Thu 22nd Sep 2016 - Firezza owned by PizzaExpress plans delivery simplicity push Firezza owned by PizzaExpress plans delivery simplicity push: Gourmet pizza delivery company Firezza, which was acquired by PizzaExpress earlier this year, has revealed a rebrand and a pipeline of sites for regional expansion as part of a push to restore simplicity to the pizza delivery market. The company, which opened a branch in Milton Keynes last week and another in Exeter on Monday (19 September), is to open stores in Staines, Egham, Reading, Trowbridge and Hampstead over the coming months. This will add to its 17 locations across London and one in Tunbridge Wells. The expansion coincides with a rebrand focused on returning pizza to its origins and restoring simplicity to the pizza delivery market. Firezza said it believed customers want authentic Neapolitan pizza, with clear pricing, which is excellent value for money, rather than complicated deals and gimmicky pizzas. Firezza’s new menu offers customers a 35% reduction in pricing from its previous menu. With deals removed, customers will enjoy dependable prices all the time. The new pizza menu includes seven customer favourites such as spicy Piccante, veggie Verde Ortolana and decadent Porcini di Bosco. For added variety, customers can select from a range of ingredients to customise their pizza or design a “Create Your Own” pizza. Firezza joint managing director Neil Lambert said: “The Firezza team has been hard at work on a recipe for proper pizza, focusing on the key elements that will make people fall back in love with this food institution. If pizza fans are looking for real taste and value for money, without the dodgy ingredients and ridiculous offers, Firezza is the only choice. We’re already delivering.” Founder Edin Basic added: “Since Firezza’s launch in 2001, we’ve always been focused on the beautiful ingredients and high quality. That will not change, but the market has. The proliferation of bad pizza needs to stop, and Firezza is now firmly positioned as a great tasting, low cost alternative for anyone that appreciates amazing food.”