What: The fast growing pizza group has bagged a former shoeshop on the northern end of Shoreditch High Street.
Who: James and Thom Elliot’s Neapolitan pizza business started life in a van but the pair now runs five pizzerias plus a concession at crazy golf venue Swingers. The brothers’ fun loving spirit and willingness to be flexible with their concept (and their property choices) makes the brand one to watch.
The vibe: The small corner site has large floor-to-ceiling windows and a utilitarian, casual feel. The neighbours blocked the site’s alcohol licence so the restaurant is bring your own. The brothers have made the best out of a difficult situation, using BYOB as a point of difference. Those that want to drink alcohol must pay a £2.50 flat free, which is roughly the cash margin they make from selling a single bottle of beer. Ironically, the neighbour’s decision to deny the restaurant a licence could lead to more alcohol being consumed on the premises than at the pair’s other restaurants.
The menu: The food is a bit more creative than some Neapolitan pizzerias with toppings including aubergine parmigiana (roast aubergine, parmesan, baby plum tomatoes and garlic) and salsiccia e friarielli (white pizza with fresh fennel sausage, chilli, wild broccoli, parmesan, basil and olive oil).
And another thing: While you’re in the offie pick up a couple of chocolate bars. The chefs are willing to encase your favourites in pizza dough to make a dessert calzone (folded over pizza). Drifters and Lion bars work particularly well, we hear, although they say they’ll probably draw the line at Wham bars.