London's Pizza Rossa in Kickstarter campaign to boost delivery business

Pizza-by-the-slice site Pizza Rossa, in London's Leadenhall Market, is seeking to raise at least £2,000 via crowdfunding website Kickstarter.

The funding push is to help the recently-launched lunchtime business increase its capacity to deliver pizza in central London. It is looking to buy a bike (£2,000), a cart (£15,000) and an extra oven (£35,000), depending on the amount raised.

The campaign will run until 31 October, and can be seen online here.

This was with the help of a social media campaign called #BeSquare, which asked people to tweet their "favourite square items", and a #LoveSquarePizza push that invited people to the restaurant launch with the chance to win a £50 voucher.

Kickstarter allows businesses to gather funding from the public, who pledge an amount in return for a relevant reward. Only businesses who reach their funding targets receive any money.

Pizza Rossa rewards for those who pledge include branded merchandise, a pizza-making experience at the Leadenhall Market shop, and an at-home masterclass with the shop's head chef - depending on how high the donation. Those who pledge £1,000 or more will be granted the chance to hire the shop for free, and hold a Pizza Rossa party on-site, with pizza included, for up to 50 people.

Accardi explained that in the event of more money being raised than hoped, it could even lead to the business's expansion. Upon opening, the group had initially said it would like to operate three sites in quick succession.

He said: "If things go spectacularly well with the campaign, we would even consider opening another pop-up in a railway station in London."

The shop serves "pizza al talgio" - by the square slice â€' inspired by street food vendors in Italy. The dough is made in-house, and proven for 24 hours, which is said to make it easier to digest. The shop also uses products from Italy, as well as locally-sourced items from the UK.

Since launching in 2009, more than seven million people have used the Kickstarter site to raise over $1b (£620,000) in capital for over 70,000 projects.

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