Long Table Shark Tank Update – Shark Tank Season 14
Samuel Taylor pitched Long Table on Shark Tank with heirloom grain pancake and waffle mixes made from sustainably sourced ingredients. He was hoping to secure an investment to grow his mission-driven food business.
Samuel entered Shark Tank Season 14, Episode 10, seeking a $140,000 investment in exchange for 15% of Long Table. Would the Sharks believe in his mission and help bring his heirloom grain pancake mixes to more kitchens?
About Long Table
| Category | Details |
|---|---|
| Business Name | Long Table |
| Founder | Samuel Taylor |
| Industry | Food |
| Product | Heirloom grain-flour-based pancake and waffle mixes |
| Investment Asked | $140,000 for 15% equity |
| Deal Status | No deal |
| Valuation | $933,333 (at the time of Shark Tank pitch) |
Samuel Taylor spent several years working in Shakespearean theater, teaching, and writing before he started Long Table in 2015. He also worked part-time with The Back Room Shakespeare Project, where actors performed one-man and one-woman Shakespeare plays in bars.
While building Long Table, Samuel wanted to create more than just pancake mixes.
Taylor named the business Long Table as a metaphor for the generations that sat together for meals. He wanted to hand down a better world to younger generations the same way people handed down food around a table.
As he stated on his LinkedIn profile, his business took “the long view for your health, the planet & for local economies.”
He accomplished this by using sustainably sourced heirloom grains in his pancake and waffle mixes. The mixes included sorghum flour, blue corn flour, popcorn flour-based pancakes, and a gluten-free option.
Taylor sourced his grains through The Artisan Grain Collaborative, a network of farmers in the Upper Midwest that grew heirloom grains and promoted biodiversity. A 16-ounce packet of pancake mix sold for $11.25, with bundle discounts available.
He also sold several varieties of real maple syrup and limited-run heirloom grain products. Customers who signed up for the newsletter received 15% off their first order.
Long Table Shark Tank Pitch
Samuel entered the Tank accompanied by an acrobat named Lindsey, whom he described as the love of his life. He sought $140,000 in exchange for 15% of Long Table.
He explained that he wanted to impress Lindsey with a nutrient-dense pancake that was so light it would practically float like her. While searching for fluffy whole-grain flour, he discovered popcorn flour, which he described as the fluffiest whole-grain flour available.
Samuel presented his heirloom grain pancake mixes made from grains sourced from organic, regenerative farms.
The Sharks sampled popcorn flour pancakes, and Lori Greiner remarked that they tasted interesting. The Sharks enjoyed both the pancakes and waffles.
David Schwimmer then entered with a waffle cart and prepared fresh waffles for everyone. He praised the products and explained that he knew Samuel through a Chicago-area nonprofit theater group.
Although David was not investing, he shared that he had encouraged Samuel to apply for Shark Tank after the pandemic shut down theaters and promised to join him if he made it onto the show.
Kevin O’Leary asked about the business numbers. Samuel demonstrated how popcorn flour had greater volume than traditional whole-grain wheat flour, making it fluffier.
He revealed that each bag of pancake mix cost $3.10 to produce and sold for $11.25. Between 2015 and 2019, annual sales averaged about $20,000, then grew significantly in later years, reaching approximately $250,000 in lifetime sales by the time of filming.
Long Table products were available in 20 independent grocery stores, primarily in the Chicago area, while 70% of revenue came from direct-to-consumer sales. Samuel admitted that social media was not his strongest skill.
What Makes Long Table Unique?
Long Table stood out in the breakfast food market through its focus on sustainability and heirloom grains:
- Sustainably sourced heirloom grains from regenerative family farms.
- Unique flour options, including popcorn flour, blue corn flour, and sorghum flour.
- Farm-to-table mission supporting biodiversity and local farming communities.
- Nutrient-dense pancake and waffle mixes with gluten-free options.
Did Long Table Get a Deal on Shark Tank?
Lori Greiner loved the blue corn pancake and called it the best pancake she had ever tasted. However, she was not passionate enough about the category and decided not to invest.
Barbara Corcoran believed the company’s slow sales growth was a concern and declined to make an offer.
Gwyneth Paltrow respected Samuel as both an actor and an entrepreneur but felt the business was still too small to invest in.
Mark Cuban appreciated the company’s mission but believed Samuel prioritized the mission over the product, so he opted out.
Kevin O’Leary praised the pancakes and Samuel’s story, but felt the lack of a strong social media presence limited the company’s growth potential and ultimately declined to invest.
Samuel left the Tank without securing a deal.
Long Table Shark Tank Update
After the episode aired, David Schwimmer’s appearance generated significant attention, and Long Table was flooded with customer orders.
Within just three days, the company received more than 10,000 orders and completely sold out its inventory. The overwhelming demand also created a backlog of nearly one month before orders could be fulfilled.
The business doubled its lifetime sales within the first 24 hours after the episode aired, proving just how powerful the Shark Tank Effect was.
Update Segment Featured in Season 15
Long Table later received an update segment during Shark Tank Season 15, Episode 13.
Samuel shared that before Shark Tank, he and his wife Lindsey had spent 15 years making a living in theater. When the pandemic shut down the industry, they were left uncertain about their future while raising their 18-month-old child. Receiving the call from Shark Tank became an incredible opportunity.
Although Samuel left without a deal, he followed the Sharks’ advice. He invested all his available funds in inventory before the episode aired, and it sold out before the broadcast ended.
Following the Sharks’ criticism of his marketing, he expanded his team by hiring a dedicated social media manager who grew the company’s online presence and helped Long Table tell its story more effectively.
Before entering the Tank, Long Table had generated $250,000 in lifetime sales over six years. On the night the episode aired, the company reached that same sales figure in just seven minutes. Over the following eight months, Long Table generated more than $1.25 million in sales.
Samuel also expanded partnerships with 15 family farms across six states, continuing the company’s mission of supporting regenerative agriculture and small-town farming communities.
Retail Expansion and Product Growth
Following Shark Tank, Long Table expanded from 20 stores to more than 175 retail locations across 18 states.
The company’s biggest retail partnership is Fresh Thyme Market, where all 70 store locations carry Long Table’s Popcorn, Blue Corn, and Gluten-Free pancake mixes.
Long Table products also became available on Amazon while continuing direct-to-consumer sales through the company’s website.
The company also expanded its lineup by introducing limited-edition pancake mixes, including Ginger Cookie Pancake Mix, as well as naturally infused maple syrups in flavors such as Coffee and Root Ginger.
Brand Refresh and Marketing
The new packaging featured hand-drawn artwork highlighting the founders’ theater background, regenerative farming mission, heirloom grains, circus-inspired elements, and Chicago roots.
In late 2023, the company also launched a completely redesigned website and created its “Short Run” storytelling series to educate customers about regenerative farming and heirloom grains.
Raising Investment for Growth
Although Long Table did not receive a deal on Shark Tank, the company later began raising approximately $1 million through a SAFE or convertible note to support inventory, production, retail expansion, and its packaging redesign.
By early 2024, nearly $300,000 had already been committed toward the funding round. Long Table remains in business and continues to grow its retail footprint across the United States.
Samuel has continued working with regenerative farmers through the Artisan Grain Collaborative while staying committed to sustainable agriculture and heirloom grains.
He credited the customers who decided to try Long Table after Shark Tank for changing his life and believed the Sharks’ advice ultimately helped turn the company into a thriving national brand.
Where Can You Buy It?
Long Table products are available through the official website, Amazon, Fresh Thyme Market stores, and more than 175 retail locations across 18 states.. Customers can also purchase maple syrup, heirloom grain products, and bundled pancake mixes directly online.
Follow Long Table on Facebook & Instagram for more updates.
Posts about Long Table on Shark Tank Blog
Check out more details on Long Table Pancakes.
Quick Summary
- Samuel Taylor pitched Long Table, an heirloom grain-flour-based pancake and waffle mix made from sustainably sourced grains. He sought $140,000 for 15% equity but left the Tank without a deal.
- David Schwimmer’s guest appearance helped generate massive post-show demand.
- Following the Shark Tank Effect, the company experienced rapid sales growth and expanded its partnerships with family farms.
Check out other Shark Tank Season 14 Episodes.
Curious about the other businesses featured in Shark Tank Season 14, Episode 10? Explore more updates and see which ideas made a splash in the Tank.
