Base Wood Fired Pizza (WFP), has expanded its business with the opening of a fifth store in Glenageary, South Dublin with the creation of 25 jobs and an investment of €300,000.
The store is part of a five-year expansion plan with the overall ambition to open 10 new stores in the surrounding Dublin area and other counties. Currently the Irish company has an annual turnover of €5 million with the view to hitting €6 million in 2017.
The company has also invested €250,000 in a production unit in Kimmage, South Dublin - now the company’s official headquarters which employs a young team of eight people across accounts, marketing, business development, human resources, product development and quality control. Its HQ also features a special dough room where dough is individually mixed and hand-rolled daily.
In addition to securing new premises, Base Wood Fired Pizza has already been approached by a national retailer to do a concession and a major food operator to do a franchise. To keep up with consumer demand Base Wood Fired Pizza is investing a further €300,000 into its Ballsbridge and Terenure stores which includes additional ovens and an overall refurbishment.
Base Wood Fired Pizza also added a purpose-built wood fired oven to ‘The Jar’ on Wexford Street in Dublin city centre serving base pizzas to people who want a food option while on a night out. The company also supplies the Bath Pub on Bath Avenue from its Ballsbridge store. Both bars are owned and operated by the Loyola Group who invested in Base Wood Fired Pizza in 2013.
Former solicitor, Shane Crilly founded the company which now employs 150 people in 2008. Current stores are located in Stillorgan, Ballsbridge, Terenure, Lucan and Glenageary. The expansion of the business is a direct result of increased consumer-demand with the company increasing its output each year since opening.
Speaking about the growth of the business, Shane Crilly said, "We focus on all-natural, highly customizable, beautiful looking pizza which resonates with people along with the look and feel of our stores, customer service and our branding. We have branched into other products including 3FE Coffee, gelato and salads which have been well received by our customers. Good quality wine will be the next product we introduce. We are now a premier player in the fast casual delivery segment and we have had huge loyalty from our customers.”