Pimlico: site of the new Fireaway pizza place

A PIZZA cooked in just 180 seconds has residents in Pimlico worried amid warnings that the area is speedily becoming a go-to place for fast food takeaways and little else.

The ultra-quick margaritas are being promoted by Fireaway ahead of its plans to open up a new branch in a closed-down shop in Wilton Road.

City councillors agreed to a “change-of-use” application on Tuesday night, officially allowing the owners to switch the high street unit from a shop class.

It will operate in between two existing restaurants that allow takeouts and residents have warned Westminster City Council is allowing the nature of a residential area to be altered.

In his first appearance before a planning committee, Peter Ruback, chair of the Pimlico Neighbourhood Forum, told the deciding panel: “This would be three properties in a row, tipping the character of the area. Pimlico could find itself acting as the main provider of hot food for a very large area.”

He said there had been a trend of takeaways to the east of Victoria station and in Belgravia due to policies of landlords, but Pimlico had been left to see more and more takeaways open.

Mr Ruback said he had no problem with “proper restaurants” moving in, where people sit down and have a meal.

But he added: “The hoardings currently outside the restaurant say there’s ‘a 180 second pizza’ and the cutlery used in the premises is not reusable – so this is clearly a hot food takeaway.”

Some diners will eat in, as the outlet will have 30 covers, but opponents fear the majority of people will be heading in, ordering, and then leaving with their pizza dinners.

Fireaway is a pizza firm which has been expanding in the UK over the last five years.

It uses a 400-degree oven to have them ready in three minutes.

Founder Mario Aleppo said in his “our story” biography of the company: “When my Nonna came over from the Amalfi coast of Italy in the 1950s she brought a pizza recipe that Fireaway has been spreading through the streets of London since 2016. We have tweaked our menu to include Oreo milkshakes, Nutella pizzas and vegan options so we have something for everyone. Five years later and we have gone from one London shop to over 120 branches across the country.”

Of the plan for Wilton Street, Mr Ruback told the meeting: “There is already a Domino’s takeaway with its own delivery bicycles 100 yards away.”

Councillors, however, said that the new operation was compliant with the Westminster’s planning policies.

The panel added that an 11pm closing time meant that it would not be used by people spilling out of pubs at closing time and looking for food.

Conservative councillor Robert Rigby said: “I don’t want to see empty shops. There is a balance to be had but the high street is on its knees, we need a vibrant high street.”

In a message to the council, a resident in the flat above the unit, George Leonidou, said he supported Fireaway’s arrival, writing: “A good pizza restaurant is needed in this area and having looked at the interior it has been beautifully prepared… a variety of cuisines can only help in enhancing the area and attracting more visitors.”

But others, in written objections, insisted there were too many takeaways and that the “Pimlico Neighbourhood Plan” – drawn up locally with residents and the council – should be used to stop more opening.