Opening its first venue on Friday 6 June as a pop-up in the City, Pizza Rossa, the award-winning company born out of crowd funding and specialising in gourmet-quality pizza al taglio – by the square slice – is already set for expansion. The pop-up is located at 4-12 Whittington Avenue, corner of Leadenhall St at Leadenhall Market, London EC3V 1AB, an area with high footfall and visibility.
Delicious and healthier
Pizza al taglio is an Italian urban concept imbedded in the culture of city workers who want to eat quality, tasty, healthier food when time is short. Initially aimed at the time poor workers of London’s Square Mile, Pizza Rossa offers a delicious and healthier product, easy to eat on the go, conveniently available and served quickly – 90 seconds from ordering to eating it piping hot.
Square not round
During May, the pre-opening #besquare social media campaign invited people to submit pictures of their favourite square item in return for prizes. With almost 500 entries via facebook and twitter, the campaign closes this week just ahead of the opening. This was followed by #lovesquarepizza site poster invitation for a chance to win a £50 voucher to be used at Pizza Rossa, underpinning the message that pizza al taglio is square, not round.
On the opening day, Pizza Rossa will give slices of square pizza for free to the first 300 people visiting in response to a local marketing campaign currently underway.
12 outlets within 5 years
Already a member of the Sustainable Restaurant Association (SRA), the company will create at least 15 jobs in the next few months and run at least 12 outlets within five years. Pizza Rossa is entering a buoyant market, where there is plenty of room for growth: the pizza market has grown 4.2% in the past year and is now worth £876m (Horizon, Feb. 2014).
Two permanent Pizza Rossa outlets are due to open in the City between summer and autumn.
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