PizzaExpress, the Hony Capital-backed group, has commenced its regional expansion of Firezza, the London-based, upscale pizza delivery chain, it acquired earlier this year, MCA understands.

The company has launched the concept in Milton Keynes on a site previously secured for its own short-lived Delivered format. Next Monday it will re-open the only Delivered site it opened in Exeter to the Firezza brand.

Further openings are planned in East Dulwich, Staines and Reading for the current 18-strong chain.

At the same time, MCA understands that the company is currently scoping out locations to launch a restaurant version of the upscale pizza format.

Earlier this year, the company appointed Neil Lambert, who was set oversee the growth of its Delivered arm, as managing director of Firezza.

Lambert has been with PizzaExpress since August 2011 when he joined the business as its head of marketing.

Earlier this year, PizzaExpress chief executive Richard Hodgson told MCA that Firezza, had “exceeded all expectations” and that the group were considering “aggressively” rolling it out.”