Loyalty … the word alone needs a deep baritone voice and an echo chamber.  Kind of like bringing in that other L-word after the first date.  But we didn’t think you’d know what we were up to by any other name, so here you have it … Clever Wally’s First Ever Loyalty Card.

It works like this … buy ten pizzas, get your eleventh pizza free.  Any pizza you buy on a Monday will count double towards your free eleventh pizza.  To get your free pizza, just write the phone number you order with in the space provided and turn in your card upon delivery.

Your friendly Clever Wally’s delivery driver has got a hole punch strapped to his waist, finger at the ready to stamp your card which you should have received in the post in mid September.  If you didn’t, he’ll have extras in his pocket.

A little thank you from Clever Wally’s, folks, we appreciate your custom.

Cooler weather, shorter days, tricky economy … now’s a choice opportunity to order up Chiswick’s finest delivery and make it a night in, folks.

Two sharp new pizza options for the season:

1) Chorizo Sausage & Spicy Sweet Piquillo Pepper (w/ pecorino Romano & fresh parsley) … £9.80 (9″) / £11.50 (12″) / £14.10 (15″)

2) Buffalo Mozzarella, Parma Ham & Rocket (w/ garlic infused Extra Virgin olive oil) … £10.90 (9″) / £12.90 (12″) / £15.90 (15″)

These have been flying out of the store for the past week.  We’re excited.

And don’t forget your homemade chocolate chip cookies! Made fresh in-store with organic English flour, 70% cocoa chocolate chips and real Madagascar vanilla extract (the real deal).  No artificial flavourings, no preservatives. Same simple policy as our pizzas, amigos; just use the best ingredients and the result will shine.  Fresh from your oven in 10 minutes, four for £3.90.

Give these a shot and let us know what you think with an email to feedback@cleverwallys.com .

Ok, the vast majority of our other pizza baking tips still apply, this is just a new one that works a treat.

Take heed … this only works for baking one pizza at a time, so perhaps not ideal for a famished party of ten. Consider yourself warned.

Here you have it:

1) Fully pre-heat your oven to 22oC on the TOP AND BOTTOM setting. This often appears as two horizontal lines on your cryptic oh-so Euro designed oven setting dial

2) Lots of new ovens are delivered with a metal drip tray sitting on the floor of the oven. Most non-bakers don’t even know it’s there. Do take it out

3) Put your parchment paper and pizza on the LOWEST POSSIBLE RACK of your oven (probably 3 inches from the oven floor)

4) Bake for the normal amount of time

That’s that. What you’re getting here is a direct blast of radiant heat from the heating element under the floor of your oven, making for an even crispier and golden brown crust.

I should get paid for this stuff.

Ever had a cookie experience that takes the proverbial cake? Our homemade chocolate chip cookies do the trick.

Into the oven they go for 10 minutes. Crispy on the outside, gooey on the inside.

No artificial flavourings, colours or preservatives. Pretty much the way you’d make them if you had the time … and the recipe!

£3.90 for 4

Our certificates come in denominations of £10 and £25.  Tell us you want one with your next order and we’ll send one along.  And if you’re not hungry, email us at feedback@cleverwallys.com and we’ll work out a way to get them to you.

Spread a little Wally to those you love!

I’ve gone over this in the other baking tips posting, but slogging through that post can be a bit like conquering The Book of Job.

A pizza stone is a ceramic disk you can bake your Wally’s pizza on for an even crispier crust. We sell a beautiful 15″ version for £15. It comes with a pizza cutter and a slick metal rack which allows you to bring your blazing hot pizza stone and freshly baked pizza straight to table without burning your fingers or accidentally peeling your table’s varnish.

There are two tips that will change your life if you get one:

1) Preheat the pizza stone until it’s blazing hot before you put the pizza on it to bake. Trust me.

2) Carefully remove the parchment paper your pizza comes with from between the hot stone and the pizza base after about four minutes of baking.

The end result is incredible.

Now this is going to sound a bit odd, but so is raw pizza and we all know THAT works like a charm.

If you ever buy an unsatisfactory pizza from any pizzeria in the area, call me on 0208 994 8080 and I’ll swap the uneaten portion with a fresh, handmade Clever Wally’s raw pizza of the nearest size and topping, absolutely free. We’re sure our pizzas are the freshest and best around, so we’re guaranteeing the other guy. It’s for your own good, believe us.

And if you ever have any issue with your Clever Wally’s experience, let us know right away and we’ll either arrange an immediate replacement or give you a credit for next time.

How clever is that?

This is your virtual soapbox where you can toss up whatever’s on your mind. Questions, comments, critiques, it’s all good.

If there’s something you’d rather ask us one-on-one, you can email us on feedback@cleverwallys.com

In both cases, please give us 24 hours to respond, lots of pizzas to be made!

We’re in England, which we thought was a good enough reason to use local English supliers wherever possible and always only the best quality. Keep it simple, keep it fresh and consistently surprise customers with just how good a raw pizza fresh from their own oven can actually be. As this is new for everyone, we are the first to understand that we need to deliver a product that is heads and shoulders above the rest for you to come back twice.

Basil & Cherry Tomato

Freshly grated Santa Lucia mozzarella, our house tomato sauce, cherry tomatoes, fresh torn basil and a sprinkling of fresh parsley.

This is the ultimate test of your crust, sauce and cheese. If a pizzeria can’t get this one to work, they might as well just shut their doors now. It’s our biggest seller.


Crispy Bacon & Baby Spinach

Smoked streaky bacon, baby spinach, cherry tomatoes and garlic-infused extra virgin olive oil.

Gives The Nod to the traditional BLT sandwich with the garlicky extra virgin olive oil bringing it THHHWACK … right into the present day.


Spicy Chilli Chicken & Coriander

Our free range chickens spend their days jogging laps of the barnyard and sharing meals with the free range piggies who contribute cured English ham and bespoke English sausage to Wally’s cause.

The afterlife only gets rosier, as Wally then bathes each breast in a rose petal based Moroccan harissa sause that is out of this world. We then serve it up with red onions, black olives and a dash of freshly chopped coriander.


Artichoke, Red Onion Chutney & Mascarpone

The mascarpone and caramelised red onions in this one give it a slight sweetness and the pine nuts add a toasted crunch. This is followed up with chargrilled artichoke hearts, thin sliced red onion and black olives from The Fresh Olive Company.

Quickly taking it’s place on the podium as a Clever Wally’s classic.


Pepperoni & Chillies

Believe it or not, pepperoni may well have been the trickiest ingredient to source on this entire menu. 99.9% of pepperoni on the planet verges on inedible. Ours is simply fantastic, accented with a nice smouldering heat from the paprika.

We sprinkle freshly chopped red chillies over the top to give it all a bit more kick. Call this one medium heat; if you want a burning inferno, ask for extra chillies.


English Sausage & Red Onion Chutney

A favourite at Clever Wally’s, the peppery free range English sausage plays off really well with the caramelised red onions. The black olives we use actually taste of olives instead of rubber tire fragments.

For about six months prior to the opening of Clever Wally’s, we probably ate part if not all of 10-12 pizzas per week. It was hard core. But after one blown Kitchen Aid dough mixer and many months of trial, we started to work out the kinks. Part and parcel with working out the dough, there are a few tricks of the raw pizza baking trade to share with those who care.

Mind you, these hints are not for everyone. They WILL slightly increase the complexity and care needed to bake your pizza. What we currently recommend is the simplest and easiest technique which is entirely appropriate for 80% of our customers delivering delicious results. If you’re in the fanatical remaining 20% Heston Blumenthal wannabe perfect pizza quest category, read on:

1. FULLY preheat your oven. We recommend 220C on the fan setting (or gas mark 7) and a glance at the pizza at around 8 - 10 minutes to gauge doneness.

2. Keep the baking paper away from the edges of your oven; it inhibits hot air circulation around your oven and your pizza won’t bake as evenly as it can

3. Slide the pizza off the baking paper directly on to your oven rack for the final minute or two of baking for an even crispier crust across the bottom

4. Give your pizzas a half turn and/or switch levels in your oven (if baking more than one) about half way through the baking period. This will make for a more even bake, particularly in older ovens

5. Proper pizza ovens in restaurants are incredibly hot. We’ve recommended 220C in your home oven as a happy temperature for non-professional bakers to successfully turn out a delicious pizza time and time again. Depending on the level of attention you’re willing to commit, you can indeed crank the heat up beyond this range, but you’ll need to stay awake while you bake. The pizza will cook MUCH more quickly and the result will indeed be different than a longer period of time at a lower temperature. Test it out and see which technique you prefer

6. Got a pizza stone? Use it for an even crispier base. We’re now selling these! Just leave it in your oven at all times and then you won’t forget to put it in when you start the oven pre-heat. Several friends of wally have made the following mistake, so if we may belabour the obvious for a second; there’s no point in putting your raw pizza on a cold pizza stone, it needs to heat up along with your oven for a full 15 mins or so. If you forget to put it in and don’t have the time to wait for it to get properly hot, don’t bother using it this time; you’d be better off putting your pizza directly on the oven rack.

7. Bigger pizzas need more time. Pizza cooks from the outside in. All else being equal a 16″ pizza may well need a few more minutes of time to get the middle as done as you like.

8. If you’ve had your raw pizza in the fridge, leave it out for at least 30 minutes before baking. When a raw pizza leaves our store, it is ready to bake as soon as you get it home. Many customers will buy early in the day, stick it in the fridge and bake it later that day. One note to keep in mind; yeast is a living thing which craves sugar and HEAT in the fermentation / baking process. Fermentation creates carbon dioxide, which creates bubbles, which creates a light pizza crust. So if your pizza is coming out of the fridge, we highly recommend giving it at least 30 minutes at room temperature to give the yeast a head start before putting it in your oven.

9. Clever Wally’s Raw Pizza is FRESH. Because we use no preservatives, because our ingredients are as fresh as they can possibly be, because the store-made dough is a living thing, our product doesn’t have an overly long shelf life (I’d say a maximum of 24 hours from purchase).

and finally …

10. Ovens vary. This sounds like a catch-all disclaimer, but it’s true. We did all of our testing in a 20 year old rented flat oven that’s about as bad as it gets. Try a few tricks of your own to see what works best. If your intuition tells you it will make for a better pizza, it probably will.

Good luck!