The 10 Cases
Yellow Door Eats is a family-run pizza business in Hethersett, Norwich, offering Neapolitan-style wood-fired pizzas for collection, local delivery within five miles of NR9 3DH, and mobile event catering across Norfolk and Suffolk.
- Company typePrivate
- Founded2020
- HeadquartersHethersett, Norwich, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The 10 Cases does
Yellow Door Eats is a family-run pizza business established in 2020 and based in Hethersett, Norwich, Norfolk. It operates the Hethersett Pizza Kitchen, serving Neapolitan-style wood-fired pizzas for collection and local delivery within a 5-mile radius of NR9 3DH, and runs a mobile pizza trailer for on-site event catering across Norfolk and Suffolk. The operation is led by Lisa and Dan with their children Maisie and Albert, drawing on 30+ years of combined prior catering experience.
The product is built around a specific ingredient stack: imported Italian 00 flour for a double-proofed dough, San Marzano tomatoes, and Fior Di Latte mozzarella, finished in a wood-fired oven. Main pizzas are priced at £13-£16, with delivery fees of £3.50-£5 depending on distance. The menu rotates weekly, and a part-baked pizza line extends the product surface into at-home consumption. Operating hours shown are limited (Saturday 4-8pm), and ordering is conducted via the website and Facebook.
Revenue is generated through three channels: collection orders from the Hethersett kitchen, local delivery within the 5-mile radius, and event catering via the mobile trailer at private functions and pop-up venues including Flint Vineyard, Home Farm Gin, and Watton Sports. There are no disclosed funding rounds, enterprise contracts, or external hires; the business is family-operated with no headcount expansion signals beyond intra-family additions.
The 10 Cases firmographics
Firmographics- Name
- The 10 Cases
- Legal name
- Yellow Door Eats
- Website
- https://the10cases.co.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Yellow Door Eats is a family-run pizza business in Hethersett, Norwich, offering Neapolitan-style wood-fired pizzas for collection, local delivery within five miles of NR9 3DH, and mobile event catering across Norfolk and Suffolk.
- Ownership category
- akta.pro rank
The 10 Cases industry classification
Industry- Product category
- Food Service — Pizza and Catering
- NAICS
- Limited-Service Restaurants (722513), Caterers (72232), Mobile Food Services (72233)
- SIC
- Retail-Eating Places (5812), Food And Kindred Products (2000)
- akta.pro primary industry
- Pizza Fast Casual (THAFABAB)
- akta.pro secondary industry
- Full-Service Catering (Off-Premise) (HSACAGAA)
Keywords
Where The 10 Cases is headquartered
LocationHeadquarters
- HQ city
- Hethersett, Norwich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
The 10 Cases business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales
Revenue model
- Hethersett Pizza Kitchen Sales: Collection and delivery of freshly made pizzas from Hethersett location. Orders placed via text with secure pay-link payment. Gluten free base available at additional cost. Minimum £30 food order for delivery.
- Event Catering: Mobile pizza trailer hire for weddings, parties and events across Norfolk and Suffolk. Includes 50% non-refundable deposit to secure booking, balance due 8 weeks before event. Package includes oven, equipment, staff, insurance and travel costs.
- Dutch Pancakes: Bitesize pancakes as dessert option for events, minimum 50 portions, priced per portion with sauce and topping choices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Main Pizzas - £13 to £16 |
| Unit Pricing | Pay-as-you-go | Salads and Sides - £8.45 to £12 |
| Unit Pricing | Pay-as-you-go | Desserts - £9 to £12 |
| Usage-based | Pay-as-you-go | Delivery Fee - £3.50 to £5 |
| Other | Multi-year contract | Event Catering - Quote-based |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
The 10 Cases product offering
Product offeringCore offering
Family-run wood-fired Neapolitan pizza business offering freshly made pizzas for collection and local delivery from the Hethersett Pizza Kitchen in Norwich, plus mobile pizza trailer catering for weddings, parties and events across Norfolk and Suffolk. Supporting offerings include part-baked pizzas for at-home finishing, salads, garlic breads, dough balls, dessert pizzas and Dutch pancakes. Orders are placed via text or call, with payment via secure pay-link.
Product overview
Yellow Door Eats operates as a dual-offering pizza business: the Hethersett Pizza Kitchen provides freshly made wood-fired Neapolitan pizzas for collection and delivery, while the Event Hire service brings a mobile pizza trailer with full setup to weddings and events across Norfolk and Suffolk. The core product is their handmade double-proofed dough using Italian 00 flour, San Marzano tomatoes, and Fior Di Latte mozzarella, cooked in a British-made wood-fired oven. Supporting products include part-baked pizzas for home cooking, salads, garlic breads, dough balls, and dessert pizzas. Event catering can be extended with Dutch pancakes and various salad options. The business is family-run by Lisa and Dan, joined by their children Maisie and Albert.
Differentiator
Problem solved
Functional benefit
Products and services
- Hethersett Pizza Kitchen — Collection & Delivery Freshly baked Neapolitan-style wood-fired pizzas available for collection from the Hethersett NR9 3DH location and local delivery within a 5-mile radius. Serving times 4-8pm. Orders placed via text message with secure pay-link payment. Targets local residents seeking quality artisan pizza.
- Event Hire Catering (Mobile Pizza Trailer) Mobile pizza trailer catering service for weddings, parties, and events across Norfolk and Suffolk. Includes a converted horse-box trailer with wood-fired oven, serving tables, wooden boards, food signage, plates, napkins, wooden cutlery, staff, insurance, and travel costs. Unlimited pizza service typically for 2-4 hours. Requires a 50% non-refundable deposit at booking, balance due 8 weeks before event. Setup requires approximately 3m x 6m of firm ground, electricity access, and toilet access for staff. Vegan options available with 48 hours' notice; gluten-free not supported due to flour cross-contamination.
- Part-Baked Pizzas Pizzas prepared in the usual manner but with a slightly undercooked base, then cooled, wrapped and boxed for customers to finish at home in a conventional oven in 3-5 minutes. Extends pizza availability beyond normal serving hours. Available via text order from Hethersett Pizza Kitchen.
- Dutch Pancakes (Event Catering Add-on) Bitesize Dutch-style pancakes with customizable sauce and topping options, available as an add-on dessert for event catering. Minimum order 50 portions, priced per portion.
Quantifiable outcome
- Five-star hygiene rating achieved
- +1 more outcomes
Companies that use The 10 Cases
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
The 10 Cases technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The 10 Cases partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor.
- QuasarminorAffiliated business listed on Yellow Door Eats website. Norwich-based business with link displayed on affiliated businesses page.
- Morley Village HallminorAffiliated business listed on Yellow Door Eats website. Village hall venue potentially used for events.
- Crusaders RugbyminorAffiliated business listed on Yellow Door Eats website. Rugby club venue potentially used for pop-up events.
- Skillcraft ProductsminorAffiliated business listed on Yellow Door Eats website. Supplier relationship for products.
- Glazing VisionminorAffiliated business listed on Yellow Door Eats website. Supplier or partner relationship.
- Flint VineyardminorRegular pop-up event venue partner in Bungay. Yellow Door Eats runs pop-up pizza events at this venue.
- Home Farm GinminorPop-up event venue partner in Hethersett. Yellow Door Eats hosts pizza events at this location.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
The 10 Cases competitors and assessment
Company assessmentBroad incumbents
- Pizza Express: Long-established UK pizza restaurant chain offering casual Italian dining. Comparable as a broad incumbent in UK pizza, with overlapping customer base for casual dining occasions.
- Domino's Pizza: UK's largest pizza delivery chain. Comparable only as a broad incumbent defining consumer expectations around pizza delivery, against which Yellow Door Eats positions on quality rather than speed or price.
Direct peers
- Franco Manca: UK sourdough/pizza fast-casual chain operating neighbourhood pizzerias with wood-fired ovens. Closely comparable in product (Neapolitan-style pizza), price point and collection/dine-in model, though at substantially larger scale.
- Yard Sale Pizza: London-based independent pizza operator with collection and delivery focus on sourdough/Neapolitan-style pizzas. Closely comparable GTM motion (collection + local delivery) and price band.
- Pizza Pilgrims: London-founded Neapolitan pizza restaurant group with a strong event and catering arm (including pizza van hire). Directly comparable on Neapolitan technique, ingredient sourcing and event-catering offering.
- Proove Pizza: UK mobile wood-fired pizza catering operator serving weddings, parties and corporate events. Closely comparable to Yellow Door Eats' event-hire arm on service format, theatre-style preparation and target customer (UK event organisers).
- Homeslice: UK pizza casual-dining brand offering Neapolitan-style 20-inch pizzas. Comparable in product category, artisanal positioning and premium pricing, though primarily London-based.
Emerging players
- The Dusty Knuckle: East Anglian bakery and pizzeria producing sourdough-based pizza. Comparable in regional East Anglian location, artisanal positioning and use of high-quality ingredients for collection/local customers.
- The Wandering Pizza Co: UK mobile wood-fired pizza caterer focused on weddings and private events. Comparable on the mobile-event-catering format and ingredient-forward positioning, with broader UK coverage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The 10 Cases social profiles
Digital presenceThe 10 Cases financial estimates
Financial estimateRevenue estimate
Valuation estimate
The 10 Cases leadership team
Management profileNumber of profiles
Profiles4 records
The 10 Cases funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The 10 Cases 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 The 10 Cases
What does The 10 Cases do?
Family-run wood-fired Neapolitan pizza business offering freshly made pizzas for collection and local delivery from the Hethersett Pizza Kitchen in Norwich, plus mobile pizza trailer catering for weddings, parties and events across Norfolk and Suffolk. Supporting offerings include part-baked pizzas for at-home finishing, salads, garlic breads, dough balls, dessert pizzas and Dutch pancakes. Orders are placed via text or call, with payment via secure pay-link.
Is The 10 Cases a public or private company?
The 10 Cases is a private company. It is classified as family owned and is currently operating.
When was The 10 Cases founded?
The 10 Cases was founded in 2020. It employs 11 to 50 people.
Where is The 10 Cases based?
The 10 Cases is headquartered in Hethersett, Norwich, United Kingdom, in the Europe region.
How does The 10 Cases make money?
Three revenue lines are on record. Hethersett Pizza Kitchen Sales are the primary driver. The others are event Catering and dutch Pancakes.
Who are The 10 Cases's main competitors?
Broad incumbents on record are Pizza Express and Domino's Pizza. Direct peers are Franco Manca, Yard Sale Pizza, Pizza Pilgrims, Proove Pizza and Homeslice. Emerging players are The Dusty Knuckle and The Wandering Pizza Co.
Does The 10 Cases have an API?
No public API is recorded for The 10 Cases.
What industry is The 10 Cases in?
The 10 Cases's product category is Food Service — Pizza and Catering. Its primary akta.pro industry code is THAFABAB, Pizza Fast Casual, with a secondary code of HSACAGAA, Full-Service Catering (Off-Premise). Its NAICS code is 722513 and its SIC code is 5812.