BIG PICTURE

For over 25 years, Jay Emery has been at the heart of the pizza industry. His Bushman Ovens brand was the first to manufacture domestic and commercial ovens in the UK, and he also set up the first mobile pizzeria on these shores, so he understands the sector better than everyone. 

“I was told it was a stupid idea,” said Emery. “We developed a rotating floor oven for a Scottish site that we made and delivered. It was a huge wood-gas combination and I quickly realised that a high percentage of businesses are owner-operated. I learned on the job that bigger isn’t necessarily better. The key is finding the right oven to fit the business model.”

Emery believes that poor decisions are being made, with the wrong questions being asked. 

“If I look at my current client base – including fast-growing brands like Eric’s Pizza and MOTO Pizza – a massive oven that chews a truckload of power isn’t the right fit. Because I’ve been an operator and run my own mobile catering trailer, I understand the restaurants. I find out their exact requirements, while not being driven by sales figures like other companies. 

“They’re looking to offload the biggest oven to make the most profit – but I think differently. New operators need to consider how much they’re going to produce at the busiest times, then create the most cost-effective approach. And if they’re planning to grow, with something like a beer garden or delivery operation, that has to be taken into account.

“Beyond style, there’s insulation, the size and type of mounting and stand, tool kits, thermometer options, chimney and extract systems and so much more.”

Another key aspect that’s often overlooked is legislation and certification. 

“We were the first to put ovens through DEFRA approval in the UK, even though they weren’t even sure of categorisation at first. Our complete Bushman range has that guarantee. You read about dual-fuel ovens, burning wood or gas; it’s either or but not both simultaneously. Our ovens can, and have been fully tested by BSI to comply with any regulations! 

“Gone are the days when a commercial business could just put in an oven and start cooking pizza, with regulations now getting stricter. If you’re located in a registered smoke control area, you can only install a smoke-exempt appliance. Fortunately, All Bushman commercial ovens are on the DEFRA-exempt appliance list.”

FULL PACKAGE

Key trends in the oven market are leaning towards pubs and smaller venues with gardens – even wedding specialists. And for a commercial mobile operator, Emery knows that the personal touch makes the difference.

“Rather than just being a supplier, we can help with the oven spec, design the kitchen and offer training to be profitable. Remember, people are assuming that Neapolitan is the only way to go, or sourdough – that’s simply not the case. There’s a multitude of options. 

“For all of these questions, I’m available to answer any calls. Businesses often have to deal with an agent, working nine to five. That’s not the case with me. Also, high-street chains work with kitchen designers and wholesale suppliers that push certain products purchased from Italy at trade. But we devise the most productive system. 

“A big misconception is that you need a chef to run a pizzeria but you don’t. You require a system and process that works – and in one day I can teach anyone to run a pizzeria. A pub or a restaurant does not require a highly trained, skilled pizza chef.

“I’ve also had calls from clients that want to expand or their lease finishes, so they need to move premises – but the oven they purchased has to be destroyed. If I install a Bushman, I can get it out, at any point in the future. From an 80cm small operator to a 145cm high-capacity kitchen, through a standard doorway. No mess, no fuss, no building on site.”

RENTAL OPTION

Market statistics around UK restaurant failure are commonplace, with the general number being around 60% closing in the first year; nearly 80% within five years. But Emery’s success rate across his relationships bucks that trend.  

“I’ve helped over 400 people set up mobile catering businesses – and around 80% have flourished. This is simply because of the advice that I can provide, and it’s crucial you get things right from the very start. Plus an exceptional product, of course.”

And there are expansion plans in the works, with the launch of a rental programme. 

“If you want to come and put a deposit down with us, with a minimum term of a year, you can rent a trailer or mobile catering trailer. After 12 months, if it works for you, continue renting. Or look to purchase you own trailer from us – the philosophy is: ‘Get the right equipment from the start, then watch how the business grows.’ 

“And in terms of asset finance, if you are a newbie, this is normally granted after three years – with Bushman, our asset finance company will accommodate after two years. The rental model could be a lifesaver for pubs or community businesses that don’t have 50 grand to spend. And what’s also interesting is that these ovens can be used for more than pizza. Riley’s Fish Shack is a prime example.”

Emery’s finger is very much on the pulse, so it’s no surprise to see Bushman growing. It has potential for thousands of bespoke models, with three standard ovens that can be tailored to differing needs, with four chimney shapes – very distinctive in style and look. 

Bushman is partnering with dozens of UK operators, while Emery was also a key player in the embryonic stages at the likes of Eric’s Pizza and Digbeth Dining Club. It’s an impressive cast list, but with such a passionate man behind the wheel, you feel there’s plenty more to come!