MAY 2025: Crosta Mollica announces its new consumer experience landing in London this spring, a pop-up pizzeria called ‘Il Leopardo’. Opening for two days in Shoreditch from 16th-17th May, the restaurant combines Italian style and passion for the highest quality Pizza Italiana Moderna, served up for just £2.50 – the same price range as a Crosta Mollica Pizza Base in the supermarket. All proceeds from Il Leopardo will be donated to Crosta Mollica’s charity partner, EMERGENCY UK.
Following its new brand identity launched in February, Il Leopardo brings to life Crosta Mollica’s updated bold and sophisticated new look, with a restaurant takeover inspired by Italy’s modern culture of fashion. Proudly named after the brand’s striking new leopard icon, which symbolises its pizza’s distinctive ‘leopardised’ crust, Il Leopardo reinforces the brand’s authentic Italian credentials and superior quality, inviting consumers into the new brand world.
With one Crosta Mollica pizza sold every two minutes, today the brand forms one of the UK’s fastest growing pizza brands, and is the only pizza maker on the market to produce its range entirely in Italy. Il Leopardo’s guests will be able to customise their own Crosta Mollica Pizza Base with a variety of premium toppings to choose from, inspiring diners to get creative when also enjoying the product at home. Each £2.50 base includes two complimentary toppings, from mushrooms, Prosciutto Crudo to Parmesan and Nduja. Crosta Mollica’s popular Tartufi Gelato will also be on offer, allowing customers to enjoy a Pizza, drink and dessert for £10 or less.
True to Crosta Mollica’s Non Per Tutti (meaning ‘not for everyone’) ethos, the pizzeria will feature a playful twist: guests who opt for an non-authentically Italian pizza topping, such as pineapple, will be listed to the ‘Muro della Vergogna’ (aka ‘Pizza Wall of Shame’). For those unsure of which toppings to choose, Il Leopardo’s first of its kind ‘pizza toppings sommelier’ will be on hand to advise customers on topping combinations specially suited to each guest’s tastes.
Dean Lavender, Marketing Director at Crosta Mollica comments: “Italians have spent centuries perfecting the art of pizza – a culinary tradition that deserves the utmost respect. With the introduction of our pop-up pizzeria, we aim to bring Crosta Mollica’s Italian heritage and commitment to craftsmanship to life in a way that reflects our brand’s evolution. Il Leopardo comes as a natural extension of our recent rebrand, showcasing not only our commitment to authentic Italian pizza but also our passion for delivering a premium, immersive experience for our customers. We’re looking forward to seeing how Il Leopardo resonates with our audience, and hope it inspires shoppers to appreciate the true Italian craftsmanship behind Crosta Mollica pizzas.”
The consumer experience follows a flurry of recent marketing activity from Crosta Mollica, celebrating its new brand world. This includes the sponsorship of Venezia FC’s women’s team, a football club known for its fashion-forward approach, along with its recent series of out-of-home retail activations across the UK’s ‘Big Four’ supermarkets.
