As the Neapolitan pizza concept gears up for a flurry of openings in the coming weeks, Rudy’s Pizza Napoletana MD, Neal Bates, says the brand is currently concentrating its efforts on developing a strong London estate.
Bates is “excited” to compete with some of the capital’s best pizza operators and will now aim to add another four or five sites in the city next year.
The Manchester-born brand opened the original Rudy’s in Ancoats, in 2015.
After revealing a new “private pizza basement” in the heart of Soho, Rudy’s will open another two London restaurants next month, located on Shoreditch High Street, and close to Tottenham Court Road, Fitzrovia.
The pizza brand, which is owned by Mission Mars, will also open a new site in Nottingham city centre, later this month.
“The next focus really will be to get a nice little group of pizzerias in London”, Bates tells MCA.
With several pizzerias “in legals”, the brand is also nearing completion for an opportunity in Spitalfields.
Nationally, the c24 site-strong business, has plans to open another eight to ten sites in 2024.
The managing director says that “the beauty” of the capital is not only heightened footfall, but also the “huge number of brilliant operators from a casual dining, and pizza point of view.”
“There’s lots of great people doing really well, and to be part of that is exciting.”
He adds, “You need to remain consistent and high quality, because you know people will only give you one chance.”
With a wider focus on major UK cities, the brand’s growth strategy sees it open in central locations, creating secondary opportunities in suburbs and outskirts.
“We’ve done that already in Manchester and in Liverpool.
“We will look to continue filling out around those cities and looking at other possibilities in new cities, whether it be Newcastle, Bristol, or Glasgow.”
Bates describes the current property market as “fairly buoyant”.
“There are tons of opportunities, especially in suburbs. Cities have become a little bit more difficult.”
As it scales, Rudy’s is focused on retaining a clear brand identity.
“I see so many brands out there that try to grow quickly and sometimes they can lose a little bit of their personality, or that independent feel.”
“What we’re really keen to do is to keep hold of as much of that as we possibly can, down to the design of the pizzerias - trying to make sure that they feel local.”
Developing clusters across major cities including Birmingham and Leeds, is also allowing the brand to grow loyalty.
“The name of Rudy’s is growing a little bit more now, and that is another one of the beauties of being able to open more pizzerias.
This also aids team development, with Rudy’s, “big on succession planning”.
Under multi-concept Mission Mars, Bates says “we’ve got a brilliant support team”.
“What we’ve had to do for the brand evolution is make sure that we have got an infrastructure in place, to make sure that continues.
“Constantly looking to see where there is areas to improve”, Bates explains the brand also rotates its specials every six weeks.
With recent additions including Triple Pepperoni with Stracciatella and Chilli Honey, it is important for the brand to keep the menu “fresh and alive”, whilst maintaining its Neapolitan traditions.
“There’s a lot of other brands out there that are trying some brilliant ideas. We’ve stayed traditionally near Neapolitan.”
He adds, “This is the core of our success and our business - we’re not looking to change that.”
“Making sure it’s amazing quality and great value for money, always looking at flavours and ingredients and how we can improve those.
Its restaurants offer a number of pizzas under £10, and a “competitively priced” drinks offering.
“Cost-of-living pressures are just making sure that we remain really competitive in our marketplace”, says Bates.
Though lunchtime remains the hardest day part during the week, Rudy’s has seen Thursdays become “busier than ever”, despite no drop off on Friday’s.
The integration of Uber Eats into the business, two months ago, has also been positive, he adds. Earlier this year the brand also relaunched its ”bake-at-home” range, Rudy’s at Home, after its success during lockdown.
“20% of our overall weekly sales are between Deliveroo, Uber and collection - which has been a real game changer for us.”
