Purezza
Purezza is a UK vegan restaurant chain operating as the UK's first vegan pizzeria, founded in 2015 in Brighton with locations in Camden and Manchester. It serves plant-based Italian cuisine using proprietary 48-hour fermented sourdough, in-house vegan cheeses, and a gluten-free Freedom Dough to general diners, families, gluten-free customers, and corporate groups.
- Company typePrivate
- Founded2015
- HeadquartersBrighton, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Purezza does
Purezza Limited is a privately-held UK restaurant company founded in Brighton in 2015 by Tim Barclay, Stefania Evangelisti, and Filippo Rosato, operating what is marketed as the UK's first vegan pizzeria. The company runs three restaurant locations in Brighton (Kemptown), London (Camden Town), and Manchester (Northern Quarter), serving Italian-inspired plant-based cuisine including hand-stretched sourdough pizzas, pasta, salads, and desserts. Its core technical differentiators are proprietary: a 48-hour fermented organic sourdough base, an in-house vegan Mozzella and Stracciatella produced at its own cheese cellar facility, and the proprietary gluten-free Freedom Dough — together enabling 98% of the menu to be gluten-free or optionally gluten-free. The 2023 acquisition of La Fauxmagerie extends vertical integration into upstream vegan cheese production, and the Cheese Cellar experiential concept in Camden's basement adds a premium tasting and events revenue stream.
Purezza generates revenue primarily through dine-in restaurant transactions across its three UK sites, supplemented by click-and-collect online ordering and home delivery fulfilled via a Deliveroo channel partnership. A 12.5% discretionary service charge is added across all locations. Additional revenue streams include gift cards (redeemable across Purezza, The Cheese Cellar, Saporia Deli, and Happy Maki sub-brands), Cheese Cellar tasting menus priced at £35 for two courses with optional £7.50 wine/beer pairing add-ons, and group/private event bookings for up to 45 guests. Pricing is positioned at mid-market restaurant levels with extensive promotional infrastructure: Happy Hour deals, weekday lunch specials (£10 for a 7-inch pizza), kids-eat-free for under-10s, and 15% discounts for NHS, Blue Light, and student segments.
The customer base is entirely consumer-facing (D2C) and broad-based across multiple personas: general diners, families with children, gluten-free and coeliac customers, dog owners (with a dedicated dog menu), and corporate/private event groups. Marketing combines owned digital channels (website, email newsletter, social media) with experiential events (weekly quiz nights, cheese and wine tastings), delivery aggregator partnerships (Deliveroo), reservation platform integration (OpenTable), and seasonal campaigns including Veganuary activations in partnership with PETA. Sustainability is positioned as a central brand pillar: 100% renewable electricity, zero-landfill-waste operations, plant-based leather seating from recycled bottles, hemp plaster walls, and an 88% carbon-saving cooking oil-to-biodiesel partnership with Olleco.
Purezza firmographics
Firmographics- Name
- Purezza
- Legal name
- Purezza Limited
- Website
- http://purezza.co.uk/
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Purezza is a UK vegan restaurant chain operating as the UK's first vegan pizzeria, founded in 2015 in Brighton with locations in Camden and Manchester. It serves plant-based Italian cuisine using proprietary 48-hour fermented sourdough, in-house vegan cheeses, and a gluten-free Freedom Dough to general diners, families, gluten-free customers, and corporate groups.
- Ownership category
- akta.pro rank
Purezza industry classification
Industry- Product category
- Vegan Restaurant
- NAICS
- Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Plant-Based & Vegan Fast Casual (THAFABAK)
- akta.pro secondary industries
- Vegan/Allergen-Free Dessert Shops (THAFAGAL), Dessert Cafes (Coffee + Desserts) (THAFADAH)
Keywords
Where Purezza is headquartered
LocationHeadquarters
- HQ city
- Brighton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Purezza business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Dine-in Restaurant Sales: Purezza operates dine-in restaurant services at three UK locations. Revenue is generated from food and beverage sales at the point of service. The company adds a discretionary 12.5% service charge across all sites.
- Online Ordering and Delivery: Online ordering for click & collect and home delivery. Collection orders placed directly via website; delivery orders fulfilled through Deliveroo partnership where Purezza acts as agent. Minimum order values may apply with additional delivery charges.
- Gift Cards: Gift cards sold for use at Purezza, The Cheese Cellar, Deli, Saporia or Happy Maki locations. Gift cards are valid for 1 year and can be redeemed in-store only.
- Cheese & Wine Tasting Events: Set menu dining experience at The Cheese Cellar venue. £35 for two courses with wine/beer tasting add-ons at £7.50 per person.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard menu pricing with promotional Happy Hour deals |
| Unit Pricing | Pay-as-you-go | Lunch Menu Deals |
| Unit Pricing | Pay-as-you-go | Cheese Cellar Tasting Experience |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Purezza product offering
Product offeringCore offering
Purezza operates multi-location Italian-inspired vegan restaurants serving plant-based pizza, pasta, salads, and desserts, anchored by proprietary 48-hour fermented sourdough dough and in-house made vegan cheeses. The business also runs adjacent concepts including The Cheese Cellar tasting venue, Happy Maki sushi, Saporia Deli, and supports online ordering, click-and-collect, home delivery via Deliveroo, and gift card sales.
Product overview
Purezza is a multi-location vegan restaurant chain operating as the UK's first vegan pizzeria, founded in 2015 in Brighton and expanded to Camden and Manchester. The company offers a unified platform of Italian-inspired plant-based dining experiences, anchored by hand-stretched sourdough pizzas made with proprietary Freedom Dough (gluten-free option) and house-made vegan cheeses including Mozzarella and Stracciatella. The product portfolio spans three core restaurant brands (Purezza, The Cheese Cellar, Happy Maki, Saporia Deli) complemented by ancillary offerings including gift cards, online ordering with Deliveroo delivery integration, cheese and wine tasting experiences, quiz nights, and specialised Dog and Kids menus. All locations share the same commitment to sustainability and plant-based protein, with the majority of menu items gluten-free by default.
Differentiator
Problem solved
Functional benefit
Products and services
- Purezza Restaurant (Dine-in Experience) Multi-location Italian-inspired vegan pizzeria offering hand-stretched sourdough pizzas, pasta, salads, burgers, and desserts to dine-in customers in Brighton, Camden, and Manchester.
- Freedom Dough Gluten-Free Pizza Proprietary gluten-free sourdough pizza dough offered as a base option across all menu items, designed to replicate the texture of conventional dough for coeliac and gluten-sensitive diners.
- Sourdough Pizza Range
- The Cheese Cellar Tasting Experience Curated vegan cheese and wine tasting evenings offering small-batch vegan wines paired with traditionally fermented Fauxmage and mould-ripened cheese varieties, with a set menu priced at £35 for two courses.
- Gift Cards
- Happy Maki (Vegan Sushi)
- Saporia Deli
- Dog Menu
- Kids Menu
- The Big Vegan Quiz
- Online Ordering (Click & Collect and Delivery)
Quantifiable outcome
- 41.7% smaller volume of greenhouse gases compared to meat-based food production
- +1 more outcomes
Companies that use Purezza
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Purezza technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Purezza partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- La VieminorExclusive partnership with French plant-based meat brand La Vie for product launches. La Vie launched the UK's first vegan salami sticks with support from an out-of-home campaign in partnership with PETA, timed for Veganuary. Purezza will feature La Vie products exclusively starting January 19.
- DeliveroocoreDelivery service partnership where Deliveroo provides technical assistance for the ordering website and delivery services. Purezza acts as agent in relation to delivery services. Customers need a Deliveroo account for delivery orders.
- Recorraminor
- Albion Wasteminor
- OllecominorConverts used cooking oil into biodiesel, creating an 88% carbon saving compared to fossil diesel. This partnership turns potential waste into green energy.
- Brighton GinminorLocal gin supplier for Purezza Brighton, supporting local businesses that share the same ethos.
- Vitality HempminorLocal supplier partner for Purezza Brighton, providing sustainable ingredients.
- TG FruitsminorLocally-based fruit and vegetable supplier for Purezza Brighton, ensuring fresh, local produce.
- Brighton Wood StoreminorLocal supplier of 100% reclaimed wood for Purezza Brighton's tables and seating, sourced locally.
- Sustainable Wine SolutionsminorPartnership to offer finest organic wine from independent winemakers in Italy and Spain. Bottles are recyclable and can be refilled.
- OpenTablecoreThird-party reservation platform for online table bookings at all Purezza locations.
- PETAminorPartnership for out-of-home campaigns supporting product launches such as Veganuary initiatives.
Scale indicators5 records
Recent moves10 records
Expansion highlights6 records
Purezza competitors and assessment
Company assessmentDirect peers
- The Gate: London vegetarian restaurant group with multiple locations. Direct peer in plant-based casual dining, comparable upscale-casual format and customer demographic.
- Neat Burger: UK plant-based QSR chain co-founded with Lewis Hamilton. Direct peer as a UK-based, fully vegan restaurant brand targeting health- and sustainability-conscious consumers in a similar fast-casual format.
- Mildreds: London-based vegetarian and vegan restaurant group with multiple sites. Direct peer in plant-based casual dining with comparable menu breadth and demographic targeting of plant-forward urban diners.
- By Chloe: Plant-based casual-dining chain with UK locations offering vegan pizzas, pastas, and burgers. Closely comparable menu structure, price point, and target customer as Purezza in the plant-based fast-casual category.
Broad incumbents
- Pizza Pilgrims: UK sourdough pizza chain with multiple locations and recent expansion. Comparable artisanal pizza positioning, sourdough-based menu, and casual-dining format, though not vegan.
- Pizza Express: Large UK pizza restaurant chain with vegan mozzarella pizza options and broad dine-in footprint. Comparable pizza category and casual-dining format at materially larger scale.
- Franco Manca: UK sourdough pizza chain with a national footprint and slow-rise sourdough bases. Comparable artisanal pizza model and casual-dining positioning, though not vegan.
- Wagamama: Major UK pan-Asian restaurant chain with extensive plant-based and vegan options. Comparable casual-dining scale and demographic, though broader cuisine and not exclusively plant-based.
- Zizzi: UK Italian restaurant chain offering pizzas and pasta with a developed vegan menu. Comparable Italian cuisine focus and casual-dining format, broader menu and larger scale than Purezza.
Emerging players
- Allplants: UK plant-based ready-meal delivery brand. Adjacent competitor capturing plant-based dining occasions at home, competing for share of plant-based food spending though not operating in the dine-in format.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Purezza social profiles
Digital presencePurezza financial estimates
Financial estimateRevenue estimate
Valuation estimate
Purezza leadership team
Management profileNumber of profiles
Profiles3 records
Purezza funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Purezza M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Purezza
What does Purezza do?
Purezza operates multi-location Italian-inspired vegan restaurants serving plant-based pizza, pasta, salads, and desserts, anchored by proprietary 48-hour fermented sourdough dough and in-house made vegan cheeses. The business also runs adjacent concepts including The Cheese Cellar tasting venue, Happy Maki sushi, Saporia Deli, and supports online ordering, click-and-collect, home delivery via Deliveroo, and gift card sales.
Is Purezza a public or private company?
Purezza is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Purezza founded?
Purezza was founded in 2015. It employs 51 to 100 people.
Where is Purezza based?
Purezza is headquartered in Brighton, United Kingdom, in the Europe region.
How does Purezza make money?
Four revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are online Ordering and Delivery, gift Cards and cheese & Wine Tasting Events.
Who are Purezza's main competitors?
Direct peers on record are The Gate, Neat Burger, Mildreds and By Chloe. Broad incumbents are Pizza Pilgrims, Pizza Express, Franco Manca, Wagamama and Zizzi. Allplants is listed as an emerging player.
Does Purezza have an API?
No public API is recorded for Purezza.
What industry is Purezza in?
Purezza's product category is Vegan Restaurant. Its primary akta.pro industry code is THAFABAK, Plant-Based & Vegan Fast Casual, with a secondary code of THAFAGAL, Vegan/Allergen-Free Dessert Shops. Its NAICS code is 72251 and its SIC code is 2000.