Average Order Value) - one of the most important metrics in fast-food. Shakes are also great warm-weather business drivers; and they spark joy, which we never underestimate.

This particular shake is called "The Minty Bee", as almost every menu item gets a particular name, usually with "Bee" in it, but sometimes we'll use a flower (The "Blossom" shake) or a name with an agricultural connection (The "Apple Bee"). These menu names become uniquely associated with our brand, which is a longstanding trade practice of the big QSR's (think of the Big Mac, the Whopper, the Famous Star, etc.). 

After testing and experimenting with blends of cookies, flavorings, etc., we landed on a final recipe for the Minty Bee. For this shake, we wanted to use official Girl Scout Thin Mints (which are expensive, so we charge an extra dollar for this shake) in order to create familiarity with consumers, and to emphasize the "limited time" aspect of the shake. After all, you can't get GS cookies year-round - yet! And hey, if McD's can do a limited-time Shamrock shake, it must be legit!

The reason I am featuring this shake today on our update is that we are "dropping" it, so you'll be able to see the process if you follow us on Instagram (and if you don't, please do @honeybeeburger). 

Quick chicken update! We are offering our brand-new, house-made Fried Chicken sandwich exclusively to our StartEngine investors, before we release them for sale.  PLEASE DM US ON INSTAGRAM FOR DETAILS. WE HAVE LIMITED SUPPLY.

Have a great weekend!


Did someone say chicken?

about 1 month ago

Hello! It has been an amazing 10 days since our campaign launched, and we couldn't be more thrilled.

I have met and chatted with investors at our locations who shared their thoughts and feelings about why they invested. I also met or chatted with a handful of others who were doing their due diligence by visiting and trying our food! This is why we chose the CF route rather than go a more traditional route with professional investors; we want to build a tribe of customer-investors who through their "hive-mind" can help drive our success!

Our StartEngine promo deal with Chownow was challenging, and it provided a true test for the team in problem solving and customer service. I have little doubt that we will get better at these promotions and implementations as time goes on.

Now, how 'bout that chicken?! 

We've been asked many times, including here, why we carry branded items, like Impossible and Beyond meat. Well, they're the best at making plant-based meat that looks, cooks, bites, and tastes like meat, and they've spent hundreds of millions of dollars to perfect their product. That's a product that our customers deserve, and it's more likely to attract and retain reluctant, meat-eating customers than traditional veggie patties.

When it comes to chicken (fried chicken that is), we had tasted a lot of products, and most did not meet our standards for taste, texture, look, or price. While we eventually settled on a favorite product, it was not without its own issues, price being the biggest one.

So, we set out to see if we could make our own, and make it better than others. After all, we knew what our customers wanted, and what they didn't like. In that way, Honeybee is like the perfect testing kitchen for new products! We get instant feedback, and can adjust on the fly.

We finally came up with a chicken that we feel proud enough of to offer -- after many months of trial and error. It is lighter, less breaded, better sized, and tastier than anything we've tried, and needless to say, it is much cheaper for us to make than to buy!

We have a strategy for new product roll-outs, which involves training first, and then we'll do a limited "drop", usually to influencers and regulars - who will not just give us honest feedback, but will also share their experiences if they are happy.

If you'd like to be part of this initial release, please text us or DM us on IG and reference StartEngine, and we will try to coordinate a tasting!

Stay clucky my friends! Adam





Notice of Funds Disbursement

about 1 month ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Honeybee Burger has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Honeybee Burger be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

REGARDING THE CHOWNOW COMBO

about 1 month ago

Hi all!

 If you're trying to use the offer code for the special combo deal on Saturday, March 6, we are having issues with chownow on implementation. Some people are going through the process and being charged.

You need to have a chownow account set up before you start. When you select the Startengine combo, it should ask you to input the promo code when you go to checkout.

If you wind up going through the process and are then being charged, rest assured we will issue a credit through chownow so that you don't wind up paying for it.

Please text us at 323 673 2659 with questions or issues. 

Sorry for the confusion and thank you for your support! Adam






STARTENGINE SATURDAY at HONEYBEE

about 1 month ago

On Saturday, March 6th, to commemorate our first week and crossing a major milestone on StartEngine, we're offering a free combo to StartEngine visitors!


You must have the ChowNow app and a ChowNow account to take advantage of this amazing deal!


Simply select the "StartEngine Combo" and use offer code "START2021!" (All CAPs, no ""), and the price of the combo will be deducted at checkout.


You may use the code just once, and we can only honor one combo per person per order.  We ask that you not share or post. this code.


Thank you for buzzing by!

Our first update!

about 1 month ago

Hello! 

I am excited to write our first update, as so much has happened in the few days since our campaign launched on Friday, February 26th.

Before the update, I would like to express a sincere thank you for all of your questions and interest in Honeybee! The campaign was a long time in planning, and it's been very rewarding to see how you're reacting to our offering.

The day before we launched our campaign, you may have heard that Beyond Meat announced a 3-year deal with McDonald's. While this is great news for Beyond and for consumers generally,  some of you expressed concern that this might be bad for Honeybee.

After all, if it is easier, and cheaper, to get a great plant-based burger at McDonald's, isn't this bad news for Honeybee?

Now, if Honeybee sold only Beyond burgers, then, yeah, it might be pretty bad news. Fortunately, this is definitely not the case!

Honeybee sells so much more than Beyond burgers! 

First, we feature burgers made with Impossible Meat as well (which, by the way, outsells Beyond 4:1 for us, and always has) -- and actually having both Impossible and Beyond offers our guests a choice that is not typically available at the big QSR's (Carl's is committed to Beyond, and Burger King to Impossible), or even the local competitors (Monty's sells only Impossible; same with Vow Burger, No Moo, and others).

Honeybee also sells vegan options not available at McDonald's:  For example, we offer fried chicken sandwiches (of course, vegan), and a range of breakfast items featuring JUST Egg, including our Brekky Bee, our JUST Eggy Bee, and our Bee-ritos -- all of which are very popular. And of course, our amazing shakes are all vegan (coconut-based); that's not something you can find at old Micky-Dee's!

So, does it matter that customers have yet another place to grab a Beyond burger? I would say that, no, it doesn't and actually, we're thrilled that consumers have more plant-based choices. Our mission is to spread plant-based eating across the globe, so if McDonald's wants to help, more power to them!

In fact, if McDonald's can use their epic scale to open people's eyes to how great plant-based fast food can be, then those people might just be more willing to try other plant-based fast food and end up at Honeybee!

Here's looking forward to more plant-based partnerships!



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