After announcing the opening of its fifth site in Battersea Rise, Four Hundred Rabbits Sourdough Pizza has ambitions to keep growing in London’s residential neighbourhoods and prove it is a safe bet for investers during a tough financial period, says co-founder Duncan Edwards.

The South London based brand was founded in 2015 by brothers Daniel and Duncan Edwards and is targeting expansion in the core area as it makes its debut in a SW postcode this week.

The group’s original Crystal Palace site continues to be “a great performer”, Edwards tells MCA, adding that the brand will remain “very neighbourhood based” with no current plans to move into central London.

After closing its 2016 Nunhead site, Edwards said future openings are less likely to pop up in “up-and-coming” neighbourhoods.

“In the current financial climate, I think they may stagnate a little bit and not grow in the same way you’ve seen Peckham or Brixton,” he says. 

“That is less likely to happen when people are struggling with mortgage payments – the upwards trend is probably going to slow down is our gut feeling”.

He adds that the next step is to go to another area like Battersea Rise – “something with higher rent but with more potential.”

Four Hundred Rabbits also has ambitions to build on its gelato concept which started in lockdown, with the possibility of creating a standalone brand and entering the retail space - “we could potentially even do gelato shops as well” says Edwards.

Currently self-funded, the brand has always had aims to reach five sites before seeking out outside investment.

“But then Covid and the credit crunch happened. I think investors are now holding back and it doesn’t feel like a great time to be getting investment”.

Proving it is a “safe bet” through riding through a tough financial period, Four Hundred Rabbits plans to then grow from 5 to 10 sites after an increase in capital investment.

Edwards hopes that retaining a low-price point on menu items will also insulate the business in the face of current cost-of-living concerns.

“Our Margherita pizza is still below £10 which is becoming quite a rarity in London- that’s what hopefully is going to be to our advantage in the next year or so.”

“We are really focusing on giving great service and even though it’s a low spend- making sure that people have a great experience.”