Meet the new street food businesses backed by Mayor Richard Parker

A 34-strong cohort of new street food traders will be the latest additions to the UK’s hospitality ecosystem following the completion of an industry training initiative in March 2026.

The Street Food Incubator Pilot, funded by West Midlands Mayor Richard Parker, is currently being delivered by Birmingham-based street food pioneers Digbeth Dining Club (DDC) and UK industry body Nationwide Caterers Association (NCASS).

Under the scheme, food creatives including an umami-inspired Japanese hot dog truck, a redesigned ice cream van producing sweet treats, and an Elvis-themed fried chicken company, are receiving high-value support to fast track their route to market.

The Street Food Incubator Pilot participants will be qualified in specialist compliance and LPG gas safety, and have attended masterclasses in branding, marketing, menu development, costing, finance and customer experience, as well as taking part in mentoring sessions with established traders.

A selection of the new business owners met with the Mayor at a recent event hosted by DDC venue Herbert’s Yard in South Birmingham - and shared their experiences of the programme to date, as well as discussing opportunities and challenges in the hospitality sector.

In addition to meeting with the Incubator traders and directors of NCASS and DDC., Mr Parker spoke with established businesses from across the region including Greidys, Scrumptious Snacks, and Po Boys.

Richard Parker, Mayor of the West Midlands, said: “This is a really talented group of people. I was genuinely impressed by their flair for cooking and also their determination to make a living doing something they love.

"Starting a business isn’t easy, but they all have great ideas and a real passion for what they do so they deserve the opportunity to give it a go.

"I fund programmes like this because they open doors. That’s the best way I can help more entrepreneurs follow their dreams and shape their own future. In this case, we might even unearth our region’s next signature dish.”

Mayor Richard Parker with some of the first cohort from his Street Food Incubator and the team running the programme.

Handsworth, Birmingham-based entrepreneur Emrys Hancock - founder and owner of Street Food Incubator Pilot participating business Raving Ices - has repurposed an ice cream van and minibus to deliver a dessert truck experience and party bus offering, drawing on years of experience as a DJ in the city.

Mr Hancock said “The Incubator has become a crucial part of my growth plan. Access to mentoring, industry knowledge, and a supportive network is crucial as doing it alone can be really difficult.”

Independent pizzeria Smoke & Ash has steadily built up a fanbase in the region, and sought to complement their ‘bricks and mortar’ offering in Edgbaston and Kings Heath, Birmingham with a more flexible and responsive arm to their business.

Business founder and co-owner Paul Collins, said “We have a love for high-level, creative pizza alongside great quality drinks and saw a gap in the Birmingham market for an independent business focusing on this combination.

“We have been looking for an opportunity to grow our events business for a while and the opportunity presented by the Incubator was a perfect fit.

Matthew Hamilton, founder and owner of hottodoggu, said: “My journey into street food began during my time living in North America and Asia. I loved the excitement of making your choice and ordering face-to-face on the street.

“The Street Food Incubator programme has been brilliant, we’re being supported by some of the biggest names in street food; NCASS, Digbeth Dining Club and established traders who can guide you from their own experience.

“It’s a big help to have this knowledge, including advice on; branding, marketing, menu selection and food costing methods. It’s really helped me in my ambition of growing hottodoggu into a recognised street food business.”

The Mayor was joined by Northfield MP Laurence Turner, who represents the Birmingham Northfield constituency in which Herbert’s Yard is based.

The full list of West Midlands Street Food Incubator Pilot participants:

• Ari’s Pizza
• Bee Thai Kitchen
• Bibi 21
• The Big Burger Shack
• Black Buck
• The Black Sheep Grill
• Braai Plate
• Brothers and Burgers
• Buenas Burritos
• Calypso Catering
• El Azteca
• El Chile
• Hotto Doggu
• Infinity Kitchen
• Jojo’s Kitchin
• Love Me Tenders
• Minus Mob
• Pão Wow
• Pica Pica
• Pinch of Masala
• Pizzamo
• Raving Ices
• Quick Belly Fix
• Saturday Night BBQ
• Smoke & Ash
• Soho Slice
• Steak Bites
• STREATERY
• Thai Spice
• The Dough Vault
• The Goat King
• What a Load of Waffle!
• Wesley Artisan Pizza
• The Wing Social

For further information on the West Midlands Street Food Incubator Pilot, funded by Mayor of the West Midlands Richard Parker, follow NCASS and DDC on social media.