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Redfellas

We are Goodfellas - Making food you can't refuse!

Redfellas is a coffee chain that blends traditional Swedish “fika” with healthy fast food in a playful mafia environment. Founded 2008 in Malmö, Sweden with 9 current franchise locations all over Sweden. Redfellas was created from our roots in Southern Europe and Scandinavia combined with our passion for gangster movies. Our philosophy is to mix simple and clean flavors from the Mediterranean with healthy and nutritious food for both your body and your mind.  

With our new shareholders we will start a new expansion phase in Sweden and challenge the major corporations with a future global market in sight.

Investor proposal

B-shares will be offered through the Crowdfunding campaign.

A split will be done during the campaign to make the starting amount of shares become 850 000. This will not effect the investors who invests in us through this crowdfunding.
Investment levels:
CAPO
1000 kr / 10 shares + 1 000 kr i coffee card

UNDERBOSS
5 000 kr / 50 shares + 3 000 kr i coffee card + 5 optional products

DON
25 000 kr / 250 shares + 5 000 kr coffee card + 20 optional products + Redfellas family card (20% food and drink, 50% coffee, valid 24 month)

Why Redfellas?
  • Detailed strategy for international expansion and with good ROI.
  • Profitable concept with sales of approximately 50 Msek / year.
  • Aiming for IPO or Buyout.
  • Underdog who challenge the establishment.
  • Concept that unites business with CSR.

Product

The problem this product solves

We really love fresh healthy food and are passionate about service. On the other hand, we were tired of the fact that the coffee shop and fast food industry is only dominated by large identity-free brands that package their offer identical. Therefore, we dare to challenge the establishment by offering a more useful fast food alternative with world-class service in an atmosphere you can not resist.

Together with our new partners, we want to create a meeting place where everyone is familiar with an all-day concept, where service, quality and cleanliness are in focus.

Eat better, feel better, be happier!

How the product solves it

Redfellas is a place for everyone who cares about what you eat, where the food comes from and what it contains. We make everything "on demand" from carefully chosen ingredients where much is organic. Our philosophy is to mix simple and clean flavors from the Mediterranean Sea with healthy fresh food, a good mix when body and mind are good.

We mix Swedish fika tradition, Italian food and coffee culture together with American pastries.

Product features

At Redfellas you are always offered healthy food and drinks. We are an all-day concept that offers breakfast, lunch and dinner. We are a one-stop shop in an environment you can't refuse!
We offer home delivery in all our units in Sweden. We also work with a loyalty program where the guest has constant access to favorable offers in all our units.

Product use cases

Redfellas is available for anyone who wants to eat better, feel better and be happier.
We create an ecosystem of good!

Team

Patrik  Westbergen avatar
Patrik Westbergen CEO
Entrepeneur with extensive background in retail and restaurantindustry. Experience of building several companies from scratch. Passion for sales, business relations and development. Has the X factor Redfellas needs to go world wide. ”I eat, sleep and breathe Redfellas, we are here to redraw the map for cafés and to succeed.”
Anton Samuelsson avatar
Anton Samuelsson COO
Driven visionary and a truly creative entrepreneur. A born leader with extensive experience of running sucessful businesses from staffing, security and restaurant industry. In parallell to own comittment , Anton have helped both large and small business to make ideas reality. ”To have the ability to create a brand solely ... See more
Driven visionary and a truly creative entrepreneur. A born leader with extensive experience of running sucessful businesses from staffing, security and restaurant industry. In parallell to own comittment , Anton have helped both large and small business to make ideas reality. ”To have the ability to create a brand solely on what we believe our customer likes without the negative control of a large organization is a dream come true. I like us being the underdog to the large dragons out there!” See less
Johanna von Beetzen avatar
Johanna von Beetzen Board member and CFO
Business consultant and accounting economist with experience in accounting, accounting and tax law. Specialized in business administration, accounting and business management. CEO and co-founder of Ideal economy.
Patrik Hallén avatar
Patrik Hallén Board member
Senior adviser in business development issues for large companies such as Apoteket, Skanska, Handelsbanken and Länsförsäkringar. Founder and CEO of aRway, nische consulting company in business development.
Camilla Andersson avatar
Camilla Andersson Board member
Entrepreneur and a visionary with a solid background as a restaurateur and founder of some of Gothenburg's leading restaurants. With a fingertip feeling and a long-term perspective, she has created success in everything from international sporting events to managing capital as a private equity trader. By the side of her ... See more
Entrepreneur and a visionary with a solid background as a restaurateur and founder of some of Gothenburg's leading restaurants. With a fingertip feeling and a long-term perspective, she has created success in everything from international sporting events to managing capital as a private equity trader. By the side of her business, Camilla is a reputable person in the equestrian sport, where she owns, produces and enhances jumping horses to the world elite. See less
Robert Malmqvist avatar
Robert Malmqvist Board member
Entrepreneur and business economist with background from the security industry. Has experience in investing in and growing companies in restaurant, retail, e-commerce and market research. CEO and Founder of Precont, a Nordic leading security and research company. Also has some board assignments and acts as advisor to start-ups.
Filip Samuelsson avatar
Filip Samuelsson Board member
Entrepreneur with a background in the automotive and entertainment industry with a focus on service and sales. Founder and CEO of Biloffert.se, Sweden's leading comparative service for leasing vehicles online.

Market

Target Market

Redfellas target market is everyone in Sweden who wants to eat better, healthier and organic.
That is why we want to make our crowdfunding journey with our guests and make sure that we are expanding more nationally so that we are available to all.

The trend for healthy and more conscious food is growing. In addition, the Swedish market for "Branded Coffee" is among the strongest growing in Europe. By 2020, the market is expected to sell over SEK 3 billion.

Competitive landscape

See page 20 in our Investment Pitch.

Market position in the same segment as Joe and the Juice, Gateau. Focus on food and high price of quality coffee.

Source: Allegra Strategies Research

Unique differentiator from competitors

The biggest difference between Redfellas and the other chains in the industry is that we do everything "on demand". Always with fresh ingredients where much is organic and no pre-fabricated food.

We only use Swedish chicken and MSC certified shrimp and salmon.

Redfellas is also an "all day concept" that allows the guest to have breakfast, lunch and dinner.

Company revenue streams

The revenue model is 6.5% on sales from franchisees as well as own operated units.

Other income is loyalty contribution from suppliers as well as start-up fees from franchisees at new establishments.

Product/service distribution

We reach our guests primarily through our strategically selected units in Sweden. In parallel we reach more guests through our app and together with collaborators. RestaurangOnline, Hungrig.se, UberEat etc.

We also have our:

Execution

Previous milestones/traction

2008
Redfellas is founded in Malmö and the first unit opens at the Hansa Company in Malmö.

2011
Redfellas launches salad "on demand" and our top seller "The Cab".

2012
Redfellas establishes in Emporia, Malmö and opens the chain's third unit.

2014
Redfellas updates graphical profile with new logotype.

2015
Redfellas refreshes the menu and adds sourdough pizza, lasagna and raw-food.

2015
Redfellas updates the conceptual manual, interior design and establishes nationally.

2017
Redfellas unit #10 opens in Solna Centrum.


Next key objectives

2017
Redfellas successfully closes its crowdfunding at FundedByMe and Redfellas has at least 3500 new shareholders.

2018 - 2023
Redfellas open in Göteborg, Stockholm, Malmö and mid Sweden through franchisees.

2019
Redfellas establishes abroad through licensed master franchise.

2020
Reaches milestone of 49 units in Sweden.

2021 - 2023
IPO Nasdaq OMX Stockholm.

Previous Financing

Redfellas has been financed by existing owners and partly by bank.
No other external investors.

  • Private 5 Msek
  • Bank 1 Msek

Partnerships

We work closely with all our suppliers, which we have carefully chosen according to the criteria that they see Redfellas as a long-term and credible business relationship with a focus on synergies and development.

Use of funds

The funds will be used to:
  • Aquire selected AAA-locations to establish more units.
  • Implement "self-buy kiosks" in all units.
  • Offer economical benefits to new and current franchisees.
  • Invest additionally 250 000 SEK / unit to support the franchiees.
  • Develop the new concept "Redfellas on wheels".
  • Prepare for international expansion.

Industry Certifications/Awards


Return on Investment

We expect a value increase in parity for growth (see Appendix: Financial Information), which gives our partners the opportunity to sell and return capital at any time.*
As a shareholder, you also take part in any future dividend dividends.

Our ambition is IPO between 2021 - 2023. We do not exclude a possible acquisition before the listing.

* If you want to make an exit earlier, investors can sell the shares in our Crowdfunding group on Facebook, Blocket or through FundedByMes own "trading days".

Risk Analysis

  • More international competitors is establishing in the Swedish market.
  • Competition is taking a stronger position in our niche.
  • Our partners are attracted to competitors concept.
  • Prices of food supply increases.
  • Growth in the market may subside.
  • Changes in salary and taxes.