$358,000 invested

128

Investors

Complete

Status

Funded on NextSeed TX

Term Notes ?

Interest Rate 17.00%
Maturity 48 months
Minimum Target $250,000 ?
View Key Terms

Peli Peli

Houston, TX

  • Houston’s only South African fine-dining restaurant
  • Ranked among the Top 10 restaurants in Houston on both TripAdvisor and Yelp
  • 2016 projected revenue of over $5 million at Peli Peli Galleria
  • Featured on CNBC's Restaurant Startup and Food Network's Cutthroat Kitchen

Investment Details

$358,000 invested

128

Investors

Complete

Status

Funded on NextSeed TX

Term Notes ?

Interest Rate 17.00%
Maturity 48 months
Minimum Target $250,000 ?
View Key Terms

Company Description

Peli Peli’s South African restaurants have taken Houston by storm. Very few people had heard of South African food when the Peli Peli team first opened its Vintage Park location in 2009. Peli Peli’s first location was listed among OpenTable’s Top 100 American Fare Restaurants for 2013 and by 2015, it was rated the #1 restaurant in Houston on TripAdvisor (out of 7,511 restaurants). Building on the success of the first location, the Peli Peli team launched its flagship restaurant in Houston’s Galleria mall in 2015. Currently, both locations are among the top 10 restaurants in Houston on TripAdvisor.

South African cuisine is a melting pot of flavors, bringing together Dutch, Portuguese and Indian inspired dishes influenced by centuries of cultural overlap. Peli Peli serves authentic South African delicacies along with American steak, chicken and seafood favorites, all crafted to deliver a fusion experience that Houstonia Magazine describes as “utterly delicious.”

Dining at Peli Peli isn’t memorable just for its delectable dishes. The team has constructed one of Houston’s “Most Instagram Worthy” dining experiences (Zagat) with its dynamic, one-of-a-kind lighting display built into the Galleria location’s ceiling. The slow transition from blue and purple hues to orange and pink create an ambiance that mimics the brilliant African sunsets that inspired the team. The overhead display is juxtaposed with natural wood furniture, adding a timeless rustic feel to the modern lighting and décor.

Chef Paul Friedman’s decades of experience around the globe have honed his skills across multiple genres. However, he had always wanted to open a restaurant that showcased his home country’s diverse dishes. Among the accolades that rings truest are the testimonials from South African expats who insist that Peli Peli is indeed the real deal. TheSouthAfrican.com named Peli Peli in its list of the top 15 best South African restaurants in the world, one of only two in the US to make the list.

Learn more:

Source: Fox 26 Houston "So We Eat On - @pelipeli", published on Mar 25, 2016 (FOX 26 News reporter Angela Chen)

Offering Summary

Issuer
Peli Peli #2, LP (“Peli Peli”)
This business entity owns and operates the flagship Peli Peli Galleria location.
Entity Type
Texas limited partnership
Principal Office
5085 Westheimer Road, Suite B2515
Houston, TX 77056
Securities
Term Loan Agreements
Offering Amount
Minimum of $250,000 and maximum of $500,000
Ownership % Represented by Securities
0%. Investors will not receive any equity interests in the Issuer or any voting or management rights with respect to the Issuer as a result of an investment in Securities.

Use of Proceeds

Peli Peli is seeking to raise between $250,000 and $500,000 on NextSeed. Proceeds will be utilized for strategic growth initiatives, new product development and general working capital.

Peli Peli is exploring options for a new restaurant location. If it is successful in raising its maximum goal on NextSeed, the additional proceeds will provide Peli Peli with the flexibility to move more quickly as leasing opportunities arise.

Key Terms

Minimum Investment
$100
Maximum Investment
Accredited investors: No limit
Non-accredited investors: $5,000
Interest Rate
17.00% per year, accrued monthly
Term
48 months
Payments
During the term, the Issuer will make monthly payments of principal and interest
Maturity
At the end of the term, the Issuer is required to pay the outstanding principal and accrued and unpaid interest
Prepayment
Prepayment in whole or in part may be made by the Issuer without penalty at the time of any scheduled monthly payment
No Security Interest
All obligations of the Issuer under the TLAs are unsecured obligations

Total Payment Calculator

Principal Interest Rate Term Projected Total Payment*
17.00% 48 months $139

* The projected payment for any given month (including the projected total payment at the end of the final month) indicates the cumulative amount projected to be paid to an investor after the end of that month, assuming the loan is not prepaid. This projection is an illustrative example only and may not reflect actual performance.

Bonus Rewards

Invest $1,000 or more

  • Voucher for 2 Complimentary Entrees
  • Invitation for 2 to their Next New Location

Invest $2,500 or more

  • Voucher for 4 Complimentary Entrees
  • Invitation for 4 to their Next New Location

Invest $5,000 or more

  • Voucher for 4 Complimentary Entrees
  • Invitation for 4 to their Next New Location
  • Peli Peli Black Card

Invest $10,000 or more

  • Voucher for 4 Complimentary Entrees
  • Invitation for 4 to their Next New Location
  • Peli Peli Black Card
  • Invitation for 2 to an Intimate Wine and Dinner hosted by Chef Paul

Invest $25,000 or more

  • Voucher for 4 Complimentary Entrees
  • Invitation for 4 to their Next New Location
  • Peli Peli Black Card
  • Invitation for 2 to an Intimate Wine and Dinner hosted by Chef Paul
  • Private Wine Locker at any Peli Peli Location for 1 year

Business Model

Peli Peli focuses on delivering a fine dining experience that fuses South African cuisine with Southern comfort food. Although a portion of the menu is 100% authentic South African, Peli Peli is the first South African restaurant to incorporate American cuisine.

Peli Peli serves lunch and dinner throughout the week, and its recently launched weekend brunch menu has been well received. Event catering has consistently played a role in expanding the team’s reach, and outside delivery service has recently picked up through its partnerships with third-party service providers (e.g., Uber Eats, Favor).

Company culture is a key component of Peli Peli’s strategic focus and advantage. The team dedicates significant resources towards employee development and satisfaction, believing its employees to be key contributors to Peli Peli’s success in delivering an outstanding customer experience. Wages and salaries are set above industry averages, and training and recreational perks for the staff help to bolster loyalty, morale, and overall enthusiasm.

Peli Peli is also resolute in its mission to serve the community. In June 2015, Peli Peli launched an event called “Table Service Day,” closing its Galleria location for an evening to host a dinner for 150 homeless clients and volunteers with the Star of Hope Foundation. The team hopes to inspire other restaurateurs to do the same. In April 2016, the Peli Peli team will host a prom for 125 teens receiving care at MD Anderson Cancer Center in Houston. Numerous restaurants, community leaders, musical acts, and dozens of volunteers have joined in, dedicating their time and resources to create an unforgettable evening for the children and their families. These initiatives are woven into the fabric of what Peli Peli is looking to accomplish with its business, serving the community.

The Peli Peli team regularly pushes the envelope with marketing and PR initiatives to further generate awareness for its unique category. The team recently appeared on the nationally syndicated reality show “Restaurant Startup” (CNBC), where the trio pitched a new quick service concept called Peli Peli Kitchen (“PPK”) and negotiated the largest investment in the show’s history – a $1.25 million commitment from successful restaurateur Elizabeth Blau. Although the investment was not consummated, the show highlighted Peli Peli’s culinary appeal and ability to develop fantastic experiences for its customers. Chef Paul has also made appearances on “Cutthroat Kitchen” (Food Network) and numerous local and regional shows to promote Peli Peli and South African cuisine.

Location Analysis

Peli Peli is located at 5085 Westheimer Road in Houston’s Galleria area (“The Galleria”), an international shopping and dining destination that hosts more than 24 million visitors annually. The Galleria offers 375 stores, 30 restaurants, two hotels and a full-sized ice rink, including high-end designer stores like Louis Vuitton, Cartier, Chanel, Jimmy Choo and Ralph Lauren. In total, The Galleria covers over 2 million square feet of retail space.

The average annual income in the area surrounding Peli Peli’s Galleria location is almost double that of the national average, at approximately $117,000. Expenditures on meals away from home in the surrounding area exceed the national average by more than 12%, while alcoholic beverage expenditures away from home exceed the national average by almost 20%.

Peli Peli is adjacent to Interstate Route 610, a highway that sees daily traffic counts in excess of 215,000 automobiles.

Source: Piinpoint

Leadership

Paul Friedman, Executive Chef, Partner

Chef Paul Friedman is the Executive Chef of Peli Peli. Chef Paul has over 35 years of experience in the restaurant industry, having owned and operated successful restaurant concepts in South Africa and Germany. Chef Paul’s menu features authentic South African cuisine along with steak, chicken and seafood favorites that are prepared in his distinctive South African fusion-style.

He was awarded the People’s Choice Winner in the 2014 Gumbo Smackdown and the Classic Division Winner in the 30th Annual Caesar Salad Competition. In 2013, his South African cuisine put him at the top at Houston’s Wine & Food Week competition where he took home the coveted Waterford Crystal “Chef of Chefs” Award.


Aiki Cong “Michael” Tran, Chief Executive Officer, Partner

Michael leads the business, finance, and technology initiatives at Peli Peli.

After graduating from the University of Texas at Austin, Michael has operated successful restaurant technology, construction and infrastructure businesses in the Houston area for over 15 years. His last business, Transtar Point of Sale, served over 400 restaurant systems, including Popeye’s, Fuddruckers, Church’s Chicken, and Bahama Bucks.

Michael was named Entrepreneur of the Year in 2007 by the Houston Asian Chamber of Commerce.

Thomas Nguyen, Chief Marketing Officer, Partner

Thomas heads up communication, community outreach, and marketing initiatives for Peli Peli.

Thomas completed his law degree at the University of Texas at Austin and started his career as a litigation attorney. Dissatisfied with the path he was on, he left his legal career behind to pursue his passion in business and marketing.

In 2015, he was named one of Houston Business Journal’s “40 Under 40” for his achievements in philanthropy and brand development.

History

April 2009
Opened Peli Peli Vintage Park location
June 2013
Chef Paul named 2013 Chef of Chefs “Grand Champion” at Houston’s Annual Food & Wine Week competition
January 2014
Peli Peli named in Open Table’s Top 100 restaurants for American Fare for 2013
October 2014
Won the classic division at the 30th annual Caesar Salad Competition (hosted by Mytable Magazine)
November 2014
Won the People’s Choice Award at the 2014 Gumbo Smackdown (hosted by Houstonia Magazine)
March 2015
Opened Peli Peli Galleria location (Peli Peli #2, LP) as the flagship location
June 2015
Hosted “Table Service Day,” closing its restaurant for an evening to serve 150 homeless clients and volunteers for The Star of Hope
January 2016
Appeared on Restaurant Startup on CNBC (watch the episode here)
April 2016
Hosting a Great Gatsby-themed prom for the teens at MD Anderson Cancer Center

May 25, 2017

Fully paid!

Peli Peli completed its final payment to investors after just 11 months of payments! They returned a total of $409,513.00 to its 128 investors. The investors got a 16.821% annualized return. Congrats to Peli Peli and its investors on this venture!

July 2016

Investor payments and rewards!

We made our first payment to investors, and the bonus rewards have all gone out, too! We’re excited to see you all at the restaurant!

ppou3

June 24, 2016

Austin-bound!

We are expecting to execute a lease for our first location in Austin, Texas within the next month. Location to be announced soon! We will be in the heart of downtown Austin.

May 31, 2016

THANK YOU

THANK YOU for believing in Peli Peli and wanting to be part of our family. Our biggest interest in being a part of the NextSeed crowdfunding platform is to establish stronger relationships with our customer base and to make the opportunity available to our friends, family and customers who have supported us from the beginning.

We recently signed a lease for a 3rd Peli Peli in Katy, Texas, and it will be located in the LaCenterra lifestyle center in Cinco Ranch. We hope to open by December 2016. Our first fast casual concept, which was featured on CNBC’s Restaurant Startup, is in the middle of construction and will open in August 2016.

ppou2

May 26, 2016

Success!

Peli Peli raised $358,000 from 128 investors!

ppou1

April 12, 2016

Ready for this?

Peli Peli launched its NextSeed campaign to raise a minimum of $250,000 for expansion plans

pp-ts2

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