Cheesecake Emporiyum

No Deal

Cheesecake franchise

Season 17 · Ep 10 OtherAired 15 March 2020

Cheesecake Emporiyum is a cheesecake franchise that got its big break on Dragons’ Den in Season 17, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£70K
Asked for: 33%
Offered equity: £212K
Sought valuation

Founder James Asquith stepped onto the carpet in Season 17, Episode 10 in the episode that aired 15 March 2020. Cheesecake Emporiyum, the cheesecake franchise, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £70,000 for 33% of the company, an implied valuation of £212K.

No deal. Every dragon declined, and Cheesecake Emporiyum walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 17 saw 69 pitches, and 26 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Cheesecake Emporiyum?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Cheesecake Emporiyum get a deal on Dragons’ Den?

No. Cheesecake Emporiyum pitched the dragons but left Season 17 without a deal.

What season of Dragons’ Den was Cheesecake Emporiyum on?

Cheesecake Emporiyum appeared in Season 17, Episode 10, which aired 15 March 2020.

How much was Cheesecake Emporiyum asking for on Dragons’ Den?

The founders asked for £70,000 for 33% of the company, a £212K valuation.

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