PizzaExpress, the Hony Capital-backed group, is in talks to acquire Firezza, the London-based, upscale pizza delivery chain, as it looks to underpin the launch of its fledgling Delivered format, M&C understands.
It is thought that discussions for the 17-strong group are at an advanced stage and that a successful deal would see a number of Firezza’s sites converted to the PizzaExpress Delivered concept. PizzaExpress hopes to soon launch its first standalone Delivered site in Exeter.
Firezza secured new funding and acquired a controlling stake in rival brand Pizza Lupa in 2014. It was placed on the market in 2013 with an estimated price tag of £6m and attracted preliminary interest from Luke Johnson.
The concept was launched in 2001 by Adnan Medjedovic and Edin Basic, who came to Britain in 1992 to escape war-torn Bosnia, offers takeaway and delivery in the majority of its sites, whilst a number also include an eat-in option.
Over the last 12-18 months it has opened its first site outside the capital in Tunbridge Wells and converted the three Pizza Lupa sites it acquired to its eponymous brand.
Last year, the Richard Hodgson-led PizzaExpress announced plans to open 150 dedicated delivery sites across Britain over the next five years, creating 2,500 jobs. It has recently gone on site on its first Delivered unit in Exeter, with an opening scheduled for later this month.
M&C understands that the group has also secured the Pizza Amante site (a former Lupa unit) in West Hampstead for the concept.
Further sites in Milton Keynes and Cambridge are also in the pipeline, while the group is set to open a Delivered unit adjacent to its existing restaurant in Staines.
PizzaExpress began the rollout of its new delivery offer Delivered into two of its existing sites in central London last year.
