Slicing through London’s most crowded sector

How do you go from single site retail into one of the UK’s most crowded hospitality sectors? Honest Burgers co-founder Dorian Waite and baker Sebastian Vince offer a different kind of pizza from their van in south-west London: twice-baked, slow-fermented biga dough, where temperature matters. By identifying Breadstall’s difference – and repositioning them from pizza makers to pizza bakers – Without turned a van into a brand, helping to roll out a new wave of British pizza restaurants to the high street.