Fireaway
Corporate brand
UnclaimedFireaway is a British stone-fired pizza restaurant chain built around made-to-order customization and franchised expansion.
Last updated August 31, 2026
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Overview
Fireaway is a British pizza restaurant chain founded by Mario Aleppo in Rosehill, Sutton, in April 2016. The concept combines the speed and customer customization associated with Subway-style service with pizza cooked in a stone-fired oven. Customers can select and personalize their pizzas, while the business supplies stores through a distribution network and operates primarily through franchised restaurants. The first Fireaway store opened in Sutton in 2016. During 2017, the chain added two further locations and moved its business operations to Milton Keynes, Buckinghamshire. This relocation became the operational base for the brand as it developed its store network and franchise model. A substantial proportion of the ingredients and other products used by the chain are imported from Italy, reflecting the brand's Italian-style pizza positioning. Fireaway received industry recognition in 2019 when it was named Small Pizza Chain of the Year at the Pizza and Pasta Awards, commonly known as the PAPAs. The chain continued its expansion in 2021, opening its first international location in Amsterdam. That year it also donated more than 1,000 pizzas in Worcester to emergency-service workers, charities, and homeless people. Fireaway received the PAPAs' Rising Star award in 2021. Expansion accelerated in the United Kingdom in 2022, when 48 new restaurants were added. The same year, a 6.5% stake in the company was reported as having been sold for £1.2 million; this is a historical transaction rather than an indication that Fireaway is publicly listed. In 2023, the chain opened 35 additional stores, bringing its reported worldwide total to 150. The brand subsequently entered further overseas markets, with restaurants reported in Dubai, Turkey, and Portugal in 2024, followed by Spain and the Cayman Islands in 2025. Fireaway's business model therefore combines a standardized quick-service restaurant format with local franchise ownership or operation. Its core proposition is fast, customizable, stone-fired pizza, supported by a centralized supply and distribution system. The available public reference material does not establish a complete current ownership structure, detailed financial statements, executive roster, or a definitive list of every operating territory. Store counts and market coverage may also change as the franchise network develops.
History
Fireaway Pizza began in April 2016 when Mario Aleppo founded the business in Rosehill, Sutton. The first store introduced a quick-service pizza format centered on customer choice: diners could customize their pizzas before they were cooked in a stone-fired oven. The operating idea has been described as drawing on the accessible, customizable service model associated with Subway while applying it to freshly prepared pizza. Two additional locations opened in 2017. In the same year, business operations moved to Milton Keynes in Buckinghamshire, which became the chain's reported operational base. Fireaway developed as a franchise-led business rather than solely as a company-owned restaurant group. Its model also includes distribution to stores, helping provide a common supply structure for the growing network. The majority of products used by the chain are reported to be imported from Italy. The brand gained industry recognition in 2019, when it won Small Pizza Chain of the Year at the Pizza and Pasta Awards. Fireaway then began international expansion in 2021 with its first overseas store in Amsterdam. Its activities that year included a community-support initiative in Worcester, where more than 1,000 pizzas were donated to emergency-service workers, charities, and homeless people. Fireaway was also named a Rising Star at the 2021 Pizza and Pasta Awards. Growth accelerated in 2022. The UK network added 48 restaurants, and a reported transaction involved the sale of 6.5% of the company for £1.2 million. The available source does not provide enough information to identify the purchaser or describe a broader ownership change. In 2023, 35 more stores opened, taking the reported worldwide total to 150 locations. International development continued in 2024, when Fireaway restaurants were reported in Dubai, Turkey, and Portugal. In 2025, the chain was reported to have opened restaurants in Spain and the Cayman Islands. These developments indicate an effort to extend the franchise format beyond the UK while retaining the central proposition of fast, customizable, stone-fired pizza. Publicly available reference material provides limited detail about the company's legal structure, current leadership beyond its founder, financial performance, store-level economics, and present store count. Accordingly, Fireaway is best characterized from the available evidence as an active British pizza chain using franchising and centralized distribution to support domestic and international growth.
- 2025
Expansion into Spain and the Cayman Islands
[1]The brand was reported to have opened restaurants in Spain and the Cayman Islands.
- 2024
Expansion into three additional markets
[1]Restaurants were reported in Dubai, Turkey, and Portugal.
- 2023
Reported worldwide network reaches 150 stores
[1]After opening 35 new stores, Fireaway was reported to have 150 locations worldwide.
- 2022
UK network expands by 48 restaurants
[1]The chain added 48 new UK restaurants during the year.
- 2021
First international store opens
[1]Fireaway opened its first international restaurant in Amsterdam.
- 2019
Small Pizza Chain of the Year
[1]Fireaway won the Small Pizza Chain of the Year award at the Pizza and Pasta Awards.
- 2017
Operations move to Milton Keynes
[1]Two more locations opened and the business's operations moved to Milton Keynes, Buckinghamshire.
- 2016
Fireaway is founded in Sutton
[1]Mario Aleppo founded Fireaway Pizza in Rosehill, Sutton, and opened the first store.
Products and positioning
A fast-casual, franchise-led pizza chain offering made-to-order customizable pizzas cooked in stone-fired ovens, with a supply network serving restaurants in the United Kingdom and overseas markets.
Pizza · 2016
Customizable stone-fired pizzas
Fireaway's central product is made-to-order pizza prepared through a customer-customization format and cooked in a stone-fired oven. The concept is designed to combine quick service with individual choice, allowing customers to select the composition of their pizza rather than relying only on fixed menu recipes.
Ingredients and supply
Italian-sourced pizza ingredients
The chain's supply model includes products imported from Italy. These ingredients support the brand's Italian-style pizza proposition and are distributed through the network serving Fireaway restaurants. The available sources do not identify every ingredient, supplier, or product specification.
Marketing campaigns
- 2021Worcester community pizza donations
United Kingdom
Fireaway donated more than 1,000 pizzas in Worcester to emergency-service workers, charities, and homeless people.
Outcome. The reported result was the distribution of more than 1,000 pizzas to the named community groups.
Brand decisions
2022
Sale of a minority stakeM&ABackground
Reference material reports a transaction involving a minority interest in the company during its expansion period.
Action taken
A 6.5% stake was reportedly sold for £1.2 million.
Aftermath
The available source does not identify the buyer or provide further details about governance or ownership after the transaction.
Reported sale price for a 6.5% stake. £1,200,000 (2022)
2021
Begin international expansionStrategyBackground
After building its UK restaurant network, Fireaway pursued growth outside the United Kingdom.
Action taken
The chain opened its first international location in Amsterdam.
Aftermath
The brand later expanded into markets including Dubai, Turkey, Portugal, Spain, and the Cayman Islands.
2017
Move operational activities to Milton KeynesStrategyBackground
After opening two additional locations, Fireaway changed the location of its business operations.
Action taken
The company's operations moved to Milton Keynes, Buckinghamshire.
Aftermath
Milton Keynes became the reported operational base during the chain's subsequent expansion.
Recent events
Sources3 sources
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