PizzaExpress to open Firezza restaurant in Soho

By Sophie Witts contact

- Last updated on GMT

Firezza pizza to open Soho restaurant

Related tags: Pizza delivery

Firezza, the gourmet pizza delivery brand owned by PizzaExpress, is to open its first eat-in restaurant in Soho later this year.

The 22-strong group has secured a site on Dean Street to launch its flagship pizzeria.

The 80-cover site will serve Firezza’s ‘proper pizza’ by the metre for diners to share, with prices starting at £6 .

It will also offer beer, carafes of wine and organic coffee, alongside seasonal specials.

“Our customers have been requesting a restaurant for years and this location is the perfect place to launch the flagship restaurant,” says Firezza founder and managing director Edin Basic.

“Firezza is a brand built on simplicity and sharing, that will be the experience our guests will enjoy, whether they have a lot of time or are having a bite before the theatre.”

Firezza was founded by Basic in 2001 and has since grown to 22 takeaway and delivery sites across the UK.

The chain was bought by PizzaExpress in February 2016 and grew by six sites in the last year.

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