Edin Basic

Founder of Firezza

The Firezza Story - From Start Up To Exit - Becoming Part Of The Pizza Express

About Edin Basic

Edin Basic studied Civil Engineering. Moving to the UK in 1992 he worked as a Head Chef before a variety of management roles with Prima Pasta, Dome and Caffe Uno. Edin was responsible for the opening and development of new Caffe Uno units before becoming an Area Manager, responsible for 8 units with annual sales of £5.5 million.

Edin then moved to Starbucks as a District Manager, with responsibility for the City of London before leaving to pursue Firezza.

Firezza is the market leader in London''s gourmet pizza delivery market. Currently with have 17 sites. The latest branch opened In Stratford East Village.
Our purpose is to serve beautifully prepared, restaurant quality food to discerning professionals through an unsurpassed delivery/take-out-eat in experience. Firezza offers pizza for the modern day, health conscious lifestyle using quality ingredients.

Firezza is an enterprising company, always seeking to improve on what we deliver and find better ways of doing business.

In February 2016 we sold to Pizza Express. The plan is to open more sites and grow in London and nationally. These are exciting times my team and me-to be part of Pizza Express family but independent as we always were and true to our values and our customers. Making great pizzas and serving our customers, while having lots of fun, will always be part of our DNA.

Edin Basic is founder of Firezza, gourmet pizza delivery company-market leader in London. Edin will tell you his journey to having 17 pizza delivery sites in London now turning £9m annually.

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