New Italian takeaway concept Pizza Rossa is to open its first branch in London's Leadenhall Market, it has confirmed.
Aimed at time-poor City workers looking for a quick lunch, it will offer freshly-made, healthier pizzas "al taglio" (square, not round). The restaurant will aim to take 90 seconds from the original order to serving.
The company has worked to raise the profile of the square pizza concept, having instigated a #BeSquare social networking campaign that asked people to submit photos of their "favourite square item" in return for prizes. The #LoveSquarePizza poster campaign also invited people along to the launch and gave them a chance to win a £50 Pizza Rossa voucher.
The site will also give the first 300 visitors free slices of pizza on opening day, 6 June.
The news of the opening comes just over a month after the group announced plans to open three sites in the City of London following its success in crowd funding over £440,000 in just 17 days.
From Corrado Accardi, a London-based, Italian chartered engineer, the group had initially planned to raise £280,000 but managed to achieve 157% of its target from just over 100 people. It is thought to be a European record for a start-up business.
Chief executive Accardi explained that the pizzas were aiming to be the same quality as those from a high-end Italian delicatessen.
He said: "We aim to set high and new standards in takeaway pizza. Pizza is no longer regarded as junk food, but as a high quality option in the grab-and-go lunchtime market, because it provides a complete meal."