The business, which offers a selection of pre-assembled packaged food made each day on site, as well as the option to assemble a fresh salad, has expanded across 24 sites so far, including six motorway service stations and three in Dubai. It hopes to expand further and roll out its message to a wider audience.
Tossed aims to use the funds raised through the new issue of ordinary shares to accelerate a store opening programme, focusing on high street, retail and motorway venues in both London and the South East – as well as international options.
The company is offering its customers and fans of its food an opportunity to share in its success, using the tagline “put your money where your mouth is”.
Investments will be made through equity crowdfunding platform Seedrs, with potential investors able to give a minimum of £12.33 for an ordinary voting share.
Perks from investments will include 20 per cent off each purchase for a year if an individual offers £200 or more, which then increases to a 50 per cent discount if you invest £2,500, and 50 per cent off each purchase for life if you invest £5,000.
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Current offerings span central locations such as the West End, with Covent Garden, Baker Street and Liverpool Street offering Tossed outlets, while it is also housed at shopping centres like Westfield and Bluewater in Kent.
The company currently employs over 20 people and has seen sales increase over 30 per cent for the last financial year.
Vincent Mckevitt, who founded the business, said: “There is something very exciting about inviting existing guests, and guests of the future, to actually be part of our growth story.”
Previously, Tossed secured £1.5m from Santander in May 2013 to help set it on its initial path to development.
Mckevitt added that Tossed’s progress had already indicated there was a real desire among people for quick, healthy options and his business could go toe to toe with more established names.
“We believe there is a place for a healthy food operator amongst the big players in the food industry, and that Tossed should be that challenged brand. By increasing store numbers, we will reach a wider market and offer a healthy choice to more people,” he said.
So far, the business has strategically used brand partners to access sites in airports, railway stations and the motorway network to expand its reach and presence across the UK, while its partner in Dubai has secured three locations for 2015 – including in the Airport Freezone and Palm Jumeirah.
Rod McKie, CEO of Welcome Break, the operator of Tossed in motorway service stations, said: “Tossed was the missing piece of our jigsaw, to have a really great brand that delivers healthy fresh food. Bearing in mind we have an 80m footfall, a lot more people are going to get to know about it.”
With expansion plans very much the focus for the coming year, Mckevitt is assessing where else will offer him the opportunity to target high numbers of customers in a similar way.
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