MOD Pizza UK, the Sir Charles Dunstone-backed concept, is gearing up for further expansion after experiencing growth across the majority of its existing estate and trialling a new hybrid format, MCA has learnt.

John Nelson, chief executive of MOD Pizza UK, said the company had experienced “significant growth” at four of its existing five sites here, and was now looking at securing sites for its next tranche of 10 openings over the next year.

Nelson said the majority of the next set of openings would be within the M25, with a site in the Borehamwood shopping scheme already secured.

He said that research the brand had carried out showed that the concept did not work at its best in destination locations but when the group the proposition and location right, 20% of consumers returned every two weeks.

At the same time, the company has been trialling a new service format in its Leicester Square and Nottingham sites, where staff greet guests and seat them and then they go up and order.

Nelson said: “What we found is that the UK consumer is not ready for the US fast casual version of ordering, which is queue first, then sit down, so we have been playing with the model and the results have been good.”

MOD also operates sites in Leeds, Brighton and Gateshead in the UK.

It will celebrate the first anniversary of its debut in the UK next Wednesday by offering free pizzas and salads across all five of its UK sites.