A menu that travels
Wood-fired Neapolitan core, supported by a tight list of high-margin pasta and antipasti. Designed from the kitchen out for replicability, not romance.
Founding Franchisee Programme · 2026
Open the nextItalian Good.
We are inviting a small first cohort of operators to grow Italian Good across the United Kingdom, in exchange for early territorial advantage and the chance to build something real with us.
Since 20191 flagship provenFounding cohort 2026
Accepting applications · South East · North West · West Midlands
The flagship
New Haw, Addlestone
12Years
trading
trading
Italian Good · Pizzeria NapoletanaScroll for the model
12
Years trading
1
Flagship proven
Up to 6
Founding partners in 2026
26 wks
Average time to open
Why Italian Good
A pizzeria that already works, ready to be built again.
Italian Good has run from the same corner of New Haw, Addlestone, since 2019. One stone oven, one room, one team. Every night for seven years we have served Neapolitan pizza, hand-finished pasta, and a small list of antipasti to a regular crowd that books two weeks ahead.
The romance is in the room. The opportunity is in everything that supports it: a documented kitchen system, a written service manual, a supplier framework, and seven years of margin work that turns a good night into a good year.
We are now opening that operating system to a small first cohort of partners, in territories that are ready for what we do.
A documented operating playbook
Seven years of refining a single site has produced a written system for service, kitchen flow, prep, and waste. Train by the manual, not by mood.
A brand customers seek out
Loyalty, repeat custom, and demonstrable demand within the existing trade area. The brand does the work before the door opens.
The model
What an Italian Good site looks like.
Before money, format. The numbers below describe what you are actually building, in physical and operational terms, regardless of where the site sits on the map.
Format
Full-service pizzeria · wood-fired pizza, hand-finished pasta, antipasti, wine
Footprint
1,800 to 2,800 sq ft
Covers
70 to 110
Day parts
Lunch and dinner, seven days · brunch test in year two
Headcount at open
14 to 22 (FOH and BOH combined)
Site profile
High-street or destination retail · A3 use class · ground floor · strong evening footfall
Investment
The numbers, plain.
No promotional dressing. The figures below are the figures. We share net weekly sales benchmarks in the prospectus delivered after a qualified inquiry, with the context they require.
- Initial franchise fee£35,000
- Total investment range (turnkey)£325,000 to £475,000
- Royalty (of net weekly sales)6%
- Brand fund (of net weekly sales)2%
- Term10 years · one 5-year renewal option
- Liquid capital required£150,000 minimum
- Net worth required£400,000 minimum
The total investment includes site fit-out, wood-fired oven and kitchen build, opening inventory, training, and pre-opening working capital. It excludes property purchase or rent deposit. Average weekly sales figures are shared in the prospectus delivered after qualified inquiry.
What you get
Four pillars of support.
From signed agreement to first service, our team is in your build. After opening, we stay close for the first year of trading and beyond.
01
Site selection and lease
Territory mapping, foot-traffic analysis, and lease negotiation guidance through our property partner. We do not let you sign for the wrong site.
02
Build and fit-out
Approved contractor panel, construction documents, and pre-negotiated kitchen and oven supply. The build is a programme, not a guess.
03
Training and operations
Six-week founder-led training at the flagship covering kitchen, service, and management. A digital operations manual sets the daily, weekly, and monthly cadence.
04
Marketing and supply chain
National brand-fund spend, a coordinated opening campaign, and supplier framework agreements for flour, tomato, mozzarella, wine, and oil.
The process
Five steps from application to opening.
We move at the pace of getting it right, not getting it done. The path from inquiry to first service is roughly nine months for a well-prepared partner.
01
Initial inquiry
Apply via the form below. We respond within five working days with the full prospectus.
02
Mutual qualification
A 60-minute introductory call, followed by a financial pre-qualification review. No pressure, both sides decide.
03
Discovery day
A full day at the flagship in New Haw, Addlestone. Lunch service in front of house, evening service in the kitchen.
04
Franchise agreement
Territory confirmed, agreement signed, deposit paid. The clock starts on your opening.
05
Open
Site search, fit-out, training, and launch. Target 26 weeks from signed agreement to first service.
A note from the founder
Seven years ago we opened a small pizzeria in New Haw with a stone oven, a 72-hour dough, and the conviction that the right table changes a neighbourhood. We have run the same site, the same way, every night since. The manual exists. The supply chain exists. The demand is louder than one room can answer. We are now opening the door to a small first cohort of operators who want to build a second, a third, and one day a network of pizzerie that look and feel like Italian Good. We are not selling a kit. We are inviting partners. I will be in your site search, in your training, and on the line during your first year of trading.
Luca
Founder, Italian Good
Territory
Where we are opening.
The 2026 founding cohort is split across four priority regions. Two further regions are under review for the 2027 cohort. Our home territory around the New Haw flagship is reserved.
- Available
- Under review
- Reserved
Scotland Central Belt
Accepting applications. Edinburgh and Glasgow priority.
North West
Accepting applications. Manchester and Liverpool catchments prioritised.
Yorkshire
Under review for the 2027 cohort. Register interest now.
West Midlands
Accepting applications. Birmingham city centre and Solihull priority.
South West
Under review for the 2027 cohort. Bristol catchment of particular interest.
South East England
Accepting applications. Strong evening trade, established Italian dining demand.
Reserved
Surrey · home territoryReserved around the New Haw flagship. Not available for franchise.
United Kingdom · 20264 regions available
Common questions
Plain answers, first time.
The questions a serious operator asks. If yours is not here, ask it on the application form below and we will answer in writing.
Yes, and we expect most founding partners to. Multi-unit operators are welcome. Territory size and timing are agreed at the franchise agreement stage and reflect your capital, your team, and the local market.
Apply
Build the next Italian Good with us.
We respond to every qualified application within five working days. If you would rather pick up the phone, the line below reaches the founding team directly.