Pizza Fella… a street food business that started from a vintage Citroen H van in 2014 and then decided to put down roots and open a proper permanent pizzeria at the end of last year.
We’ve followed their journey from the beginning, chasing them around the festival circuit and raving about their amazingly authentic Neapolitan pizzas to anyone who’d listen. So, we were naturally stoked when they chose Content Soup to help them launch their new residence on Vicar Lane, and make them the hottest spot in town.
Pizza Fella had already gathered the start of a cult following during their first year on the road. Miles and Helen, the owners, had been to Naples and decided they wanted to bring a slice of it back to Yorkshire. Her, a fashionable food marketer, him, a home chef with a passion for pizza, the couple put their savings into buying a cool street food van they named Claude and off they went, serving the best pizzas around and getting back-to-back bookings for events and weddings in and around Leeds.
Neither had any restaurant experience, but harboured a dream to have their own place one day. After plenty of time on the road, they realised there were no other wood fired pizzerias in Leeds city centre, and decided to open the first before someone else did.
They chose 114-116 Vicar Lane as their new permanent home, an old sex shop in an increasingly up and coming area of the city centre, which they transformed into a 60-cover pizzeria.
Content Soup ran a series of preview evenings for carefully selected influencers, making sure anyone who was anyone attended and told their social communities about it before the official opening. That peaked interest and made sure the pizzeria had queues down the road on opening day.
The good news is, it’s stayed that way pretty much ever since – helped along by continuous five-star reviews on social media, double page spreads in the local media talking about how good it is, and countless mentions in media round-ups of the top pizza places in the UK / coolest eateries in Leeds / cheapest nights out. We even secured a big feature interview in national newspaper The I, documenting Pizza Fella’s rise from street food van to permanent pizzeria, and a piece in BBC Good Food magazine describing it as an absolute must-try.
Pizza Fella’s been a dream to work on, because it’s one of those brands that’s genuinely authentic and good. If you’ve not been, who even are you?! Our recommendation is the number two (good old Margharita) and number eight (spicy sausage). You can thank us later.
Got a venue that needs some PR love? Let’s talk (over a pizza)! firstname.lastname@example.org / 0113 397 9892.