MADE OF DOUGH LTD.

Name

MADE OF DOUGH LTD.

Legal name

Made of dough ltd.

Website

https://madeofdough.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pizza Restaurants

NAICS

Commercial Bakeries (311812)

SIC

Bakery Products (2050)

akta.pro primary industry

Pizza QSR (THAFAAAB)

Keywords

• Wood fired pizza
• Pizzeria restaurants
• Event catering services
• Italian bar diner
• Branded merchandise sales

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pizza and Food Sales: Brick-and-mortar pizzerias in Peckham and Shoreditch serving wood-fired pizza and Italian food. Also includes the Palazzo Italian Bar & Diner location.
2. Event Catering: Mobile/travelling pizzeria catering for events of various sizes from 1 to 3000 people with full setup including sound system.
3. Merchandise Sales: Sale of branded merchandise including t-shirts (£28) and gift vouchers (£10) through e-commerce storefront.
4. Gift Vouchers: £10 vouchers redeemable at either pizzeria location, valid for 12 months from purchase date.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Made of Dough is a London-based artisan pizza company that operates wood-fired pizzerias in Peckham and Shoreditch, runs the Palazzo Italian Bar & Diner, and offers a mobile travelling pizzeria catering service for events of 1 to 3,000 people. The company sells branded merchandise including t-shirts and £10 gift vouchers redeemable at either pizzeria through its e-commerce storefront.

Product overview

MADE OF DOUGH is a London-based artisan pizza company offering wood-fired pizza through multiple channels: fixed pizzeria locations (Peckham and Shoreditch), the Palazzo Italian bar and diner, and a travelling/mobile pizzeria for events catering. The company also sells branded merchandise including T-shirts and gift vouchers. The core product is the wood-fired pizza, supported by catering services and retail merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Wood-Fired Pizza Artisan wood-fired pizza prepared using a flame-driven oven for fast cooking with premium produce, sold for dine-in and takeaway at the Peckham and Shoreditch pizzeria locations.
• Mobile Event Catering (Travelling Pizzeria) On-location wood-fired pizza catering service featuring a fully equipped mobile pizzeria with integrated sound system, capable of serving events ranging from 1 to 3,000 attendees.
• Palazzo Italian Bar & Diner Italian bar and diner at a separate London location (3-7 Church Road, SE19 2TF), offering full dining service with defined opening hours across the week.
• Branded Merchandise (T-Shirts) 100% cotton Dickies workwear T-shirts with screen-printed rear design and embroidered front-left logo, sold in Small, Medium, and Large sizes through the Made of Dough e-commerce store.
• £10 Made of Dough Gift Voucher £10 gift voucher redeemable at either the Peckham or Shoreditch pizzeria, valid for 12 months from purchase date and dispatched the day after purchase.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PalazzominorStrategic or Co-development PartnerPalazzo Italian Bar & Diner is located at 3-7 Church Road, SE19 2TF. It is cross-promoted on the Made of Dough website with its own website link and opening hours displayed. The relationship appears to be collaborative with shared branding and marketing.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Pizza Express: Large UK pizza chain with hundreds of locations nationwide. Operates in the same overall category but at vastly greater scale, providing a benchmark for category demand without direct niche overlap.
• MOD Pizza: Fast-casual pizza chain with UK locations focused on individual artisan-style pizzas. Broader incumbent in the same casual pizza dining space.
• Domino's Pizza UK: Dominant UK QSR pizza chain with national delivery infrastructure. Comparable as a category incumbent but operates in a fundamentally different segment (delivery-led, standardized product).

Direct peers

• Franco Manca: UK sourdough pizza chain with strong London presence and wood-fired ovens. Directly competes for the same artisan pizza customer and has scaled to multiple regions.
• Crust Bros: UK-based sourdough and wood-fired pizza operator with London presence. Overlaps on artisan positioning, dough fermentation approach, and casual dine-in experience.
• Firezza: London-based wood-fired pizza delivery brand serving a similar artisan customer segment. Comparable in product format, target market, and use of wood-fired cooking.
• Pizza Pilgrims: London-founded artisan pizzeria that also started as a mobile pizza operation before expanding into multiple UK brick-and-mortar locations. Closest conceptual peer due to shared origin story, wood-fired approach, and multi-channel strategy.
• Yard Sale Pizza: East London artisan wood-fired pizza operator with multiple locations and home-delivery focus. Directly comparable in scale, wood-fired method, and London neighborhood strategy.
• Homeslice: London-based wood-fired pizza restaurant and takeaway with multiple sites in the capital. Comparable in casual artisan positioning and London neighborhood targeting.

Others

• Patty & Bun: London casual dining brand operating in similar trendy neighborhoods with comparable scale and brand-led positioning. Not a direct competitor but comparable as a peer-scale London independent restaurant group.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/made-of-dough-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MADE OF DOUGH LTD.