EXECUTIVE INSIGHT LEADING THE PROFESSIONAL CHARGE
WINTER 2024
ISSUE 54
LoveatFirst
SLICE
Fireaway Pizza is the great story of a dream turned into reality
EXECUTIVE INSIGHT MAGAZINE
I FALL 2023
LoveatFirst
SLICE
Fireaway Pizza is the great story of a dream turned into reality. Starting from zero in 2016, the company, selling fresh pizzas with an innovative twist, has enjoyed spectacular growth and now boasts over 160 stores across the UK (and counting). Executive Insight’s Jon Bradley spoke to the company founder and CEO Mario Aleppo, who reflected on the development of his business and explained what makes the company different.
F
ireaway Pizza, the UK’s fastest growing pizza chain, started from humble beginnings. Mario, then in his early 20s, opened his first store in South London in 2016, offering a ‘Subway-style Italian pizza’ mainly for takeway and delivery.
2
FALL 2023 I EXECUTIVE INSIGHT MAGAZINE
3
THE UK‘S
b e st SUPPLIER OF FOOD PACKAGING
Hudabox Services Shopping Consultation
Customer Service Call
We Are Here For You With this service, we ensure all details are simple, seamless and handled in a timely manner.
Next Level Service We want all of our customers to experience the impressive level of professionalism when working with HUDABOX
Scheduled Delivery
Warehouse Facility
Frequently utilized by most of our customers, this service has been essential to success on many occasions. We deliver to your premises on time. Satisfaction Guaranteed
In bulk buying if you do not have enough space, we are able to provide you with warehousing facilities for purchases over one container.
Quite simply our company purpose is “food packaging made simple”. We do this in three significant ways. Our warehouses and headoffice are based in Nottingham, UK and our factories are in Turkey. Choice – of product range and price Quality – with different product and service options Service – speed to market, just-in-time delivery, honest approach, consultancy on packaging types and making it easy to do business with us Come and join our family!
T: 07340 097106 hudabox.co.uk info@hudabox.co.uk
FALL 2023 I EXECUTIVE INSIGHT MAGAZINE
HUDABOX PACKAGING AND FIREAWAY PARTNERSHIP In the dynamic world of food packaging, where innovation and sustainability are key, Hudabox Packaging, a brand of Baditech Engineering and Consultancy Limited, has emerged as a beacon of excellence since its inception in 2019. Founded by the dynamic duo of Serdar Ali Karadag, a mechanical engineer with two decades of experience, and Elmas Can Karadag, a seasoned Finance Director with over 15 years in the industry, Hudabox Packaging has been making waves in the market. In the last three years, their fruitful partnership with Fireaway has further solidified their position as a trusted provider of food packaging solutions. With a mechanical engineer’s precision and financial acumen, with amateur spirit and professional approach, Serdar and Elmas have steered Hudabox Packaging on a remarkable trajectory of success. Serdar’s technical introduce smart and trustable, cutting-edge packaging solutions. Under Elmas Can’s financial stewardship, the company has maintained a strong and stable foundation, enabling it to invest in research and development and maintain strong partnerships. One of the most notable aspects of Hudabox Packaging’s journey is their collaboration with Fireaway. For more than three years, this partnership has blossomed into a mutually beneficial alliance. Back in 2020, their journey has started when Fireaway had only 6 pizzerias and Hudabox was a baby. Now, Fireaway is one of the biggest chains in the UK and Hudabox is one of te most trusted packaging companies in te UK. Together, they have successfully crafted packaging solutions that not only meet the company’s needs but also set new benchmarks in terms of functionality and sustainability. In between two companies there is trust and friendship, which are not just warm and fuzzy concepts; they are essential components of a successful and fulfilling business partnership. Hudabox Packaging understands that the food industry demands packaging that is not only functional but also aesthetically appealing. Their commitment to design excellence is evident in the range of packaging options they offer, which includes custom branding and unique designs. They work closely with their clients and their designers to provide packaging that not only protects their products but also elevates their brand image. This personalized approach to packaging has won them the trust of many clients in the food industry. Additionally, Hudabox Packaging’s quality control standards are second to none. Every product that leaves their facility is rigorously tested to ensure it meets the highest industry standards. This commitment to quality has earned them a reputation for reliability and consistency, which is a cornerstone of success. As Hudabox Packaging continues to grow and innovate, the industry can expect even more exciting developments from this remarkable company. Their founders, Serdar Ali Karadag and Elmas Can Karadag, are not content with past achievements and continue to drive the company forward with an unwavering focus on quality, sustainability, and innovation. In conclusion, Hudabox Packaging’s journey, fueled by the expertise of Serdar and Elmas, is an inspiring story of entrepreneurial success in the food packaging industry. Their partnership with Fireaway, commitment to sustainability, and unwavering dedication to quality and design set them apart as a company to watch in the years to come. Hudabox Packaging is not just selling food packaging; they are shaping the future of the industry one innovative solution at a time.
Elmas & Serdar Karadag 5
EXECUTIVE INSIGHT MAGAZINE
I FALL 2023
More than fifteen years have passed since the birth of Mammafiore, a high-quality Italian products distributor. Born with the mission of honouring the country’s gastronomy, it does so by staying true to Mamma’s wisdom: “Non si gioca con il cibo” (“You don’t play with food”). And our partners took it so seriously that they decided to make gastronomy their lifestyle. Mammafiore is a leading company in the distribution of top-quality Italian & Mediterranean products across Spain, France, England, Germany, and Portugal. As well as commercialising the leading Italian brands, we have our range of products, including brands such as Pomodo®o, Conserve Della Mamma, Cello, Le Creazione di Giulia, Tartufo, and Formaggi. and others in development. The sum of all of them ends up comprising a catalogue of over 1,500 products. The key to this successful business lies in the careful selection of high-quality products, as well as the agility of our supply chain and the expert knowledge of our specialised staff. We have a team of more than 250 people operating in 14 logistics hubs across Europe: 5 in Spain, 6 in France, 1 in the UK, 1 in Germany, and 1 in Portugal, which has led us to become a key enterprise in the distribution of Italian gastronomy in these countries. The roadmap for the coming years is clearly defined: we continue our development in new territories, deepening and strengthening the relationship and integration with clients, and continuing to consolidate a catalogue, with Mammafiore´s own products and complementary references, which reflects innovation, tradition and our passion for good food. Parolla della mamma.
Non si gioca con il cibo When we were kids, our mothers would tell us, “Don’t play with your food.” And we took it so seriously, that we decided to pour ourselves into our passion, gastronomy. We have made it our mission to respect, share, and innovate in gastronomic culture wherever we go. Our professional and highly committed team spans across fourteen logistic hubs throughout Europe. We operate with well-equipped warehouses able to process dry, fresh, and frozen products. We work with a catalogue of over two thousand, top-quality products from Italy, covering all regions from north to south, including a very special wine offering. Our mothers’ and fathers’ legacy is a precious gift we must never give up. – Parolla della mamma
La mamma è sempre la mamma 6
mammafiore.eu @mammafiore_official
FALL 2023 I EXECUTIVE INSIGHT MAGAZINE
“Initially I was thinking of opening a Subway franchise but then decided to start my own business. We were lucky to find an empty property which was previously an old Chinese takeaway, got a good deal on the rent and made it work,” he says, adding that he did incorporate some of the effective Subway methods as well as their kitchen open layout into Fireaway. “However, when I was thinking of the actual product for my new business, being Italian, pizza came as a natural choice.” That choice seems to be working very well. The first franchise was sold within six months to a regular customer who opened a shop just 20 minutes away from Mario’s location, with others soon to follow. Within the first year of operations, Mario opened three Fireaway Pizza shops and from then on the growth has been based on pure franchising. “We considered franchising as one of the ways forward right from the beginning. Obviously, it has to fall in line with the fit and the original recipe and cooking, using the same dough, same sauces,” Mario says, explaining that the management provides ongoing support to help its franchisees
establish and grow each restaurant to its maximum capacity. All franchisees are provided with a manual that outlines all of the operating processes and procedures that will be required to establish and operate a Fireaway Pizza restaurant Fireaway’s real estate experts will assist with finding the perfect location based on market research, target market, and footfall of the area, as well as help with finalising any nego-
tiations if required. “We can also help by providing architects and assist with designing the store to help build out an exciting and attractive Fireaway Pizza store, and, importantly, we provide the ovens for the stores. These are hand-made in Italy and allow for a large volume of pizzas to be cooked in a short period of time.” So how much does it cost to open a new franchise? “The initial investment is £150K,”
says Mario. “And return on investment is good. An average Fireaway Pizza store has a weekly turnover of around £9,000 with many of our franchisees expanding to two to three stores within a short space of time. Another key component of our franchisee’s successes is that, unlike other franchises, Fireaway Pizza does not currently take a royalty fee. We retain a flat fee per month per store. This enables our franchisees to retain 7
EXECUTIVE INSIGHT MAGAZINE
I FALL 2023
a vast portion of their profits, which makes their investment worthwhile.” Authentic and affordable Mario reflects that there are several factors that make Fireaway stand out in the highly saturated fast-food market in the UK. “Our growth has been generated by a mix of factors from the cost to the taste and the speed of getting the product out. We started with a recipe that my grandmother brought from the Amalfi Coast when she moved to the UK in the 1950s at the age of 18 and then added a western twist, giving the pizza a fresh, ‘quirky’ look.” Fireaway uses fresh, authentic raw materials, such as flour and tomatoes, imported directly from Italy on a daily basis. Freshness is guaranteed by the speed of delivery, provided by the company’s trusted partner Mammafiore, a leader in the distribution of Italian food in United Kingdom. Their service and products help Fireaway cut down on preparation times, reduce waste, and get access to new products and ingredients. Mario explains that Fireaway supplies the raw materials to all stores. “Our suppliers have always played a fundamental part in our growth and some of them, specifically those based in the UK, have been part of our journey from the very beginning.” He further points out that the dough is made daily in-store and customers can choose from four bases, four cheeses, four meats and 20 toppings. The price of the pizza is the same regardless of which combination is chosen. The menu also includes the Nutella pizza, which is exclusive to the company, as well as vegan, glutenfree and halal options. “Customers can make their own pizza, using an unlimited amount of toppings. Milkshakes, sides and desserts are also available. Importantly, the pizzas are served in just three minutes after being baked in 400-degree stone ovens.” Green pizza operation He affirms that the company has already taken some serious steps to reduce its environmental footprint. For example, Fireaway has tested electric bikes and while at the moment charging times 8
seem to be causing some issues at the busiest locations, moving all stores to using electric bikes is a strategic plan for the future. The company has also eliminated single-use plastics from its stores and is now using paper straws, paper bags and paper cups for the milkshakes. Pizza boxes are a bit difficult to replace with more environmentally-friendly materials. As they are made from corrugated board they should in theory be also recyclable but with food containers the answer is not that simple. That’s because the oil in the pizza dough contaminates untreated corrugated cardboard, making it unsuitable for paper recycling, as the paper fibres can’t be separated from the oils. However, Mario reveals that the company is now testing ‘greener’ versions, hoping to introduce them next year. “At the moment, Fireaway pizza boxes are supplied by Hudabox, a fast-growing UK company that supplies products made from high-quality thickness, recycled, unbleached corrugated board. The company uses 100% waste material in its production and is highly environmentally-focused.” Proud achievements Looking back, Mario points out that while the pandemic reduced the speed of opening new locations, the restrictions have accelerated the delivery side of the business so the general impact on the business was positive. Still, not all is rosy. “Getting good staff has been my biggest challenge from the very beginning. There were other issues when we started as a consequence of Brexit, such as rising costs and increased import documentation, but finding good people, training them and then retaining them has remained our continuing concern,” he says, adding that nevertheless, staff retention is good at Fireaway when compared to other fast food chains. He himself keeps a very personal involvement in the business and in addition to management, is still involved in helping chefs in the kitchen. The commitment clearly shows - Mario was amongst the winners at the Great British Entrepreneur Awards 2022, having received the Food Entrepreneur of the Year Award. His company also won Rising Star Pizza Chain of the Year at the 2021 PAPA Awards, after having won the
FALL 2023 I EXECUTIVE INSIGHT MAGAZINE
9
EXECUTIVE INSIGHT MAGAZINE
10
I FALL 2023
FALL 2023 I EXECUTIVE INSIGHT MAGAZINE
Best Small Pizza Chain Award at the same awards ceremony in 2019. “It’s a great honour for myself and Fireaway to be recognized for our hard work amongst so many great entrepreneurs. We’re really excited about the future,” he says. And the future will be international. A Fireaway Pizza store was opened in Amsterdam 18 months ago, and two other are being built in Lisbon and Istanbul, ready to open by the end of 2023. In addition, the company has sold the Master Franchise rights for 8 more countries and the partners are now actively looking for suitable locations. Ambitious plans Back home, the UK market continues to shows promising potential. According to official statistics, 52% of Britons have ordered a pizza or Italian in the last 12 months, and pizza restaurants are set to remain a prominent feature of the takeaway sector in the UK. In 2022, the market size of the pizza delivery and takeaway sector was forecast to exceed £3.4 billion, having grown 3.7% per year on average between 2017 and 2022. That is something Mario reflects in his plans for the future.
“
It’s a great honour for myself and Fireaway to be recognised
“We have 160 stores at the moment and we’re aiming at 500 in total within the next six to seven years. That would include not only the UK market but also stores established in other countries. Those are ambitious plans but given Fireaway’s steep growth over the last seven years, I’m confident that they are achievable.”
“
Given such a striking success achieved in a relatively short time, what is the advice Mario would give to budding entrepreneurs looking to start their own business? “The key is to focus on starting small, making sure everything works perfectly and then go from there. Once you have achieved one operation that runs well, you can think about replicating it further. In other words, don’t run before you can walk.” 11
fireaway.co.uk
Ambersarmy.org.uk
EXECUTIVE INSIGHT LEADING THE PROFESSIONAL CHARGE
INTERNATIONAL BUSINESS MAGAZINE Executive Insight Magazine published by J S International Media ©2023