Shelley’s Pie & Mash Shop

Comfort food at it’s finest. It’s no wonder Shelley's is off to a s-mashing start!


Key Details

The business

Trading for: 6 months

Sector: Food service

Location: Cromer, Norfolk

Reasons for funding

- PR & Marketing

- Cashflow

- Fixtures and fittings


- Unsecured business loan

- Fixed repayments

- £8,400 over 18 months


- Funding and delivery of local marketing campaign

- Purchase of new kitchen equipment and restaurant fittings

- Improved cashflow

Our visit to Shelley’s Pie & Mash shop was nothing less than delightful. It's clear to see why it’s already been rated the #6 best restaurant in Cromer, Norfolk, on Tripadvisor since its launch in March 2015.

It’s a coastal town restaurant with a Soho vibe – the interior has been decked out with warm blue base tones, lashings of rustic wood, vibrant flowers and quirky industrial lighting creating an inviting atmosphere. Alongside a straightforward, well-executed menu of comfort food, including a range of gluten-free options you actually want to eat, it’s not hard to see why this seaside startup is thriving.

On the ball

Owner Shelley Dickinson has full control of the day-to-day running of the business and is completely in tune with her team and her customers, resulting in a friendly, cosy vibe. Shelley has plans for "world domination" – or at the very least expanding her business but realized earlier this year that she needed extra funding to maximize the potential of the restaurant to achieve her plans.

pie high
pie high : We were lucky enough to try this fine specimen of a pie and give it our seal of approval
Working with Fleximize was a walk in the park. They'll work with you and help you out. I'd definitely recommend them.

Shelley Dickinson

Enter Fleximize

Funding Options referred Shelley to Fleximize when she needed a small cash boost for local marketing. Just a few weeks after receiving a business loan in July, she launched a radio and print advertising campaign in the run up to Cromer Carnival.

The marketing took up 60% of the funding, and the rest went to aid cash flow and pay for restaurant fixtures.

Simple branding
Simple branding :

Shelley knows what customers want and how to present it.

What next?

Shelley has told us of immediate plans to build out a delivery service so customers are able to enjoy her comfort food in the comfort of their own home. In terms of what the future holds for this quirky yet simple restaurant, Shelley is keen to franchise, so keep an eye on her blog for more exciting news.

If you’re looking for funding to launch or grow your own restaurant or hospitality business, contact Fleximize to talk about our flexible options on 020 7100 0110. Alternatively, click on Apply Now below to open the door to quick and flexible business funding, designed especially for your SME.

Get started: Apply now