Member Spotlight: Charred Kitchen

Starting a food business rarely begins with a perfectly formed plan. For Charred, it started with a pizza oven, a lot of experimentation, and a long-held dream of doing things differently.

We caught up with Thomas Coates, owner of Neopolitan pizza pop-up, Charred Kitchen, to find out where his journey began and the lessons he’s learnt along the way.

Tom, tell us about Charred and where the concept began…
Charred came to life during Covid after I was gifted a Gozney Roccbox by my mother-in-law one Christmas. What started as cooking pizzas at home quickly turned into something more serious through trial, error, and a growing belief that this could actually work.

I’ve been a chef since I was 18, and pizza has always been my number one food. After years of attending festivals in my early twenties, running a food trailer had been a dream of mine for a long time. Charred became the perfect way to bring together my experience, my passion for pizza, and that ambition to create something of my own.

How long did it take you to go from idea to actually trading?
We first started using the pizza oven in January 2021, and our first official event followed in June 2022. In total, it took around 18 months of recipe development, testing ideas, and investing in the right equipment before we felt ready to trade.

It wasn’t an overnight success – but that time was crucial in building confidence, consistency, and a product we were proud to put our name to.

What are the main pros of using a horsebox for your business?
After years of trading from gazebos, moving into a horsebox completely changed how we operate. Set-up and pack-down times are far quicker, which means we can take on more events without burning ourselves out. It’s also far less physically demanding, making the business more sustainable in the long run.

What are the biggest lessons you’ve learned along the way?
You can’t do everything yourself. Learning to delegate is essential if you want to grow without exhausting yourself. And on a very practical note, always double-check that the trailer hatch is locked before setting off.

Best thing about working for yourself?
The freedom. Being able to shape the business, make decisions quickly, and take it in directions that excite you. But above all, it’s the feeling you get when someone genuinely enjoys something you’ve worked so hard to create.

What’s something you’d change about the industry?
Burnout culture is a huge issue in hospitality. Long hours and poor work-life balance are often treated as the norm, especially for chefs. As a business owner, I’m determined to prove that you can run a successful food business while still prioritising your own wellbeing and that of your team.

What does the future hold for Charred?
This year, we’re focusing on trading at larger festivals and events now that we have the capability to do so, alongside continuing to grow our corporate events offering. It feels like the next exciting step in the journey.

Pizza of choice?
From our current winter menu, the squash, blue cheese, and ’nduja pizza is a firm favourite.

Favourite independents to eat at when you get the chance?
We live in a small market town called Kirkby Lonsdale. When time allows, we love visiting Number Nine for incredible food and cocktails. Dog walks often include a stop at The Milking Parlour for what might be the best ice cream around.

Highlights of trading so far?
Building a loyal customer base that keeps coming back to our pop-ups. Seeing familiar faces return time and time again is incredibly rewarding – it’s a reminder that all the hard work is worth it.

The right way to eat pizza is?
With your hands. Knife and fork if you must, but as long as it gets eaten, you’re doing it right.

Dream chef to cook alongside?
Francis Mallmann.

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Thinking of starting your own food business?
Charred is proof that you don’t need everything figured out from day one. What began with a single pizza oven and a lot of trial and error has grown into a thriving events business built on passion, patience, and persistence.

If you’ve got an idea you believe in, start small, keep learning, and don’t be afraid to back yourself. Every successful food business starts somewhere – often with nothing more than a love of good food and the courage to give it a go.

Give the NCASS team a call today on 0300 124 6866 or leave us a message to discuss turning your dream into reality.