Interview with Pizza1889 Founders, Daniel and Lynda Southwell
In this interview, Dan and Lynda Southwell, co-founders of Pizza1889, discuss their journey of launching the business in 2013 after returning to the UK from Australia. They share their motivations behind starting the company, their experiences setting it up, and why, over a decade later, the concept continues to thrive. The couple also talks about the enduring success of their simple yet smart model—operating out of shipping containers.
Tell us a bit about your background
My (Lynda’s) background was in marketing; I worked as the European Brand Manager for Toys ‘R’ Us. Dan spent 19 years in finance, on a trading floor with companies like Collins Stewart and Cantor Fitzgerald. In 2009, we made a life-changing decision to move our family to Melbourne, Australia.
Dan left his career and went from working on a bustling trading floor to hospitality. He completed a two-year degree in hospitality management and also trained to be a chef. The experience was invaluable. Dan fell in love with Melbourne’s food scene, working across various restaurants and catering outlets.
Dan wasn’t fully prepared for how demanding the kitchen could be, but he also believed you can’t truly run a business unless you’ve lived every part of it. It was something he had to do, and the lessons learned were priceless.
Can you tell us how Pizza1889 began
After returning from Australia in 2012, we took a year to reflect on how we could leverage the experience we had gained during our time overseas; Dan’s passion for fresh artisan food, combined with our corporate backgrounds. Dan’s expertise in finance and money, paired with my marketing experience, made for a strong foundation but the challenge was figuring out how we could create a catering company and enter the hospitality industry without risking our life savings in a sector neither of us had worked in before.
In 2013, Pizza1889 was born. I still laugh when I remember the moment Dan first proposed the idea of setting up a pizza business in a shipping container. I thought he was crazy! But looking back now, once he explained it fully, the concept actually made sense.'
We didn’t want to risk our savings on a high-risk traditional bricks-and-mortar restaurant. So the challenge we set ourselves was to create a new business model. It needed to offer everything a quick serve restaurant could including fresh amazing food, a full kitchen and seating for customers, it also needed to work in a physical long term demise with a lease. But, crucially, it also needed to protect our investment and provide us with flexibility in a changing and demanding economy.
So ultimately Pizza1889 was created. A beautiful traditional Neapolitan pizza café and street food take-away created from converted shipping containers. It has everything a Neapolitan Pizza café and take-away has, it sits in a fixed location but the building belongs to us.
It took a year to design and build the original unit, a self-contained modular concept housing a traditional 6 foot hand-built traditional stone oven and open kitchen, large glass windows and handmade bespoke interiors featuring seating for 12, wood panelling, brick and steel decoration and granite worktops.
By putting a full size traditional pizza oven in a moveable shipping container, we could make fresh dough and preparation daily, create theatre and engage with customers, but also take it anywhere, giving us total control and flexibility over our lease, our location and, crucially, our investment.
In between doing this, we also designed the brand and the company ethos. Everything is fresh and made onsite. Authenticity and sustainability runs through the brand and the menu. I oversee the brand identity and instore we follow through on that identity to ensure it translates to the customer.
One of the biggest hurdles we faced early on was convincing landlords to allow a shipping container in their spaces. That’s why, to this day, our units are built to such high standards. It’s not just about the pizza—it’s about the experience and the way we present it. We realized, early on that where the pizza is cooked became just as important as the pizza itself.
Talk about your business – the franchise
Pizza1889 offers authentic Italian street pizza, expertly cooked in upcycled shipping containers. For the past 10 years, we’ve operated from our head office in Bath and have opened 8 locations, utilizing our flexible model that allows us to easily relocate or retract when needed. We retain our assets and in 2024 we decided to launch our first franchise in Cambridge.
All of our current stores are profitable and the Cambridge franchise store has seen a 30% increase in turnover year-on-year; an inspiring example of what can be achieved when people invest in a strong opportunity.
Our business model has allowed us to face every challenge presented in the last few years - COVID, Brexit, the war in Ukraine and rising food and wage inflation, whilst retaining and relocating our prime assets and investment.
We felt all along that the model presented a fantastic opportunity for others to start their own business, take control of their lives and maximise their investment.
We think of each Pizza1889 unit as whole turnkey product. A restaurant in a box! Complete with brand identity, amazing food and a tech stack providing a step by step guide to being a cutting edge artisan restaurant. It arrives onsite fully formed, just plug it in!
We feel our business is best equipped to grow in a new direction, and we wanted to focus on empowering and supporting individuals who wanted to take control and run their own business. Instead of expanding in the traditional way.
Dan commented, “This model is an incredible franchise opportunity for anyone eager to run their own business. The team in Cambridge were former staff members—graduates who had just completed their degrees. They were looking for their first chance at entering the world of business – they were clever enough and ambitious enough to want to run something themselves.”
“Lynda and I never anticipated they would be as successful as they’ve been, and we’re absolutely delighted for them. They’re now looking for a second franchise in Cambridge, and they have introduced to others interested in joining the franchise as well.
It has focused our minds on what a great package Pizza1889 offers, the food is amazing, the operations simple and streamlined.”
Who is your target market?
We’re targeting individuals who are eager to embark on their journey to business ownership, especially smaller operators with a passion for food and cooking. Someone keen to take control of their lives and environment, who want to learn the ins and outs of running a business, from perfecting their cooking skills to understanding the details of their P&L. Our ideal candidates might be working in hospitality, whether in a kitchen or front-of-house role, or even someone in an office job who loves cooking and is looking for a more flexible way to take control of their career.
In terms of demand, the interest has come to us organically. Following the success of our Cambridge franchise, we’ve already received two applications. Our first franchisees are actively seeking a second location, and they’ve introduced us to their friends, who are excited about achieving the same success.
Now, with a more focused marketing strategy in place, we’re aiming to sell 2 to 4 more franchises this year.
Why is Pizza1889 a great investment for potential franchisees?
Simply, it’s got a fantastic USP which allows the franchisee to take control of their lives and asset whilst producing a product that they can take genuine pride in. As a franchisee, you’ll become your own boss and gain a comprehensive understanding of how to run every aspect of your business.
Our pizzas are made by hand, they cannot be replicated at home or by machine. Everything is made fresh onsite, there is no wastage and we have a comprehensive training package that provides the franchisee and their team with the practical skill and knowledge in the kitchen making world class artisan pizzas alongside a business package that helps support the franchisee through business set-up, P&L management, accountancy and management.
We’ve worked exceptionally hard over a long period on our brand. It has genuine weight, a definitive distinct personality. From the menu through the colour palette to the imagery there is consistency. That translates strongly to the customer and we are passionate about our brand, our food and its authenticity.
What you also get from us as owners is direct involvement. Both of us want to be very hands-on in the business. While we have a fantastic team of experts who will support you with training, we remain as passionate about the brand now as we were when we first started. We're actively engaged in the day-to-day operations and are here to guide you every step of the way.
What differentiates Pizza1889 from the competition?
Our business model! It’s pretty unique, empowering the franchisee to control his location, success, assets and pizzaiolo skills! Our approach is built on confidence and ownership. First, we believe in empowering everyone to cook. From the CEO (Dan) to each team member, everyone learns how to cook a pizza if they’re going to work with us. Being a Pizzaiolo is a skill, not a secret—authentic Italian pizza is an art, but it’s not a mystery. We’ve developed a robust and comprehensive training program to ensure our team is confident and capable in every aspect of pizza making. No previous skill is required, we have taught everyone to cook like a maestro!
Beyond cooking, we place a strong emphasis on business ownership and understand and respect just how much money an individual is risking when they start a company. When you invest in a franchise with us, you’re investing in an asset that you own and control. We offer a unique 'lift and shift' model, meaning you can move your business to a different location if you wish to expand or relocate to another part of the country.
Additionally, at the end of your franchise term, you can sell your business—either as an ongoing concern or as a functioning asset that a new owner can adapt. You are not beholden to landlords or a location. This flexibility not only sets us apart but also makes our business model a safer and more attractive investment opportunity.
What is the role of a Pizza1889 franchisee?
Our franchisees take on dual roles as both business owners and General Managers. They oversee every aspect of the store’s daily operations, from making pizzas and serving customers to managing and promoting staff. In addition to these hands-on responsibilities, they also handle director-level tasks that typically come from head office, such as payroll, hiring, and managing cash flow forecasts and P&L statements.
What qualities do you look for in a franchisee?
We are a family-run business, built by a husband-and-wife team, and we carry that family ethos into everything we do. We expect the same from all our staff. From the moment they join, we make it clear: it’s never 'me', it’s always 'we.' We believe we are only as strong as the team we work with. Our franchisees are true team players, committed to the success of the company as a whole. They actively support and help grow the model, ensuring that we all thrive together and achieve success as one."
What challenges have you had to overcome?
As mentioned earlier, the past five years have been particularly challenging for the hospitality industry as a whole. The biggest obstacles, especially for smaller businesses, have been food and wage inflation. Larger corporations, with their ability to buy in bulk, can better absorb significant price fluctuations. For smaller companies like ours, these challenges affect us on both sides. Despite this, we’re proud to have maintained our margins and kept our prices competitive, ensuring our customers can still enjoy affordable options.
What have been your biggest achievements?
When we first launched the brand, the concept was simple: we were all about authenticity, and we hired chefs from across the EU. However, with the impact of Brexit, we had to reshape our process in order to survive. We developed a new business model that was sustainable using local English staff, many of whom had no prior kitchen experience. The real challenge was maintaining the high quality of the product our customers expected. We still produce the same high-quality Italian street pizza cooked with the expertise of our original award winning chef. Remarkably, the transition has been seamless.
Fast forward five years, and many of these staff members have gone on to build successful careers in hospitality – perhaps we trained them too well! We focus on pushing for excellence and rewarding it. One of our greatest achievements has been demystifying the art of pizza-making—showing that anyone can do it if they’re willing to learn.
What does the future hold for Pizza1889?
Currently, we are holding onto two company-owned and operated stores, which serve as ideal training hubs for new franchisees. These locations, in Bristol and London, are well-established and able to support our growth.
We plan to grow steadily, focusing on the UK market. We believe in organic growth rather than rapid expansion. That way we can support the franchisees and protect the brand. For this year, our goal is to secure two more franchise locations with 4 further launches planned. Our medium term projection is to have an estate of 10-12.
Quality is imperative for the product and the brand. So we are focused on finding the right partners to help us build and support future business owners. Once we have that base and the right people alongside us, Pizza1889 will grow wherever there is space, a discerning customer and fantastic pizzaiolos ready to serve them.
What advice would you give to someone considering franchising their business?
Before launching your franchise, make sure you know your business inside and out. Have your processes well-documented and streamlined for easy training. This includes everything from being able to make your product to understanding how to scale, using cash flow projections to identify potential financial shortfalls and obstacles that will shape your decisions.
Ensure your operations and training systems are thorough, and that your back-office infrastructure is robust enough to support growth. Be prepared to step back from day-to-day control. While you’re replicating your original business model, you’ll be working with exciting individuals who will bring fresh ideas and perspectives. Embrace this collaborative energy to drive the business forward.
If you had to do it all again, what would you do differently?
Try to factor in some extra free time, if possible, running your own company doesn’t always allow for that, but it's important to try. Don’t stress as much as we did, things generally work out in the end, though that’s easier said in hindsight!
Take care of your money, as cash flow is crucial. From the very start, make sure you have a solid grasp of your finances. Having a reliable bookkeeper and accountant is essential and one of the best investments you can make. This will help you make better-informed financial decisions, particularly in the early days when some choices are made more by chance than by strategy.
Above all, trust your own judgment and believe in yourself. Especially in the beginning, you are the business. You’ll have an intuitive sense of what’s right and the answers you need to guide you through the journey ahead.
Interested and want to know more about Pizza1889?
The Pizza1889 profile outlines all aspects of their franchise opportunity and allows you to contact them for further information or to ask a question.
