UZMA KHATEEB NAWAZ: When was Cheezious launched?
ZOHAIB HASSAN: Cheezious was launched by Imran Ijaz and Faheem Ashraf in 2014 in Okara as a modest pizza outlet. As the brand gained popularity, we expanded into other cities and now have 45 branches in northern Pakistan and Punjab, including Islamabad, Lahore, Peshawar, Rawalpindi and Sahiwal. We plan to expand to Sindh in the near future. Although pizza remains at the heart of our offerings, our menu includes sandwiches, pasta, burgers, chicken wings, fries and more. Our flagship product remains the Crown Pizza which continues to be the star on our menu, beloved by customers for its unique taste and quality.

UKN: How does Cheezious view its competition and what strategies do you use to stay ahead?
ZH: We view our competition as valuable partners who drive the food industry’s growth and sustainability, not as a threat. We believe that every brand holds a unique position in the market and, as the market expands, so does the potential for all the players to thrive. Multiple brands contribute to a dynamic and evolving category that benefits businesses and customers. When a new entrant steps into the market, we see it as a positive development – an indication of the category’s potential. New competitors bring fresh ideas and innovation, which elevate overall standards. As for staying ahead, we believe that quality and taste are the ultimate differentiators. Our philosophy is simple: when you deliver exceptional quality and irresistible flavours, customers naturally gravitate towards your brand, and this is why our primary focus remains on consistently offering top-tier products and unforgettable taste experiences.

UKN: How is Cheezious positioned?
ZH: When it comes to pizzas, there were two categories of dining in Pakistan. Quick service (QSR) and dining-in. We introduced another concept – casual dining – which makes eating pizza a superior dining-in experience with excellent service and quality products. Our USP is the high-quality service we provide.

UKN: Do you have your own delivery system?
ZH: Yes and we take pride in this because it ensures that our customers receive the best possible service. Unlike many food delivery services, we follow a single-dispatch order system, which means that each one of our delivery riders is assigned one order at a time. This approach is intentional; by focusing on a single order per delivery, we eliminate the delays that occur when multiple deliveries are grouped together. Our food arrives hot and fresh and meets our customers’ expectations with regard to taste and texture.

UKN: Who is your target market?
ZH: Primarily SECs A and B+. Having said that, our pricing and product strategy is geared to offer value for money to SEC B- as well.

UKN: Have any changes taken place in the eating-out preferences of your target consumer?
ZH: When it comes to eating out, people value consistency. If the taste suits the palette of our consumers, there is no need to change too much. Having said this, our R&D department conducts research from time to time to assess which flavours are in high demand and which local flavours can be added to create a fusion menu. We have been adding new flavours and products to our menu over the years and others are in the pipeline. Desi food is in our DNA, hence flavours such as chicken tikka are popular choices.

UKN: How different is Gen Z in terms of preferences?
ZH: There is a vast difference in how Gen Z needs to be approached in terms of communication – most of our communication is conducted digitally. The communication needs to be direct, to the point and fun.

UKN: What is your communication strategy to tap into your wider target audience?
ZH: Our creative partner is Synergy. All our communication is hip and bold to show different reasons to enjoy a pizza. Almost 70% of our advertising is conducted on social media and 30% on conventional media – print, radio, OOH and in-store promotions. Once we expand into Karachi, we will advertise on TV as well.

UKN: What CSR activities has Cheezious undertaken?
ZH: There is a fine line between CSR and charity – and we don’t believe in charity; we believe in sustainability. We are the only brand from the food industry to have partnered with WWF Pakistan and planted thousands of trees across Pakistan. A project currently underway is growing a man-made forest in Swat and when completed, it will be the second largest man-made forest in Pakistan (the largest is Changa Manga). It will be called the Cheezious Forest. In the first tree planting drive, we planted 25,000 trees and the second drive will be held in a month or two. This is just the beginning and we intend to plant more trees throughout Pakistan. We are proud that this has prompted other brands to focus on sustainability. We have initiated several projects with the Cantonment Board Authority, Lahore Development Authority, Punjab Food Authority and Rawalpindi Development Authority to help beautify our cities of operation.

UKN: What other sustainability projects are in the pipeline?
ZH: We have implemented rain harvesting projects in our cities of operation to manage water shortages. We are also in the process of attaining the Eco-Diner Kitchen certification from the WWF for one of our restaurants in Sector F-7, Islamabad. It will be a model eco-restaurant that uses energy conservation bulbs and motion sensors that minimise water consumption, among other eco-friendly gadgets. These practices will be adopted at all our restaurants. Receiving this certification is not easy, as detailed audits are conducted before certification. We are also focused on improving the infrastructure of the neighbourhoods where our outlets are located. This means taking the responsibility of keeping the area clean and well-maintained.

UKN: What is the vision for the next five years?
ZH: To be the leading brand when it comes to pizza as well as eco-friendly and sustainable initiatives. We are committed to giving back to Pakistan through concrete, climate-friendly actions – planting trees, earning sustainability certifications and continually raising our standards.

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