Pickled
Francesca Gibson
Francesca Gibson's Story
Francesca studied MA Fashion Enterprise and Society 2025–2026 at the University of Leeds and graduated from her BA in 2019. She found the course had been really varied and it was the entrepreneurship modules, with Dr Stefania Ramono, and Nick Williams and Alex Kevill, that motivated her to engage with Spark and apply for the Business Plan Competition.
Pickled is an independent delicatessen and sub shop situated in the coastal Yorkshire town of Whitby, inspired by the classic bodegas of New York. Intended to become a neighbourhood staple, not just a destination, it will combine everyday essentials with elevated food offerings, to create a refreshing, interesting and welcoming store.
"We were visiting bodegas every day to get subs and coffee, and wine and snacks to sit in the park with. We thought that there was no one in the UK trying to copy this model, the service was so friendly, and you could tell each one was a blend of tourists and locals who frequented a few times a week. It felt like the real core of the neighbourhood, and we thought that could be just what was needed in such a digital world in the UK."
The store will carry curated pantry staples such as tinned fish, pasta, and wine, alongside other thoughtfully sourced provisions. In addition to retail, Pickled will also serve excellent takeaway coffee and made-to-order, stacked sub sandwiches crafted in that New York Deli style. Combining a welcoming atmosphere with reliable, delicious food and drink offering, Pickled aims to bring a New York local vibe to the Yorkshire coast, for both visitors and residents alike. New York by nature, North Yorkshire, by practice.
Francesca is currently finishing her last couple of modules at Leeds and working on her dissertation whilst awaiting the keys to her property in Whitby. She hopes to be able to get moving with the refurb as soon as possible with the aim to open mid to late summer this year.
"I'm currently trying to put together as much as I can from home - we are testing sandwiches every day! I am very grateful to have been awarded the winning award for the pre-trading business plan competition. From start to finish the whole experience has been brilliant, I have been given crucial advice from the Spark team and the wider business associates. The process has been really enjoyable, and I would recommend it to anyone."
Products will be thoughtfully sourced from a mix of local, national and bespoke wholesale suppliers, alongside Whitby and North Yorkshire based producers, such as Tipsea Wines and Udderly Delicious milk. This will enable a variety of products for consumers, some new and interesting, and some tried-and-trusted brands.
Francesca was awarded first place in the Spark Business Plan Competition pre-trading category this year and received £2,000 towards her business venture.
Pickled is due to open in July/August 2026, keep your eyes peeled whilst visiting Whitby!
