Coming up to a month since Pizza Rossa opened its doors at 4-12 Whittington Avenue, Leadenhall Market, EC3, on 6 June, the company is already reporting a successful start, set to increase in the weeks to come. Pizza Rossa specialises in gourmet-quality pizza al taglio– by the square slice – inspired by the street food vendors of Italy, freshly baked in 90 seconds for the time-poor City workers who demand speed, but also quality.

‘With any new operation and with a product made fresh every day, there is always the possibility that consistency may not be sustained’ says Pizza Rossa’s founder Corrado Accardi. ‘But as at today, we have not had a single complaint and we have served almost 5,000 slices of pizza, although we are only open Monday to Friday. We feel this is quite an achievement and speaks loudly about the quality, which is fast being aligned with foodies pizza’.

Pizza Rossa also reports a high level of repeat business, and the instant conversion from sampling to sale, with footfall increasing on a daily basis.

Pizza al taglio is an Italian urban concept embedded in the culture of city workers who want to eat quality, tasty, healthier food when time is short. It offers a delicious and healthier product, easy to eat on the go, conveniently available and served quickly – 90 seconds from ordering to eating it piping hot.  The dough is proven for up to 24 hours, making it highly digestible, lower in gluten, yeast and salt than other pizzas, with no sugar or preservatives (sugar is usually added to the dough to speed up the proving process and prepare pizza more quickly). There is a choice of 8-10 pizzas daily, different every day. Most vegetarian pizzas on the menu are under 300 calories per slice.

Pizza Rossa was the biggest crowd funding success of the latter part of 2013, breaking the European record for a start-up through equity based crowd funding. Two more venues are due to open in the months to come. www.pizzarossa.com   @pizzarossaUK  www.facebook.com/pizzarossa