As hospitality operators continue to look for menu formats that combine quality, flexibility and operational convenience, Di Marco is building the UK foodservice opportunity for authentic Pinsa. With its distinctive Roman heritage, crisp exterior and soft, light, airy centre, Pinsa offers operators a product with an identity of its own rather than simply another take on conventional pizza.
For chefs, one of the biggest strengths is versatility. Pinsa can be interpreted through an individual kitchen’s cuisine and style, giving operators the freedom to take it from a simple Margherita or ingredient-led combinations through to more technical premium creations and even sweet toppings. The breadth means it can work across different menu positions and occasions while still giving chefs room to make their product their own.
The third-generation family business is the original creator of Pinsa, developed by master baker Corrado Di Marco in 2001. Today, Di Marco supplies its Pinsa bases internationally while retaining the production methods and recipe that established the category more than 25 years ago.
Di Marco will demonstrate the foodservice potential of Pinsa at The Italian Food Show on 29 September 2026 at London’s Royal Horticultural Halls, where the supplier will showcase its Classic Pinsa Romana and Multigrain Pinsa Romana bases.
The company will be joined by Michelin-starred chef Martina Caruso, head chef of Signum restaurant, located inside the hotel of the same name on the beautiful island of Salina (Sicily), who has developed a selection of recipes specifically for the event. These include an Aeolian-inspired Pinsa topped with tomato, aubergine, almonds, baked ricotta, anchovies and capers; a more refined combination of black truffle, chicken broth, prawns and preserved lemon; and a plant-forward recipe featuring hummus, confit cherry tomatoes and caper leaves. The dishes are examples of how Pinsa can become a canvas for a chef’s own food style, rather than a fixed-format pizza.
For caterers, restaurants, pubs and hospitality groups, the proposition is designed to offer a quality yet convenient product without requiring operators to produce the dough from scratch. The ready-to-use format gives kitchens a consistent base while leaving the menu positioning and creativity in the restaurant’s hands. For busy kitchens, Di Marco offers its Pinsa bases in chilled, ambient and frozen formats for foodservice, helping operators introduce the speciality while maintaining flexibility around toppings and menu positioning.
The product itself is made using a proprietary blend of wheat, soy and rice flours together with Di Marco’s closely guarded mother dough. High hydration and a leavening process of up to 72 hours create the light, airy texture and crisp exterior associated with authentic Pinsa, while its oval shape gives operators an immediately recognisable point of difference on the plate.
That combination of product consistency and menu versatility is central to Di Marco’s foodservice offering. Pinsa can be served across lunch, dinner and aperitivo occasions, used for sharing, and finished with ease using either savoury or sweet toppings. This gives chefs the freedom to position it in different ways across a menu, from approachable Italian classics through to more premium signature dishes.
For operators seeking to broaden their Italian or pizza offering, Di Marco also brings the reassurance of an established international supplier, exporting to more than 60 countries across Europe, Asia, the USA and Australia. According to Di Marco, demand is continuing to grow internationally, with the UK among the markets increasingly embracing the format.
For Di Marco, The Italian Food Show is also an opportunity to engage directly with UK hospitality operators and demonstrate how Pinsa can work across different menu styles and service occasions.
Vincenzo Carafa, Marketing Manager at Di Marco, said the business wants to help more UK operators discover the product’s “quality, versatility and authentic Roman heritage” as demand for the category grows.
With operators under pressure to balance differentiation with consistency and ease of execution, Di Marco is positioning Pinsa as a practical route into a more premium pizza offering. By supplying a ready-to-use base that can easily just be topped and baked with holds a strong provenance story and considerable scope for chef creativity, the company is aiming to make authentic Pinsa an increasingly accessible option for UK foodservice.
