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GET A PIECE OF DHARMA SOUTHERN KITCHEN

Plant-based fine vittles

Dharma Southern Kitchen is serving up fast-casual plant-based Southern comfort food across the state of Florida. With multiple successful locations already in full swing, we are a proven concept ready to be scaled as we ride the wave of increasing demand for plant-based dining.

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This Reg CF offering is made available through StartEngine Capital, LLC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.
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REASONS TO INVEST

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Growing Demand! – in the last 15 years, the number of Americans following plant-based diets has increased by 300% to over 9.7 million as of 2020.

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Already Expanding!– in the past two years, we’ve opened two new locations, one in Tampa, FL. and Sanford, FL. In 2022 we are in the final stages of opening 3 new locations. One in Downtown Orlando, Oviedo, FL and Tampa, FL.

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Experienced Team! – our expansion is being led by our stellar team of experts in restaurant management and operations, marketing, finance, and culinary.

TEAM

Shaun Noonan

Shaun Noonan • Founder, CEO & Director

After many years of gettin’ into trouble as a punk kid on a motorcycle, Shaun dove mouth first into the world of fine dining. He took orders from the most austere of chefs and meticulously plated little artsy things in Chicago, Orlando, Atlanta, and most memorably, Bulgaria. A few short phases later (including working in the kitchen of a Hare Krishna temple), he said his temporary goodbyes to the kitchen and hit the open road in an 18 wheeler, livin’ the trucker life. Trucking can quite possibly be considered one of the most vast research and development trips throughout the culinary realms of the American South, especially with home base being North Georgia. Once enough funds were saved, Shaun took on the first food venture to officially call his own: The Vegan Hot Dog Cart. It is iconic in Orlando, y’know… for drunk people. From there, after lots of dreamin', Dharma Southern Kitchen came to life in the form of a charmingly rickety trailer.

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Kevin Armantrout

Kevin Armantrout • COO & Director

A forward-thinking restaurant executive and franchise expert with 25+ years of experience providing transformational and strategic leadership instrumental in building/growing world-class fast-casual/specialty-concept/fine dining restaurant chains, both domestically and internationally. Has driven multi-million dollar franchise operations, created strong organizational cultures, built high-performing teams, and established the right branding/ marketing strategies to rapidly drive revenues, catapult growth and achieve industry recognition. Served in both Company and Executive roles for Ruth's Chris Steak House and Another Broken Egg Cafe’ as well as being a franchisee for both brands.

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Darren Tapp

Darren Tapp • Senior Systems Analyst

A veteran of the industry since the age of 13, Darren has worked almost every position in the restaurant from dishwasher to district manager. Through his journey he became an expert in restaurant technology systems and shifted his career focus to providing support to the restaurants from the IT and Accounting side of the business. Darren loves the chaos and energy of the restaurant industry and enjoys meeting happy guests and team members.

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*Information provided by Vegan News (source)

Overview


Whipping up Delicious Plant-Based Southern Cookin’ for Everyone

It has been a journey leadin’ us here to the land of fine vittles.


That’s because our founder Shaun Noonan spent several years in the world of fine dining, taking orders from the most austere of chefs and meticulously plating little artsy things in Chicago, Orlando, Atlanta, and, most memorably, Bulgaria. In 2013, enough funds were saved and Shaun took on the first food venture to officially call his own: The Vegan Hot Dog Cart. It is iconic in Orlando, currently celebrating its 25th year in operation. 


One year later, Dharma Southern Kitchen came to life - bringing a whole new type of chef-driven southern cuisine that’s 100% plant-based and delicious.



DID YOU KNOW ? Our entire menu is 100% nut free/allergen friendly, opening us up to an even larger demographic!


Plant-based? What are y'all - tree huggers? Some of us, yes. Okay, a lot of us. But we’re inclusive of everybody. Because good food for good people doesn't fit into a category like "vegan" or "vegetarian,” or only in states like California and New York. We’re filling a gap with southern food that other people are ignoring. And it’s a big opportunity. 


With our chef-led expert team, we’re bringing mouthwatering recipes to the masses with fast casual southern cookin'.


Through multiple thriving locations across Central Florida, including a food truck and a hot dog cart - we’ve continued growin’ as one big family, makin’ our mamas proud, and once again, slingin’ fiiiiiine vittles. 



The Problem


Plant-Based Is Popular but Expensive

As of 2020, more than 9.7 million Americans currently follow a plant-based diet — that’s a whopping increase of 300% over the last 15 years. 


But even as the demand for plant-based food grows, diversified plant-based options are few and far between.


What’s out there now, in our opinion…

  • Tends to be expensive
  • Lacks broad appeal
  • Just isn’t warm and family-friendly enough


With its growing popularity, the plant-based space needs a unique and high-quality option that works for everyone. 


At Dharma Southern Kitchen, we provide a diversified menu with unique, flavorful offerings with a full pastry menu, and of course booze!!! 


Plus, who says you can’t do the right thing by servin’ up food that's better for the planet AND make money? The proof is in the puddin’. 


THE Solution


100% Plant-Based Fiiiine Vittles

We specialize in the highest quality comfort food using from scratch-sustainable, ‘n delicious ingredients to create desirable plant-based menu options that appeal to everyone. 


Dharma Southern Kitchen is a place you can come to for any occasion like meals with friends and family, special events, first dates, business meetings, holiday parties, and so much more.


As one of the original pioneers of plant-based dining in the Orlando market, we have established a loyal customer base and continue to provide our guests menu offerings and quality service they can’t find anywhere else! 


Everything that comes out of our scratch kitchen is made with love, servin’ up food like your mama used to make it. We use sustainable packaging and practices in our restaurants, and we provide genuine guest service served up with classic southern hospitality. 



THE Market


Perfectly Positioned to Enter a Massive, Fast-Growing Market

The demand for plant-based food is growing across the nation, with the $5.6 billion plant-based food market predicted to grow to $10.7 billion by 2027 at a CAGR of 9.69%. 



We believe we are in the perfect place to take advantage of this momentum. Florida’s post-covid economic recovery is outpacing much of the nation in job and income growth, and Orlando’s growth rate specifically is the second fastest of the 30 largest U.S. cities. 


According to our research, the majority of plant-based concepts that have tried to scale were QSR rather than fast-casual. We stand out in the market because of our commitment to giving communities space to sit down and enjoy our delicious, affordable cookin’ together.


So, What's the Plan? 

We have our eyes on all major markets and envision a Dharma in every major city within the next 5-8 years having both company and franchised owned locations. 


We are opening our 4th location in April! Dharma Southern Kitchen Orange Ave, where we will have a late-night pub focused menu. In addition we are in the final stages at our up and coming Oviedo, FL.  and  Tampa, FL. locations mid 2022.

Our Traction


Dharma Foundation: Good food doing good things for our world 


We believe it is our responsibility to give back to the communities that support us, to be the change we want to see, to lead by example. Because charity is the ultimate form of hospitality and hospitality is what we do. 


In 2019 we established the Dharma Foundation, a 501(c)(3) organization providing financial and volunteer support to our local communities, focusing on humanitarian needs, environmental protection, and animal welfare. We also provide an employee giving campaign and seek to partner with organizations that share the same social responsibility values.


When you visit us we take donations directly at the register so our customers know that when they give back their money is going directly to positive change.


Already Expanding Across Central Florida


Our three fast-casual restaurant locations operate out of popular food halls in Orlando, Tampa, and Sanford. Guests order at the counter and our team members bring their meals to them once ready. Simple as that.




Our Dharma Southern Kitchen Food Truck also serves our standard menu offerings at several community events and farmer’s markets on a monthly basis. Did we mention we book private events too?

 

All the while, we are still running the original The Vegan Hot Dog Cart, a community staple! 



We also offer: 

 

  • Catering for groups of any size. 
  • On-site events offering reception-style or buffet-style service for groups from 25 - 200. 


Along with our established presence in Central Florida, we have a large and growing social following (MOS 28.7k, Dharma 30.7K Instagram followers) and great reviews (4.5 stars).


*These testimonials may not be representative of the experience of other customers and is not a guarantee of future performance or success.


We were named the #1 vegan dog in America by Peta in 2014. (Source)


Lights, Camera, Cook


In 2022 we will begin filming an exciting reality TV show based on the 2020 Regional Emmy Winning Lifestyle Program “Food for Thought with Jorge Estevez”.


The goal of the show is to show “a day in the life” as the team works through different opportunities and challenges. Not only will this show give insight into who the team is and how they got where they are today, it will also show the scale of the business and its continuous growth.


This new show will have a large focus on our positive impact on the world while also showcasing our business and our charity work highlighting how what we are doing today is making the world better than when we woke up. Along with this, our show will look into our founder and CEO, Shaun, his story and convey how you can do this too!

Why Invest


Changing the Way We Enjoy Plant-Based Cookin’

Dharma Southern Kitchen is a proven concept, ready to be scaled and expanded to take advantage of the increasing demand for plant-based options . Our Chef-driven menu features southern comfort food and boozy offerings you can’t find anywhere else.


We believe we have enormous potential to grow locally, regionally, nationally and internationally, through company-owned restaurants and franchises. Our five-year goal is to be in every major metropolitan city in the lower 48 states!


So, what do you say? Are you ready to hop on this gravy train that we just so happen to serve with fried sage?  


Bring your mama and say "yes" to investing in Dharma Southern Kitchen. 


*This testimonial may not be representative of the experience of other customers and is not a guarantee of future performance or success.


Join us as we bring fine plant-based vittles to people everywhere! 

ABOUT

HEADQUARTERS
2603 E South St
Orlando, FL 32803
WEBSITE
View Site
Dharma Southern Kitchen is serving up fast-casual plant-based Southern comfort food across the state of Florida. With multiple successful locations already in full swing, we are a proven concept ready to be scaled as we ride the wave of increasing demand for plant-based dining.

TERMS

Dharma Southern Kitchen
Overview
PRICE PER SHARE
$0.76
DEADLINE
May. 1, 2022 at 6:59 AM UTC
VALUATION
$15.2M
FUNDING GOAL
$10K - $1.07M
Breakdown
MIN INVESTMENT
$190
MAX INVESTMENT
$380,000
MIN NUMBER OF SHARES OFFERED
13,157
MAX NUMBER OF SHARES OFFERED
1,407,894
OFFERING TYPE
Equity
SHARES OFFERED
Non-Voting Common Stock

Maximum Number of Shares Offered subject to adjustment for bonus shares

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.

Company Perks

Time

Early Bird - (15% bonus shares within first 72 hrs.)

Friends and Family - (10% bonus shares within next 72 hrs.)

Volume

Tier 1 perk - Invest $200+ and receive 1% bonus shares

Tier 2 perk - Invest $500+ and receive 2% Bonus shares

Tier 3 perk - Invest $2500+ and receive 5% Bonus shares + free t-shirt and Hat

Tier 4 perk - Invest $5,000+ and receive 10% Bonus shares + free t-shirt, Hat and Beach Towel, 5% discount on all products for purchased in restaurant 1 year

Tier 5 perk - Invest $10,000+ and receive 15% Bonus shares + free t-shirt, hat, beach towel and water bottle, 10% Discount for 1 year on all products purchased in restaurant, Access to Executive Team either by phone or online

Tier 6 perk - Invest $25,000+ and receive 20% Bonus shares + 2 each free hats, t-shirts, beach towels and water bottles, 15% discount on all products for 2 yrs., onsite visit with founder, access to Executive team either by phone or online

*All perks occur when the offering is completed.

The 10% StartEngine Owners' Bonus

Dharma Southern Kitchen 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 Non-Voting Common Stock at $0.76 / share, you will receive 110 Non-Voting Common Stock, meaning you'll own 110 shares for $76. 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 investors 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 cancelled or fail.

Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.

Insider Investment Notice

Officers, directors, executives, and existing owners with a controlling stake in the company (or their immediate family members) may make investments in this offering. Any such investments will be included in the raised amount reflected on the campaign page.

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. Vendor payments. Salary payments made to one’s self, a friend or relative.

PRESS

Article Image
Shaun Noonan of Dixie Dharma spreads the gospel of plant-based eating

Shaun Noonan, one of Orlando's most well-known proponents of veganism and the man behind Dixie Dharma at Market on South, is poised to spread the gospel of plant-based eating even farther. Soon, another Dixie Dharma outpost will open inside Henry's Depot, the food hall taking shape in Sanford, and h

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More Orlando restaurants are now offering higher wages and employee benefits

This week, the Harp and Cork Southern Hospitality Group announced in a news release that employees across their six area restaurants would receive a starting wage of $15 an hour plus expanded benefits like paid vacation time.

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Orlando Family Magazine

Orlando Family Magazine 2021 Best of the Best: Best Vegan Comfort Food

ALL UPDATES

03.30.22

Vegan Pimento Cheez?!

Pimento Cheese is one of our all-time favorite southern picnic staples. Sharp, creamy, tangy, and delicious. Great on good ol' fashioned white bread, or in our case, as a garnish for Dharma fried chick'n! 100% Vegan, as always!

03.23.22

New team member!

Introducing Ryan Manning- the newest member of our Dharma family! Ryan will be taking on the role of Director of Culinary, ensuring food quality, recipe consistency, & sanitation are top notch in our kitchen while helping us grow! Ryan is fluent in Spanish, has lived and worked in Mexico, and has had successful stints at Disney and The Ritz Carlton, just to name a few. Check out his own restaurant in Orlando, FL: MX Taco!

03.21.22

Let's not go nuts!


We're happy to announce that the Dharma kitchen is now 100% nut-free! Being a plant-based restaurant makes us extremely appealing to those with allergies (dairy/egg), and we wanted to take our allergy-friendly vibes to the next level. That's the beauty of making our comfort food from scratch- we can make changes while still maintaining the integrity of our product.

REWARDS

Multiple investments in an offering cannot be combined to qualify for a larger campaign reward.
Venture Club

Venture Club

Venture Club Members earn 10% bonus shares on top of this and all eligible investments for an entire year. Not a member? Sign up at checkout ($275/year).

$200

Tier 1 perk

Invest $200+ and receive 1% bonus shares

$500

Tier 2 perk

Invest $500+ and receive 2% Bonus shares

$2,500

Tier 3 perk

Invest $2500+ and receive 5% Bonus shares + free t-shirt and Hat

$5,000

Tier 4 perk

Invest $5,000+ and receive 10% Bonus shares + free t-shirt, Hat and Beach Towel, 5% discount on all products for purchased in restaurant 1 year

$10,000

Tier 5 perk

Invest $10,000+ and receive 15% Bonus shares + free t-shirt, hat, beach towel and water bottle, 10% Discount for 1 year on all products purchased in restaurant, Access to Executive Team

$25,000

Tier 6 perk

Invest $25,000+ and receive 20% Bonus shares + 2 each free hats, t-shirts, beach towels and water bottles, 15% discount on all products for 2 yrs., onsite visit with founder, access to Executive team either by phone or online

JOIN THE DISCUSSION

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Heidi Hecht

3 years ago

Hello! Fellow Floridian here. Have you considered opening a location in Lakeland?

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Shaun Noonan

Dharma Southern Kitchen

•

3 years ago

HOWDY HEIDI!!!! Thank you for the comment and YES we are actively looking to expand through Florida. Lakeland would be a great addition.

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George Lacosta

3 years ago

Hello I am an investor in your company but I did noticed that in the consolidated statement of cash flows there are a few errors. For example you reported a positive change in accounts receivables for 2020 and it increased cash flow. When reporting this item an increase in accounts receivable would result in a decrease in cash flow because cash wasn't realized due to an increase in accounts receivable. In the future when reporting a line item like accounts receivable report a negative change like this ($11,492) ----> $21,938 - $33,430 = (11,492). This accurately represents the change from the prior year. It shows a decrease in accounts receivable which translates to an increase in cash flow to dixie dharma. If you want more information on the other errors I sent Shaun a message on linkedin. Thank you, George Lacosta III

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Robert Bohrer

3 years ago

I don't see any information about revenue or earnings growth in your presentation. Can you provide that info?

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Shaun Noonan

Dharma Southern Kitchen

•

3 years ago

Morning Robert ! We would love to be able to share more however we have provided everything we are allowed to according to SEC regulations in from C ,including our growth plans. We would love to have you part of the family!

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Tyler Pavlis

3 years ago

Hey Dharma Team, I'm looking forward to being a part of your growth and expansion. I work both for a large franchisee and co-own a from scratch food truck in Knoxville, TN. I believe that plant-based diets and the growth of the industry will continue to rise and I believe it leads, ultimately, for a much more sustainable planet. Again, I look forward to being a part of this.

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Shaun Noonan

Dharma Southern Kitchen

•

3 years ago

HOWDY Tyler!!! Thank you so much for being a part of this with us. Welcome to the family!


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Kevin Noonan

3 years ago

Happily invested and thrilled to be part of the DSK mission! Here’s the thing about Dharma Southern Kitchen. It’s not just a great place to eat, it’s a VIBE. The staff couldn’t be better. The food is amazing and tailored to both vegans and non- vegans alike. It’s just a really cool place to spend some time eating dang good food! I am eager to help this company spread its wings so more people can enjoy it.

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Micah Cox

3 years ago

When you believe in a brand’s mission investing in their future growth is an honor. I’m proud to be a part of Dharma’s next chapter! 🌱

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Marvin Corea

3 years ago

As a vegan, I enjoy Dharma and have been to all 3 locations. As was asked in the previous offering, how is the valuation 15M on the current net income?

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Shaun Noonan

Dharma Southern Kitchen

•

3 years ago

Howdy Investor!!! check out the information provided in form C combined with strong unit economics, (prime costs between 50%-55%) continuing increased national demand for plant-based offerings plus franchising and licensing ability. In addition, we have also accounted for recent industry comparables ex https://www.startengine.com/honeybee . We look forward to being part of the family and growing with us.

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John Hess

3 years ago

As an original investor in Dharma Southern Kitchen I've had the great fortune of watching this company grow from an inspiring idea for a profitable plant based business to a successful regional brand. It's founding set my family deeper into the mission of the plant based lifestyle and Dharma inspired us to start our own not-for-profit in animal welfare. We're so thankful to re-invest in Dharma Southern Kitchen and more than confident in the team's commitment to their mission and ability to continue to grow this already successful business.

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Shaun Noonan

Dharma Southern Kitchen

•

3 years ago

Hey there John! Thanks you so much for your kind comments. We are really pumped to get keep this moving forward and changing so many lives.

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StartEngine Marketplace (“SE Marketplace”) is a website operated by StartEngine Primary, LLC (“SE Primary”), a broker-dealer that is registered with the SEC and a member of FINRA and the SIPC.

StartEngine Secondary (“SE Secondary”) is our investor trading platform. SE Secondary is an SEC-registered Alternative Trading System (“ATS”) operated by SE Primary that matches orders for buyers and sellers of securities. It allows investors to trade shares purchased through Regulation A+, Regulation Crowdfunding, or Regulation D for companies who have engaged StartEngine Secure LLC as their transfer agent. The term “Rapid,” when used in relation to transactions on SE Marketplace, specifically refers to transactions that are facilitated on SE Secondary, This is because, unlike with trades on the StartEngine Bulletin Board (“SE BB”), trades on SE Secondary are executed the moment that they are matched.

StartEngine Bulletin Board (“SE BB”) is a bulletin board platform on which users can indicate to each other their interest to buy or sell shares of private companies that previously executed Reg CF or Reg A offerings not necessarily through SE Primary. As a bulletin board platform, SE BB provides a venue for investors to access information about such private company offerings and connect with potential sellers. All investment opportunities on SE BB are based on indicated interest from sellers and will need to be confirmed. Even if parties express mutual interest to enter into a trade on SE BB, a trade will not immediately result because execution is subject to additional contingencies, including among others, effecting of the transfer of the shares from the potential seller to the potential buyer by the issuer and/or transfer agent. SE BB is distinct and separate from SE Secondary. SE Secondary facilitates the trading of securities by matching orders between buyers and sellers and facilitating executions of trades on the platform. By contrast, under SE BB, SE Primary assists with the facilitation of a potential resulting trade off platform including, by among other things, approaching the issuer and other necessary parties in relation to the potential transaction. The term “Extended”, when used in relation to transactions on SE Marketplace denotes that these transactions are conducted via SE BB, and that these transactions may involve longer processing times compared to SE Secondary for the above-stated reasons.

Even if a security is qualified to be displayed on SE Marketplace, there is no guarantee an active trading market for the securities will ever develop, or if developed, be maintained. You should assume that you may not be able to liquidate your investment for some time or be able to pledge these shares as collateral.

The availability of company information does not indicate that the company has endorsed, supports, or otherwise participates with StartEngine. It also does not constitute an endorsement, solicitation or recommendation by StartEngine. StartEngine does not (1) make any recommendations or otherwise advise on the merits or advisability of a particular investment or transaction, (2) assist in the determination of the fair value of any security or investment, or (3) provide legal, tax, or transactional advisory services.