Chihuahua Joe’s

“Chihuahua Joe’s,” a vibrant and authentic Mexican food pop-up. We have been exploring opportunities to collaborate with exceptional venues in the U.K. area, and Soho Farmhouse came to mind as the perfect match.

“Chihuahua Joe’s” specializes in bringing the flavors of Southern California Mexican cooking to life through a diverse and mouthwatering menu. Our pop-up is designed to add a dynamic and culturally rich culinary experience to the local food scene.

Our proposal is to set up our pop-up at Soho Farmhouse for the summer 2024, offering a curated menu of traditional Mexican street food with a Southern California twist. We believe that our offerings align seamlessly with the diverse and discerning tastes of your patrons, providing an authentic and memorable dining experience.

We are confident that “Chihuahua Joe’s” would be a fantastic addition to Soho Farmhouse, contributing to its vibrant atmosphere and attracting a diverse audience seeking unique and flavorful culinary experiences.



CHIHUAHUA JOES – A Gastronomic Escape to Mexico’s Hidden Flavors

Executive Summary:

CHIHUAHUA JOES brings the vibrant soul of authentic Mexican cuisine to the heart of Farmhouse, Soho. Our pop-up restaurant, nestled within Oxfordshire countryside, will offer a unique, intimate dining experience unlike any other. With a five-item, rotating menu curated by renowned chef Joe Romero, we’ll showcase the diverse regional delicacies of Mexico, infused with a touch of local British flair. Our focus on premium ingredients, passionate service, and an ambience steeped in Mexican culture guarantees an unforgettable culinary adventure.

The Opportunity:

  • Untapped Market: Farmahouse, Soho lacks authentic Mexican options, particularly at this luxury level. High-end diners crave fresh, unique experiences, and Sabores Escondidos fills that void.

  • Pop-up Advantage: Low overhead costs and flexible location offer agility and adaptability. We can test culinary concepts, optimize operations, and cater to niche events for maximum impact.

  • Differentiation: Our curated menu, rotating seasonally, keeps things exciting and appeals to adventurous palates. Chef [Chef’s Name]’s signature dishes, paired with [Element of Local Integration], stand out in the crowded culinary scene.

The Experience:

  • Intimate Ambience: Our pop-up restaurant will exude the charm of a hidden taqueria, with authentic décor, vibrant music, and warm hospitality.

  • Culinary Journey: Each five-course tasting menu takes guests on a voyage through Mexico’s diverse culinary regions, showcasing fresh, seasonal ingredients and traditional cooking techniques.

  • Interactive Storytelling: Chef [Chef’s Name] will personally introduce each dish, sharing its cultural significance and culinary inspiration.

  • Local Collaboration: We’ll source fresh, seasonal produce from local British farms, creating a unique fusion of Mexican flavors with the finest local ingredients.

The Menu:

  • Five Dynamic Courses: Each menu will feature one signature appetizer, two main courses (one meat, one vegetarian), and two desserts, rotating seasonally to ensure variety and freshness.

  • Chef’s Creativity: [Chef’s Name] will showcase their innovative approach to Mexican cuisine, incorporating unexpected twists and flavor combinations.

  • Local Flair: Each menu will feature at least one dish highlighting local British ingredients, showcasing the exciting possibilities of fusion cuisine.

Financial Projections:

Year 1:

  • Revenue: $1.4 Million

  • Cost of Goods Sold: $420,000

  • Gross Profit: $980,000

  • Operating Expenses: $560,000

  • Net Income: $420,000

Year 2:

  • Revenue: $1.6 Million

  • Cost of Goods Sold: $480,000

  • Gross Profit: $1.12 Million

  • Operating Expenses: $620,000

  • Net Income: $500,000

Projected Cash Flow:


Projected Balance Sheet:


Hard Costs $900,000:

  • Rent: $35,000

  • Utilities: $15,000

  • Equipment: $20,000

  • Staff: $250,000

  • Marketing: $50,000

Total: $370,000



The Team:

  • Joe Romero Director of Operations: A venerated Hospitality team with a long history of flipping restaurants.

  • Joe Romero: Executive Chef and Restaurateur.

  • Dave Augusto: Restaurateur and Operations Manager.

Investment Ask:

  • $500,000 to cover:

    • Initial setup and operating costs

    • Marketing and promotion

    • Working capital

Exit Strategy:

  • After establishing a successful pop-up and building a loyal clientele, we will seek permanent restaurant space within [Exclusive Location].

  • Potential franchise opportunities exist for further expansion across the UK.


Chihuahua Joe’s is more than just a restaurant; it’s a gateway to the vibrant soul of Mexico, nestled in the heart of Oxfordshire. With its unique concept, culinary excellence, and focus on creating unforgettable experiences, Chihuahua Joe’s is poised to become a true gastronomic gem, attracting discerning diners and capturing the hearts of food lovers everywh