Bad Boy Pizza Society

What Bad Boy Pizza Society does

Bad Boy Pizza Society (B.B.P.S.) is a London-based independent pizza restaurant group that operates four distinct sites across the city and runs a mobile festival catering operation. The company originated in 2018 as a parody University of Southampton society created by four founders (Josh, Sam, Charlie, and Hen) seeking discounted pizza deals, before evolving through lockdown-era home delivery using Ooni ovens into permanent London trading locations beginning with a Dinerama residency in Shoreditch in 2020.

The business operates a multi-format pizza model built around New York-style preparation using wood-fired and deck ovens, with format tailored to each site: 18-inch pies at the Bethnal Green flagship, 22-inch by-the-slice at Seven Dials Market in Covent Garden, 12-inch Neo-Neapolitan pies at the Vinegar Yard pizza shack near London Bridge, and 12-inch crispy personal pizzas at The Railway in Tulse Hill. Menus include sides, desserts, ice-cold beverages, and dietary accommodations (gluten-free, halal, vegan) at select sites. The signature Sausage Party Pizza won the National Pizza of the Year award in 2022 and again in 2024. Festival and event catering is supported by a custom 8-Ooni rig capable of producing over 200 pizzas per hour, deployed across London's music festival circuit.

Go-to-market is direct-to-consumer only, leveraging organic social (primarily Instagram), word-of-mouth from the founders' university community, press and earned media (including a Dave Portnoy review), and festival activations for acquisition. Distribution is entirely through owned physical sites and event-based mobile catering. Revenue is not disclosed, and the company appears founder-owned and bootstrapped with no external funding, no parent company, and no subsidiaries. Listed headcount is 7, suggesting a lean core team, with operational staffing likely supplemented at site level across the four locations.

Name

Bad Boy Pizza Society

Legal name

Bad Boy Pizza Society

Website

https://badboypizzasoc.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Bad Boy Pizza Society operates four New York-style pizza sites across London — Bethnal Green, Covent Garden (Seven Dials Market), London Bridge (Vinegar Yard), and Tulse Hill — plus a mobile festival catering rig, serving consumers seeking authentic NY-style pizza. Founded 2018 by four university friends; twice winner of National Pizza of the Year (2022, 2024).

Ownership category

akta.pro rank

Product category

Pizza Restaurants

NAICS

Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513), Mobile Food Services (722330)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

akta.pro secondary industry

Pizza QSR (THAFAAAB)

Keywords

• New York style pizza
• Pizza restaurant chain
• Wood-fired pizza
• Casual dining restaurants
• Festival food catering

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Pizza Service: Full-service restaurant dining with table service at Bethnal Green location, offering crispy 18-inch pies and ice-cold beverages
2. Grab-and-Go Slice Sales: Quick-service slice counters at Seven Dials Market serving 22-inch NY style pizza by the slice, targeting high foot-traffic locations
3. Takeaway Collection: Order for collection service at multiple locations, enabling customers to order ahead for pickup
4. Festival & Event Catering: Mobile pizza service at music festivals across London, with high-capacity oven rigs serving large volumes

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Bad Boy Pizza Society sells New York style pizzas across four London locations (Bethnal Green, Covent Garden, London Bridge, Tulse Hill) in distinct formats including 18-inch pies, 22-inch slices, and 12-inch pizzas, with dine-in service, grab-and-go slice counters, and takeaway collection. The company also operates mobile pizza catering at London music festivals using a custom high-capacity oven rig, and sells Italian American sides, desserts, and ice-cold beverages alongside its signature award-winning Sausage Party Pizza.

Product overview

Bad Boy Pizza Society is a London-based pizza restaurant group operating four distinct locations across the city. The company offers New York style pizzas in various formats: 18-inch pies at Bethnal Green, 22-inch slices at Seven Dials Market Covent Garden, 12-inch Neo-Neapolitan pizzas at Vinegar Yard, and 12-inch crispy pizzas at The Railway Tulse Hill. Their signature Sausage Party Pizza won National Pizza of the Year at the National Pizza Awards in 2022 and 2024. Menus include pizzas by the slice or whole pie, Italian American sides, desserts, and ice-cold beverages. Dietary accommodations including gluten-free, halal, and vegan options are available at select locations. Founded as a university society parody at the University of Southampton, the company evolved from pizza parties and pop-ups to permanent restaurant locations in London.

Differentiator

Problem solved

Functional benefit

Brands

• Bad Boy Pizzeria: 18 inch NY style pies, grab and go slices, beverages, and sides at Bethnal Green location
• Seven Dials Market
• The Railway
• Vinegar Yard

Products and services

• Bad Boy Pizzeria Bethnal Green Full-service pizzeria in Bethnal Green offering 18-inch New York style pies, lunch time slices, ice-cold beverages, sides, and desserts with dine-in seating. Dog-friendly venue serving the East London casual dining market.
• Seven Dials Market Slice Kitchen (Covent Garden) New York-inspired quick-service slice kitchen inside Seven Dials Market in Covent Garden, serving 22-inch New York style pizzas sold by the slice for the Central London lunch and tourist market.
• Vinegar Yard Pizza Shack (London Bridge) Outdoor courtyard pizza shack near The Shard in London Bridge serving 12-inch Neo-Neapolitan style pizzas from a custom wood-fired oven, serving the central London casual dining and tourist market.
• The Railway Tulse Hill South London restaurant location at The Railway serving 12-inch New York style personal pizzas cooked at lower temperatures in a large deck oven for extra crispiness, bold flavors, and a perfect snap in every bite.
• Festival & Event Mobile Catering Mobile pizza catering service operating at major London music festivals using a custom 8 Ooni pro pizza oven rig capable of producing over 200 pizzas per hour, serving festival attendees at scale.
• Sausage Party Pizza (signature menu item) Signature sausage pizza that was named National Pizza of the Year at the National Pizza Awards in both 2022 and 2024, available across all BBPS locations for limited periods.

Quantifiable outcome

• National Pizza of the Year 2022 & 2024

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Seven Dials Market (KERB)coreChannel Partner/ Reseller/ DistributorAwarded a permanent spot at Seven Dials Market in Covent Garden after persistent outreach for over a year. Operate NY style 22-inch pizza slice counter within the market hall. Major milestone in B.B.P.S history that launched them into street food spotlight.
• Vinegar YardcoreChannel Partner/ Reseller/ DistributorConverted storage cupboard into pizza shack with custom wood-fired oven. Landmark moment that put B.B.P.S name on the map in central London. Remained at Vinegar Yard for over a year serving Neo-Neapolitan style pizzas.
• DineramaminorChannel Partner/ Reseller/ DistributorFirst major London food market trading opportunity at outdoor food hall in Shoreditch during lockdown easing. 10-week residency that validated demand for their pizzas and demonstrated business potential.
• Next Door RecordsminorChannel Partner/ Reseller/ DistributorThree-month residency at record shop/bar in Shepherds Bush where they first developed their New York style extra large pies concept. Later returned for '12 Inch' collaborative residency tying in with 12-inch records.

Scale indicators2 records

Recent moves10 records

Expansion highlights2 records

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/badboypizzasoc
• LinkedInlinkedin.com/company/bad-boy-pizza-society

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bad Boy Pizza Society