Business Environment SWOT Analysis for a pizza restaurant.

by lamercy (student)

FRANCO MANCA - Restaurant

Opened in 2008 Franco Manca is an Italian restaurant dedicated only to make the best pizzas in London, as it was confirmed by William Skidelsky (The Observer). Franco Manca is a conventional italian pizzeria trying to create Neapolitan pizzas, the original ones.

HISTORY. The history of the Franco Manca starts before 2008, when in Brixton market there was an italian restaurant named “Franco’s”. This restaurant was not only devoted to make pizzas, but all kind of italian food including pastas, salads, bread, polenta dishes, risotto and soups. In 2008 Franco, the owner of the restaurant, went back to Italy and he closed the place. A couple of entrepreneurs, Giuseppe Mascoli (Italian) and Bridget Hugo (South African) took the same place of Franco’s restaurant to allocate their pizzeria; Franco, the previous owner, used to have a lot of loyal customers who had continued to turn to the place looking for Franco, asking “Where is Franco?”. The most original answer Mascolini and Hugo thought was to say “Franco manca” which means “Frank is missing” in italian. That became the name of the new pizzeria.

SOURDOUGH. Mascolini is originally from the southern italian town of Positano; Hugo is from South Africa, and despite the fact that he is italian, both of them are an unlikely pair of pizza pioneers. The chefs from all Franco Manca’s restaurants are from Naples (Napoli), Italy, trying to conserve the original napolitan pizza recipe and flavor.

Before Mascolini and Hugo opened Franco Manca they were obsessed working with the dough, until a few months later, they perfect the recipe. They started to work with dough stolen by a friend from a bakery on Ischia (a small island off the coast of Naples) that dates from 1730. Franco Manca’s pizzas are made from slow-rising sourdough, that takes a minimum of 12 hours. Each night around 9 pm the Head Pizza Chef or Pizzaiolo, makes the batch of dough that will be used for the next day’s pizzas. A combination of flour, water and salt are mixed for an hour in an electric mixer (imported from Naples); then it is left to rise in a special proofing cabinet until the next morning. By this time the dough is very elastic and it is shaped into individual balls with a specific weight, which are ready to be converted into pizzas.

WOOD OVEN. The oven used for cook the pizzas is an authentic wood-fired oven made for an artisan in Naples specifically for Franco Manca. It has to be between 90 and 130 cm wide and no more than 35 cm high on the inside. These dimensions matter because they determine the oven’s heat and humidity. Franco Manca’s pizzas are cooked at more than 500°C, twice as hot as in a domestic oven. In an ordinary gas oven, with that temperature, the pizza would turn to charcoal.

But because the Franco Manca’s oven is so low, it is very humid, which means the pizza cooks without burning. The pizza only stays for exactly 40 seconds to get the right combination of crispness and chewiness.

INGREDIENTS. All Franco Manca’s ingredients are organic and sourced from the UK and some of them exported, mainly from Italy. The ham is from Gloucester Old Spot pig (an English breed of pig), and the cured ham, salami and sausages are from Brindisa (spanish food shop). All the cheeses (buffalo mozzarella, ricotta, ...

Business Environment SWOT Analysis for a pizza restaurant.

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