Square is the new round as Pizza Rossa opens in London

Square is the new round when it comes to pizza, as PIZZA ROSSA, a crowd funded company specialising in gourmet-quality pizza al taglio – by the square slice – opens its first pop-up venue in London on Friday 6 June.

UPDATE: new branch opens its doors at 168 London Wall, London EC2M 5QD, on Thursday 20 November 2014. All veggie pizza is £2.69 a square slice and meat pizza between £2.69 and £2.99. ‘Monday Madness’ offers two slices of pizza for £2.99 and there is also a daily ‘Meal Deal’ at £4.99. Beside s pizza, there are baked Italian specialities such as home-made lasagne, aubergine parmigiana from £3.99, a selection of panini from £2.99 and rustic, wholesome salads. Pizza Rossa is the first company in the UK to introduce a loyalty scheme operated with an Oyster card, and offering an attractive range of rewards.

There’s nothing square about pizza, we’ve tried a slice or two and it’s delicious!

passion by the slice

Inspired by the street food vendors of Italy, Pizza Rossa is located at 4-12 Whittington Avenue, corner of Leadenhall St at Leadenhall Market, London EC3V 1AB, an area busy with the City’s workforce and visitors.

Pizza Rossa on the edge of Leadenhall Market

Pizza al taglio is an Italian urban concept embedded in the culture of City workers who want to eat quality, tasty, healthier food even when time is short – 90 seconds from placing your order to taking your first bite of piping hot deliciousness.

square pizza for the Square Mile of London

What makes this possible is the way the dough is mixed, in small batches, using a little known artisan proving process which can last for up to 24 hours. The dough is also vegan, with lower levels of gluten, yeast and salt than most pizzas, and contains no sugar or preservatives. This makes the pizza highly digestible and lower in calories.

What’s more, each square slice is well below 300 calories.

tomato salad with a crust!

Born from the creative thinking of Corrado Accardi, a London-based chartered engineer originally from Italy, Pizza Rossa has gone from ‘zero to hero’ in less than six months by raising, through crowd funding, 157% of the capital needed in less than half the time envisaged – £440,000 in 17 days from 119 people. The results broke the European record for a start-up through equity-based crowd funding.

From the much-loved Margherita to the unusual Goats Cheese with Walnut, Speck & Honey, the full menu will include dozens of pizzas. Every day 8-10 are selected and prepared fresh, so as to provide variety on a daily basis, along with the all-time favourites. The price is keen for such quality, starting at £2.95 per square slice for pizza rossato £3.95 for Melanzane e Ricotta (grilled aubergine and ricotta on a base of passata and mozzarella). Also on the menu is lasagne and baked parmigiana. All served with a drizzle of award-winning olive oil.