Slower Economy and Pizza Oven Replacements Boost Valoriani Sales

A drive towards higher-margin dishes and hard lessons learned with other pizza ovens are together providing commercial pizza oven supplier, Orchard Ovens, with a notable uplift in demand for its Valoriani commercial pizza ovens.  This is despite a trickier eating-out scene.

Restaurants, takeaways and pubs across the UK are recognising the profit engine that woodfired pizza represents and reaffirming their faith in commercial pizza ovens with the right credentials. Pizza ovens are being viewed as a solution to issues faced, and an option that speaks to today’s diners, rather than as an expense and drain on resources.  

By fitting ovens now, eateries are seeking to make strides with dining-out share of market, knowing they can capitalise on that even further when better times return.

The increase in sales has also been due to restaurants having had their fingers burned by other woodfired pizza manufacturers and so seeking out much better options.  Chefs and restaurant owners have learned the hard way that their chosen pizza oven was not suitable for a commercial environment with high throughput. 

Oven materials have often been shown to be inferior and subject to early failure during the oven’s anticipated lifespan.  Buyers have now become much better informed about what is and what is not suitable for a pizza oven.

In this way, chefs and restaurant owners had started to sort the wheat from the chaff even before some ovens were withdrawn from commercial market supply. Such market withdrawals may hint at the fact that the manufacturers simply could not produce an oven that was fit for purpose commercially. 

Orchard Ovens is frequently contacted by owners of such ovens who want support. With fundamental flaws in the ovens, the only advice can be for them to move on, put the financial losses down to experience and buy a Valoriani oven that has earned its reputation over many generations.  If they do, they can quickly restore faith in the quality of their food service.

Once such customer is Rico’s in Bamber Bridge, Preston.  The former wood-fired rotating oven at the restaurant and takeaway started to fail and crack and, due to the inferior materials used, cement started to crumble away.  As soon as owner, Vitali, noticed this, he took action to replace it.  He quickly fitted a Valoriani wood-fired oven, in May 2025, and hasn’t looked back.  

He now cannot speak highly enough of his Valoriani oven, in every regard, referring to the purchase as an “upgrade” that has equipped the eatery with the “best in the business” when it comes to pizza ovens.

“The quality of the pizza is better, the food looks better and I’m not losing the amount of heat I was previously.  I’m literally using half the wood that I was consuming with the former oven and so my fuel bill has been halved too,” says Vitali.

This is a common response by those replacing another oven with a Valoriani.  As Andrew Manciocchi, Orchard Ovens’ owner says, “All factors have helped caterers recognise that they need Italy’s number one commercial pizza oven behind them, tapping in to Valoriani’s dedication to quality – the quality of its own artisan-manufactured ovens and the quality of food on the plate,” says Orchard Ovens’ Andrew Manciocchi. 

“Chefs are more appreciative than ever that pizza is more than just a menu item and is a profit engine.  In our current economic climate, its high margins, low waste and tremendous appeal are huge assets.  This desire to leverage profits, despite a slower economy, coupled with the withdrawal of some of the unsuitable ovens from the commercial market, is helping our Valoriani commercial pizza oven portfolio to fly.”

Enquiries about commercial pizza ovens with the Valoriani seal of artisan-manufactured excellence can be made on 07743 847647. Valoriani ovens are available as wood-fired, gas-fired and electric ovens, with stringent taste-testing and innovative manufacturing approaches ensuring the quality of product produced is remarkably similar, no matter which is used.

Notes to Editors

Andrew also provides insight into why pizza is such an attractive option for commercial caterers, whether traditional or mobile.

Low-cost pizza outlay

The cost of many foods is taking popular dishes beyond the price many diners can afford, but pizza bucks the trend.  It enables restaurants to offer a cost-effective dish from the customer’s point of view, but one that still ensures strong profitability for the pub or restaurant, or mobile caterer.

The marginal gains can be significant. Rather than just attracting a diner now and again, a pizza offering can pull in diners more frequently.  It’s also an easy-to-share dish, so a couple can quite easily order one pizza between them.  Again, that makes it more affordable.  Families can also eat out on this basis and not feel embarrassed.

Excellent profit margins and universal popularity

At a basic level, pizza comprises flour, water, tomato sauce, and cheese – humble ingredients available at minimal cost, especially when buying wholesale. Despite this, diners are prepared to pay £10 - 16 or more for a single pizza, depending on toppings and presentation. The gross profit margin on pizza can often exceed 70%, making Italy’s favourite one of the most lucrative items on the menu.

When a gourmet option is introduced, the price that can be commanded can be significantly increased.  With many diners upgrading last-minute, that can make a big difference to the profitability of the restaurant’s menu.

These ingredients – pizza dough and toppings – are also easy to store and repurpose, so food waste can be reduced through a pizza offering.

All age groups love pizza in equal measure, so it is more than likely to sell in any UK restaurant, pub or café and is a risk-free menu option.  It represents the kind of dependable dish that keeps tables turning over and takeaway sales rolling in. Quickly served, it also helps speed up table service, allowing more covers to be handled.

A dining experience

Today’s diners relish experiences, not just meals.  The open-kitchen action associated with pizza preparation adds energy, interaction, and social media-friendly spectacles to a restaurant space. That can soon attract an ‘audience’, again boosting profitability by providing more covers to set against the cost of opening the doors, turning on the heating/lighting and paying staff.

Outdoor restaurant dining

Woodfired pizza catering also thrives in an outdoor setting, making it ideal for UK venues with patios, gardens or temporary outdoor kitchens. Whether it’s summer garden service, a pop-up for a local gala or festival, or meals served in a family and dog-friendly courtyard, an outdoor pizza oven loads the atmosphere.  Customer satisfaction can soar with the sort of ambience and aromas it creates. 

This type of service also reduces indoor kitchen pressure and, on a nice day, allow diners to enjoy a perfect al fresco experience. Pizza is also a perfect offering during major sporting tournaments.

Ends

Editors notes

Orchard Ovens is the domestic and commercial pizza oven supplier in the UK of Valoriani, based in Reggello, Tuscany - the manufacturer of Italy's hugely respected Valoriani pizza ovens, known as the Maserati of pizza ovens and the kings of clay. These ovens are made from superb refractory clay - cotto clay - found in the family's quarry and unique, thanks to having just the right alumina. This allows Valoriani ovens to heat up quickly and retain heat superbly, bring huge advantages to homeowners, as well as restaurant owners, hotels, pubs, mobile caterers, pizzerias, takeaways and more.

Orchard Ovens supplies some of Britain's best-known restaurants and chefs, whilst it is also a specialist creator of outdoor kitchens and wood-fired oven builds for the rich and famous, as well as everyday homeowners wishing to add value to their home and enjoy an outdoor lifestyle to the full.