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When Franco Manca opened its first outlet in Brixton Market in 2008, its affordable, slow‑fermented sourdough pizzas quickly became a London sensation, drawing long queues and media buzz.Fast‑forward to 2026, the chain announced the closure of 16 restaurants via a company voluntary arrangement (CVA), endangering around 225 jobs. The sites slated for shutdown include nine locations in London – notably the original Brixton shop – as well as outlets in Hove and Glasgow.CEO Marcel Khan attributed the pull‑back to a “string of external cost pressures” hitting the hospitality sector, citing higher national‑insurance contributions, the living‑wage increase and rising business rates that have rendered several stores financially unsustainable.Despite speculation about a UK “peak pizza” moment, industry analysts say demand for pizza remains robust. Consultant Peter Backman notes that sourdough pizza now represents roughly 20% of all pizza sales and that the overall pizza market is growing faster than inflation.The sourdough trend, which exploded online during the pandemic, has migrated into supermarkets. Backman estimates that retail now accounts for about half of all pizza sales, and Mintel data shows sourdough‑based pizza products made up 29% of new launches between 2022 and 2025.However, the premium perception of sourdough means it commands higher prices. While a Margherita was £4.60 at the chain’s debut, recent visits record prices near £10, a jump that food‑blogger Gerry del Guercio says has eroded the brand’s original value proposition.Competitive pressure is also intensifying. Independent pizzerias and rivals such as Rudy’s and Pizza Pilgrims have accelerated growth, leveraging social media to attract cost‑conscious consumers who now favour supermarket‑bought pizzas or home‑baked alternatives.Industry observers, including CGA consultant Reuben Pullan, argue that Franco Manca’s challenges are less about waning consumer interest and more about the “unfortunate churn” caused by higher energy and procurement costs across a large estate of sites.Backman adds that the CVA could ultimately be beneficial, allowing the chain to shed under‑performing stores and regain financial flexibility. He concludes that Franco Manca still possesses a strong brand and a product in demand, suggesting the chain may stabilise after the restructuring.