# #116 TOAST-IT Makes a Deal on Shark Tank! All the Details from Inside the Tank with Founders Coco & Mafe

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-11-28
- Length: 35m
- Episode: 93
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-11-28-116-toast-it-makes-a-deal-on-shark-tank-all-the-details-from-inside-the-tank-wit
- Listen: https://share.transistor.fm/s/c5da7dd1

## Summary

Toast It founders Mafe Romer and Coco Cabezas detail their journey from applying for Shark Tank to securing a $150,000 investment for 20% equity from Daniel Lubetzky. They discuss the rigorous application process, the intense preparation required for the pitch, and the logistical challenges of managing demand spikes while Mafe was five months pregnant and giving birth. The sisters also share insights on their expansion into major retailers like Walmart and Whole Foods, and the significant sales lift experienced post-airing.

## Outline

1. Introduction and Company Update
2. Shark Tank Application Process
3. Pitch Preparation and Taping Experience
4. Negotiating the Deal with Daniel Lubetzky
5. Demand Planning and Operational Prep
6. Post-Airing Sales Lift and Follow-up

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Toast It (company)
- Daniel Lubetzky (other)
- Kevin O'Leary (other)
- Camino Partners (company)
- Nopalera (company)
- Publix (company)
- Walmart (company)
- Whole Foods (company)
- Winn-Dixie (company)
- Arepas (product)
- Pan de bono bites (product)

## Related episodes from other shows

- [008: Temporary Face Masks & Surviving Shark Tank, Doug Marshall of The Game Face Company](https://hardwarepodcasts.com/podcast/product-startup/2016-05-17-008-temporary-face-masks-surviving-shark-tank-doug-marshall-of-the-game-face-com) (Product Startup)
- [Happy Family Organics: Shazi Visram (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-07-04-happy-family-organics-shazi-visram-2020) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)
- [Live Episode! Angie's BOOMCHICKAPOP: Angie & Dan Bastian (2019)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-21-live-episode-angies-boomchickapop-angie-dan-bastian-2019) (How I Built This)
- [Poppi: Allison and Stephen Ellsworth.  From Farmers Market Vinegar Drink to $2B Soda Sensation](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda) (How I Built This)

## Citing this page

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