Thu Apr 27, 2017 London
X

What is Lorem Ipsum?
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Why do we use it?
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).

Where can I get some?
There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don't look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn't anything embarrassing hidden in the middle of text. All the Lorem Ipsum generators on the Internet tend to repeat predefined chunks as necessary, making this the first true generator on the Internet. It uses a dictionary of over 200 Latin words, combined with a handful of model sentence structures, to generate Lorem Ipsum which looks reasonable. The generated Lorem Ipsum is therefore always free from repetition, injected humour, or non-characteristic words etc.

TIPPLE & FARE

Food, drink and fine dining The comings and goings of the culinary classes

Basically Brilliant

Firezza’s first “proper restaurant” in Dean Street, Soho offers gourmet pizza by-the-metre at remarkably reasonable prices; it is a must visit

 

Edin Basic can be credited with changing the way Brits order pizza. Prior to his arrival in London from war torn Bosnia some twenty-five years ago, home delivered pizza was – if it ever arrived – greasy, cold and pretty unimaginative.

 

Replacing ham and pineapple as the most exotic thing on the menu with an aim to “create the best pizza in the world”, Mr Basic travelled to Naples, learnt from the best and brought his vision to West London. In 2001, Firezza was born and in the years that followed he built up a 17-site business that was sold to Pizza Express in 2016. He is still part of the operation and is currently expanding the business nationwide and, with a few twists, into China also.

 

On Wednesday this week, Basic’s journey took a new turn when Firezza opened their first “proper restaurant” in Dean Street, Soho. Featuring the by-the-metre, fire-baked gourmet pizza that customers of the firm’s delivery service have so-loved for nearly two decades, this anything but fussy venue served around 800 on its first day but was still able to provide quality at affordable prices.

 

Ranging from a margherita for just £5.95 through to a capricciosa for £7.65, Firezza Dean Street is a restaurant that won’t break the bank but equally won’t disappoint. Aside from the freshest ingredients, with an open kitchen and a stunning space pod like Marana Forni pizza oven, watching the chefs work is akin to a ballet performance. Perfectly organised and planned to ensure pizza-to-table in around five minutes, Basic’s team are efficiency to the tee.

 

House red and house white wines are also perfectly quaffable but, as my companion waxed lyrical all the way home, it’s the cannolo that’ll bring you back again and again. Three of these Sicilian delights will set you back just £2.50.

 

Firezza, 22 – 25 Dean Street, London, W1D 3RY. Open Sunday to Thursday from 10am until 12 midnight; open Friday and Saturday 10am until 1am.

 

 Basically Brilliant – Edin Basic, co-founder of Firezza opens “proper pizza restaurant” in Soho on 12th April 2017 – Firezza Dean Street, 22 – 25 Dean Street, London, W1D 3RY Basically Brilliant – Edin Basic, co-founder of Firezza opens “proper pizza restaurant” in Soho on 12th April 2017 – Firezza Dean Street, 22 – 25 Dean Street, London, W1D 3RYBasically Brilliant – Edin Basic, co-founder of Firezza opens “proper pizza restaurant” in Soho on 12th April 2017 – Firezza Dean Street, 22 – 25 Dean Street, London, W1D 3RY

Comments

4 comments on “Basically Brilliant”

  1. Great pizzas! I always order them when I have parties and the guests always love them. I didn’t know the story of the founder. What an amazing man. Well done Edin Basic.

  2. These pizzas are simply the best. Never had a bad one delivered from them. It’s basically like a better, more affordable Pizza Express. Keep up the good works chaps!

Leave a Reply

Your email address will not be published. Required fields are marked *