Pizza Toscana to debut in London on 30 November

28/11/2016
Pizza Toscana, born in the heart of Florence and now set to debut in the heart of London’s Wardour Street on 30 November, is the idea which became a brand. Italian restaurateur Stefano Cresci and owner of La Bussola, Florence’s most historical and oldest restaurant since 1960, was one of the first to realise that high quality pizza would become one of Italy’s preferred restaurant dishes.

With a menu already reflecting Tuscany’s rich heritage and quality produce, pizza at La Bussola was always a dish which was given the same care and attention as any other menu item. Evolving the idea of quality pizza and using exclusively Tuscan ingredients – pecorino cheese instead of mozzarella and chopped Costoluto Fiorentino tomatoes instead of passata as the base for other Tuscan toppings, and extra virgin Tuscan olive oil, Cresci started to experiment and created a core of five pizzas which could be described as 100 percent Tuscan, a real ‘pizza Toscana’.
Known to this day as Pizza No 1, 2, 3, 4 and 5, these typical, un-named and unmatched creations practically became an overnight success and not just with the locals, but with an international clientele. Cresci was often asked when he would bring the idea to London, where high quality pizza has carved a niche sector. With his international outlook, Cresci realised that the time was right to tap the UK market. Setting out to find a restaurant which had similar values to La Bussola in Florence, he came across La Scala in Wardour Street, for many years family-owned and run, and serving traditional, high quality Italian food, which has now been rebranded Pizza Toscana. The Tuscan pizza are showcased in the context of a full menu, which also offers starters, mains and desserts with the best Tuscan ingredients, all sourced directly from small producers, being progressively introduced. The wine list features iconic Tuscan wines such as Brunello and Sassicaia among others, and craft Tuscan beers.

Cresci says: ‘I couldn’t have wished for a better location to start in London, this is a high footfall area which is busy almost 24/7. The excellent mix of business, tourist and some residential customers makes it ideal for this new and exciting venture’.
With 92 seats spread over three floors, Pizza Toscana embraces all that is traditionally Tuscan – from the wood burning oven made by specialist firm Valoriani, to the chestnut tree table tops artisanally crafted in the Chianti area. The ground floor opens on 30 November, with the other two floors gradually being converted to the new style décor. The overall effect is a style which is rustic-elegant, reflecting a mix of modern and traditional Tuscany, enhanced by photos depicting Tuscan life and scenery from the 1920’s to today sourced from Florence’s historical archives of Foto Locchi.
The process and development of the venture was evaluated, negotiated and supported by international management consulting firm BRD Consulting, which specialises in developing high quality brands for the retail, on trade and franchise sectors, with a particular focus on hospitality. A second Pizza Toscana also in Central London is planned for Summer 2017.

Fonte:http://www.hospitalityandcateringnews.com/2016/11/pizza-toscana-debut-london-30-november/

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