Pizza Pilgrims to rebrand its Finsbury Park Slice restaurant
The Finsbury Park venue was the first permanent location for Slice following the spin-off brand’s success first at Wilderness festival and later as a pop up on London’s Southbank. However, the company says that the 50-cover restaurant, which serves New York style pizza by the 12-inch slice or by the metre, is not suited to the more grab and go Slice format and that it would be rebranded in line with the group’s existing estate.
Writing on Instagram it says: “August last year we opened a little pizza joint in Finsbury Park and she. was. glorious. Giant slices of jalapeño popper & penne alla vodka and aperol spritz slushies. Thing is… it hasn’t ever really worked bizniz wise. Our hunch is people don’t want pizza by the slice to eat in - they want to grab and go and be free!”
The transformation will take about six weeks, according to the company.
The move doesn’t mean the end for Slice, though. Pizza Pilgrims also operates a Slice at crazy golf brand Swingers’ West End venue that is more suited to the grab and go model and which it says is working well. It also says that “Slice is not dead” and that it will instead be “taking a different route” with plans to bring it festivals across the UK. "It started at Wilderness so that makes sense."
