Industry News | April 6, 2016

Firenza Pizza Opens New Ashburn, Virginia, Unit

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Pizza lovers in Ashburn, Virginia, are about to get a fresh take on the fast-casual phenomenon that is sweeping across the country. Firenza, a Virginia-based chain that offers custom, made-to-order pizzas, will open its third store in Virginia within the next few weeks.

The new store is located at 43780 Central Station Drive in Ashburn in Loudoun Station. The 2,400-square-foot restaurant, which seats 80 and offers pizza delivery, marks the company’s third venture in Virginia. Firenza is hoping to open 20–25 stores in Virginia within the next five years.

“We couldn’t be more excited about continuing our expansion in Virginia,” says Firenza cofounder and president Dave Baer. “Come in today by yourself, or bring along your family and friends. We have something for everyone to enjoy, and we look forward to making your next dining experience one like never before.”

As one of the nation’s newest concepts in the burgeoning fast-casual pizza segment, Firenza offers hand crafted, made-to-order pizzas with unlimited toppings, per customer’s choice, for one low price.

Customers can pick and choose from nearly 40 toppings—six signature sauces, seven cheeses, nine meats, and 17 veggies—and watch their customized pies assembled right in front of them. For those customers who don’t want to create their pizzas from scratch, Firenza also offers eight, chef-inspired signature pizzas. Once the 10-inch pizzas are assembled, they’re baked in an open flame stone-hearth oven and done within five minutes.

While convenience and price are important selling points, the priority for Baer is phenomenal pizza. “Unlike most other fast casual pizza chains where the crusts are premade and machine-pressed, our pizza dough is made in house daily and hand-stretched to order right in front of the customers,” Baer says.

Once the pizza dough is stretched, customers can customize their pizzas with unlimited toppings for one low price. The cost of a simple pizza with cheese and one topping is $6.99. Pizzas with more than one topping are $7.99.

Other menu items include ove- baked wings, meatballs, and custom salads. Beverages include beer and wine, Mexican Coca-Cola, and Coke freestyle fountain drinks.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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