Of course the Moka-Ris was doomed and gave way to the Pizza Express opened we believe by Margareta Zampi (wish I could
find a way of confirming this!) which was eventually taken over by Peter Boizot who still claims to have started the business
yet I distinctly remember the opening, although not invited, and the whole crew was 100% Italian - and customers of LET and
friends of Lucio's! The year must have been 1967.
The PizzaExpresses site says:
Peter Boizot started the first PizzaExpress in London, 1965. ... finding no good pizzas, Peter invested in a Signora Notaro oven
from Italy, got an exclusive deal with London's only mozzarella maker, Margaret Zampi and took over her ailing pizza shop,
PizzaExpress.
In 1953 Gaggia’s UK agent Pino Riservato opened the Moka-Ris bar to demonstrate the functioning of a coffee bar to prospective clients.
The first proprietors of the Moka bar were Maurice and Rose Ross, a Jewish couple from
Leeds. Like most of those involved in the coffee bar explosion, Ross came from outside
the catering trade, and was not a member of the Italian or Anglo-Italian community,
although he had holidayed in the country which is where, it is believed, he acquired the
machine in the first place19. The man who acquired the Gaggia concession for the UK
was Pino Riservato, an Italian commercial traveller about whom we know little other than
that he was reportedly inspired by the poor quality of coffee available in London.
Although Riservato entered into partnership with several Anglo-Italians to set up the
Gaggia UK company, this soon allied itself with the leading British roaster, the London-
based Kenyan Coffee Company (known colloquially, and later officially, as Kenco),
which created the leading espresso blend Moka Ris, as well as setting up around 30
coffee houses of its own across the country.
Nel suo appartamento nel centro di Londra mostrava le
macchine ai proprietari d’esercizi pubblici ma questi rimanevano scettici dei vantaggi,
vista la stragrande preferenza degl’inglesi per il te. Ci fu invece una nuova fascia
d’imprenditori, che, come Riservato stesso, era esterna al settore di caffè che comprò le
prime macchine – uomini come lo scozzese, Maurice Ross, che ha aperto il primo coffee
bar che utilizzava una Gaggia, chiamato il Moka nel Frith Street al cuore del distretto di
Soho di Londra nel 1952. L’anno seguente Riservato entrò in partnership con Ross per
realizzare il Moka-Ris bar, che funzionava sia come posto in cui si mostrare le macchine,
sia l’attività di un coffee bar stesso ai possibili clienti inglesi. Al tempo stesso, come
rivela il suo archivio fotografico, la Gaggia ha fatto uso delle fiere di settore ecc. per
dimostrare il funzionamento dei suoi prodotti.