Zia Lucia - Genuine Pizza
Zia Lucia is a privately held UK pizzeria chain operating 9 locations across London and Reading, founded in 2016 by Italian co-founders. It serves individual diners, families, and corporate clients with 4-variant 48-hour slow-fermented dough pizzas baked in Neapolitan wood-fired ovens, complemented by delivery, masterclasses, and corporate dining.
- Company typePrivate
- Founded2016
- HeadquartersAldgate East, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Zia Lucia - Genuine Pizza does
Zia Lucia is a UK-based pizzeria chain operating 9 restaurants across London and Reading, founded in 2016 by Italian co-founders Claudio and Gianluca. The company centres its menu on four variants of 48-hour slow-fermented dough — traditional Neapolitan, vegetable charcoal (black), wholemeal, and gluten-free — baked in hand-crafted wood-fired ovens imported from Naples. The chain has earned international recognition, ranking 30th in the 50 Top Pizza global guide in 2025 (up from 38th in 2023) and winning the UK National Pizza Award for its signature Arianna Sbagliata on black dough.
The revenue model spans dine-in restaurant sales, third-party delivery (Deliveroo, UberEats, JustEat), proprietary online ordering via Slerp, and adjacent revenue streams including corporate dining packages (Team Lunch £110, Department Deal £175, All Hands Meeting £320), pizza masterclasses (£45-£55/person), kids' pizza-making parties, and venue hire. The Islington location operates a co-branded menu with Berto Pasta, offering four types of handmade pasta alongside the four dough variants. The company uses a loyalty and rewards app to drive repeat visits and integrates ResDiary for reservations.
Zia Lucia is privately held with no institutional investors or parent company disclosed. With 42 employees across 9 sites, the business targets a horizontally segmented customer base — individual diners, families, corporate clients, and event/catering buyers — and combines physical retail, digital ordering, third-party delivery aggregators, and experience-based offerings to diversify revenue beyond a single dine-in transaction model.
Zia Lucia - Genuine Pizza firmographics
Firmographics- Name
- Zia Lucia - Genuine Pizza
- Legal name
- Zia Lucia
- Website
- https://zialucia.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Zia Lucia is a privately held UK pizzeria chain operating 9 locations across London and Reading, founded in 2016 by Italian co-founders. It serves individual diners, families, and corporate clients with 4-variant 48-hour slow-fermented dough pizzas baked in Neapolitan wood-fired ovens, complemented by delivery, masterclasses, and corporate dining.
- Ownership category
- akta.pro rank
Zia Lucia - Genuine Pizza industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Limited-Service Restaurants (722513), Caterers (72232)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Pizza Fast Casual (THAFABAB)
Keywords
Where Zia Lucia - Genuine Pizza is headquartered
LocationHeadquarters
- HQ city
- Aldgate East
- HQ country
- United Kingdom
- HQ region
- Europe
Offices9 records
Markets served
Zia Lucia - Genuine Pizza business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Dine-in Restaurant Sales: Revenue from customers dining at one of nine restaurant locations across London and Reading. Core business model for a neighbourhood pizzeria.
- Delivery and Takeaway: Pizza delivery and takeaway orders placed via third-party platforms (Deliveroo, UberEats, JustEat) and proprietary online ordering system.
- Corporate Dining and Catering: Team dining experiences, pizza masterclasses, office catering, and venue hire services for corporate events and celebrations.
- Experiences and Events: Pizza masterclasses, kids' pizza making parties, and venue hire generating additional revenue through experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Pizza Masterclass Experience |
| Other | Pay-as-you-go | Team Table A |
| Other | Pay-as-you-go | Team Table B |
| Other | Pay-as-you-go | Team Table C |
| Unit Pricing | Pay-as-you-go | Team Lunch (6 people) |
| Unit Pricing | Pay-as-you-go | Department Deal (10 people) |
| Unit Pricing | Pay-as-you-go | All Hands Meeting (20 people) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Zia Lucia - Genuine Pizza product offering
Product offeringCore offering
Zia Lucia operates a multi-location neighbourhood pizzeria chain serving authentic Italian pizza built around four types of 48-hour slow-fermented dough (traditional, vegetable charcoal/black, wholemeal, gluten-free) cooked in hand-crafted wood-fired ovens from Naples. The company runs nine restaurants across London and Reading, supplemented by third-party delivery, proprietary online ordering, corporate dining/catering, masterclasses, kids' pizza-making parties, venue hire, and a loyalty app.
Product overview
Zia Lucia is a neighbourhood pizzeria chain serving authentic Italian pizza through a multi-location restaurant network. The core offering consists of wood- and gas-fired pizzas available in four distinctive 48-hour slow-fermented dough varieties: traditional Neapolitan, vegetable charcoal (black), wholemeal, and gluten-free. The company differentiates through its signature dough system and has been recognised internationally (ranked 30th Best Pizza in the World by 50 Top Pizza in 2025). Beyond dine-in pizza service, the product portfolio includes corporate dining packages, interactive Pizza Masterclasses for team building and events, children's pizza-making parties, office catering, venue hire for private events, gift cards, and a loyalty app. The Islington location features a partnership with Berto Pasta offering handmade pasta alongside pizza options. All locations integrate with major delivery platforms (Deliveroo, UberEats, JustEat) and online ordering via Slerp, with table reservations through Resdiary.
Differentiator
Problem solved
Functional benefit
Products and services
- Pizza Dining (Dine-in Core Offering) Authentic Italian pizzas available across four types of 48-hour slow-fermented dough (traditional, vegetable charcoal/black, wholemeal, gluten-free), cooked in wood- and gas-fired ovens, served for dine-in across nine UK locations. For individual consumers and families seeking casual Italian dining.
- Pizza Masterclasses Interactive pizza-making sessions guided by expert chefs where participants learn to stretch, top, and bake pizza the Zia way, including a welcome drink and hands-on pizza creation. Priced at £45-£55 per person. Designed for team bonding, celebrations, and corporate events.
- Kids' Pizza Making Party Children's pizza-making party experience where kids roll and shape their own dough, pile on cheese, and create their own dream pizza. Includes ice-cream, drink, face painting, and balloon art. Available at all locations except Wembley. Targeted at families hosting children's birthday parties and celebrations.
- Corporate Dining A bundle of corporate-focused offerings including team dining with customised experiences, pizza masterclasses, office catering, and venue hire. Designed for businesses seeking team engagement activities, catering for meetings, and event venues in London and Reading.
- Office Catering Catering packages for team lunches and meetings, with three standard SKUs: Team Lunch for 6 people at £110 (£18/pp), Department Deal for 10 people at £175 (£17.50/pp), and All Hands Meeting for 20 people at £320 (£16/pp). Optional tiramisu tray available. Targeted at London and Reading offices needing reliable corporate catering.
- Venue Hire Semi-private and full-venue hire for gatherings and celebrations at Zia Lucia locations, with capacities ranging from 26 to 92 guests depending on the venue. Targeted at customers hosting private parties and corporate events.
- Team Dining Packages Group dining packages with set menus accommodating 20-50+ guests. Team Table A at £25/person (shared starters, pizza, soft drinks), Team Table B at £35/person (shared starters, pizza, dessert, soft drinks), and Team Table C at £45/person (welcome spritz, shared starters, pizza, dessert, soft drinks). Targeted at corporate and large-group dining.
- Gift Cards Physical or digital gift cards that allow recipients to enjoy Zia Lucia pizza and experiences. Available for purchase across all locations.
- Loyalty & Rewards App Mobile application offering exclusive offers, rewards, and birthday treats for loyal Zia Lucia customers. Supports repeat-visit engagement and direct marketing to consumer diners.
- Berto Pasta Partnership Menu (Islington) Combined food offering at the Islington location featuring 4 types of Berto Pasta handmade pasta alongside Zia Lucia's 4 types of pizza doughs, all freshly handmade onsite daily. Includes signature items like black pasta and black pizza. Targeted at diners seeking both pasta and pizza in one venue.
Companies that use Zia Lucia - Genuine Pizza
Customer profileSegments3 records
Ideal customer profiles3 records
Zia Lucia - Genuine Pizza technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration30 records
Feature1 record
Zia Lucia - Genuine Pizza partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Berto PastacoreZia Lucia and Berto Pasta have teamed up at the Islington location to offer 1 combined menu with 4 types of handmade pasta and 4 types of pizza doughs. All freshly handmade onsite, everyday. Customers can try both the black pasta and black pizza. 8 types of dough total.
- DeliveroocoreThird-party food delivery partner for pizza delivery across all locations.
- UberEatscoreThird-party food delivery partner for pizza delivery across all locations.
- JustEatcoreThird-party food delivery partner for pizza delivery across all locations.
- BoxPark (Wembley)minorLocated inside BoxPark Wembley food & drinks hall, operating within their food court concept with 20+ food operators, music, events and entertainment activities.
Scale indicators4 records
Recent moves8 records
Expansion highlights6 records
Zia Lucia - Genuine Pizza competitors and assessment
Company assessmentDirect peers
- Pizza Pilgrims: London-based Neapolitan-style pizzeria chain founded by two Italian brothers. Closely comparable to Zia Lucia on heritage founders, wood-fired Neapolitan method, multiple London sites, and similar dine-in + delivery model.
- Crust Bros: London sourdough pizza chain with multiple sites, deep pan and Roman-style offerings. Comparable on dough-led product proposition, dine-in casual format, and central London real estate footprint.
- Yard Sale Pizza: London craft pizza chain with neighbourhood sites and strong delivery presence. Comparable to Zia Lucia on product, customer segment, and multi-channel distribution including Deliveroo/UberEats.
- Franco Manca: UK's largest sourdough Neapolitan pizza chain (parent: Fulham Shore), with 70+ sites. Most direct comparable to Zia Lucia on dough-led differentiation, neighbourhood positioning, and price-point — though materially larger and publicly listed.
- Homeslice: London-based artisanal pizza restaurant group serving 20-inch wood-fired pies. Direct peer on format, target demographic, and premium casual positioning in central London neighbourhoods.
- Pizza Union: London fast-casual Neapolitan pizza chain offering authentic pizza at value price points. Direct competitor on product category, location profile (City/East London), and dine-in + delivery channel mix.
Broad incumbents
- Pizza Express: UK's largest mainstream pizza chain with hundreds of sites. Broader incumbent in the same product category serving similar customers, but operates at mass-market rather than artisanal positioning and does not specialise in Neapolitan/slow-fermented dough.
- ASK Italian: Established UK Italian casual dining chain. Comparable on cuisine category and casual full-service format, but significantly broader menu and lower price-point positioning than Zia Lucia.
- Vapiano: European fresh-pasta-and-pizza casual dining chain. Overlapping with Zia Lucia on Italian casual dining category and Berto Pasta-style offerings, though broader menu and larger-format sites.
Others
- Berto Pasta: Artisanal fresh pasta partner co-located with Zia Lucia's Islington restaurant. Not a direct competitor — included as an adjacent/partner relationship demonstrating Zia Lucia's pasta-format extension strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Zia Lucia - Genuine Pizza social profiles
Digital presenceZia Lucia - Genuine Pizza financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zia Lucia - Genuine Pizza leadership team
Management profileNumber of profiles
Profiles2 records
Zia Lucia - Genuine Pizza funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zia Lucia - Genuine 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 Zia Lucia - Genuine Pizza
What does Zia Lucia - Genuine Pizza do?
Zia Lucia operates a multi-location neighbourhood pizzeria chain serving authentic Italian pizza built around four types of 48-hour slow-fermented dough (traditional, vegetable charcoal/black, wholemeal, gluten-free) cooked in hand-crafted wood-fired ovens from Naples. The company runs nine restaurants across London and Reading, supplemented by third-party delivery, proprietary online ordering, corporate dining/catering, masterclasses, kids' pizza-making parties, venue hire, and a loyalty app.
Is Zia Lucia - Genuine Pizza a public or private company?
Zia Lucia - Genuine Pizza is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Zia Lucia - Genuine Pizza founded?
Zia Lucia - Genuine Pizza was founded in 2016. It employs 11 to 50 people.
Where is Zia Lucia - Genuine Pizza based?
Zia Lucia - Genuine Pizza is headquartered in Aldgate East, United Kingdom, in the Europe region.
How does Zia Lucia - Genuine Pizza make money?
Four revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are delivery and Takeaway, corporate Dining and Catering and experiences and Events.
Who are Zia Lucia - Genuine Pizza's main competitors?
Direct peers on record are Pizza Pilgrims, Crust Bros, Yard Sale Pizza, Franco Manca, Homeslice and Pizza Union. Broad incumbents are Pizza Express, ASK Italian and Vapiano. Berto Pasta is listed as an others.
Does Zia Lucia - Genuine Pizza have an API?
No public API is recorded for Zia Lucia - Genuine Pizza.
What industry is Zia Lucia - Genuine Pizza in?
Zia Lucia - Genuine Pizza's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFABAB, Pizza Fast Casual. Its NAICS code is 722513 and its SIC code is 5810.