The Caterer

Firezza rebrands and expands further outside London

16 September 2016 by
Firezza rebrands and expands further outside London

Pizza brand Firezza, owned by PizzaExpress, has announced it is expanding and rebranding, with a new branch in Milton Keynes this week and more store openings to follow over the coming months.

As well as planned openings in Exeter, Staines, Egham, Reading, Trowbridge and Hampstead for what has previously been a London-focused chain, the expansion coincides with a rebrand involving a simpler, slimmer menu, lower prices and getting rid of offer codes and deals.

Firezza's new menu offers seven pizzas, including spicy Piccante, veggie Verde Ortolana and decadent Porcini di Bosco, as well as customisable and create your own options. Each pizza is fire-baked by experienced pizzaiolos. The new menu also offers a 35% reduction in pricing from its previous menu, with pizzas available from £6.

The brand opened its first store in Chelsea & Battersea, London, in 2001, and was acquired by PizzaExpress in February 2016. It now has 17 branches in London and two across Tunbridge Wells and Milton Keynes.

Neil Lambert, joint managing director of Firezza, said: "The Firezza team has been hard at work on a recipe for proper pizza, focusing on the key elements that will make people fall back in love with this food institution. If pizza fans are looking for real taste and value for money, without the dodgy ingredients and ridiculous offers, Firezza is the only choice. We're already delivering."

Edin Basic, founder of Firezza, added: "Since Firezza's launch in 2001, we've always been focused on the beautiful ingredients and high quality. That will not change, but the market has. The proliferation of bad pizza needs to stop, and Firezza is now firmly positioned as a great tasting, low-cost alternative for anyone that appreciates amazing food."

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