M Social is positioned as a local version of the M brand, which overall specialises in high-end steak, raw dishes, and wine. The first site will be M Social Twickenham, a 100-cover venue with a riverside view and outside terrace.
The funding will also help add a new private members lounge into the M Threadneedle Street venue, named M Den.
Investments via Seedrs can start from £200 and upwards, in what the group is calling a ‘double your money opportunity’ that will mature in 2019.
Founded by chief executive and restaurateur Martin Williams, the M group now counts Mike Xenakis, (former managing director of Europe at booking website Opentable) and Annabel Schild (SME investor and entrepreneur), on its board. Executive chef is Michael Reid, whose CV includes Gaucho and Cau, and Attica, Vue du Monde and Jardin Tan in Melbourne, as well as time working with Heston Blumenthal. Director of wine is Zack Charilaou.
Williams said: “When we created M, we made aspirational dining accessible. Now it seems the right time to fund our expansion through a crowd funding platform that makes investing accessible too. Interest around the M brand and our campaign has been phenomenal. I am confident when we launch on Monday we will have raised seven figures in a few days.”
Crowdfunding site Seedrs differs from other similar sites in that it offers donors a chance to invest in ventures with the potential for a positive return, rather than simply donating money in exchange for vouchers or products.
First opened in Threadneedle Street in late 2014, M Restaurants also has a site in Victoria Street – which opened this year ‒ with both restaurants featuring a raw bar and a grill section, a cocktail bar, a wine bar, and private dining spaces. M Victoria also has a private members’ lounge, and M Wine Store wine boutique.