Fireaway Unveils New Brand Identity and Open-Kitchen Store Format in Bristol 2026

Key Points

• Fireaway Pizza has unveiled a completely new corporate identity and an open kitchen store format at its newest restaurant outlet in Bristol.
• The new concept is located at 30 Oxford Street in Totterdown, Bristol.
• The new concept includes a new logo design and updated typography, a more restrained use of the classic orange color scheme of the brand, and darker surfaces combined with wood, stainless steel, and soft lighting.
• The revised layout places the kitchen right at the forefront, enabling the consumers to see all processes of the food cooking, from dough preparation and ingredients spreading to putting the pies into the oven.
• According to Fireaway, the changes made in the floor plan aim to optimize the operations processes and to speed up service time.
• Fireaway currently operates more than 150 restaurants across the UK, as well as having overseas presence in Ireland, Spain, Portugal, and the Cayman Islands, with Dubai coming up next.
• The new concept will first be introduced through the opening of new restaurants, not refitting of the existing outlets.
• According to the report from Hospitality & Catering News, the Managing Director, Anis Hadji, stressed that the brand should adapt in terms of technology, operation, product, and store.
• According to the Lead Designer, Steve Goodger, the in-store design team has created a design that revolves around the key cooking process which emphasizes 48-hour proved dough and artistry in food.
• The redesign which centers on food will continue on its way on the digital platform and packaging of the brand for weeks to come in 2027.

Bristol, Fireaway (Bristol Express News) October 22, 2026 – Fireaway Pizza has officially launched a comprehensive brand refresh and a cutting-edge open-kitchen store architecture, selecting its new Bristol branch as the inaugural full-scale implementation site for the evolving corporate vision.

What changes are included in Fireaway’s new brand identity and store format?

The newly unveiled layout introduces several distinct aesthetic and structural modifications to the fast-casual pizza chain’s physical estate. As detailed in coverage by Hospitality & Catering News, the physical enhancements encompass a redesigned corporate logo, refined typography, and a strategic shift in color psychology. While maintaining its core visual heritage, the brand has opted for a more selective application of its signature bright orange tone, pairing it instead with darker interior finishes, natural timber elements, stainless steel fixtures, and warm illumination.

At the center of this architectural shift is a customer-facing open kitchen layout. Positioned directly behind the service counter, the modified configuration allows diners to visually track the entire pizza-making journey from initial dough handling to final baking. As reported by Hospitality & Catering News, the redesign was engineered in-house by Fireaway’s internal marketing and design division to draw inspiration directly from traditional Italian roots while optimizing practical floor space.

Why did Fireaway choose Bristol for its new store format?

The first complete iteration of the refreshed retail concept opened its doors at 30 Oxford Street in the Totterdown area of Bristol. By establishing the prototype in an active urban market, the company aims to test customer reception and operational efficiency in a live environment.

According to corporate announcements covered by Hospitality & Catering News, the layout alterations were crafted specifically to address practical feedback gathered from consumers and franchisees alike across the wider restaurant network. By placing greater emphasis on ingredient visibility and food preparation transparency, the brand seeks to strengthen the direct connection between patrons and culinary staff.

How will the new format impact operational efficiency and franchise partners?

Beyond aesthetic updates, the store redesign places heavy emphasis on functional workflow improvements. As noted by Hospitality & Catering News, the configuration of the back-of-house workspace was systematically reworked to enhance staff movement and bolster service speeds for franchise operators.

Addressing the broader strategic direction of the enterprise, Anis Hadji, Managing Director at Fireaway, stated as reported by Hospitality & Catering News:

“Fireaway has come a long way in a short time, and as we head into our next phase of growth, every part of the business has to evolve with us: our technology, our operations, our product and now our stores. What we’ve built in Bristol shows exactly who we are. You can see the quality, feel the personality and watch your pizza being made right in front of you. As we grow, that connection between our customers and the people making their food is something we’re determined to protect.”

Echoing these remarks regarding the design rationale, Steve Goodger, Lead Designer at Fireaway, explained as reported by Hospitality & Catering News:

“We started with one question: what makes a Fireaway pizza different, and how do we let people see it? The answer was everything that happens in the kitchen: the 48-hour proved dough, the stretch, the fire, so we built the whole store around it. The orange is still unmistakably Fireaway, but we’ve used it with more restraint, alongside darker finishes, timber and warm light, so the food and the people making it do the talking.”

Furthermore, Goodger highlighted that

“Designing it in-house meant every decision was tested against how our stores actually run, not just how they look.”

What are Fireaway’s plans for rolling out the new design across its wider estate?

With the Bristol launch serving as the pilot location, Fireaway has confirmed that the updated concept will be integrated progressively. Rather than mandating immediate, disruptive refurbishments across its existing portfolio, the company plans to introduce the format primarily through future new store openings.

As reported by Hospitality & Catering News, this phased rollout strategy enables the organization to evaluate and refine the operational model thoroughly. Existing franchisees will transition to the new layout incrementally when scheduled refurbishments and capital investments align with commercial viability.

In parallel with physical store developments, the brand has announced that its renewed, food-led identity will propagate across its digital touchpoints and product packaging over the ensuing weeks and extending throughout 2027.

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Background of the Particular Development

The unveiling of Fireaway’s new brand identity and store format arrives during a period of sustained rapid expansion within the United Kingdom’s competitive fast-casual dining sector. Founded with an emphasis on fast-cooked, artisan-style pizzas utilizing fresh ingredients and extended dough fermentation processes, Fireaway has scaled its franchise network significantly over recent years. The company currently manages a footprint exceeding 150 operational stores across the UK, alongside international ventures spanning Ireland, Spain, Portugal, and the Cayman Islands, with further expansion slated into regions such as Dubai.

In recent months, the broader quick-service restaurant and hospitality landscape has seen multiple prominent chains—including Little Dessert Shop and Eatphoria—revamp their visual identities, optimize digital ordering infrastructures, and modernize store layouts to capture shifting consumer preferences. For Fireaway, the transition from its legacy store design toward an immersive, open-kitchen architecture represents a strategic effort to differentiate its brand identity, improve backend operational throughput for franchisees, and meet growing consumer demand for food transparency.

This strategic brand overhaul and operational refinement are expected to significantly influence Fireaway’s franchise partners, consumers, and competitive standing within the UK fast-casual dining market. For franchisees, the focus on optimized kitchen workflows and improved service speed can potentially lower operational friction, reduce order fulfillment times, and enhance overall store profitability. However, because the company has chosen a phased rollout—prioritizing new openings over mandatory, immediate refits of existing branches—current franchisees will face minimal near-term capital expenditure pressure while management evaluates the prototype’s performance in Bristol.

For consumers, the prominent open-kitchen layout and enhanced aesthetic warmth directly elevate the in-store dining experience, reinforcing perceptions of product freshness and culinary craftsmanship. As the new visual identity and packaging roll out across digital platforms and physical outlets through 2027, the refreshed branding aims to reinforce consumer loyalty and strengthen Fireaway’s market positioning against competing pizza chains pursuing similar modernization strategies.