Pakistani fast food chain Cheezious has opened its first international restaurant in Ilford, London, taking its signature pizzas and Pakistani inspired fast food to the UK market for the first time. The opening marks a major step for the brand, which began with a single pizza outlet in Okara, Punjab, and has grown to more than 58 outlets across Pakistan.
The London launch gives Cheezious its first base outside Pakistan and sets the stage for its planned expansion across the United Kingdom. The company aims to introduce British customers to its established menu, including its signature Crown Crust Pizza, while maintaining the recipes and service standards associated with the brand at home.
Located in Ilford, an area of East London known for its diverse communities, the new restaurant is intended to serve both Pakistanis familiar with Cheezious and local customers discovering the brand for the first time.
For the company, the opening represents more than a new restaurant. It is the beginning of an international growth strategy built around a food brand developed in Pakistan.
Cheezious Takes Its Pakistani Menu to London
Cheezious has built its business around pizzas and fast food that combine familiar international offerings with flavours aimed at Pakistani customers. Its Crown Crust Pizza has become one of its signature products, helping distinguish the chain from competitors in Pakistan's crowded fast food market.
The new Ilford restaurant brings that menu to London, where the company hopes to attract families, young customers and people looking for a different take on familiar fast food.
The location also gives the brand an opportunity to connect with British Pakistanis who may already recognise its name from visits to Pakistan or through family and social connections. At the same time, the restaurant will need to appeal to customers who have never encountered the chain before.
Cheezious has not announced detailed sales targets, customer projections or a timetable for opening additional UK restaurants. Its immediate focus is establishing its first international location and introducing its products to the local market.
The company says it intends to preserve the recipes, standards and brand identity that have shaped its reputation in Pakistan. Maintaining consistency across international outlets could help it build recognition as it moves into a market with established pizza chains and independent restaurants.
CEO Imran Ijaz Outlines International Expansion Plans
Cheezious chief executive Imran Ijaz described the London opening as a proud moment for a business that started in Pakistan and is now entering an international market.
“Today marks a proud moment for us. Bringing a brand that was born and built in Pakistan to London is about much more than opening another outlet,” Ijaz said.
He added that the company had carried its established approach to food and service into the UK.
Ijaz also indicated that London would serve as the starting point for a broader expansion strategy. The company intends to use its UK entry as a foundation for reaching other parts of the country before considering additional international markets.
“This is only the first of many international doors we intend to open,” he said, describing London as the brand's gateway into the UK.
The statement signals the company's ambitions, although no specific locations, investment figures or opening dates for future restaurants have been announced.
Expanding beyond Pakistan will require Cheezious to build on its existing operating model while meeting the practical demands of a new market. These include maintaining food quality across locations, delivering consistent customer service and establishing a recognisable presence among customers who may already have strong preferences for established fast food brands.
The Ilford restaurant will provide the company with its first opportunity to develop that international customer base.
Marketing Chief Wants Cheezious to Become a Family Destination
Zohaib Hassan, head of marketing at Cheezious, said the company wants the London restaurant to appeal to families and customers with different levels of familiarity with the brand.
The strategy includes attracting people who already know Cheezious from Pakistan while encouraging new customers to try its food.
Hassan specifically mentioned Crown Crust Pizza as a product the company hopes will introduce Londoners to the chain.
“Cheezious aims to become a place where families come together, whether they already know the brand from Pakistan or are discovering it for the first time,” Hassan said.
He also emphasised the company's intention to provide a strong customer experience alongside its food offering.
That focus will matter as the brand establishes itself in London. Customers often judge restaurant chains on more than the menu, with service, consistency, value and the overall dining experience influencing whether they return.
For Cheezious, the challenge will be turning initial interest in a Pakistani brand entering the UK into sustained customer demand.
The company has not released specific information about the restaurant's staffing levels, opening promotions or customer response following the launch.
From One Outlet in Okara to More Than 58 Restaurants
Cheezious began as a single pizza outlet in Okara, a city in Punjab, Pakistan. It has since expanded into a nationwide chain with more than 58 outlets, according to the company information provided for the launch.
Its presence includes major Pakistani cities such as Islamabad, Lahore, Rawalpindi and Peshawar.
The chain's growth reflects the development of Pakistan's organised fast food sector, where local businesses compete by offering familiar products alongside menus tailored to domestic tastes.
Cheezious has positioned itself around accessible dining and family customers, combining pizza and other fast food options with products designed to stand out in a competitive market.
Its expansion from Okara to multiple Pakistani cities has provided the foundation for its next step. However, operating internationally presents a different set of commercial demands, particularly when a business moves into a market where customers have access to a wide range of local and international restaurant brands.
The London outlet will test how effectively Cheezious can transfer its established identity to a new customer base without losing the features that helped it grow in Pakistan.
What the UK Expansion Means for Cheezious
The opening in Ilford gives Cheezious an initial foothold in the British market and creates an opportunity to assess demand for its menu beyond Pakistan.
London offers access to a large and varied customer base, including British Pakistanis and people interested in trying food brands from other countries. Ilford's diverse population may provide a useful starting point for the company's entry into the UK.
Still, one restaurant does not guarantee a successful national rollout. Future growth will depend on customer response, operating costs, the ability to maintain consistent food quality and the company's plans for investment and restaurant management.
Cheezious has said it intends to expand across the UK before taking the brand into other parts of the world. For now, however, the Ilford opening is its first international step, and the company has not confirmed a schedule for additional outlets.
The restaurant also gives the business a chance to introduce its signature products to customers who have previously had no direct access to the chain.
If the London operation establishes a strong customer base, it could provide a model for future locations. The company's next challenge is to turn its ambitions into a practical expansion plan supported by sustained demand.
Will Cheezious become a familiar name in Britain's fast food market? Share your thoughts on the Pakistani brand's London launch and which signature item you would try first.