There are two types of people when it comes to pizza – those who finish the crusts, and those who leave them neatly stacked at the edge of the plate. Pizza Pilgrims is working on the idea that the issue isn't the crust itself, it's what comes with it.
This April, the Neapolitan-style group is launching “The Great British Crust Comeback”, a limited-edition dipping menu created in collaboration with some well-known names: Dishoom, Honest Burgers, Pho and Sweet Dee's Jerk.
Research suggests that a quarter of people won't eat crusts without a dip, while most would be more likely to finish them if something decent was on offer. Multiplied across the country, that adds up to a surprising amount of waste – something Pizza Pilgrims is keen to address.
The new “Double Dip” menu places greater emphasis on the cornicione – the raised edge of a Neapolitan pizza – featuring four sauces inspired by each partner. There's a chilli chutney from Dishoom, a rosemary dip nodding to Honest Burgers' chips, a peanut sauce from Pho, and a jerk BBQ from Sweet Dee's.
Instead of the crust being an afterthought, it becomes something you might actually save for last. And while dipping crusts isn't exactly a new idea, giving it a bit more structure and better sauces makes it feel more intentional.
Alongside the launch, Pizza Pilgrims is also tying things into “World Wish Month”, doubling donations from every dip sold to help fund wishes for critically ill children and their families.
Whether it fully solves the crust problem is another matter, but it does make a case for paying more attention to that last part of the pizza, which, with the right dip, might not be the part you leave behind after all.