Water filtration the key to authentic New York pizza

Ain't nothing cheesy about these pizzas

The Spiel: "Bringing an authentic American experience into downtown Notting Hill."

Which means: The Mulberry team uses water that has been filtered and tested to match New York water samples, which, says the owner, ensures an authentic New York City pizza experience.

Who's behind it? Maria O'Connor, local resident and entrepreneur, who has had experience in catering, marketing promotions and hospitality.

Would like to find: "I'm really happy with things at the moment, but we would really like to add delivery within the next two weeks to just make things bigger and better,"

says O'Connor.

Would suit: Pizzeria lovers from all walks of life, either looking for a sit-down meal or a slice to go that's ready to be folded in half.

"Whether you're a city banker or a worker in the local shops, you can come in and have a full-blown meal or pick up a slice and be on your way. It really is the local pizzeria for the neighbourhood."

Ideal site: O'Connor says her current location, 1,900sq.ft with 95 covers, is her ideal site. "It's perfect. I just love it."

Why will the concept work?

"Most New York pizzerias are grungy, white-tiled, hole-in-thewall type places. I want to deliver the same delicious food you can find in New York pizza places but in a more hip and comfortable environment," says O'Connor.

Future plans: O'Connor hopes they will be able to roll out the concept as a boutique chain that really maintains the character of the original. "It's what will set it apart from other local pizzeria chains."

Where? 84 Westbourne Grove, London W2. 020 7313 6789 mulberrystreet.co.uk