Mayor’s Funding Offers Mouthwatering Opportunity to Next Generation of Street Food Stars

Up to 36 budding street food businesses across the West Midlands are set to receive free training, mentoring, and live trading opportunities, thanks to a new funding package from Mayor Richard Parker.

The Street Food Incubator Pilot—delivered by industry experts Digbeth Dining Club (DDC), the Nationwide Caterers Association (NCASS), and the West Midlands Combined Authority (WMCA)—aims to nurture the next wave of street food entrepreneurs in one of the UK’s most vibrant culinary regions.

The scheme forms part of the Mayor’s £300,000 Street Markets Catapult, designed to revitalise town and city centre high streets by expanding the variety of market stalls, attracting more visitors, and helping local communities reconnect with their trading heritage.

Mayor Richard Parker said:

“The West Midlands is home to many culinary delights – from the Birmingham Balti to the Black Country’s infamous orange chips.

Digbeth Dining Club is famous for bringing together the region’s best street food to be enjoyed by thousands of Brummies. Now they are working with us to train the next generation of street food chefs.

My Growth Plan is unleashing the ambition of local entrepreneurs and turning their ideas and passion into thriving businesses and delicious dishes. This will bring flavour to our high streets and city centres, and may even uncover a new signature dish for the region.”

A Recipe for Success

Participants in the Street Food Incubator Pilot will receive comprehensive support covering every stage of building a food business—from registration, insurance, and food safety to HR, operations, and business development.

Training will culminate in live trading opportunities at curated DDC events, markets, and festivals across the West Midlands, allowing participants to test their menus and business models in real-world environments. Graduates of the pilot will complete the programme in Spring 2026.

Applications are now open to both new startups and established businesses based in Birmingham, Coventry, Dudley, Sandwell, Solihull, Walsall, and Wolverhampton, via the NCASS website at www.ncass.org.uk/street-food-incubator.

Partners in Growth

DDC and NCASS have long collaborated to champion independent hospitality and create opportunities for local talent.

Jack Brabant, co-founder of Digbeth Dining Club, said:

“We’re really excited for Digbeth Dining Club to be working alongside NCASS and the West Midlands Combined Authority on the WMCA Street Food Incubator Pilot.

For over a decade, we’ve been passionate about giving independent street food traders a platform to grow, and it’s amazing to see how far the scene has come across the region.

This pilot is a brilliant opportunity to take that support even further — helping the next generation of traders gain the skills, confidence, and experience they need to turn their ideas into sustainable businesses.

The West Midlands has always been full of creativity and talent. Through this partnership we can continue to nurture that energy, support local entrepreneurship, and strengthen our independent hospitality scene for the future.”

Alan Fox, CEO of NCASS, added:

“We are delighted to have been selected to deliver the WMCA Street Food Incubator Pilot.

NCASS supports catering and hospitality businesses every day, and we thank the Mayor and the WMCA for the opportunity to further support caterers and entrepreneurs in the West Midlands to make the next step to help support and grow their business.

We are proud to have been able to be part of so many street food businesses success across the UK and are invested in entrepreneurship in a sector that is inspiring, diverse and dynamic.

We are very much looking forward to delivering the pilot together to provide the opportunity to new and growing businesses to support independent hospitality in the WMCA region.”

Street Food on the Rise

The UK’s street food industry is thriving, currently valued at £1.2 billion and growing at around 20% year-on-year. Around 7,000 traders now operate nationwide, offering adaptable, low-cost business models that appeal to a younger generation of food entrepreneurs.

Recent research shows that half of UK consumers buy from a street food van at least once a week, with 64% willing to spend more than their average daily lunch budget. The sector is also being driven by a younger demographic, with 83% of traders aged under 40.

Feeding the Region’s Future

From Michelin-starred restaurants to Desi pubs and ground-breaking food markets, the West Midlands’ culinary scene continues to flourish. The Street Food Incubator Pilot seeks to build on that success—supporting local entrepreneurship, enriching the region’s food culture, and boosting the local economy.

The team behind the Mayor’s Street Food Incubator includes Alan Fox, Jack Brabant, Henry Poultney, Roxy Bentley, Nicol Dwyer, Leonie Martin, and Clive Fletcher.

For media enquiries:
Email: media@wmca.org.uk

Public enquiries:
Visit: www.wmca.org.uk/contact-us