Use Rates Relief to Generate Higher Pub Profitability through Pizza

Orchard Ovens, the UK supplier of the brand of pizza ovens regarded as the world’s best – Valoriani – is preparing for renewed buying interest from pubs, as some of their financial pressures are lifted.

“With the current rates relief introduced by Andy Burnham, pubs can start thinking about allocating expenditure to equipment that can be a strong generator of revenue and footfall”, says Orchard Ovens’ Andrew Manciocchi.  “A Valoriani pizza oven ticks that box, being a versatile, first-rate woodfired oven that can create lots of food theatre to pull in punters and turn out one of pub diners’ top-ranking dishes – profit-boosting pizza. 

“The difference a Valoriani oven makes is significant.  We only have to look at customer online reviews of pizzas served, once a Valoriani oven enters a venue, to see the perceptible taste and quality differences diners pick up upon. ‘Best ever pizza’ is a typical statement that appears.  And the oven can cook so much more than pizza, creating other menu items – pulled pork, roast potatoes and vegetables, freshly baked bread and the like.”

The proof of the pub impact is evident, with Orchard Ovens having fitted Valoriani ovens in some of the top independent pubs in the country, as well as in pub chains. 

“With smaller chains, the owners tend to test the woodfired oven in one venue, see how hugely popular it is and then roll it out to other pubs in the group,” says Manciocchi.

Pubs already boasting Valoriani pizza ovens have done so, in some cases, for very many years.  Take for instance the Bull’s Head at Repton which had its oven fitted in 2009 and which has been the inspiration for another six sites on the same model.  Or the country inn, the Buck’s Head at Meonstoke, whose oven was installed in 2020 – an event which has led to another site having a Valoriani oven.  Within the Elite Pubs group, there has been a switch of oven, as the group has recognised the advantages of Valoriani ovens over others.

“We offer the sort of longevity that is unheard of from other pizza oven brands,” explains Manciocchi.  “It emanates from the artisan approach of Tuscany-based Valoriani, generations of the family’s expertise and the finest quality refractory clay for the formation of the oven.  They are also the only pizza oven manufacturer to create both floor and dome, so everything is perfectly balanced, aligned, made with the same first-class materials and care, and quality checked.  It adds up to an oven lifespan of decades, not a year or so, as is the case with many others.”

Some pubs, innovating during the pandemic in particular, like the Panton Arms in Anglesey, have built a vibrant takeaway trade by installing a Valoriani pizza oven.  This creates a new revenue stream and is ideal in locations where locals might just fancy a pizza but not want to necessarily dine out that night.  It’s extra income the pub would not otherwise have generated, providing convenience for those with busy lifestyles who want to grab and go.

Orchard Ovens believes now is the time for pubs to plan their income generation strategy, focusing on the significant profit margins to be had from gourmet woodfired pizza.  Price rises on ovens are not anticipated until the New Year and an oven fitted in October or November can be quickly generating strong Christmas trade.

“Pubs have huge challenges and need to continually think where the best food appeal and customer demand lies and where the highest profits can be made.  Many are also in locations where they need a draw which can attract customers and have them visit them for a specific reason.  Wood-fired pizza can be that reason, increasing both footfall and profits.  We’ve seen this in pubs time and again.  Now is the time for pubs to recognise this and act.”

Any pub wishing to talk through their pizza oven options can call Andrew Manciocchi at Orchard Ovens on 07743 847647.                                                                   

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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.