A German pizza invasion is set for London then the world. The FT reports that Vapiano, the German pizza and pasta restaurant company, is to up its operations in London tenfold. The Hamburg company (which doesn't sell hamburgers) feels it can take a slice of the Italian food market which is big business in London.
Vapiano currently has only two outlets in London but has released plans for 20 across the UK's capitol city. It will see the company go head to head with already established companies such as PizzaExpress. The company has earmarked around £30m for its pizza attack on London.
The Vapiano style of pizza and pasta restaurant targets single and professional people. They don't have waiting staff but customers engage with the chefs directly. It's a new concept for Italian food diners in London but one that the company feel will catch on. With a £30m investment at stake it better had for Vapiano's sake.
London is just the start of a hoped for worldwide expansion by Vapiano that wants up to 300 outlets across the globe by 2016. And watch out America, the company have targeted the US East Coast in their plans for world pizza domination.