Sarah Willingham Imposes On Jones-Meaden Alliance | Dragons’ Den

With a goal to become the biggest family snack food business in the UK by 2025, John Tague seeks an investment of £125,000 in return for 5% of his hand-cooked crisp business ‘Tags’. But will the Dragons be tempted over such a small equity stake?
An international sensation, Dragon's Den features entrepreneurs pitching for investment in the Den from our Dragons, five venture capitalists willing to invest their own money in exchange for equity.
#DragonsDen #TagsCrisps #FoodSamples

[@persephone6896]

I like Sarah . She is straight, fair and honest and doesn’t play greedy games with percentages

[@julesfalcone]

She's also a really nice person.

[@andrewstubbs822]

....and fit as a butcher's dog.

[@alanw4589]

She has great legs too

[@SheaMcDonough2001]

I would have to say Sarah is one of my favourites

[@selfdiscipline296]

i don't know why people chose greedy investers, sarah is the better for his business

[@hamza361]

What a great answer he gave when asked about the big firms taking his self space in the supermarket.

[@christianschneider2710]

Amazing answer indeed! Can totally relate from my professional experience on this as well...

[@88trapordie]

It defo was

[@jessicaj8564]

Sorry but what did he say? Can't understand him😣

[@spencercooper-thorn2624]

Jessica J he didn’t have a lisp when he was talking about his crisps 😂😂 I know , it’s poor . I have nothing else

[@catman4471]

Yes it was impressive and showed that he knows what he's doing.

[@jamiesmith4745]

I’m starting to think Touker’s office space is really just Marks and Spencer’s Headquarters...

[@user-jq3qt8no7h]

k

[@umairbutt1355]

LOL!

[@mykingofkings1439]

😂😂 I think you might be right

[@mrm5183]

It’s probably his back bedroom

[@kingdomperspectivesmindset5595]

😂

[@ianlister7333]

Sarah does ask an interesting question, if Peter and Deborah already have firms together, then yeah they are going to have the same contacts. Someone like herself would add something new.

[@siweq1986]

this argument makes no sense at all because her offer is for the same numbers. Dragons aren't just a contacts list

[@callum9999]

@@siweq1986 They basically are... Hence why when they're fighting to get the investment that's pretty much all they tout - "I have contacts in X, I can get you into Y". They're multimillionaires with dozens of investments, from the "what happens after the den" episodes it looks like they don't do much more than open doors or provide some admin assistance. Though the newer dragons seem to be more hands on.

[@aerospaceTUdelft]

There is honor in business. No way a good businessman that Jones is, would switch out to sarah when debrah was the one asking for Jones in the first place :)

[@Sarge92]

dragons can bring more to the table than just the money they have connections and they will share them because it benefits them if your business is doing ok and they know someone in the industry who they can put you into contact with THEY WILL because it benefits them to do so it brings more revenu into your buisness which means they make more money this is what alot of people dont realise the dragons dont run pump and dump operations loan sharking out money once they get a chunk of your buisness they treat it like there business and they will do everything to nurture and grow there investment to make it earn as much as it possibly can do they care specifically about your buisness no thats just a side effect but they have a interest in seeing your buisness succeed and you have a interest in suceeding too so it works out for both parties

[@Hi-xu9xn]

Repent of your sins and follow Jesus Christ Almighty

[@tindekappa9047]

I like how Debra started at 10% then got negotiated up to 15 then 5 minutes later: No I would never do it for 10% that's madness.

[@ZazooEel57]

It's 10% shared with Peter (20% total) or 15% alone, which makes sense, because Deborah and Peter have contacts/ventures in common, so they can trust each other, and it would be less work for each.

[@Niggalodeon323]

@@ZazooEel57 she LITERALLY never said “15% if i go in alone.” she ACTUALLY said “you’re not getting an offer from me unless peter’s in.” 😑

[@susanwaugh2383]

@@Niggalodeon323 Exactly

[@music2872]

@@Niggalodeon323 i tell you hwat, my ninja

[@tenzing2090]

@@ZazooEel57 Watch the video again and come back to this thread

[@Voicist]

At the end, Sarah just looked disgusted.

[@shahinkhan6930]

So true n funny.

[@IvyMyki]

I like Sarah, but I like that touker had the grace to congratulate Deborah and peter

[@westgirl7522]

Thanks for your response

[@adam-yk6yd]

She was FEWMIN

[@thevan3293]

Sarah's negotiation tactics didn't work for her on this occasion. However, She does make up for that weakness in other areas. 🍑

[@yesboss8438]

I miss Duncan. I also miss hearing “Am oot!”

[@Thabaddestbitch]

Lmfao wats wrong wiv u 😂

[@RadReggieYT]

hahahahah

[@ROJTHEGOAT]

I think there's no business in this and Am Oot LMAO

[@netweed09]

It's ''I'm oat'' boss

[@KebunH]

@@netweed09 no, its oot, and im oot

[@Debasis_Nayak]

Sarah's question and offer was very logical and sustainable.

[@mikeuuuytffvghjjoopoiytf]

brilliant idea, pubs and clubs are exactly where I'm most likely to try out new snack brands, not in the supermarket when I'm bagging the same stuff off the shelves i do every week

[@wardosravin]

Yes extra sales + brand exposure!

[@AspieADog]

Once again, Sarah looked pissed... Because Peter Jones completely overpowered her bid. I feel sympathy for her sometimes when food business opportunities like these pass by her. But at least she's not Jenny.

[@netweed09]

M8, sorry but she's so Jenny 2.0. I've just never seen her invest. ''Foodie Queen'' , pfff sorry sitting all cute there is not going to fool anyone when Touker can beat you to secure deals like Bad Brownie owning just one partial food store. That's when I really lost faith in her. I mean, she's wise enough to know who's around here, so why not bid aggressively?

[@terranceparsons5185]

Well Jenny is similarly cast out.

[@levidalton1]

Agree

[@6timesbabyyy996]

@@netweed09 She's a millionaire pal something that you'll never be so what's the point in acting the big man on yt when she's got millions racking in every year

[@GA-wq8xq]

@@netweed09 she bid and won on the gin subscription club

[@saiyanshoup1381]

I like how they refused to agree to the guy buying back equity when it was initially proposed....yet when Peter proposed it Deborah goes all "oh yeah that sounds very reasonable, good idea Peter."

[@AdamBechtol]

mmmm ha

[@magnuseriksson5547]

Which is strategic, of course. She's gonna play hard with the one doing the pitch but to drive a hard bargain with a dragon partner, that's not good strategy long term. Especially not when they already have businesses together.

[@Ziggyoz]

Sadly pitchers don't see through their mind games and instead of taking honest lad Touker they go for an eccentric pimple head Jones.

[@AH-te5gs]

But he was proposing buying back equity starting at 25%, he didn't want to give way 30% initially.

[@OperaJH]

So pleased Sarah kicked out Debra in her pitch!

[@nathanbarnes8535]

Sarah Willingham has worked in catering. She should be all over this.

[@badgasaurus4211]

Her name just isn’t as big so a lot of people don’t pick her

[@TheLinkoln18]

Catering is a far cry from the snack industry...

[@barneyclifton6402]

"worked"... I wouldn't hire a worker, would you? She's an entrepreneur.

[@RockyDave]

Everyone jokes about Jenny not making offers... Fair enough. But I don't remember Sarah making many... And when she does, they seem half-hearted and not committed. In her favour, I will say that she's almost always very pleasant with the entrepreneurs..

[@barneyclifton6402]

@@RockyDave Sarah is too unknown and new. Jenny is a meme because she's been doing it for ages, Sarah needs time.

[@MrRobertBatchelor]

I can do 12,5% each. Deborah who offered 10% three minutes before. I feel like we’re dragging you kicking and screaming. LMAO

[@Mville88]

Yeah, I mean the guy was trying to negotiate a deal he would be comfortable with... isnt that the point?

[@stinameaner]

She can be a cow sometimes

[@edgar882]

The issue they had was that he kept offering lower and lower numbers, the 10% was something deborah suggested not knowing peters point of view. Then after everyone else came in started with 15% together and then after he saw how bad an idea that was to suggest went up to 10% but the moment he failed to articulate what he wanted and just said 15% told Deborah and Peter that he really didn't want to give away equity. Also what the comments seem to forget is that he said 12.5% each but he'd want to buy them down to like 5% each which just isn't worth it.

[@Hi-xu9xn]

Repent of your sins and follow Jesus Christ Almighty

[@a.chowdhury6784]

She is the biggest crook in the den, albeit the most charming one as well.

[@christianlionel1988]

13:38 "would you take 10 each?" Deborah shakes her head yet 3 minutes ago offered 10% For half the money!

[@ohmadamn]

But the deal changed. 15%initially and then 10% when they receive their return. It's quite different honestly

[@lord_scrubington]

Deborah was never going to give any money. She simply wanted to get the ball roling.

[@Thepopcornator]

But then they discovered the 'kicking and screaming' issue and it became a little more tricky for her to accept.

[@HaggardPillockHD]

Greedy lol

[@lincoln7184]

Yeah "We're miles apart at only 12.5%" she was just asking for 15%.

[@GT-legendary]

i feel like hardly anyone goes with Sarah man what she said made a lot of sense

[@Soniboy84]

I don't think the guy was a good negotiator at all. He dropped out Sarah and Touker from the beginning and made it clear he wants Deborah and Peter. He could have used those 2 dragons as leverage and just ask "who's willing to reduce the percentage more?". Then for the pressure they would have reduced it to 20% max without this payback thing.

[@ibrahimahmed6739]

Soniboy84 that would’ve been risky to the post where peter and Deborah would probably drop out

[@megatronbee]

Deborah gets offended quickly. I remember one time she left because she didn't want to be plan B.

[@burhaanahmed5965]

You smashed it that is his weakness.

[@trailerparkboys3390]

Thank u mister hindsight

[@carlosquinones7560]

I was thinking the exact same thing they wanna play hardball then get Sarah and Touker to play ball and see how they fight each other to a lower percentage. And this is Sarah's specialty hands down. I can see why she was salty that she lost out to those two, especially Peter who specializes in telecommunications and not food and beverage. I wonder it Deborah anticipated Sarah's move and decided to join forces with Peter as the lesser of two evils.

[@mrm5183]

Deborah initially offered 10% initially then starts huffing and puffing over 12.5% because her master Peter raised the demands

[@hiimjustin8826]

But she guesses she'll settle for 10% while also getting her money back

[@wass006]

Yea exactly follows blindly

[@Romans8-9]

"Her master", hahahaha love it.

[@Hugo97HD]

Please, stop uploading these. I can't stop watching. My gf is about to break up with me, and I'm about to be fired of my job. These clips are my drug 😭🤣

[@marcrider1957]

Same my friend

[@ItsBocephus]

You and me both pal

[@adamchristie7626]

She keeps messaging me so I don’t think it’s the dragons because I’m watching too

[@davicool9958]

I'm in the same boat BUT I'm running out of episodes

[@ianrae1546]

Definitely. I keep saying “just one more and I’ll stop…I promise” 😂

[@skinnymac2411]

Sarah did a great job here trying to split up the normal deal that always happens. Good on her!

[@lincoln7184]

Think this is why Sara didn't last too long on the show. Seems most of the investments she wanted got taken by Peter and Debra.

[@remchaill9898]

Deborah's being quite disingenuous here. One minute she's asking 10% for half the money, the next minute she's complaining about how 12.5% for half the money really isn't enough.

[@wge621]

the dragons are there to make the most for their investment. if you think she's being disingenuous, then theyre ALL being disingenuous, because they could all accept less than what they say they can. she just started off negotiations poorly, she's not being disingenuous

[@markcovell1190]

True, she offered 20% on condition that Peter would share, it was Peter that insisted on 30%, I know it's a starting point at 5% but 6x is just plain outrageous for a business with this traction. Sometimes staggers me the amount they offer for businesses without any track record, there's no consistency. I used to think the "Den" was the best but now I prefer Shark Tank, especially the Australian version. The investors are much more amenable, they are just as savvy but so much more pleasant when the way they handle people and the investments are huge compared to the Den. I've read too many stories about some of the investments on DD being changed into loans for Equity especially from James Caan. www.dailymail.co.uk/news/article-1303097/Dragons-Den-winner-reveals-80k-promise-fact-loan--26-500-emerged.html After reading this and others relating to his "investments" I can't watch the episodes with him in it

[@matthewsmythsmyth3390]

That's not being disingenuous, that's just being a crook😂

[@R_Ali]

@15:35 Peter “What’s your feeling Deborah?” Deborah’s been real cunning here, she initially was happy with 10% but now pretending to be dissatisfied with 12.5%. Abhorrent

[@wge621]

it's not abhorrent, it's just reading the situation and seeing that the other person was willing to budge, which he clearly was. was a mutual agreement, and she got more out of it than she was initially expecting.

[@Romans8-9]

@@wge621 She only got more out of it because of Peter.

[@AFAndersen]

Following this process, the company and the Dragons mutually decided not to proceed. John said: "We left Dragons' Den with a deal but it didn't complete for a lot of reasons, mainly down to me. I wanted a level of commitment in writing but that wasn't forthcoming so we parted ways quite amicably. "There was no animosity. We just weren't aligned on what the future's going to look like.

[@letstalkbiblewithshun.s]

He should of went with Sarah

[@Blackjax137]

Sarah should've waited for that back and forth, then jumped in with 20% for all the money dropping to 10% if repaid within 12 months. Deal is off if he negotiates back with Peter and Deborah. Immediately puts them over a barrel by giving him exactly what he wanted. Also turns out that the deal fell through after the show, and he took his crisps in the direction Sarah wanted anyways. Pubs, clubs, hotels, trains, coffee shops etc. Not just retail.

[@thestarshavefallen]

Can't tell if this is Dragons Den or the 'Jones Meadon Show'

[@AdamBechtol]

aye

[@ya00007]

The other dragons may as well not be there. Peter is being very greedy.

[@darryl2542]

I love Deborah and Peter, but sometimes they're too cozy with each other, and too smug. I liked seeing Sarah try to break up their tea party.

[@bossssss]

I love Sarah with immediate effect. She is clever:)

[@thomasott2709]

Deborah: 'the difference between having someone motivated or demotivated' ; tell that to someone you pay minimum wage. There, it's good enough. Total double standard.

[@lunarmystic9896]

Love Sarahs face when she doesn't get the deal -pure distain

[@cl1cka]

It was more of a disappointment at the guy's unwillingness to even thing about what she said. And she was right - he should have switched directions then and get into pubs, bars etc, which she could have helped him with. He was forced to change to this too late - now he is bust. Supermarkets sell on offer most often and margin is minuscule. She told him this, but he didn't even use his head - he continued to bang about Saintsbury's...

[@RiotontheRadioMSCR]

Sarah and Peter would have been the best fit. Sarah even offered it. Sarah made some great points.

[@AbhishekSanyalTGV]

and that's why we have pronouns. JK XD

[@niklasgroning5792]

But Sarah is not Peter's "mate".

[@tomodomo1000]

@@AbhishekSanyalTGV JK Rowling? XD

[@AbhishekSanyalTGV]

@@tomodomo1000 I meant 'just kidding'😅

[@lethaltizzl]

Update: the deal didn’t go through after the show. Tags decided not to go down the supermarket route. They were dissolved in March 2020.

[@mueedullah4140]

Lunch time with the den 👐

[@bradfowler23]

*Poop time

[@sirbenjaminthebold3943]

@@bradfowler23 huh?

[@tarcal87]

LOL "kicking and screaming" when she already offered 10% in the first place. How dishonest to make the other person feel bad.

[@guitarsolos89]

According to google: TAG'S SNACK FOODS LIMITED Disolved 2020 March. He should've been less stubborn and made a deal. Yes I know that they made a deal on camera but after the show he decided to decline.

[@jonathanm2690]

woah, that is a shocker, he was in Asda etc etc selling 1000s a bag a week, in 2016 he changed direction completely www.insidermedia.com/news/north-west/new-direction-for-dragons-den-crisp-company went away from supermarkets to pubs/coffee shops/hotels

[@VanlifewithAlan]

@@jonathanm2690 Thanks Jonathan!

[@cl1cka]

@@jonathanm2690 That's cause supermarkets sell on offer MOSTLY. So his margins for those 1000s bags are MINUSCULE. He should have gone at pubs, restaurants, bards, hotels - which Sarah suggested and could have helped him with. He was too stubborn to even consider it then. He was forced to switch direction cause of the margins, but too late. and went bust.

[@rebelrob9637]

Peter is a genius. He mind f**kd this guy into doing what he wanted but it gets better, he then even played the concerned friend to seem like he was thinking of this guys interests before his own. Perter Jones is an absolute champion negotiator.

[@SiLoMixMaster]

The deal didn't go through after the show

[@davidmg1925]

@@SiLoMixMaster that doesnt surprise me it still feltl awkard all round

[@ballinblaza]

Thats called a master manipulator, which can also be considered a scum bag piece of trash

[@stinameaner]

*Grammar corrected* It's clever but I'm not sure it is something to be admired. I'm kind of glad for the guy that the deal didn't go through after the show

[@thesilenthero422]

That's why he's been on the Den longer than any of the others

[@TheAndreve]

This guy, defended his stand so good. Dragons are used to take advantage of the entrepreneurs' lack of negotiations experience.

[@joecurran2811]

His negotiation was awful, worst I've ever seen on this show.

[@Staplegunner]

Whats with the horror vibe at the start, seems like a scary movie

[@TheMisphit]

Yeah I really struggled to see what that was all about after watching it right through until the end and not seeing any of that "disgusting" food, just the guy's crisps. Can anyone spill any beans?

[@IAmTheRealBill]

Rick DX I believe it was from other presentations. A “people often come in with terrible food” montage to demonstrate the risk of it.

[@h.a.6790]

Bill Anderson It was horribly presented like they intentionally put that in to deceive the audience since they were pitching about crisps in the episode

[@Whofan06]

I wanna know what episodes those are from I wanna see them tell an entrepreneur their food is disgusting to their faces XD

[@welephant2013]

You can tell this guy is used to dealing and negotiating with multi millionaires before. He wasn't phased or I timitated by their wealth like many others are. He was on their level all the way through and wasn't going to be antagonised. Brilliant

[@rahulramkissoon]

This was a good example of a perfect dragons den pitch

[@amandatropp]

@BS Handle Created The dragons had to ask 'what is it?' at the end of the the pitch, so not really

[@CLBellamey]

@BS Handle Created Yeah he really landed himself in the palms of their hands there. They were toying with him.

[@shayanshah2477]

@Rahul Ramkissoon it wasn't a perfect pitch, he forgot to talk about the type of product that he was offering

[@RobJNathanSings]

No, it really wasn’t. It was a shambles but he had a good presence and knowledge of the market. His negotiations were totally unprofessional. Go to business school 👍🏼

[@rahulramkissoon]

@scoot manke you're right, I'm clueless. I wish I was as business savvy as you. Thank you for gracing my comment with a reply o great all knowing business guru

[@davidmansfield9167]

JENNY: "I'll tell you where I am. I'm at home frowning at my lounge curtains."

[@persephone6896]

I don’t like Debra in this, and the guy should’ve reminded her that she’d first offered 10%.

[@geosmith3436]

Exactly-she’s a greedy woman

[@harlowblackadder356]

"If Nick didn't eat it all, we know it's bad." I am Nick.

[@pipishere]

The deal didn't go through in the end and he switched direction to bars, coffee shops and restaurants......seems he missed a real trick with Sarah there. "Tague said: "We've had a change of direction. We're trying to get more into coffee shops, hotels, pubs and other foodservice operators like that. We're not currently looking at supermarkets anymore, they only sell on offer."

[@luciengranger2762]

I just read that too... company is dissolved now... real shame that he missed the mark with Sarah... I guess he went in there looking for one specific area.... versus looking for something sustainable and diverse.

[@mrgoober8805]

Serious-time: The way that John Tague responded to Touker's statement about Big Boys... that was well said and made perfect sense. You could tell that it impressed Touker. He may offer him some office space for that.

[@michalwalks]

First time I ever see Touka totally back down after Mr. Chips gave excellent comebacks to both Toukas' predicted doomsday scenarios.

[@adrianmarrinan7707]

Debra shaking her head when he asks would you take 10 each...that was her original offer!

[@fsu3941]

😂😂😂your right ffs then she goes on about kicking and screaming wtf are you on about when he agrees at the end at 30% very reluctantly she doesn’t say he’s kicking and screaming then

[@hanshartfiel6394]

Tags Snack Food Ltd was dissolved on 17.March 2020. Another junk food company gone down the drain.

[@nathanbarnes8535]

He made an idiotic decision IMO.

[@killler240]

@@nathanbarnes8535 he turn the investment down after the show

[@wardosravin]

Does anyone make any serious cash in supermarkets??!

[@HarrymanGR]

@@killler240 really??

[@killler240]

@@HarrymanGR yeah he sent the crisps to the CEO of Sainsbury's by himself. Not sure what followed afterwards as I never reed the article, but ironically he started targeting pubs after which meant he should have went with Sarah..

[@MrBahjatt]

4:28 He really knew how to answer to that. That's when you know your market well.

[@SyMakesVideos]

sarah made a very good point and it honestly seemed it would be better to go for a sarah-peter offer edit: the whole time through the negotiation I was thinking if he took any other pair, as long as deborah and peter aren't together, he would've been able to negotiate a better deal for himself. It just seems like the deborah-peter pair holds too much prestige and you'll end up giving away more just because its deborah and peter

[@786shah]

07:30 Debra: I'll offer you 10% Also Debra: I don't feel comfortable with 12.5% 🤔🙄

[@harleyc]

Best negotiation in the den to date. Wish there was that much push & pull in every presentation.

[@Reebus_]

Company Dissolved in March 2020

[@bigmike3761]

Really!?

[@liamsouthwell27]

The World dissolved roughly the same time too XD

[@fluoridefree]

@@liamsouthwell27 yep, look at us now. Lockdowns, anti-social distancing, wearing face muzzles and other ludicrous restrictions. All of which has nothing to do with health, just the opposite. It's about the (not so) Great Reset. A fake pandemic based on a fake test for a fake virus.

[@paulthrutner9114]

John Lagan and you my friend are part of an even bigger virus that unfortunately we can never vaccinate against

[@exhainca]

The more I watch Deborah and Peter, the more certain I become that they're total crooks.

[@rushofblood994]

I agree... They've made so many deals together in the den, I wonder what percentage have actually been successful?

[@scarface7142]

There business people what you expect t there in the game of making money

[@Bor-Time]

You don't become filthy rich by being nice and fair!

[@punawelewele]

100%

[@KyoryuGaming]

@@Bor-Time you can but like additioanl 1000% effort amd hardwork than the others

[@Billzloveschelsea]

FINALLY LONG 17 MIN VIDEOS!!! Great job. We need all of them to be long like this :)

[@KingUnKaged]

@4:40 HOOOOOOOOOLY crap, Toucker got *shut down* on that exchange, like damn!

[@mueedullah4140]

Mr Taugue REALLY knew his deal!

[@sweatyguysteve8087]

i agree, deborah couldnt offer anything that peter couldnt do by himself. peter and sarah would have been a dream team for him

[@fuckamericanidiot]

I love Peter nodding along to Sarah's undercutting, saying "Touche' touche'" in his head 😅

[@WiseEyes313]

15:50 Peter Jones - “I feel uncomfortable to push you to a limit that’s unreasonable” LOL Good one peter 😂 says the dragon that always targets their ‘other’ businesses

[@royalhero4608]

Peter didn't mean a word of it, it's classic dragon sociopathic negotiation to force the guy

[@version736ha2]

Touker: you would still prefer Sainsburys over Marks and Spencers? Crisp scouser: Yes Touker writes Sainsburys on his note pad

[@Hi-xu9xn]

Repent of your sins and follow Jesus Christ Almighty

[@briansmith5239]

This guy had excellent negotiating skills, great work.

[@IncomeBoost42]

The deal fell through after the show after due diligence. They turned over £300k in 2016 and have pivoted towards hotels, coffee shops and bars. I couldn’t find any info after 2016 which was also their last Twitter post. Not sure if they are still trading today.

[@NGMonocrom]

Honestly, if John had pulled all that at the end (on me); I would have said I'm out. He's talking about his children inheriting the business. Would his children prefer being 70% owners of a wildly successful business, or 90% owners of a modestly successful one. That 70% is smaller, but the profits would be HUGE, compared to the 90%. EDIT: Nevermind. Deal went bust and the company in 2020 was dissolved.

[@jay-lm4we]

Don't worry your little self about it, you'll never be in that position😂

[@JayanDivakaran]

For the first time i be seeing an entrepreneur who was precise in his presentation

[@yusufahmedi1840]

Jenny would eat all his stock and still say I'm out

[@oliprj8676]

She's not in this episode so that's not relevant is it

[@criss2842]

@@oliprj8676 It's relevant because it's Jenny!

[@seanjosephhayes]

Deborah @ 7:20 - half of the money for 10% Deborah @ 14:36 - cringing at half for 12.5%. Peter wondering if she’d be happy to drop to 10% - well yeah… Since that was her original offer…

[@DJcyberslash]

That was because she could see the guy didn't want to give up more than 10% total, definitely not 25% total.

[@seanjosephhayes]

@@DJcyberslash Either way it makes no sense to be happy with a smaller percentage and not happy with a higher percentage for the same money.

[@DJcyberslash]

@@seanjosephhayes she was upset about the negotiations, not the equity. She initially wanted 10%, then got to hear from the entrepreneur during the negotiations that he really really didn't want to (which is why she made the kicking and screaming comments). She still wanted equity but not if the guy really didn't want to give up 20% (10% to her, 10% to Peter) and definitely not 25% when his goal was 10% total. The pitches take 3hrs and are edited down to 10 minutes 😎

[@RRX]

I've been on a dragon den binge... I've even seen Jenny make an offer.

[@lavin9457]

🤣🤣🤣

[@lavin9457]

🤣🤣🤣

[@darrenbudgen966]

Company worth 400 mil now. My boy smashed it out

[@lizclegg7556]

Well they're not on the Sainsburys website. Apparently they changed direction and went more for coffee shops, pubs etc - exactly what Sarah Willingham was offering to help with.

[@jacobthorpe4316]

The company dissolved in March 2020.

[@arnoldtabor3767]

Sarah's face afterwards ... was like ... what the hell Deborah ... im not partnering with you if ur gunna be like that 😂

[@UTubeTulip]

Given he understands the principle of leverage, I'm surprised he didn't use Sarah and Touker to get Deborah and Peter down to 10% especially since that's what Deborah initially offered.

[@Khalid_Ibn_Al-Walid]

That guy seems really knowledgeable

[@hamill06]

I liked this guys attitude. Completely cool under pressure taking questions.

[@harksta229]

The toughest part of the negotiation was the condition by Peter which slipped under the radar.... ' We'll give back 10% if you pay back within 12 months.' Reasonably he would need 2 years = Peter and Deborah keep their 30%

[@godwinyoh3700]

The dragons needed to talk to the wall this time.

[@Mohammad.khalil2001]

Damn, even the dragons all want to work with Peter 😂

[@iftekharahamad5690]

What a treat of an episode

[@tstbb]

Yo did anyone else catch Peter's roast of Nick at the beginning @1:05 ? "That must be the first thing you have put in your mouth that you haven't liked Nick" HAHAHAH

[@nekola203]

this is what dragon den should be about. Dragons fighting each other over the same meal, not dragons making exact same boring offer over and over undercutting people's hard work, episode after episode. I want to see dragons fight for investments.

[@TehDawg]

FairPlay to him, seemed a true genuine man, best negotiation I’ve seen

[@Icicless]

That ending though! So enjoyable!!!!

[@eo1235]

I wish David Attenborough narrated this one or at least read the title 😂

[@Johnnyvlewis]

Lol totally

[@ayoungperson3408]

He should have picked Sarah and Peter together. Sarah has a lot of experience with catering. She could have offered plenty

[@luciengranger2762]

Am I the only one binging and checking the status of the deals and entrepreneurs post episode? DD is So addictive...

[@gmc5618]

Incredible leverage explanation, he has a great grasp of econ

[@nazakraza2471]

I really love when sara smiles so cute awww xx

[@melissamcclain34]

Had I been the entrepreneur I would have reminded Deborah that she was fine with 10% until Peter came in saying he needed 15. I'm not sure why she then had an issue with the entrepreneur wanting to part with less

[@didierbranson3665]

Best one i've watched. Great Guy. If i could only try his crisps. Passion is truly the Key to succes.

[@rahulmittal661]

I never thought i’d be addicted to these so much.. Stop it please guys

[@dwka9e8jdksq7uej]

This has always been my favourite pitch... the guy clearly knows his industry so well.

[@maszimz]

Sarah had a point

[@t3o]

"I love crisps... It's one of me passions."

[@dannydanny2093]

Dragons' Den are storming it with the uploads.

[@netweed09]

Lol, Peter just rips into Nick so much it's a comedy show in itself hahaha

[@modusponens18]

Deborah offered 10% before Peter came on board, then played hardball to keep 15% 😂😂😂

[@hasoonnine]

Peter: the one that makes you feel like you need him Debrah: the one that always counts her fingers Touker: has lots of office spaces and can make M&S do anything Jenny: is always out Sarah: the one that everyone is attracted to Not sure about the rest of the guys as I'm still new to the series.

[@danielkeithsamuels2889]

Summoned up very well

[@semihard9732]

Old mate just walks straight to the ATM and repays them both, walks away with a grin and his 10% back.

[@Grant83023]

This is the most interesting one I have ever seen from dragons den

[@KyoryuGaming]

Touker + Sarah would’ve been better here. Both can help him reach Sainsbury while having other options through the journey.

[@Gadg3t_01]

Deborah was gona do 10% anyway then when Peter said too little all of a sudden she was like nope its not enough

[@petercolvin4150]

Why does Deborah shake her head in agreement with Jones saying 10 per cent not enough when that's what she offered in first place.

[@jonnyincomox]

Excellent, I hope he does really well!