Edin Basic
MD & Founder
Firezza


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 Cafe Uno. Edin was responsible for the opening and development of new Cafe 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 23 sites. The latest branch opened In London Soho (Dean Street). This is our first eat in fast casual version of Firezza concept.

Our purpose did not change: 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. To be part of Pizza Express family but independent, as we always were, and true to our values and our customers, these are exciting times for my team and myself. Making great pizzas and serving our customers, while having lots of fun, will always be part of our DNA.