Up-and-coming casual dining chain Pizza Rossa has struck a deal that will take it into the motorway service station sector for the first time.
The brand, which operates restaurants in Leadenhall and Shoreditch, has agreed to launch new sites at Welcome Break’s Watford Gap hub on the M1 and Norton Canes on the M6 toll after partnering with Roadchef.
The first new restaurant will be located within the Fresh Food Cafe at the Watford Gap service station.
“We’re delighted to be introducing Pizza Rossa to our Watford Gap and Norton Canes sites,” stated Simon Turl, chief executive of Roadchef, which is well-known for working with brands such as Burger King, KFC, Krispy Kreme and Starbucks. “We have analysed the wants and needs of our customers and this new outlet will be a fantastic fit in our Fresh Food Cafe.”
He added: “Good quality food on-the-go, served at speed, is a key focus for us at Roadchef. Our aim is to ensure customers have a pleasant trip to all our service areas and it’s great to now offer even more healthy options to our visitors.”
Pizza Rossa has quickly built up a reputation for serving high quality pizza by the square slice, inspired by the street food vendors of Italy.
Its pizza is freshly made daily, with dough mixed in small batches using a little known artisan proving process which can last up to 24 hours. The dough is vegan, with lower levels of gluten, yeast and salt than most pizzas, and contains no sugar or preservatives.
Earlier this year the company launched a crowdfunding campaign that saw it reach its target of £160,000. The capital is being used to support expansion opportunities, including a presence at street markets and food festivals, and the development of a franchised model. It has already added a new range of grab-and-go foods to its menu.
Pizza Rossa founder, Corrado Accardi, said the Roadchef agreement was an important step for the company. “Serving high quality, gourmet pizza is our passion and we’re able to provide this with minimal wait time, making this offering ideal for a service station environment,” he commented.