News

Blaze Fast-Fire'd Pizza adds two locations

May 7, 2012

Blaze Fast-Fire'd Pizza, a new fast casual concept, will open two locations in Pasadena and Irvine, Calif., this summer. A creation of Elise and Rick Wetzel (founder of Wetzel's Pretzels) and backed by investors including Maria Shriver, movie producer John Davis and Boston Red Sox co-owner Tom Werner, Blaze Pizza features Executive Chef Bradford Kent, owner of Los Angeles' Olio Pizzeria & Cafe (Zagat's No. 2 pizza in Los Angeles). The company plans to open additional locations in the coming months through franchising.

Blaze Pizza uses a "co-created," assembly-line format that lets guests customize one of the menu's signature pizzas or create one of their own, choosing from a wide selection of fresh toppings — most included for no extra charge.

The personal pizzas are then sent to an open-hearth oven, the centerpiece of the eatery, where they're made in 120 seconds. Blaze Pizza will make its own dough from scratch using a recipe Kent developed, which requires a 24-hour fermentation period to produce his signature light crisp crust. Blaze's menu will use fresh ingredients ranging from inventive to classic and accommodate certain dietary needs, with a gluten-free dough and vegan cheese option.

"This is an opportunity for me to take the years I've spent developing my dough recipe and bring it to a broader audience," Kent said. "My Olio customers are big fans of the crust. I think they see it as a perfect, simple base that lets them get really creative with the fresh vegetables, meats and sauce on top."

Blaze Pizza has teamed with principal designer Ana Henton of MASS Architecture and Design (Intellegentsia, Lukshon, Breadbar) to design the restaurants' interior and exterior. Designed to be casual, current and hip, Henton is using architectural notes inspired by fire and foundries. Additionally, the restaurant's packaging is eco-friendly — made in the United States from post-consumer recycled and/or sustainable materials.

"Today, most take-out, delivery and dine-in pizza places fall short for discerning pizza fans looking for a quick bite," said Rick Wetzel, Blaze Pizza's chief ideator. "We're able to deliver an unbelievably good pizza, lightning fast, at a very affordable price."

Blaze Pizza's first two stores will be company-owned and operated. Going forward, the company plans to grow through a combination of both company-owned and franchise locations, with franchise sales expected later this year. The first location, a 2,600 sq. ft., 90-seat space near UC Irvine in the University Center is scheduled to open in July. The second, a 2,800 sq. ft., 100-seat location in Pasadena, is set to open in the city's Theater District in September. Both locations will offer a selection of wine and craft beer, and will feature outdoor patios for afternoon and evening dining.