From tech to table: How Ria's is revolutionising the UK pizza scene

In the ever-evolving landscape of the UK's culinary world, one name is quickly rising to prominence: Ria's.

Co-founded by Ria and her husband Dave, this innovative pizzeria is rewriting the recipe for success with a blend of Detroit-style pizza, natural wines, and a distinctly British touch. The journey of Ria and Dave into the restaurant industry is anything but conventional. With backgrounds steeped in finance and product marketing for high-performing tech start-ups, neither had prior experience in hospitality. However, when Ria faced redundancy in 2022, the couple saw an unexpected opportunity to pivot and pursue their passion for food and community. They envisioned a purpose-driven brand that could disrupt the UK's saturated pizza market. Launched in 2023 to critical acclaim, Ria's has embraced a bold approach that sets it apart. The cornerstone of their menu is Detroit-style pizza, a choice that immediately distinguishes them from traditional pizzerias. These thick, square slices are crafted using organic flour milled in the Cotswolds and feature meats cured in London, giving each bite a local, artisanal quality. The menu also nods to Ria's Scottish heritage, adding a personal touch that resonates with customers. Complementing the pizza is an impressive selection of natural wines, carefully curated to enhance the dining experience. 

This pairing appeals to contemporary tastes and underscores Ria's commitment to quality and sustainability. Ria's also excels in creating an inviting atmosphere. The restaurant's design aims to make patrons feel at home, combining comfort with a chic, authentic aesthetic. This homey vibe, combined with their culinary innovation, positions Ria's as a unique destination for those seeking a glass and a slice. Ria and Dave's leap from tech to hospitality is a testament to their adaptability and vision. By prioritizing flavour, community, and purpose, they have crafted a brand that is set to make waves in the UK's pizza scene. Ria's is not just a place to eat; it's a new chapter in British dining. 

Nicolle: What inspired you and Dave to enter the restaurant industry despite having no background in hospitality?

Ria: It's an interesting question. It's part of our approach to life and part unique events that triggered it. Dave and I, when we got married, made a promise to live an adventurous life. Dave was born with Cystic Fibrosis, meaning he's always had a slightly different view of life potentially being much shorter than others and, therefore, to make the most of it while he can. When I was made redundant rather suddenly in 2022, it was one of those life moments where we were presented with an opportunity to take a different path. We always loved going out, eating, cooking. So we thought, why not start a restaurant… potentially naively thinking it would be a simple thing. I meant, though, the way we've done this is very much act now, think later. We secured the lease before knowing what we were going to do. The idea of a change came first, and pizza came later.

Nicolle: How did your experiences in finance and product marketing influence your approach to starting Ria's?

Ria: We came at this with no confirmation bias, none of the "this is how it's always been done" and having both worked in tech start-ups with a focus on product development and iteration. We listen to the customer and iterate based on feedback. We're not afraid to switch things up, which is an approach we take from tech start-ups.¨

Nicolle: Can you share more about the transition from tech start-ups to the food industry?

Ria: It wasn't easy! A complete change in routine, from 9-5s and complete laptop-based jobs to all day, all weekend, and a massive learning curve. It's not been easy, that's for sure, but I do believe a lot of what we've learned in our careers so far has been invaluable in how we've approached Ria's. And a big joy of hospitality is that it's a people business with instant gratification.

Nicolle: What were some of the biggest challenges you faced?

Ria: No sleep and no weekends… to be honest, the main challenge was the steep learning curve and managing a kitchen. The rest of the hospitality you can see, but the kitchens and the inner workings were completely new, and it took us a while to get into the swing of things. 

Nicole:  What is the story behind choosing Detroit-style pizza and natural wines as the core of your menu?

Ria: Juxtaposition can be very powerful in restaurants. We placed together something more elevated in natural wines with something as simple as pizza but with a new take on what Londoners are used to. We felt London was also missing something a bit more accessible to the incredible small plates and natural wine bars, which are great but can be very expensive for what you get. We wanted Ria's to be a place that was a special experience but one you could do more frequently. 

Nicolle: How did you come up with the idea to combine these elements with a British twist?

Ria: Pizza restaurants are always very themed, whether it's a picture of Al Capone on the wall or the checkered tablecloths. Today people crave authenticity, and that's what we've done - from the menu design to the interiors, we are a British restaurant. 

Nicolle: Can you elaborate on your decision to use organic flour from the Cotswolds and meats cured in London?

Ria: It links very much to the question above and authenticity. While we have taken an American style of pizza in origins, we wanted to make sure it's a British spin on it. Using local and organic ingredients brings this through from British grains milled in the Cotswolds to even using a subtle mix of white cheddar in our cheese mix.  We're also fortunate to have so many great local suppliers so we can source the best ingredients and build great relationships. 

Nicolle: In what ways do your Scottish roots influence the menu and atmosphere at Ria's?

We've got a couple of nods to Scotland on our menu. A few things that for me, are comforting, fun, and not found on menus in London. It's one way in which we approach our thinking on the menu - what's nostalgic, authentic, and fun, and for me, our deep-fried Mars bar with tenants beer batter is an especially good example of that! 

Nicolle: How do you ensure that the restaurant design feels authentic and makes customers feel at home?

Ria: It starts with the name. We wanted to call it Ria's to make it feel like you're going to your mate’s place. From the design, we focused on "Shaker" inspired design, which is very on trend with home kitchen design, and then brought in subtle hints of home, for example, placing our favourite books under table lamps, small touches that you often see in homes, not restaurants. It's about not overpolishing things, making people feel relaxed including curating our playlists and how our team interacts with customers. Every element we wanted to make a little bit authentic, welcoming and relaxed. 

Nicolle: What kind of experience do you want customers to have when they visit Ria's?

Ria: A relaxed, chilled evening with friends. 

Nicolle: What do you believe sets Ria’s apart from other pizzerias in the UK?

Ria: A different style of pizza with a unique homely and British feel to the atmosphere.

Nicolle: What has been the most rewarding part of this journey for you so far?

The feedback from customers.

In just a short span, Ria's has turned the UK's pizza scene on its head, proving that innovation can spring from the most unexpected places. From the tech-savvy minds of Ria and Dave, this pizzeria blends Detroit-style indulgence with British flair, creating a culinary experience that's as comforting as it is ground-breaking. Whether you're drawn by the tantalizing aromas of locally sourced ingredients or the warm, welcoming atmosphere, Ria's promises an adventure in every slice. As Ria and Dave continue to listen, learn, and innovate, there's no doubt that Ria's is more than just a place to eat—it's a delightful destination where community, creativity, and culinary passion come together in perfect harmony. So, next time you're craving something special, remember: Ria's isn't just about pizza; it's about experiencing a piece of their unique journey.

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Nicolle Knapova is a 30-year-old young adult writer and freelance blogger from the Czech Republic. She has a master’s degree in Creative Writing and Publishing at Bournemouth University. She loves to write about music, books and TV shows. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly