THE CEOCAST From Zero To £40,000,000/Year By Selling Pizza
May 15, 2022
Mario Aleppo, the dynamic CEO and founder of Fireaway Pizza, shares his inspiring journey from a tough childhood in South London to creating a pizza empire boasting over 100 branches. He discusses the importance of maintaining high culinary standards while expanding rapidly and shares ambitious plans for 500 stores in five years. The conversation explores the evolving mindset from mere profit to finding purpose in life, balancing success with sensible spending, and innovative marketing strategies that create a buzz. Plus, there's a chance to win free pizza for a year!
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Rough Valuation Rule For F&B
- Valuate food businesses roughly at 10x annual profit as a rule of thumb.
- Mario used that to estimate Fireaway's early valuation after hitting ~£1m profit at head office.
Humble Beginnings Shaped Drive
- Mario grew up in Mitcham in a crowded house raised by a single mum and learned entrepreneurship early by selling sweets at school.
- His background of limited money shaped a practical drive to make income and avoid conventional rules.
First Business Failed Fast
- Mario's first coffee pop-up in Tooting failed after five months, returning about £400 from a £4,000 investment.
- He says the failure taught him operational lessons he later applied to Fireaway.