In the heart of East London, a unique culinary journey began during the lockdown, transforming a creative director into a passionate pizzaiolo. Ugo, the founder of Short Road Pizza Co., shares his story of community, creativity, and the love for pizza that brought neighbors together in Episode 12 of the Pizza Story Podcast with host and author Erica D’Arcangelo.
Ugo’s journey into the world of pizza was inspired by his family’s rich culinary history. His grandfather, a celebrated pizza chef, ran a Michelin-starred restaurant in Italy. Growing up in this environment, Ugo was naturally drawn to the kitchen, where he learned the art of pizza-making from his family.
The Birth of Short Road Pizza Co. on the London Pizza Scene
During the lockdown, Ugo and his wife Kate moved to a new neighborhood in East London. Inspired by a friend’s community initiative, they decided to create a fake pizzeria flyer, inviting neighbors to order pizza. To their surprise, they received 25 orders, and Short Road Pizza Co. was born.
The project was community-driven, with all profits going to a local food bank.
The success of the first pizza night led to a series of events that brought the neighborhood together. Ugo’s passion for pizza and Kate’s creative skills in design created a synergy that resonated with the community. The project evolved into a brand, with neighbors becoming friends and collaborators.
Culinary Traditions & Short Road’s Unique Menu
Ugo’s menu is a tribute to his family’s culinary traditions, featuring Neapolitan-style pizzas with a modern twist. His favorite, the Margherita, is a nod to his grandfather’s legacy. Ugo also experiments with American-style pizzas, incorporating unique ingredients like Hungarian pepperoni to bridge Italian and American flavors.
As the project gained momentum, Ugo was approached by a local pub to take over their kitchen. This opportunity marked a turning point, allowing Short Road Pizza Co. to transition from a community project to a business. Ugo’s creative background and Kate’s design expertise played a crucial role in branding and marketing the pizzeria.
Looking ahead, Ugo dreams of expanding the brand while maintaining its community roots. Collaborations with chefs and creatives are on the horizon, as well as the possibility of opening a new site. For Ugo, the journey is about more than just pizza; it’s about creating connections and sharing his passion with the world.
Short Road Pizza Co. is a testament to the power of creativity, community, and the love for food. Ugo’s story is an inspiring example of how a simple idea can bring people together and create something truly special. As the brand continues to grow, Ugo remains committed to his roots, ensuring that every pizza tells a story.
Connect with Short Road Pizza Co. through their Instagram page here: @shortroadpizza
Go see them for some amazing London pizza.
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