Edin Basic

Edin Basic

Founder, Firezza Pizza

Edin Basic studied Civil Engineering. After moving to the UK in 1992, he worked as a head chef before holding a variety of management roles with Prima Pasta, Dome and Caffe Uno. Edin was responsible for opening and developing new Caffe Uno units before becoming an Area Manager responsible for eight 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. It currently has 22 sites, with the latest restaurant opening in Soho on Dean Street in April 2017. Firezza’s purpose is to serve beautifully prepared, restaurant quality food to discerning professionals through an unsurpassed delivery/take-out/eat-in experience. Using quality ingredients, Firezza offers pizza for the modern day, health conscious lifestyle.

Firezza is an enterprising company, always seeking to improve on what we deliver and find better ways of doing business. In February 2016, Firezza became part of Pizza Express, with a plan to open more sites and grow in London and across the nation. These are exciting times for Edin and the Firezza team-to be part of the Pizza Express family, but as independent as they have always been, and true to their values and customers. Making great pizzas and serving their customers, while having lots of fun, will always be part of Firezza’s DNA.