Fireaway launches new Express format

The new smaller footprint format in Gravesend is a first for both the pizza chain and the forecourt operator and will be rolled out to other locations if successful.

Fireaway founder Mario Aleppo told​​ ​​Forecourt Trader​​, ​one of Restaurant's ​sister publications, that the ambition is to open a minimum of five forecourt stores per year over the next five years.

The new 150sq ft location has got off to a flying start, according to Highway Stops operations director Sellarajah Gunalan. It offers seating for up to 17 people as well as a takeaway space and parking spaces, making it a destination QSR venue.

Aleppo further said that forecourts offer a good opportunity for the company due to the speed at which its pizza is served. While extended dwell times at forecourts are a factor in Fireaway’s interest in these sites, speed of service comes in handy even on sites without EV charging.

The group also operates larger stores in forecourts, with outlets in standard retail locations ranging from 800 to 2,000sq ft.

Fireaway Pizza was founded in London as a small family-run pizzeria in 2016. The concept is based on a 'Subway-style' service with consumers able to build their own pizzas from a choice of 25 different toppings for £13.95, with pizzas moving from prep to plate in just 180 seconds.

The chain operates more than 160 stores today and has grown exponentially through franchising.