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TM
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This document (the Invitation or Invitation Document)
constitutes an invitation to subscribe for bonds (Burrito
Bonds) issued by Chilango Bonds plc (the Issuer) on the
terms and conditions set out in this Invitation. Investors
should not subscribe for any of the Burrito Bonds referred
to in this Invitation Document except on the basis of the
information published in this Invitation and the Instrument
dated 09/06/2014 constituting the Burrito Bonds of the
Issuer (the Instrument), the terms of which set out on
pages 26 to 31 of this Invitation Document. Your attention
is particularly drawn to the Risk Factors which are set out
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Burrito Bonds are an unsecured debt of the Issuer and they
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number 572026. Crowdcube is acting exclusively for
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issue of Burrito Bonds.
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distribution of this Invitation Document in other jurisdictions
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Burrito Bond, meaning a bond issued by the Issuer
pursuant to the Instrument, is a trade mark of Mucho Mas
Ltd.
Chilango means Mucho Mas Limited or the business
operated by it.
Group means Mucho Mas Limited and its subsidiaries.
Advisors to Crowdcube Ventures Limited
Fieldfsher LLP
Fidelitas Capital Limited
2 3
Opening Letter
Introducing Chilango
The Burrito Bond
The Chilango Story
Current Restaurants
Management Team
Advisors
2014 Roll Out Plan
Financial Performance
Questions & Answers
Investing on Crowdcube
Key Risks
Bond Instrument
Terms & Conditions
Bond Certifcate
A STAMPEDE
OF MEXICAN
FLAVOURS
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Voted No.1 Mexican
Restaurant
Zagat Survey 2011 & 12
Hola!
Everyone has a favourite food. For us its Mexican
Eric grew up on the stuf over in Chicago, one of
the largest Hispanic communities in America and
then Dan followed suit, becoming a Mexican food
addict during his travels throughout the US and
Mexico.
In 2005 we started working together in London at
Skype and soon discovered our shared passion
for Mexican. The only problem? Finding good
Mexican food in London was like fnding a needle
in a haystack. The only solution? Quit our jobs
and make it our mission to bring the stampede of
favours we both love to the UK.
In 2007 we opened our frst restaurant in London
on Upper Street in Islington. It wasnt easy. There
were the 4am trips to Smithfeld Market several
times per week to purchase our meats. There were
the gruelling 16-hour days. There were the times
we thought we got it right, but got it all wrong. But
then again there were the thousands of smiling
and satisfed faces of our guests. There were
the television appearances... cooking with Tana
Ramsay on Market Kitchen and our guest judging
appearance on The Apprentice. And there were the
myriad of vibrant personalities that have joined the
Chilango team. Seven amazing years later, Chilango
represents all that we stand for and all that we love.
We now have 7 restaurants in London, have won a
host of awards and even served burritos to Boris
Johnson, all of which wouldnt have been possible
without the incredible loyalty and passionate
following of our guests. But were not done yet in
fact, were only just getting started.
Weve become Mexican food missionaries and want
more people to enjoy the favours we love. Our
guests agree we frequently get requests to open
restaurants in new locations across London but
growth requires cash, and thats where we
would like your help.
We have big dreams for the future and plan to
open many more Chilango restaurants in London
over the next few years. The Burrito Bond
TM
is an
opportunity for you to invest in our future, help
make this happen, and proft from our success.
Weve assembled what we believe is an all-star
team to help us on the next stage of our journey
and wed like to invite you to become part of the
story.
Oh, and one more thing, if youve ever wondered
about our name: Chilango is Mexican slang for
someone whos from Mexico City... but we like to
think of a Chilango as someone whos moved to
the bright lights of the Big City looking for fun and
adventure.
So if youre up for some fun and adventure yourself,
and are passionate about vibrant, favourful food,
please join us in our quest.
Peace, Love and Chilango,
Eric & Dan
Co-Founders
Eric + Dan
Voted No.1
Mexican Restaurant
Zagat Survey 2011 & 12
4 5
Introducing Chilango
Food
People
Place
As founders of Chilango weve performed
every role in the company at one point or
another and know how essential every
member of our team is. But its not just
about having done everything yourself, its
also about surrounding yourself with folks
that have done it before. Over the last 7
years weve amassed an incredible group
of investors hailing from senior positions in
organisations like Carluccios, Jamie Oliver
International, McDonalds, Pret A Manger,
Dominos Pizza, Krispy Kreme, Costa Coffee
and Starbucks who provide us with on-going
support and advice.
Mexican Restaurant in London by
Zagat in 2011 and 2012 and described
as utterly delicious by Waitrose Food
Illustrated. The Metro even said we
cause foodies to drool over [our] Latin
burritos, while The Independent on
Sunday called us fast food of the future.
When it comes to our food, good enough
never is. Every mouthful must deliver a
stampede of Mexican flavours and were
continually refining our recipes and
improving our raw ingredient supply to
raise the bar for Mexican food in London.
Were thrilled to have been voted No.1
Chilango combines the flavours and quality
you traditionally associate with a sit-down
restaurant with the speed, price-point and
convenience you look for in a quick service
restaurant. The best of both worlds. But to
stop there would be selling Chilango short.
Massively short.
Of course we sell award-winning burritos,
tacos, salads and more. But we view our
higher calling as an opportunity to brighten up
the days of our guests, and we describe the
ingredients that help us do that as The Chilango
Holy Trinity. Theyre all essential and combine
to create truly vibrant experiences our guests
want to share. Dont believe us? Pop in to one
of our restaurants and experience Chilango for
yourself.
So what are these ingredients? Its simple. Our
focus is to deliver out-of-this-world Mexican
food served up by fun, offbeat, amazing people
in the most vibrant of places... every single day.
Thats the reason we exist.
An electric colour palette with neon and
graffiti that jumps off the walls, our interiors
are designed to inject some fun holiday spirit
into your soul. We must be doing something
right: we were recently Highly Commended
in the 2014 Casual Dining Design Awards for
Best Designed Multiple Restaurant.
The Best London
Burritos
Hardens Survey 2012
Voted No.1 Mexican
Restaurant
Zagat Survey 2011 & 12
6 7
Every investor will receive a voucher for
two free burritos one for you and one for a
special friend. Nothing shows love like a free
burrito so pick wisely.
Share the Love
The Burrito Bond is a very straightforward idea
you loan money to Chilango and we agree to pay
you interest semi-annually and redeem your initial
investment (the principal) when the Bonds mature.
The Burrito Bonds will be issued by Chilango Bonds
plc, a wholly owned subsidiary of Mucho Mas Ltd
(Chilango) which has provided a guarantee for the
payment obligations of Chilango Bonds plc for the
Burrito Bonds.
We have designed Burrito Bonds to be a simple
investment. For an initial investment of 500 or more,
Chilango Bonds plc will provide registered holders of
Burrito Bonds (Bondholders) with a fixed-rate return
of 8.0% gross interest per annum over the course of an
initial four year term.
At the end of this initial four year term you have a
choice: either continue to hold the Burrito Bonds for
another year on exactly the same terms or give us
six months notice before the maturity date (or any
subsequent anniversary) and well redeem your Burrito
Bonds.
On maturity of the Burrito Bonds, the full amount
of your initial investment will be repaid without any
deductions or charges.
The key features of the Burrito Bonds are as follows:
8%
*Interest
Rate
Semi-
annual
Interest
Payments
1m
*Target
500
*Subscriptions
4yr
*Maturity
*although
maximum amount
is 3M. Minimum
500,000 to
proceed.
*or multiples
thereof. No
maximum amount.
*per annum *Initial 4 year
term, bondholders
option thereafter
with six month
redemption notice
Utterly delicious
Waitrose Food Illustrated
On top of the 8% annual interest rate were offering the
following as part of the Burrito Bond:
The frst 100 investors in the Burrito Bond will
be invited to an exclusive bondholder party at one of our
restaurants. Well have food, tequila, live music, games and a chance to chat Chilango with Dan and Eric.
This ones for the big dogs.
If you invest 10,000 or more well give you a
Chilango Black Card entitling you to a free burrito
every week for the lifetime of the Bond.*
But w
ait!
Theres more!
Quickdraw
The Chilango Black Card
B
l
a
c
k
C
a
r
d
*Terms and Conditions apply. Please see page 31 for further details.
B
U
R
R
I
T
O
B
O
N
D
TM
8 9
The Story
1975
The story starts in Chicago in 1975. Born into
a family of food fanatics and restaurant lovers,
Eric held various restaurant and bar jobs to
help pay his way through his university studies.
After working as a consultant for McKinsey &
Company in Chicago, Eric decided to follow
his Viking roots and move to Norway to work
in McKinseys Oslo ofce before heading up a
non-proft organisation promoting and fostering
entrepreneurship. Unsurprisingly he began to
get the bug to start his own business and an
idea started forming when he noticed the lack
of delicious Mexican food outside the US.
In 2008 Chilango ofcially launched with a
restaurant in Fleet Street, London. The response
was of-the-charts positive and spurred on
with this success, we made the classic mistake:
expanding into the wrong locations.
After opening two new restaurants in two of the
largest shopping centres in the UK (Meadowhall
in Shefeld and Bluewater in Essex) we quickly
found that the rhythm of shopping centre
visitors made it difcult to proftably manage the
sites. It was a hard and painful lesson, but one
that made Chilango stronger. We have focused
exclusively on London high streets ever since.
Determined not to make the same site
selection mistakes again we continued to
attract investment from various hospitality
industry executives. These investors became
our advisors, helped us redefne our growth
strategy and identify new sites. In 2011 we
launched the next Chilango site on Chancery
Lane. This time things went to plan, and Eric
appeared with Lord Alan Sugar as a guest
judge on The Apprentice alongside the CEOs of
McDonalds UK and Dominos UK. Oh, and we
also bagged No. 1 Mexican restaurant and Best
Buy in the Zagat Survey.
The Burrito Bond is all about the future, helping us
raise money to directly fund new sites as we roll-out
across London. With construction already underway
at two new sites, including Camden High Street
and Brewer Street in Soho, and with a third site in
advanced legals, the Burrito Bond will help accelerate
our plans. To read in more detail about these plans,
turn to page 18.
2008- 2009
2011
The Future
After moving to London in 2005 and
joining Skype, Eric met Dan. Inspired
by the can-do attitude at Skype and
our success at working together, we
made a pact: if either of us had a
great idea which we both liked, we
would quit our jobs and go for it.
It wasnt long before we
discovered our mutual addiction
to Mexican food and decided
to do something about the
shortage in London. In
2007 we combined our
own savings with some
investments from friends,
and a matching bank loan,
and took the plunge. Our
frst restaurant Mucho Mas, launched
on Upper Street in Islington.
It turns out running a restaurant is a lot
easier said than done. Within 5 months
of opening we were only weeks away
from closing down, after realising just
how difcult it could be. But in the nick
of time we were able to raise money
from a group of private investors and
used it to develop new recipes, source
incredible ingredients, build an entirely
new brand concept, and open our next
site. The year ended with a national
television appearance as Eric cooked
alongside Tana Ramsay on Market
Kitchen.
Despite our hardships Chilango was voted Best New Concept
at the Retailers Retailer of the Year Awards and
Best Newcomer at the Peach Hero & Icon Awards, in 2010.
Since then weve launched Chilango in 4 more locations in
London Brushfeld and London Wall in December 2012,
Leather Lane in October 2013, and Monument in May 2014.
Were now ready to turn our attention to the next wave
of new Chilango restaurants. Oh, and once again we were
voted No. 1 Mexican restaurant and Best Buy in the 2012
Zagat Survey, and were hailed as The Best London Burritos
in the 2012 Hardens Survey.
2005 - 2007
2010
Eyes roll back with
sheer satisfaction
Eric!
Food & Travel Magazine
Lord Sugar
(Grumpy as Usual)
2012 - 2014
10 11
Angel
Chancery
Lane
12 Leather Lane
76 Chancery Lane
Current Restaurants
We currently have 7 Chilango
restaurants across central London
serving delicious fresh Mexican food
seven days a week to thousands
of hungry guests. Location really
matters we learnt that the hard
way so each of our restaurants are
situated in sites that we really believe
combine all of the vital ingredients for
long term success.
Our vision is for every visit to Chilango
to brighten up your day, so our
restaurants all uniquely celebrate the
vibrancy of Mexican food and culture.
Central to the design is the food itself,
skillfully prepared in front of our
guests using quality, fresh ingredients
to create a stampede of Mexican
flavours.
We also think that people serving
Mexican food should know a thing
or two about it, so we take real care
to train our staff in the delicate arts
of marinating meats and blending
chillies. Wondering what type of beans
to get with your burrito? Just ask!
Delicious Magazine
We loved the
burritos!
Recently Opened Oct 2013
Liverpool
Street
Moorgate
27 Upper Street
142 Fleet Street
Monument
64 London Wall
These restaurants are just the beginning. Were
raising money through the Burrito Bond to open
more restaurants in London. Turn to page 18 to
read more about our exciting growth plans.
Monument
Just launched! May 2014
32 Brushfeld St
12 13
Eric Partaker
Management Team
Co-Founder &
Brand Evangelist
Co-Founder &
Burrito Mathematician
Eric grew up in Chicago where he fell in love with both
Mexican food and the hospitality industry. He helped pay his
way through school with various restaurant and bar jobs
and graduated from the University of Illinois with a Finance
degree in 1999. Before Chilango Eric worked together with
Dan at Skype in London. He was also a consultant with
McKinsey & Company where he learned how to make the
most amazing PowerPoint presentations the world has ever
seen. Erics obsessed with making sure every aspect of
Chilango shines as vibrantly as possible.
Dan Houghton
Dan has a first class degree in Mathematics from
Cambridge University and although Eric might have the
finance degree he cant compete with Dans mathematical
genius. Dan used to work at Skype with Eric. Before that
he worked in mobile marketing and content and was the
founder of TextMagic, an online text messaging service.
These days hes full-time at Chilango of course, acquiring
and opening new restaurants, reviewing the numbers,
the finer detail of the food and operating systems, and
generally making sure the wheels dont come off.
Londons best
Mexican restaurants
Evening Standard
Luis Castro
David Haimes
Luis is a California native and at-
tended the University of California at
Santa Barbara. He joined us in our
quest just 3 months after our first
restaurant opened and has been
making sure we deliver a stampede
of Mexican flavours ever since. Luis
has worked with food all his life
from his very first job working with a
fruit and veg retailer, to working with
dairy farmers, and then food quality
assurance and food manufacturing.
Aside from making sure our food
maintains its high-quality at large
scale Luis also heads up food devel-
opment at Chilango. He also buys our
forks.
David started his professional life
as an Engineer in the Midlands.
During 10 years with Shell in their
retail business he picked up price-
less marketing and operations
skills. He fell in love with hospitality
when he joined Yum! Brands and
worked with both the Pizza Hut and
KFC brands across Europe. David
then went on to become Managing
Director of Itsu in London and then
Group CEO of the Rome based Obika
restaurant chain. Davids main focus
is to continually improve Chilangos
operations but he lends his consid-
erable experience to all aspects of
the business.
Food Quality
Operations Director
14 15
A
d
v
is
o
r
s
16 17
Building a company is hard work so having the support and advice of people whove done it before
is invaluable. Weve built a world-class team of advisors all of whom have personally invested in
Chilango to help us think through strategic decisions and assist us in developing everything from our
human resources to financial systems. None of our advisors receive cash or equity compensation for
this work. As investors, just like us, theyre passionate about Chilango and believe they can help us
achieve our vision. Many of them have also already invested in the Burrito Bond, including Mike Dowell,
Chris Moore, Simon Kossoff, Kevin Bacon, Frank Bandura, Laurie Morgan and Don Henshall, so if you
choose to help us expand youll be joining some great company!
This brand is a country mile ahead of so many others
in the market. It is rare to see such a passion being
instilled throughout the business: in the vibrancy of
the restaurant designs, the standards of the training
and the restaurant teams, the brand communications,
and of course, the fabulous food. Others may talk about
passion, confusing it with veneer-thin enthusiasm whilst
paying lip-service to the really important things that
matter to guests. Chilango, however, is a power brand in
the making, powered by people that are captivating and by
an energy that is contagious.
Ive been an investor since
the early days and passionately
believe in the Management team
and the way in which they keep
driving for perfection. In my
view Chilango is by far the best
product on the market.
Mike Dowell
Former MD, Costa Cofee
Current CEO, Krispy Kreme UK
Paul Facella
Former Vice President of New York
Region McDonalds
Chris Moore
Former CEO, Dominos Pizza UK
Simon Kossoff
CEO, Carluccios
Frank Bandura
CFO, Carluccios
Kevin Bacon
Former MD, Jamie Oliver International
Don Henshall
Former CEO, Krispy Kreme UK, current CEO
of Farrow & Ball
Laurie Morgan
Former VP of Marketing & Board Director,
McDonalds UK
Joanna Ramsdale
Former Regional Operations Director -
London, Starbucks
Tim Cocker
Former Global Supply Chain Director, Pret A
Manger
- Chris Moore, Former CEO of Dominos Pizza UK
Kevin Bacon, Former MD of Jamie
Oliver International
Its not every day that you come across
a food brand where the vibrancy and buzz of
their establishments is more than matched
by the vibrancy and boldness of the favours
of their food. Thats what frst attracted
me to fnd out more about Chilango. But what
sold me was the queue out the door. Chilango
combines the qualities of a proven model
with the edginess of a vibrant, contemporary
and urban brand and has considerable
potential for growth. The Burrito Bond is
yet more evidence that Chilango is leading
innovation in the sector.
Why Chilango? Simple. They have a winning
combination of a powerful and colourful brand, a
clear and compelling proposition, and a passion
for high quality food. There isnt a tastier
burrito around or a cooler place to enjoy it.
Over the years Ive watched Chilango go from
strength to strength. Theyre leading the
Mexican Revolution... and the future is bright.
Chilango is in the enviable position
of leading Londons rapidly growing market
for fast Mexican food with a solid base
of restaurants, and a passionate and loyal
following. Having done much of the heavy
lifting to get to this point the opportunities
for growth are now really starting to
materialise.
- David Haimes, Former MD of Itsu, Investor and
Operations Director of Chilango
Chilango is one of a new breed of
businesses where the owners understand that
to be successful it takes more than good food
and capital, it take vision and leadership
that can be communicated to the staff (and
therefore to Chilangos guests) in a modern and
honest way. Chilangos culture and values run
down from the founders to the staff in how they
run and deliver their unique experience. Most
importantly the team at Chilango listen and
learn quickly ensuring that even mistakes can
be turned into better business practices and
guest experiences.
- Don Henshall, Former CEO, Krispy Kreme UK,
current CEO of Farrow & Ball
- Mike Dowell, Former MD Costa Coffee, Current
CEO Krispy Kreme UK
- Laurie Morgan, Former VP of Marketing and
Board Director, McDonalds UK