HOMESLICE PIZZA
Homeslice Pizza is a privately owned London restaurant group founded in 2011, operating three wood-fired pizza locations (Neal's Yard, City, Marylebone) serving individual consumers, corporate catering clients, and private events.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What HOMESLICE PIZZA does
Homeslice Pizza is a privately owned London restaurant group founded in 2011 by brothers Mark and Alan Wogan. The business began as a mobile wood-fired pizza operation at London Fields Brewery, sold out within hours, and built early traction via street food markets and festivals (Street Feast, Kerb, Frieze) before opening its first permanent restaurant at 13 Neal's Yard in early 2013. The group has since expanded to three London locations: Neal's Yard (walk-in only), City on Queen Street (reservations via SevenRooms), and Marylebone. All sites use wood-fired ovens as the core cooking technology, which also char vegetables and cook meats for toppings, supporting an integrated production model with in-house sauces and mozzarella sourced twice-weekly fresh from Naples.
The commercial model spans four revenue streams: full-service dine-in at three sites, takeaway and delivery (20-inch and 12-inch pizzas) via third-party platforms (Deliveroo, Ordit, Storekit) and direct phone ordering, corporate and private-event catering operated from the City and Neal's Yard locations, and digital gift vouchers sold online through Giftpro from £10. A discretionary 13.5% service charge is applied. Customers are primarily individual London consumers seeking casual dining, with secondary segments in corporate/office catering and private event catering. Marketing is concentrated on Instagram (@homesliceLDN), an email newsletter offering a free slice incentive, and website content.
The company is founder-owned with no disclosed external investment, parent entity, or institutional shareholders. There are no disclosed revenue figures, headcount, or cap table. Operational tooling is limited to standard hospitality integrations (SevenRooms, Giftpro) with no disclosed AI, proprietary software platforms, API products, or international footprint beyond London.
HOMESLICE PIZZA firmographics
Firmographics- Name
- HOMESLICE PIZZA
- Legal name
- Homeslice Pizza
- Website
- https://homeslicepizza.co.uk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Homeslice Pizza is a privately owned London restaurant group founded in 2011, operating three wood-fired pizza locations (Neal's Yard, City, Marylebone) serving individual consumers, corporate catering clients, and private events.
- Ownership category
- akta.pro rank
HOMESLICE PIZZA industry classification
Industry- Product category
- Casual Dining Pizzeria
- NAICS
- Full-Service Restaurants (722511), Limited-Service Restaurants (722513), Restaurants and Other Eating Places (7225), Food Services and Drinking Places (722)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Pizza Fast Casual (THAFABAB)
- akta.pro secondary industries
- Brasseries, Bistros & Trattorias (THAFACAI), Pizza QSR (THAFAAAB)
Keywords
Where HOMESLICE PIZZA is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
HOMESLICE PIZZA business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Restaurant Dine-In: Full-service restaurant experience at three London locations with table reservations and walk-in service.
- Delivery and Takeaway: 20-inch and 12-inch pizza delivery and collection through third-party platforms (Deliveroo, Storekit, Ordit) and direct phone orders.
- Catering Services: Corporate event catering and office lunch catering services from City and Neal's Yard locations.
- Gift Vouchers: Digital gift vouchers sold online from £10, available for purchase through giftpro.co.uk.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gift Vouchers |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
HOMESLICE PIZZA product offering
Product offeringCore offering
Homeslice Pizza operates casual pizzerias in London serving wood-fired, Neapolitan-style pizzas made with fresh, seasonal ingredients sourced from Naples and across Italy. The company offers dine-in service, takeaway, home delivery, corporate and private event catering, and gift vouchers across three London locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Dine-in restaurant service Casual sit-down pizza dining across three London locations in the City, Neal's Yard, and Marylebone, serving wood-fired Neapolitan-style pizzas in a whole-pie sharing format.
Quantifiable outcome
- Sold out first event within hours at London Fields Brewery launch in 2011
Companies that use HOMESLICE PIZZA
Customer profileSegments3 records
Ideal customer profiles2 records
HOMESLICE PIZZA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
HOMESLICE PIZZA partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Street FeastminorStreet food market organizer where Homeslice sold slices early in their history before establishing permanent locations.
- KerbminorStreet food market operator where Homeslice served at markets and events.
- FriezeminorArt fair where Homeslice served pizza during events.
- Kings Cross Filling StationminorVenue residency in 2012 that provided early bricks-and-mortar experience before the first permanent location opened.
- DeliveroocoreThird-party delivery partner for Neal's Yard location, enabling pizza delivery to customers.
- OrditcoreThird-party ordering platform for City location delivery services.
- StorekitcoreThird-party delivery platform for both City and Neal's Yard catering orders.
- SevenRoomscoreReservation management platform used for City location bookings.
- Camden Town BreweryminorDraft lager supplier - Camden Town Brewery Lager served on tap alongside rotating bottled craft beer selection.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
HOMESLICE PIZZA competitors and assessment
Company assessmentDirect peers
- Yard Sale Pizza: London-based independent pizzeria with multiple locations, wood-fired pizzas, and delivery — operates in the same East/Central London catchments and target demographic as Homeslice.
- Sodo Pizza: Wood-fired sourdough pizza operator in London with a comparable premium-ingredient, neighbourhood-restaurant positioning and delivery/takeaway offering.
- Santa Maria: London Neapolitan pizzeria chain with wood-fired ovens, focused on authentic Italian ingredients. Comparable menu positioning, London multi-site footprint, and dine-in plus delivery model.
- Franco Manca: UK sourdough pizza chain with multiple London locations serving Neapolitan-style pizzas at a similar price point. Most direct comparable on cuisine, format, and London-centric footprint.
- Pizza Pilgrims: London-founded Neapolitan pizzeria with wood-fired oven cooking, multiple sites across London and the UK, plus a wholesale retail product line — directly comparable concept, scale, and growth trajectory.
Broad incumbents
- Pizza Express: Large UK-wide pizza restaurant chain with hundreds of sites including deep London penetration. Overlapping pizza category but broader, more casual positioning and corporate scale.
- ASK Italian: National UK Italian casual dining chain with full table service and pizza-led menu; competes for similar dinner occasion and corporate lunch spend but at broader scale.
- Zizzi: UK-wide Italian casual dining chain with pizza-heavy menu, dine-in plus delivery. Comparable customer occasion but larger, more standardized operator.
Emerging players
- Four Hundred Rabbits: Independent London sourdough pizzeria focused on craft beer pairing; competes in the same premium-ingredient, neighbourhood-diner segment with a slightly more niche positioning.
- Radio Alice: London sourdough pizza restaurant group with a small number of sites, offering Neapolitan-style pizzas in a sit-down format — comparable emerging premium-pizza operator in the same market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
HOMESLICE PIZZA social profiles
Digital presenceHOMESLICE PIZZA financial estimates
Financial estimateRevenue estimate
Valuation estimate
HOMESLICE PIZZA leadership team
Management profileNumber of profiles
Profiles2 records
HOMESLICE PIZZA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HOMESLICE PIZZA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HOMESLICE PIZZA
What does HOMESLICE PIZZA do?
Homeslice Pizza operates casual pizzerias in London serving wood-fired, Neapolitan-style pizzas made with fresh, seasonal ingredients sourced from Naples and across Italy. The company offers dine-in service, takeaway, home delivery, corporate and private event catering, and gift vouchers across three London locations.
Is HOMESLICE PIZZA a public or private company?
HOMESLICE PIZZA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HOMESLICE PIZZA founded?
HOMESLICE PIZZA was founded in 2011. It employs 51 to 100 people.
Where is HOMESLICE PIZZA based?
HOMESLICE PIZZA is headquartered in London, United Kingdom, in the Europe region.
How does HOMESLICE PIZZA make money?
Four revenue lines are on record. Restaurant Dine-In is the primary driver. The others are delivery and Takeaway, catering Services and gift Vouchers.
Who are HOMESLICE PIZZA's main competitors?
Direct peers on record are Yard Sale Pizza, Sodo Pizza, Santa Maria, Franco Manca and Pizza Pilgrims. Broad incumbents are Pizza Express, ASK Italian and Zizzi. Emerging players are Four Hundred Rabbits and Radio Alice.
Does HOMESLICE PIZZA have an API?
No public API is recorded for HOMESLICE PIZZA.
What industry is HOMESLICE PIZZA in?
HOMESLICE PIZZA's product category is Casual Dining Pizzeria. Its primary akta.pro industry code is THAFABAB, Pizza Fast Casual, with a secondary code of THAFACAI, Brasseries, Bistros & Trattorias. Its NAICS code is 722511 and its SIC code is 5812.