Well Oiled started life as a pop-up and has now attracted investment from pub and brewery-sector entrepreneur Ed Mason.
Offering both slices and whole pizzas, Well Oiled will be located within Mason’s most recent pub project, The Meanwood Tavern.
The new business will take an ‘omni-channel approach’, selling its pizza via dine-in, click and collect, self-fulfilled delivery, and third party delivery.
Newman says that Detroit pizza is currently the fastest growing pizza trend in the US and is just starting to 'trickle' into the UK.
“Following two years of development and pop ups, we couldn’t think of a better partnership than with Ed and his team to launch Well Oiled. We’re the first to market here in Leeds and we plan quite quickly to drive suburban interest before setting up shop in the city centre next year.”
Baked in rectangular steel pans imported from the US, Well Oiled’s Detroit pizzas are made using a focaccia-style dough and feature ‘plentiful premium toppings from local British producers and house-made fermented and pickled ingredients’.
Newman is currently looking to expand Well Oiled into Leeds city centre in 2023, and plans to grow the brand to five sites over the next few years.