Pancakes, both savory and sweet, have always been a top breakfast option in the US and Europe. However, the knowledge of pancakes in India was limited, leading Akashdeep Dan and Sundeep Singh to start Uncle Peter’s Pancakes in 2019. The brand has built a solid menu offering at least 200 pancake varieties, besides crepes and waffles, and often changes the menu to surprise its clients, including summer and winter special varieties based on seasonality.1

Uncle Peter’s Pancakes has made a name for itself in the category by selling 5,000 pancakes on average per day, with orders increasing on weekends. The brand’s unique selling proposition lies in its authentic recipe, which is fluffy, soft, and have a golden brown color. In India, where there is a large vegetarian population, this could be a dampener. Uncle Peter’s Pancakes developed an eggless option after six to eight months of extensive research and development.

The sheer variety of pancakes is what sets Uncle Peter’s Pancakes apart. The savoury options include corn and cheese, bacon and cheese, ham and cheese, and spinach mushroom and cream cheese crepes, among others. The pancake brand is also cognisant of keeping up with trends and constantly innovating to serve its customers better. Some items on its menu are not available elsewhere, such as the lava pancake, a variety with a filling of either red velvet or Oreo and chocolate stuffed inside the pancake.

The menu also offers healthy gluten-free pancakes made with oats to appease fitness-conscious consumers. Interestingly, while the look and feel of the product is premium, the price point at Uncle Peter’s Pancakes starts at Rs 149, making it accessible to the masses.

Uncle Peter’s Pancakes may now be a leading player in the category, but the journey has had its share of challenges. While Dan was a new entrant in the food space, Singh was already running the Bengaluru-based Bogmalo Foods and Hospitality after selling off his corporate catering business called Swaad Foods. But his interest lay in the retail food space. In the summer of 2019, the duo set up a small cloud kitchen in Bengaluru’s Indiranagar for Uncle Peter’s Pancakes.

After COVID-19 hit and the sales turned to almost zero, the entrepreneurs worked on improving their cloud kitchen, unit economics, and menu dynamics. Within three months, their fortunes turned around, and they also established a new cloud kitchen in Whitefield, Bengaluru. In 2021, the duo began exploring franchise opportunities for the brand and started a cloud kitchen in Kolkata. After receiving a positive response, they opened up in Pondicherry, Lucknow, and Indore.

Bengaluru currently has 13 outlets, and from two of them in 2019, there are more than 150 employees working with Uncle Peter’s Pancakes across all its locations. They want to establish the brand at 100-plus locations by the end of 2023 and at 350-plus locations by 2025. Uncle Peter’s Pancakes’ new outlets will open in Auroville, Jaipur, Coimbatore, Mumbai, and Delhi-NCR, among others. Its first international venture would be a 10-outlet initiative in Dhaka and Chittagong in Bangladesh, which should be operational between January and February 2024.

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