Base Wood Fired Pizza

What Base Wood Fired Pizza does

Base Wood Fired Pizza is a Dublin-headquartered pizza restaurant chain operating a delivery and collection model across 8 stores in the Dublin and Wicklow region of Ireland. Founded in 2008 by Shane Crilly after on-the-ground research in Naples and across Italy, the company produces Neapolitan/Roman-style pizzas in custom-built wood-fired ovens heated to 800 degrees, using Irish kiln-dried beech and ash as fuel, with a 72-hour dough proofing process on Carrara marble and 00 5 Stagioni Napoletana flour. Ingredient sourcing combines Italian imports (For Di Latte mozzarella) with Irish premium suppliers (Gubeen Smokehouse chorizo, Follow Your Heart vegan cheese), and pizzas are offered in 7", 9.5", and 13.5" sizes for take-home consumption.

The company's product portfolio spans core pizzas and sides, a structured corporate and children's catering line with tiered packages (€60–€600), the Base Coin loyalty programme (1 coin per €1 spent, minimum 500 coins to redeem) delivered through a proprietary mobile app, the BASE CASE reusable pizza box (€25, reusable up to 500 times), and digital gift vouchers. The business is operated as a franchise model under the legal entity Base Control Management Limited (company registration 549852), with individual stores operating as franchisees under shared brand, ordering platform, and supplier terms.

Revenue is generated through per-transaction food sales via retail stores, BOSS IT-powered website ordering, the Base Pizza mobile app, and a dedicated catering sales motion (Mon–Fri 10am–5pm) targeting corporate offices, private parties, and children's events. Marketing is multi-channel with active presence on Facebook, Instagram, X, LinkedIn, and TikTok, complemented by email/newsletter and corporate account referrals. Operations run 7 days a week, 364 days a year, and the company maintains GDPR-compliant data handling through BOSS IT as data processor.

Name

Base Wood Fired Pizza

Legal name

Base Control Management Limited

Website

https://basewfp.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Base Wood Fired Pizza is a Dublin-headquartered franchise pizza chain operating 8 stores across Dublin and Wicklow, Ireland, delivering and serving Neapolitan/Roman-style wood-fired pizzas made with 72-hour-proofed dough alongside corporate catering, kids parties, and a proprietary loyalty app.

Ownership category

akta.pro rank

Product category

Pizza Restaurants

NAICS

Caterers (72232), Special Food Services (7223)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pizza QSR (THAFAAAB)

akta.pro secondary industries

Pizza Fast Casual (THAFABAB), Pizza, Wings & Oven-Baked Prepared Foods (In-Store Concepts) (CRAHAKAE)

Keywords

• Wood fired pizza
• Pizza delivery
• Italian pizza
• Pizza catering
• Casual dining

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Pizza and Food Sales: Core revenue from selling wood-fired pizzas in three sizes (7", 9.5", 13.5"), sides, dips, and desserts through 8 retail locations with delivery and collection options.
2. Catering Services: Corporate catering packages (Hot Stuff €180, Livin' For The Cheese €315, Knead More €600) and children's party packages (Munch Mania €60, Pizza Pals €95, Pizza Feast €120). Minimum order value €200 for catering team bookings.
3. Gift Vouchers: Digital gift vouchers sold through BOSS IT online ordering platform.
4. Mobile App Sales: Direct online ordering through proprietary mobile app with best prices, earning Base Coin loyalty points on purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Base Wood Fired Pizza operates 8 wood-fired pizza stores across Dublin and Wicklow, cooking Neapolitan/Roman-style pizzas in three sizes (7", 9.5", 13.5") at 800 degrees using custom ovens fuelled by Irish kiln-dried beech and ash, with dough proved for 72 hours on carrara marble. Revenue is generated from in-store and online pizza and food sales (delivery, collection, dine-in), plus a dedicated catering division offering fixed-price corporate and children's party packages. The company supplements this with a mobile app, an online ordering system, a Base Coin loyalty programme, gift vouchers, and a reusable Base Case pizza box.

Product overview

Base Wood Fired Pizza is a Dublin-based pizza restaurant chain operating as a franchise model with 8 stores across Dublin and Wicklow. The core offering is wood-fired pizza made fresh daily using traditional Italian methods with imported Italian ingredients (00 flour, For Di Latte mozzarella) and local Irish produce (Gubbeen chorizo). The business operates primarily as a take-home delivery and collection service with limited in-store seating. The product portfolio includes the core pizza offerings (available in 7", 9.5", and 13.5" sizes), a mobile app for ordering, the Base Coin loyalty program, catering services for corporate events and children's parties, reusable pizza boxes (Base Case), and gift vouchers. The online ordering system is powered by BOSS IT as the technology platform partner.

Differentiator

Problem solved

Functional benefit

Products and services

• Wood-Fired Pizza (Core Offering) Core offering of Neapolitan and Roman-style wood-fired pizzas, made fresh daily using a 72-hour dough proofing process and cooked at 800 degrees in custom-built ovens fuelled by Irish kiln-dried beech and ash. Available in 7", 9.5", and 13.5" sizes, with sides, dips, and desserts, served via 8 stores in Dublin and Wicklow through delivery, collection, and in-store service for individual consumers.
• Catering Services Corporate and event catering service operated by a dedicated catering team (Mon-Fri 10am-5pm), offering fixed-price corporate packages (Hot Stuff €180, Livin' For The Cheese €315, Knead More €600) and children's party packages (Munch Mania €60, Pizza Pals €95, Pizza Feast €120) for offices, private parties, and family events in Dublin and Wicklow.
• Base Case Reusable Pizza Box Reusable pizza box designed to replace single-use cardboard boxes; reusable up to 500 times, dishwasher safe, and 100% recyclable. Available for €25 with a €2 discount on collection orders when reused, marketed as a sustainable alternative using significantly less water to produce than traditional pizza boxes.
• Digital Gift Vouchers Digital gift vouchers sold through the BOSS IT online ordering platform, allowing customers to gift Base Wood Fired Pizza products to friends and family.

Quantifiable outcome

• Pizzas cooked at 800 degrees in wood-fired ovens
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• BOSS ITcoreTechnology or IntegrationBOSS IT is the online ordering partner providing the website and app ordering infrastructure. They act as a data processor for personal data processed in connection with food orders. BOSS IT also assists with managing user consent to marketing communications and analytics.
• Gubeen SmokehouseminorOthersPremium Irish supplier of smoked chorizo from Co. Cork, used as a signature topping on Base Wood Fired Pizza menus.
• Follow Your HeartminorOthersSupplier of vegan cheese used on Base Wood Fired Pizza's vegan pizza options.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Domino's Pizza Ireland: Ireland's largest pizza delivery chain. Directly competes with Base Wood Fired Pizza on delivery and collection of pizza across Dublin and other Irish urban centers, serving the same customer need with a larger scale and broader menu.
• Four Star Pizza: Long-established Irish pizza delivery chain with multiple Dublin locations. Directly comparable in business model (delivery/collection), customer base, and product category, though positioned as a more value-oriented chain than Base's artisan offering.
• Apache Pizza: Irish-founded pizza delivery and takeaway chain with stores across Ireland including Dublin. Directly competes on the same pizza-delivery category, with overlapping customer base and comparable order channels.
• Franco Manca: UK sourdough wood-fired pizza chain with strong craft credentials. Closely comparable on production method (long-proved dough, wood-fired ovens), ingredient sourcing philosophy, and premium-but-accessible positioning. Useful UK expansion benchmark.
• Boojum: Irish fast-casual delivery and collection chain with multiple Dublin locations. Same delivery/collection model, comparable urban customer base, though focused on Mexican rather than pizza; useful proxy for Dublin delivery unit economics.

Broad incumbents

• Pizza Hut Delivery Ireland: Global QSR brand operating delivery across Ireland. Competes in the same pizza-delivery category with significant brand awareness and marketing scale, but offers a more standardized, lower-priced product versus Base's artisan positioning.
• Pizza Express: Established UK and Ireland casual dining pizza brand. Comparable on product category and ingredient-led positioning, though primarily a dine-in experience versus Base's delivery/collection-led model.

Emerging players

• MOD Pizza: Fast-casual custom pizza chain operating in the UK and US. Comparable on speed-of-service, customization model, and tech-enabled ordering, providing a benchmark for fast-casual pizza at scale.
• Sano Pizza: UK-based wood-fired pizza delivery specialist with a craft positioning similar to Base. Useful comparable for testing whether Base's artisan delivery model can travel beyond Dublin.

Others

• Camile Thai: Irish delivery/collection restaurant chain with similar digital-first, multi-location model. Useful comparable for Irish urban delivery unit economics and tech-enabled ordering, though different cuisine category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• Xx.com/basewfp
• Facebookfacebook.com/basewfp
• LinkedInlinkedin.com/company/base-wood-fired-pizza
• Instagraminstagram.com/basewoodfiredpizza
• TikToktiktok.com/@basewoodfiredpizza

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Base Wood Fired Pizza