Well, well. If you have managed to grab your hands on a slice since they opened a few weeks ago, well done to you. Well Oiled is here and taking the dining scene by storm. Based at the brand new Meanwood Tavern (brought to you by the team from Whitelocks), it’s the hot ticket in Leeds right now.
We sent James a few questions over email during the opening week, some big ambitions are coming out in the short Q&A below but we love it.
You can find out more about Well Oiled HERE
Describe Well Oiled in three words.
Detroit style pizza
What is the inspiration behind the Well Oiled brand?
Well the food is rooted in authentic Detroit style pizza with a contemporary twist, whilst the brand look and feel is inspired by 1950s US motor oil brands.
Where was your favourite place to pop-up?
Probably my parents garden party serving Detroit style pizza from an Ooni to 80 year olds who couldn’t get enough
Was this always a plan before COVID?
I set up my marketing consultancy, brain fuud, in early 2020, and it was always the plan to try and spin out a F&B proposition from this – however the pandemic certainly expedited the development!
What’s special about Detroit style pizza? Tell us about your menu.
The dough. 48 hr cold fermented adding a tremendous amount of flavour. It’s a focaccia style, so when baked, it’s deep, thick, light and fluffy.
How did you get into pizza making? What’s your background?
I’m former board level marketing director for some of the north’s most well known hospitality brands. And I love food. 2020 provided us all with time to think. And get lost down the rabbit hole of Instagram. I discovered this bubbling up trend in the US, and decided to try making DSP at home. It then snowballed. I made and ate DSP every day for 5 weeks. I put on a stone, and the kids fell out of love with pizza. But I created something I was proud of.
What prompted the move to Meanwood?
A serendipitous meeting with Ed Mason (Whitelock’s/Five Points) through a mutual friend, Ash, who owns Belgrave, House Of Fu et al.
Tell us about your favourite pizza flavour combo.
Our Full Spec – Trealy Farm fennel salami, pickled mash, fresh oregano, hot honey, and whipped ricotta, ontop of our Detroit pizza sauce and house cheese mix.
How do you feel about odd combinations on pizza, We love a bit of egg in the middle and pineapple?
If it works, it works. We start with flavour and go from there. We do a riff on ham and pineapple, with smoked pancetta and a house made pickled spicy pineapple.
What does the future hold for Well Oiled?
Our own site in Leeds year, as long as Putin hasn’t blown up the world. Then four more in major northern cities.