Mario Aleppo, owner of Fireaway

London based entrepreneur opens 100 stores

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In 2016 half Italian entrepreneur Mario Aleppo launched Fireaway which has quickly become the UK’s fastest growing pizza chain.

Opening their first stores in South London with a bank loan and only one employee Fireaway managed to continue expanding even during the pandemic with them set their 100th store.

Mario said: ““Initially, I thought of opening a Subway franchise, but I changed my mind and decided to do my own thing.

“However, I was impressed by Subway’s methods and incorporated some of them into Fireaway. It means that pizza lovers can choose from four different bases, four different cheeses, four meats and 20 toppings. And the price doesn’t alter regardless of which combination is chosen.”

Mario went back to his Italian roots ensuring that Fireaway could provide an authentic Italian pizza with only the freshest ingredients.

Fireaway being set to open their 100th store is remarkable as back in January they had 50 stores. This quick growth is due in large part to their initiative to open 25 new branches in 25 weeks in the latter half of the year.

In 2021 they were recognised at PAPA awards as the Rising Star Pizza Chain of the year award. At these same awards in 2019 they won the Best Small Pizza Chain Award.

He said: “Shortly after we opened our second store we started attracting other franchisees through word of mouth.

“It started with a new franchise opening every six months. A year later it was every three months, then one a month and now it’s roughly one a week.

Mario added that he believes the global potential of the brand is limitless.

“We’re taking this very seriously, so much so I have appointed my two younger brothers to spearhead our efforts, with Luca managing our German operation and Fabio overseeing The Netherlands.”