The new shop opens following the company’s second crowdfunding campaign to aid its expansion plans, which overreached its target of £150,000 a week before it was due to finish in January this year.
Alongside larger versions of the brands best selling pizzas, including Ham and Mushroom; Jalapeño and Pepperoni; Four Seasons; and Margherita, the Shoreditch site will also serve home-made Meat Lasagne and Aubergine Parmigiana.
Designed to offer a healthier alternative to conventional pizza, the dough is created using very small amounts of yeast and salt – making it vegan, lower in gluten, light and easily digestible.
“We are extending beyond the City to reach the young and trendy crowd that makes up Shoreditch, not only at lunchtime but also in the evening, when casual diners and hungry club goers are looking for quick, tasty grub,” said Pizza Rossa founder Corrado Accardi.
“Our pizza al taglio – by the square slice – is inspired by the street food vendors of Italy, and it is a high quality artisan food. The Pump at Shoreditch is the ideal venue to offer this street treat, thus expanding our core offer and bringing a new dimension to the company as we grow," he said.
Pizza Rossa at The Pump Shoreditch will open seven days a week at 168 - 175 Shoreditch High Street, London from 14 May.