Peppes Pizza Innovates with New Flavors, From Kimchi Dreams to Tikka Masala Reality

Peppes Pizza, a cornerstone of the Norwegian pizza landscape, is continually evolving its menu, recently exploring bold flavor combinations like Korean kimchi pizza and ultimately launching new offerings inspired by Indian and Mediterranean cuisine. The process, led by Alexandra Maubant de Ita, food and beverage manager at Dely – the group that owns Peppes Pizza – highlights a commitment to trend-watching and rigorous testing.

A Korean Pizza That Didn’t Quite Make It

While a Korean pizza featuring kimchi was initially developed, Dely ultimately decided not to launch it. “We had actually developed a Korean pizza with kimchi, but chose not to launch it,” stated Alexandra Maubant de Ita to DinSide [1]. The decision reflects a strategic consideration of broader appeal, with the team opting for flavors they believed would resonate more widely across Norway.

New Pizzas: New Delhi Supreme and a Mediterranean-Inspired Creation

The spring menu features two chicken-topped pizzas: the New Delhi Supreme, with an American base and an Italian-style pizza. The New Delhi Supreme boasts tikka masala-marinated chicken, red onion, paprika, and cashew nuts, finished with finely chopped spring onions and raita. The Italian version features a white sauce base, also with chicken, and is topped with ‘nduja, chili and sesame spices, and finely chopped spring onion [1].

The Evolution of Peppes Pizza

Founded in 1970 by Anne and Louis Jordan, Peppes Pizza began as Norway’s first pizza restaurant on Solli plass in Oslo [1]. The chain expanded rapidly throughout the 1970s and 80s, becoming Scandinavia’s largest with over 70 restaurants and pioneering home delivery. Over the years, Peppes has experienced several ownership changes, including being listed on the stock exchange in 1993, acquired by Narvesen in 1994, and later by Umoe Restaurants in 2002. In 2021, Umoe sold the company to Jordanes AS (now Dely AS) [1]. Today, Peppes Pizza operates around 90 locations in Norway and sells millions of pizzas annually.

Trend-Driven Development and Rigorous Testing

Maubant de Ita emphasizes the importance of staying abreast of culinary trends, both in Norway and internationally, particularly through platforms like TikTok and social media [1]. The pizza development process involves initial brainstorming, followed by kitchen experimentation to refine marinades, spices, and flavor balances. Pizzas undergo thorough testing with colleagues, partners, and consumer panels before reaching the menu.

Alexandra Maubant de Ita: A Culinary Journey

Alexandra Maubant de Ita brings a diverse culinary background to her role at Dely. Her experience includes product development at Scandza (now Jordanes) and positions at Michelin-starred restaurants in France, including Shangri La Paris – L’Abeille, Maaemo, and Les Magnolias [4]. She also has experience as a private chef [4]. She credits her time developing Peppes’ home range products with being more beneficial than her Michelin-star experience in the context of pizza development, while emphasizing the importance of order and system in the kitchen.

The “Pizza Ring” and Efficient Production

Inside Peppes Pizza’s kitchen, efficiency is key. American pizza bases are pre-sauced and ready for toppings, while Italian bases are rolled out by hand. A “pizza ring” is used to ensure consistent topping distribution and a clean crust. This tool helps maintain quality and speed in the pizza-making process [1].

Beyond the Menu: Customization and “Waiter Pizzas”

While Peppes doesn’t have a “secret menu,” the company is open to experimentation. Customers can customize their pizzas, and staff often create unique variations known as “waiter pizzas,” characterized by unconventional topping arrangements.

Future Flavors and the Kimchi Pizza’s Potential Return

The kimchi pizza, though initially shelved, hasn’t been entirely abandoned. Maubant de Ita suggests it might return as a seasonal offering, acknowledging it may have been too niche for a nationwide launch. The company continues to explore new flavors, launching two to four new pizzas annually, alongside seasonal variations.