The Rise of Non-Traditional Pizzas in the UK

For decades, Britain’s relationship with pizza has been shaped by waves of influence, first American chains, then Italian-inspired pioneers, and most recently, the Neapolitan revolution. But today, a new chapter is unfolding. From pubs in Manchester to sleek neighbourhood spots in London, a new generation of chefs is breaking away from the Neapolitan stronghold and redefining what pizza means to British diners.

The Post-Neapolitan Moment

When Franco Manca first fired up its wood ovens in Brixton Market in 2008, the soft, chewy Neapolitan pizza it championed felt revolutionary. For many UK diners, this was the first time pizza was treated as craft rather than convenience. That category grew quickly, Franco Manca now runs around 70 sites, joined by Pizza Pilgrims and Rudy’s.

But just as the Neapolitan wave matured, something shifted. “When I started back in 2018 there was a lot of Neapolitan pizza about,” recalls Rachel Jones, founder of ACE Pizza in Victoria Park. “I love that type of pizza, but it can be quite filling. I wanted to create something lighter, easier to digest.”

Her solution was a hybrid: the chew and char of Neapolitan dough blended with the structure and foldability of a New York slice. ACE’s pizzas use a 48-hour fermented biga starter, yielding thin, crisp bases topped with playful combinations like the Honey Pie (spicy salami, guindilla chillies, and chilli honey) and a clam-topped Capish.

Jones sees her style not as a rejection of Neapolitan but as a natural progression. “The UK needed that Neapolitan moment to open the door. But once people had tried it, they were ready to explore more.”

Manchester’s Slice of New York

Up north, Jonny and Charlotte Heyes had a similar revelation when they launched Nell’s Pizza in Manchester in 2020. Surrounded by celebrated Neapolitan players like Rudy’s and Honest Crust, they decided to go in another direction.

“There was an element of self-preservation,” Jonny admits. “I didn’t want to go toe-to-toe with people who were already brilliant at Neapolitan. But pizza is bigger than just that style; Detroit, New Haven, New York. We wanted to explore that.”

A research trip to the US sealed the decision. Nell’s introduced oversized New York-style pizzas, designed to work within a pub setting. “Pizza in New York is cultural, you grab a slice on the street. That doesn’t map exactly onto British habits, but pubs give us a version of that. You’re in for a pint, and you stay for the pizza.”

Nell’s now operates multiple sites, with its latest opening in MediaCity.

The Pub as Incubator

The British pub has been a surprising incubator for this new wave of pizza makers. It’s where Crisp Pizza found its following at The Chancellors in Marylebone, where Neil Rankin tested his Chicago-style brand Little Earthquakes, and where Max Lewis introduced Londoners to New Haven “apizza.” For chefs, pubs provide a lower-risk platform, giving them room to experiment and build an audience before taking on the challenges of standalone restaurants.

Authenticity, Loosened

For many of these new-wave operators, authenticity is less about rigid adherence to Italian tradition and more about being true to their own craft. Nell’s pizzas may nod to New York, but they’re made with British flour, local cheeses, and even rapeseed oil in place of olive oil.

“It’s authentic to Manchester,” Heyes says. “We’re not trying to perfectly ape New York. It’s about making pizza that feels right for here.”

ACE Pizza, meanwhile, resists labels altogether. “Some people call it ‘London-style pizza,’” Jones notes. “But I’m not sure that’s really a thing. It’s a blend of influences: Neapolitan, New York, even Romana. It’s more about chefs putting their own spin on it.”

Even the Italians Are Evolving

Interestingly, the non-Neapolitan wave isn’t just a British experiment. Italian-born group Berberè, founded by brothers Matteo and Salvatore Aloe, is also pushing hybrids. Their sourdough pizzas, now available in London, don’t conform neatly to Neapolitan or Roman styles. “We’re not saying our pizza is the best style,” Matteo says. “It’s just different, lighter, shareable, closer to New York in some ways. Authenticity isn’t about copying tradition. It’s about staying true to your values.”

The Economics of Pizza

Pizza’s rise is also practical. In a tough economic climate, it remains one of the few “recession-proof” menu items. “You can retain a reasonable price and a decent margin,” Heyes explains. “From a chef’s perspective, you can be as creative as you want, but it doesn’t have to make the product more expensive. It ticks a lot of boxes.”

Jones agrees. At ACE, pizzas are priced to appeal across generations. “There aren’t many places in London where you can get a meal for under £15 that still feels creative and exciting.”

A Future Without Borders

So, what comes next? Whether or not “London-style pizza” becomes a recognised category remains to be seen. What’s clear is that pizza in Britain has escaped the shadow of Neapolitan orthodoxy. From clam-topped hybrids to Manchester-by-way-of-Brooklyn slices, the category is now wide open.

As Matteo Aloe puts it: “Pizza has lots of different tastes, and I love any kind of pizza.”

And perhaps that’s the true story of this moment: a dish once bound by borders is now free to be whatever its makers, and its eaters, want it to be.