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.