• Anyone who needs free food can get it throughout January, thanks to Pure Pizza owner Marc Wilkinson’s commitment to helping locals cope with the high cost of living.
  • To get a free pizza, customers just have to provide Pure Pizza with a valid mobile phone number.

Pure Pizza claims to have the largest oven capacity of any pizza delivery company in Edinburgh, Scotland. And with great capacity, owner Marc Wilkinson believes, comes great responsibility.

As the BBC reports, Wilkinson is giving away free pizza to anyone who wants it throughout January, strictly as an act of kindness.

“Altruism is something that really interests me, so I wanted to try it,” Wilkinson told the BBC.

Free pies will be given to anyone who visits his shop on Morningside Drive this month except between the rush hours of 5:30 and 7:30 p.m. In return, all the recipients have to do is provide a valid mobile phone number.

“I hope my idea doesn’t get out of hand, but I’m not going to start asking for proof of address,” Wilkinson said. “They won’t have to bring in a council tax bill with their address on it.”

Wilkinson considers the pizza giveaway to be a “win-win-win for everyone.” He noted, “The customers benefit, the suppliers benefit, and my team of chefs benefit as it gives them more hours of work.”

According to Pure Pizza’s website, the pizzeria’s ovens can cook 18 pizzas every six minutes. “I keep hearing about how the cost of living is affecting so many people,” he told the BBC, “and I just thought that my ovens are running all day anyway, so they may as well be working at full capacity all day if it helps people.”

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