Kettlebread Franchising Corporation

Suspiciously Awesome Sandwiches

Kettlebread Franchising Corporation

Suspiciously Awesome Sandwiches

Southwick, MA
Food & Beverage
^ ^ Don't forget to watch our video above! ^ ^ Kettlebread Deli Restaurant is a uniquely-styled premium fast-casual sandwich shop that believes it is ripe for expansion and franchising as an iconic national brand. Our mission is to ride the wave of the growing fast-casual dining market while introducing our suspiciously awesome and all-natural specialty sandwiches, house-made soups and chowders, and chef-inspired salads to people across Southern New England and eventually coast to coast.

$213,420

raised
184
Investors
$5.63M
Valuation
$1.25
Price per Share
$250.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

$213,420

raised
184
Investors
$5.63M
Valuation
$1.25
Price per Share
$250.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

Stack Owner's Bonus & Rewards!

Members get an extra 10% shares in addition to rewards below!

Rewards

Get rewarded for investing more into Kettlebread Franchising Corporation:

$250+
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
$250 | Bronze Kettle Investor
$25 Kettlebread Gift Card + Access to special discount codes and promotions.
$500+
Investment
$500 | Silver Kettle Investor
5% bonus shares + $75 Kettlebread Gift Card + "Suspiciously Awesome" sports T + special discount codes and promotions.
$1,000+
Investment
$1,000 | Gold Kettle Investor
7% bonus shares + $100 Kettlebread Gift Card + "Suspiciously Awesome" hoodie + Access to special discount codes and promotions.
$2,500+
Investment
$2,500 | Platinum Kettle Investor
10% bonus shares + $150 Kettlebread Gift Card + "Suspiciously Awesome" limited edition track jacket + Access to special discount codes and promotions.
$5,000+
Investment
$5,000 | Diamond Kettle Investor
12% bonus shares + $150 Kettlebread Gift Card + "Suspiciously Awesome" 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
$10,000 | Black Kettle Investor
15% bonus shares + $150 Kettlebread Gift Card + "Suspiciously Awesome" 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

Kettlebread was designed with franchising and scalability in mind - The Kettlebread system of operations is highly scalable, and its processes are highly transferable. These are two of the most important characteristics of a successful franchise system, which is Kettlebread’s “North Star” and most ambitious short-term objective.
Limited service fast-casual dining is growing - Kettlebread Deli falls squarely in the fast-casual industry market segment, and Allied Market Research estimates the fast-casual restaurant market was valued at $125.6 billion in 2019 and is expected to reach $209.1 billion by 2027, registering a compound annual growth rate (CAGR) of 10.6% from 2021 to 2027. The burger/sandwich segment led in terms of fast-casual restaurant market share in 2019 and is expected to retain its dominance throughout the forecast period.*
Solving the retention problem in a high turn over business - The management team and founders of Kettlebread know that the success of any fast-casual restaurant is as beholden to the quality of its people and employee satisfaction as product quality. Kettlebread’s strategy is to offer higher value through superior products at higher price points. In doing so, Kettlebread can offer its employees a very competitive wage while providing “career caliber” benefits that make high turnover a thing of the past.

*Information from Cision (source)



Suspiciously Awesome Sandwiches

It’s not just a slogan. It’s feedback! And who better to provide feedback than customers? Kettlebread is so unique and uncommonly flavorful, that customers have called it suspiciously awesome! And that comes as no surprise because Kettlebread is made in such an unusual way, we’ve applied for a patent to further protect our closely guarded bread-making process. 


Needless to say - Kettlebread is special. It captures the essence of two of our family’s favorites breads, which are ciabatta and sourdough.


Our unique patent-pending dough making process, similar to using a sourdough starter, but fermented for days, not hours, carries forward and builds the full depth of flavor from one batch to the next, and our recipe, techniques, and baking method renders the chewy yet airy texture that ciabatta lovers crave.



We don’t delegate to anyone what we consider to be our biggest responsibility, a cornerstone to what makes Kettlebread so wonderful and unique. We toil over our bread from dough to loaf so that the success of our sandwiches remains in our control at all times resting squarely on our own efforts. 



But it’s not just the bread. All of our recipes are scratch-made. From our signature peppercorn roast beef to our Kettle House chocolate chip cookies, or from our hot bold chowders to special dressings and sauces. It’s not the easiest way to operate a restaurant, but it’s the best way.


Cafe Style Dining

When you bake bread for a living, it’s easy for the restaurant to become your home away from home. With that in mind, our guests are just that… guests... visiting us in our home, and we believe they should feel that way every time they stop by.



That’s why our dining room and service counters are designed and appointed to leave every one of our guests feeling uncommonly welcome… even wanting to stay and hang out when they’ve finished!


To achieve this, Kettlebread was designed with the community in mind, with comfortable seating and decor that tips its hat to the local town’s style and feel. As an added convenience, we provide ample A/C power and USB charging ports near every table, Atmosphere TV, and plenty of room to just relax and enjoy lunch or dinner. Definitely a great vibe!


And when it comes to Kettlebread’s service infrastructure, everything has been designed to make the process easier. Everything from inventory to baking to serving has been streamlined to best serve our customers and staff alike.


Technology

According to FastCasual.com, restaurateurs are called to keep customers happy by using the latest technology available. This has become an imperative for restaurants seeking to compete. CEO, Edward Grimaldi feels he has been preparing his entire life to answer this call. 


As a former Director of IT, software developer, and technology consultant, Grimaldi brings extensive experience in IT process development and is uniquely qualified to develop precisely what Kettlebread needs to compete in today’s emerging tech-heavy restaurant landscape. 



The Kettlebread proprietary IT ecosystem currently includes...

  • Menu engineering and product price analysis
  • Vendor bid acquisition and tracking to ensure the most competitive pricing on ingredients and supplies
  • Inventory management
  • Time and attendance
  • Human resources and scheduling
  • Kitchen Display System
  • Point of Sale terminals
  • Digital interior menus
  • Our dynamic website
  • Employee Portal App
  • Web App for online ordering


The Problem


Here to solve two major industry issues 


A new age of crowd hesitancy has created a heightened sense of health and proximity when dining out. According to Morning Consult, an award winning decision intelligence company, despite a supposed 'return to normal' and vaccine availability, 24% of adults remain hesitant to dine in and are creating new habits as the “new normal” evolves, which does not bode well for crowded full-service higher-end dining alternatives (source).



Not to mention the rising cost of labor in states like Massachusetts with increasing minimum wage levels that are often twice the national average (source, source, source). Regulations are making, and will continue to make, the traditional quick-serve and fast-casual models either pass along higher prices for an already mediocre product, reduce quality, reduce portion sizes, or all of the above; none of which create a better experience for the consumer.


The Solution


Offering a fast-casual dining alternative that delivers a high-quality specialty menu

By focusing on an upscale product within a take-out-dominant model, featuring a “boxed lunch” presentation style, Kettlebread has responded to the need for a high-quality specialty food experience without the need to dine in. 



Additionally, as the minimum wage increases (which it has already had in 29 states throughout the US) traditional quick-serve business models will have tremendous difficulty keeping labor costs at or within well-healed industry standards (30%-35%) (source). We have answered this impending dilemma by curating a much higher quality menu of distinctly higher value products. This, in turn, justifies higher price points, which support higher wages and protects margins. It is this very thinking that is the basis for our three guiding principles.



The superior product and justifiably higher prices translate to more gross profit -  allowing us to justify the higher wages of  $15.00-$18.00 per hour we currently pay and the meaningful benefits package we provide. We offer our employees what we consider to be  “career quality” benefits including insurance, 401k, paid time off, paid vacations, bonuses, and of course free Kettlebread!



In January of 2021, the Bureau for Labor Statistics announced that the turnover rate for the hospitality industry reached a whopping 130.7% in 2020, compared to 78.9% in 2019. Naturally, the pandemic exacerbated this sharp increase (source).


However, in contrast to that, our recruiting, onboarding, and retention strategies during the same period, dealing with the effects of the same pandemic, resulted in just 32.7% turnover, and we hadn’t yet implemented our killer benefits package, which we began rolling out in November of 2021. 


Since that time, Kettlebread has enjoyed a turnover rate of just 22.1 percent! That’s nearly 4 times better than the industry pre-pandemic average. 


Moreover, despite paying higher wages and a higher payroll burden, the quality of staff we’ve been able to attract and retain is so experienced and efficient, we were able to reduce our staff size to roughly 24, making our aggressive strategy virtually revenue neutral. 


The Bread

At the center of Kettlebread’s concept is its house-made, from-scratch sandwich bread, which we bake fresh daily using our closely guarded patent-pending 3-day cold fermentation and baking process. 



Every batch of Kettlebread dough is made with a portion of the previous batch folded into it, making every batch a true descendant of the one before. Like sourdough, this creates an unmistakable flavor profile that is irresistible. Customers also respond to the charm in knowing that in every bite of our mouth-watering Kettlebread, there’s an exponentially small portion of every batch of dough we’ve ever made! This includes the very first, which we call the Genesis Batch. The ancestral Genesis batch dates back nearly a year before we even opened. All future Kettlebread restaurants will start their first batch with a starter that has descended from that very special Genesis Batch, allowing new locations to hit the ground with the full flavor and impact as our pilot store.  




The Market


The fast-casual restaurant market is growing fast


According to a report put out by the US Department of Agrigulture in 2021, “Limited-Service” dining, which includes fast-casual dining, has been the fastest growing restaurant market segment on average since 2004 while “Full-Service” and “All Other” outlet types have remained stagnant or seen declines (source). 



With this in mind, we are committed to leveraging this impressive momentum.


Our ethos at Kettlebread is to create and serve only the finest versions of any sandwich we put on our menu -  but more importantly, to not be afraid to charge a fair price for the added value and higher quality ingredients needed to do so. 


Allied Market Research estimates the fast-casual restaurant market space is valued at $125.6  billion in 2019 and is expected to reach $209.1 billion by 2027, registering a compound annual growth rate (CAGR) of 10.6% from 2021 to 2027. The burger/sandwich segment led in terms of fast-casual restaurant market share in 2019 and is expected to retain its dominance throughout the forecast period (source). 


TouchBistro, a prominent restaurant POS system provider, reported that the average order value of a fast-casual restaurant was $12 (source). Kettlebread comes in at $15.65 for an average meal, slightly higher than the top end of this range. This additional value, and the higher margins associated with that, are what enable us to pay higher-than-industry wages without infringing on bottom line profits.  


To that end, since July of 2020, we have maintained our Prime Cost ratio objective, which is the combination of labor and cost of goods sold divided by revenue, at 62%, which is comfortably within the sustainable industry “sweet spot” of 55%-65%. 



Our Most Expensive Sandwich is Our Most Popular

Sometimes the proof is in the pudding. But for us, it’s in the steak, because a perfect example of these values in action is our Cattleman Steak & Cheese. Unlike cheesesteak sandwiches you can find just about anywhere, Kettlebread brings in fresh, never-frozen, fine steak-house caliber USDA Choice New York Strip and butchers it by hand, in-house, every day. Seasoned with our own special steak seasoning and smothered in cheese, this masterpiece has quickly become our flagship sandwich. Boasting over 5½ oz of freshly cut New York Strip steak and another 2oz of molten American cheese, our Cattleman Steak & Cheese is not only our most popular sandwich (outselling the rest 2:1) but it’s also our most expensive with the highest gross profit.



Again, we stand firm in the belief that our model demonstrates. People recognize value when they experience it and are willing to pay a premium to get it.  


Still, there is something we believe our competition will never have, and that is our novel bread. Baked fresh every day with all-natural, non-GMO ingredients with absolutely no preservatives, Kettlebread is a high-rising, deceivingly light, soft, and chewy cross between ciabatta and sourdough bread with a bold sourdough flavor profile.  


However, one of the less obvious reasons for the craveable nature of our food is, quite literally a secret sauce that we call Kettle Kreme Sandwich Sauce. This savory condiment is a unique garlic aioli that we make from scratch and use in our most popular sandwich recipes.



Our Traction


On the rise since the height of the pandemic 


Kettlebread opened its pilot store in May of 2020 (height of the pandemic) with six employees (which included founders) and an objective of generating $1000 - $1200 per day in revenue.  



We didn’t know we had it in us!


After selling out of food on our first day, word traveled fast! In fact, we sold out of food due to the higher-than-expected volume and had to close early each day of our first week, so we quickly made important changes, hired and trained more staff, and improved our processes to increase capacity. Within 3 short weeks, our crew grew to over thirty employees (not including founders) and our daily sales grew to over $2500 per day.  


In mid-June of 2020, we completed the first phase of our online ordering system and our Kettle Club rewards program. By September of 2020, our online sales grew to represent over 20% of our total order volume and have since grown to over 35%, which is close to overtaking inbound telephone orders. We have accomplished this without any third-party software or expensive revenue-sharing delivery services. 


Today, in less than 2 years, we have acquired over 8000 card-carrying loyalty club members spanning Southwestern Massachusetts and Northern Connecticut. 



We quickly found ourselves outgrowing our pilot location due to the unanticipated level of popularity of our food, just how quickly word spread, and the volume that accompanied that. 


While seemingly a good problem to have, demand for Kettlebread continues to create extraordinarily, albeit unavoidable, long wait times that sometimes reach an hour and a half or more!


Understandably, ordering drops off dramatically once wait times reach 30 to 40 minutes, however, even when faced with long wait times, a meaningful amount of people will still order knowing how long it may take before we can even begin making their food. It’s somewhat absurd to think that a sandwich is so special that it’s worth waiting over an hour for - but it’s been known to happen elsewhere in the restaurant industry and our customers do it every day. Therefore, we feel we’re in pretty good company!

  


Why Invest


We designed Kettlebread from the ground up to be a scalable operation 


We intend to take a measured and deliberate approach to expansion with a priority of breaking ground on our first corporate expansion store or cloud kitchen in mid-to-late 2022.  However, newly launched locations will benefit from what we’ve already learned and be designed and built with far greater production capacity. 


We believe that investment in expanding kitchen capacity will slash wait times in half or more. By our estimates, the volume we could recover by being able to accommodate people who don’t have time to wait during peak hours would translate into 30% in new sales.



We anticipate having between 4-7 corporate locations operating within the 36 months.  


Simultaneously in 2022, to achieve economies of scale and the benefits of bulk purchasing, we will build a centralized bakery, prep kitchen, and corporate office to be situated in far less expensive non-retail industrial flex space. This will free up precious square footage in our pilot location for the expansion of the kitchen. Also, from this centralized facility, we can service multiple regional locations including both corporate stores and franchises. 


This strategy will minimize occupancy costs across all locations and allow us to achieve greater production efficiencies, consolidate vendor orders, reduce restaurant paper costs and other related expenses through buying in bulk for multiple stores, reduce labor costs, and better prepare us to support regional franchise locations as they open.  


By the end of 2022, we would also like to begin a nationwide search to recruit an experienced Director of Franchise Sales to round out our management team and shepherd our growth as a franchising company. We will be looking for someone with several years of experience promoting and selling franchises for a large chain. By the end of 2023, in addition to adding new corporate-owned locations, our goal is to execute 4-6  franchise agreements with openings planned for 2023 and 2024. 


Kettlebread Deli Restaurant has already established itself as a formidable brand in Western Massachusetts. We’ve gained over 8000 opted-in Kettle Club loyalty cardholders in less than 19 months, thousands of social media followers, and stellar reviews, which include 4.7 stars on Yelp, 4.8 stars on Google, and an impressive 4.9 stars on Facebook. By achieving all of this, we’ve generated over $1.25 million in sales. Moreover, we accomplished all that despite the pandemic and without spending a single penny on advertising.


Just imagine!





In the Press

Westfield Lifestyles

Interview With Area Chefs

MassLive

Still rising: Southwick’s Kettlebread Deli Looking to Open Franchises

Offering Summary


Company

:

Kettlebread Franchising Corporation

Corporate Address

:

491 College Highway, Southwick, MA 01077

Offering Minimum

:

$10,000.00

Offering Maximum

:

$1,070,000.00

Minimum Investment Amount

(per investor)

:

$250.00











Terms


Offering Type

:

Equity

Security Name

:

Common Stock

Minimum Number of Shares Offered

:

8,000

Maximum Number of Shares Offered

:

856,000

Price per Share

:

$1.25

Pre-Money Valuation

:

$5,625,000.00











*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 3 days and receive an additional 20% bonus shares.

Super Early Bird Bonus

Invest within days 4-10 and receive an additional 15% bonus shares.

Early Bird Bonus

Invest within days 11-24 and receive an additional 10% bonus shares.

Amount-Based:

$250 | Bronze Kettle Investor

Invest $250 or more and receive a $25 Kettlebread Gift Card + access to special discount codes and promotions.

$500 | Silver Kettle Investor

Invest $500 or more and receive 5% bonus shares + $75 Kettlebread Gift Card + "Suspiciously Awesome" sports tee + special discount codes and promotions.

$1,000 | Gold Kettle Investor

Invest $1,000 or more and receive 7% bonus shares + $100 Kettlebread Gift Card + "Suspiciously Awesome" hoodie + access to special discount codes and promotions.

$2,500 | Platinum Kettle Investor

Invest $2,500 or more and receive 10% bonus shares + $150 Kettlebread Gift Card + "Suspiciously Awesome" limited edition track jacket + access to special discount codes and promotions.

$5,000 | Diamond Kettle Investor

Invest $5,000 or more and receive 12% bonus shares + $150 Kettlebread Gift Card + "Suspiciously Awesome" limited edition track jacket + one year (non transferable) 25% discount (up to $1,000 net) + access to special discount codes and promotions.

$10,000 | Black Kettle Investor

Invest $10,000 or more and receive 15% bonus shares + $150 Kettlebread Gift Card + "Suspiciously Awesome" 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 Owners' Bonus

Kettlebread Franchising Corp. 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 $1.25 / share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $125. 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 investor's 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 canceled or fail.

Investors will receive the highest single bonus they are eligible for among the bonuses based on the amount invested and the time of offering elapsed. Eligible investors will also receive the Owner’s Bonus in addition to the aforementioned bonus.

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
$162,483.00 USD
$144,137.00 USD
Cash And Cash Equivalents
$20,948.00 USD
$14,110.00 USD
Accounts Receivable
$0.00 USD
$0.00 USD
Short Term Debt
$40,610.00 USD
$41,424.00 USD
Long Term Debt
$135,643.00 USD
$164,724.00 USD
Revenues And Sales
$715,584.00 USD
$411,791.00 USD
Costs Of Goods Sold
$515,440.00 USD
$328,574.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
-$13,689.00 USD
-$36,090.00 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

Kettlebread Announces Order Tracking

6 hours ago


Kettlebread Announces 

Order Tracking


It's been a very busy few weeks, and today's update is a double-whammy! 

The first thing that happened was over the weekend, and that is the fact that we reached another major milestone of raising over $200,000. Our family of Kettlebread Owners has now grown to over 180 investors. This is fantastic news as we head into the final few weeks of our campaign. 

Secondly, we have completed the development of our KB Order Tracker, the newest addition to our suite of customer experience tools and one that holds great potential to enhance our bottom line while easing the pain of waiting for one of the better lunch options in our market. But we can't take the credit for coming up with the idea!

According to global restaurant consultants, Aaron Allen & Associates, Domino's Pizza Tracker boosted online ordering profits by 23%! That's impressive. This functionality has been on our road map since we opened, so we're very excited to see how it impacts our top and bottom lines. 

Order tracking creates transparency during long-than-normal wait times, even when delivery isn't a part of the equation. Since we opened, it hasn't been unusual for customers to be quoted wait times in excess of an hour... sometimes an hour and a half or more! (Yes... we get that busy) Being able to see an order progress through its various steps assures customers that things are being worked on and that they haven't been forgotten. For some people, myself included, an order tracker can be very interesting... even fun to watch. 

The BETA version of our KB Order Tracker will be released tomorrow to over 8500 loyalty card holders as part of their Kettle Club membership. This preliminary version will report on 4 major steps their orders makes along the way:

  1. Received / In Queue
  2. On The Grill
  3. Toppings
  4. Ready!

Once the BETA phase is complete, we will add two additional steps. 

  1. Order Received / Being Reviewed
  2. In Queue
  3. On The Grill
  4. Toppings
  5. Expediting (being doubled checked, wrapped, and boxed)
  6. Ready

We're super excited about having technology that rivals some very major brands as we slowly posture ourselves to compete. We'll keep you posted as to the results very soon. 

Until then, stay awesome. 

Ed Grimaldi
Kettlebread Co-Founder

 

Kettlebread Approved by the USPTO as Trademark

5 days ago


The Birth of a Brand



I’m happy to announce that, after nearly a year of waiting, we received word today that our application to register the world “Kettlebread” as a trademark has been approved for publication and registration! This is a really big deal for us for a couple of reasons. 

The first is, that this is not just a trademark on the design of our logo, it’s the actual word itself, which can be enforced in far more circumstances than our logo. 

The second, and perhaps most important, is the fact that franchising requires a registered trademark in most jurisdictions, and as you already know, franchising is our north star. 

Now, we can’t whip out the ole ‘®’ just yet. The mark will need to be published in the “Official Gazette” of the US Patent and Trademark Office for 30 days. However, once that time is up, the trademark will be registered. Any of our official logos containing the word ‘Kettlebread’, as well as all manuals, forms, and other printed material will be upgraded with the registered trademark symbol in the upper right corner of the word. There it will serve to discourage any would-be copy-cats and clear the way for the development of our official Franchise Disclosure Document. Moreover, in the state of Massachusetts and Connecticut, which are referred to as non-registration states in the franchising realm and where our franchising journey will begin, an FDD is the only requirement to begin franchising!


We're Here To Help

18 days ago


Had any difficulty?




Hello everyone. I just wanted to drop a quick note that may help some of you who have experienced challenges in navigating the investment process. 

In recent days, I've had a few local investors approach me because they invested, yet received an email from StartEngine shortly after encouraging them to "Continue" or "Finish" the transaction. It would seem as though some step in the process was overlooked but can be easily fixed.

What I have noticed by going through the process is that there are 5 steps during the "check out" portion of the purchase. It is in the 5th step, "Review" where the "Complete Investment" button appears. Please note that this button isn't visible unless you enter the 5th step area near the bottom of the page. I do hope this helps. 

Nevertheless, if you continue to have experienced difficulty in the investment process, please send your concern to contact@startengine.com for assistance. I would also encourage you to let us know in the comment section here so that I may personally follow up and be an advocate for you. Your support and confidence in our business plans mean the world to us and we want the entire investment experience to be comfortable, simple, and quick.

Again, StartEngine has invited me to publish their support email address, so please reach out if you need anything or have questions.  



Build It And They Will Come

25 days ago


I’ve been asked on several occasions if and when Kettlebread might begin using third-party delivery services such as Uber Eats, Door Dash, Grub Hub, etc.

As it stands currently, not anytime soon.

Fundamentally, I see sacrificing up to 30% of gross revenue as a ghastly mistake that restaurateurs simply can’t afford. And there are a couple good reasons.

Firstly, the cost itself. It’s 30% of the gross! That should be enough right there.  In my opinion, the only two expenses worthy of such a huge portion of sales revenue are labor and the cost of goods sold.  But the cost of these programs is hardly the biggest problem I see. Not even close.

For instance, imagine having an employee that you didn’t hire. You didn’t interview them. You didn't have the chance to call their references, and of course, you didn’t train them. Heck… you don’t even know their name.

Do you have that picture in your head? Sounds a little strange already, right? Good.

Now imagine having this individual work directly with your customers and representing your brand.

No. Scratch that.

Imagine this individual being the ONLY one of your employees interacting with a customer and representing your brand. Then, top it off work completely unsupervised!

I just shuddered as I typed that.

If my description sounds a bit bleak, it’s because it is a bit bleak.

Now, don’t get me wrong. There are definitely restaurants out there that benefit from these expensive revenue-sharing services. I mean, if an establishment has a marginal product, poor reviews, a questionable location, or little to no online ordering capabilities, having their food ordered online and delivered might seem great, and could very well be the inducement some customers need to get past the problems and order. However, if that guy or gal who you didn’t hire is having an off day, offends a customer, mishandles the food that your team worked hard to make,  you might actually lose that customer altogether, and the saddest part is, you would most likely never even know. And that is truly scary.

I don’t see how I could run an establishment effectively if I wasn’t afforded the opportunity to conveniently discuss mistakes with every person interacting with my customers, retrain them if possible, reprimand them if needed, or terminate them if left with no other alternatives.

Surely, if your product or location demands delivery, learn the delivery business or hire someone who understands it. If your restaurant doesn’t offer online ordering, invest in the software and hardware needed to make that happen and get it done. Delivery is great, and technology is no longer optional in the restaurant business.  However, giving up control of the customer experience to fix problems that could be fixed differently is just a bad idea.  

Now, I admit. Clearly, I have some strong feelings on the topic. However, I hope my enthusiastic rejection of third-party services is rooted in taking personal responsibility for my team’s results. Delivery can be a very good thing, and Kettlebread has every intention of providing delivery in a cloud kitchen context and perhaps even in our brick-and-mortar stores eventually. But for now, we’re staying the course and maintaining control of every aspect of our customer’s experience.

It's the right way to do it.

Until the next update,

Ed Grimaldi
Kettlebread Co-Founder



CERTAIN STATEMENTS IN THIS UPDATE REFLECT KETTLEBREAD’S CURRENT VIEWS WITH RESPECT TO FUTURE EVENTS AND ARE SUBJECT TO RISKS AND UNCERTAINTIES. THE COMPANY’S ACTUAL RESULTS MAY DIFFER MATERIALLY.

 

Fast-Casual Dining Flexes Its Muscle

28 days ago

Fast-Casual Looks Better Than Originally Anticipated


You'd be surprised how many times we re-shot our video based on new and evolving data. We did the video ourselves to save resources so we're talking a few months at least! So it happened a lot. 

But I just found an article that's nearly 3 months old that would have had me changing all sorts of scripts and graphics.

I encourage you to read it (link provided below or click here).  It grabbed my attention in the first paragraph where it states, 


"One of the main drivers of the Fast Casual Restaurants Market is the demand for innovation and customization in food menus as customers nowadays prefer a combination of food infused with new and bold flavors.


That reads like a line out of our business plan! 

It's nice to know we're in the sweet spot!


Read the full article here:

https://www.prnewswire.com/news-releases/fast-casual-restaurants-market-size-to-grow-by-usd-186-27-bn--44-of-the-growth-to-originate-from-north-america-technavio-301534486.html

The Calm Before The Storm

about 1 month ago

Did Someone Say Gluten Free?


Can’t tell you how happy we are to have hit our first big milestone of $100K as we draw closer to the end of our second full week of campaign promotion! With 100+ investors, our family of Kettlebread owners is growing and the excitement here is mounting. There are still a few days remaining of our Early Bird Perks period where investors earn 10% bonus shares on top of their investment, so if you’re considering an investment, I invite you to take advantage of this valuable bonus.

With the campaign well underway and most of our marketing plans scheduled and in place across multiple platforms for the next two weeks, I’ll be turning my attention to a long-awaited program, which local customers have been waiting on ever since we opened, and that’s a gluten-free option for our suspiciously awesome sandwiches. 

Full disclosure: The biggest reason we’ve been so careful before launching this program has very little to do with the actual making of gluten-free bread. Don’t get me wrong. Making truly amazing gluten-free baked goods isn’t for the faint of heart. It took us months to perfect our recipe and process. I mean, bread and pastry of any kind is a challenge in any culinary environment, but formulating and using gluten-free takes that challenge to a whole different level. Our biggest concern is the vertical market it will attract. We know there’s a whole new population of customers that this will attract, which promises to further tax our already-busy store. 

To that, we say… Bring it!

Is there such a thing as too many customers? 

Quite frankly, yes. (If you aren’t prepared, that is.) 

However, we feel our team is ready. We’ve focused hard on making the addition as painless as possible and look forward to the challenge. And while doing this during a crowdfunding round is exciting; even somewhat serendipitous, we’re also experiencing our first taste of paid advertising! Yikes! 

Granted, what we’re advertising is the raise itself, but brand awareness is spiking, and this week is shaping up to be our busiest week of the year. It’s only Friday morning, so that is still yet to be seen, but the team feels it. What a nice unintended consequence of a crowdfunding campaign.

I look forward to updating everyone as the gluten-free program and campaign progress. We want to launch early in the week when our busiest hours aren’t quite as crazy. 

So next week it is!

Until then, I want to thank you for following this campaign and/or investing. We have much to look forward to.


My best,

Ed Grimaldi

Kettlebread Co-Founder


We're Off and Runnin'

about 1 month ago


Well, we’re off to a great start! Obviously, we've passed our campaign minimum and are building momentum north of $50,000. Especially since we only fully announced our campaign locally a few days ago. 

Today I just wanted to touch on the bonus program and what you can expect as the campaign progresses.

The first thing I would like to point out is that we are not immediately privy to the names and contact information of investors. As much as I want to reach out and thank investors for their confidence as soon as they come on board, there are policies surrounding the escrow account where the monies live until disbursed to the company. We do, however, receive a list each Monday, so I look forward to that as most of our existing shareholders arrived this week.

With communication in mind, we have created an Investor’s Portal on our website, although we have not yet activated it. To secure that from the general public, we will ask that investors sign up for our Kettle Club rewards program using the name and email address they used when they invested. Then, each week, we will flip a switch on these investors’ accounts that grants them access to this private resource. However, investors will also receive a welcome email with further instructions. I just wanted to let everyone know beforehand.

Having said that, this forum will remain our “portal” of sorts until the end of the campaign, at which time we will move to the official Kettlebread Investor’s Portal I'm speaking of. There, we will post regular news and information about the company, progress on existing plans and projects, and of course, discourse and Q&A facilitated by a typical bulletin-board-style discussion forum.

With regard to Earlybird and investment size perks, we will disburse merchandise, such as gift cards, jackets, and hoodies in short order following the close of the campaign. I will need to get size information from everyone, and we can do that easily by email.

I really believe the implementation of our Kettlebread Investor’s Portal and the ideas and feedback it promises to inspire among us all, is as valuable as the capital we're raising. I mean, until this week, we’ve addressed the challenge of communication between shareholders by text messaging, passing each other in the kitchen, or over a beer at the end of a long shift. It’s only been a little over a week and there are already over fifty of us to communicate with! We fully understand that we need to do this efficiently and thoughtfully. Therefore, I expect the functionality of the portal will evolve over time.

Nevertheless, if you have any questions, know that you can post them in the comments below. I log onto StartEngine lately more than my daughter logs onto TikTok, so I should be able to answer rather quickly!

Until then, enjoy the weekend, and again, thank you for your support!


My Best,

Ed Grimaldi
Co-Founder

Our First Update!

about 2 months ago

Tech, Tech, Tech!

Hello, Everyone!  

I’m delighted to be posting our first of many updates here on the eve of formally promoting our campaign! As our friends and family period draws to a close, we are still laser-focused on several projects we originally intended to be complete prior to launch.

The first, which will be revealed in the next few days, is our updated website and eCommerce tools. 

You may have heard the adage that says, "The 3 most important rules of business are location, location, and location." Well, in the restaurant business, that is slowly morphing to Tech, Tech, Tech. Times are changing, people's habits are changing, and technology has managed to inextricably weave itself into the fabric of our day-to-day lives. Since we opened in May of 2020, we’ve seen a remarkable shift to online ordering. So much so, that orders placed online are beginning to overtake orders that originate by telephone. And what a difference it makes in execution!

You see, an order placed online at Kettlebread goes directly to the grill. "Do not pass GO! Do not collect $200." There is no need for careful listening and transcribing on the telephone and no need to key enter the entire order over again into POS our system. The customer key’s the order right on their phone and within seconds, that order is in the grill person’s display queue. This efficiency can shave one to two minutes off our wait times for every order placed, not to mention the savings we enjoy in labor costs!

Our existing system has been working fine, but our website was originally built using WordPress architecture, which, although easier to create sophisticated functionality, can become sluggish and unresponsive due to an overwhelming amount of unused and unnecessary code being downloaded to the browser. 

We engineered our new proprietary system and database from the ground up to serve only our needs. Therefore, it is lightning fast compared to its predecessor and reflects every lesson we've learned over the past 24 months of being open. Moreover, the new site design keeps the investor community in mind and will become our portal for investor communications during and after this funding round closes.

We will post here in the next few days to let you know when the site goes live. In the meantime, check our existing website, be sure to follow us on this platform to keep up-to-date, and if you have any questions, post them in the comments below and I’ll do my best to answer everything.

My best,

Ed Grimaldi
Co-Founder

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