800° Degrees Pizza plans to open a further two sites in London within the next three months, with the aim of expanding its estate in “residentially dense” areas, CEO Tommy Lee tells MCA.
The 35-strong California-based pizzeria, which also has sites in Japan and Singapore, launched its first Europe site at Gravity Wandsworth in partnership with multibrand kitchen operator Reef Technologies this month.
While dine-in remains the main proportion of sales, the rise of delivery post-pandemic means the brand is also keen to expand through delivery kitchens, according to Lee.
“As our brand grows along with Reef, people can get to know us and then we can connect with other partners,” he says. “We’re also looking to expand further in Europe and get into the Middle East.
“We have the desire and need to go into locations that are residentially dense.”
The chain will look to expand to other cities, as well as franchise in France, Spain, and other European countries after it establishes a presence in London.
The Reef partnership offers it the ability to keep costs down while building the brand.
“There are multiple brands using the utilities in one location, so it’s a more efficient model,” Lee adds. “Reef also turns places into community hubs.”
While it offers a variety of crusts in the US – from Neapolitan style to American style – the offer in the UK will focus on American-style pizza with thicker dough. The business is also working to ensure its products stand up well to delivery.
“We’re in the middle of the price range for pizza in London,” Lee says. “It may cost a bit more than some alternatives, but our recipes are crafted from scratch and we’re not going to give in to lower quality in the name of saving money.
“We’re working with third party delivery apps to manage quality expectations efficiently from kitchen to guest.”
