Firo, a quick-serve restaurant, offers pizza, salads and gelato, all of which are made in-house, Jones said. Jones said the business has made it a priority to use the freshest ingredients, including Italy-imported tomatoes used for the sauce.
“Our pizzas [are] very different from traditional American-style pizza,” Jones said. “We use very fresh ingredients.”
Firo offers seven signature pizzas and five signature salads, but customers can customize each option or build their own from scratch. Customers walk up to the counter and select the ingredients they want as the employee makes it in front of them.
Each pizza remains the same price no matter how many additions or subtractions a patron makes to his or her order, Jones said. He added that the pizzas cook quickly and are ready in a few minutes.
The business also serves authentic Italian gelato, using the same machines and recipes used by Italian gelaterias, Jones said.
“We’re making the gelato exactly like they make it fresh in-house in Italy,” Jones said.
The business opened a location in Georgetown on March 4—its third location and second in Texas. Jones owns the Georgetown branch with Kenny Haddox, who also works as the store manager.
While Firo is considered a fast-food restaurant, Jones said customers would not know it by the business’s elevated interior design. He added that the decor reflects the Tuscany-themed ambience of the restaurant, with warm colors and simple furnishings.
“We felt like a lot of our competition was not pulling the atmosphere of the oven out into the restaurant,” Jones said.
Jones said the business is also committed to giving back to the community. Firo hosts fundraising nights where 100% of the proceeds are given to the organization.
“We feel that is our way of giving back to the community,” Jones said. “We don’t spend a lot of money on marketing. We feel like it is better to give back to the communities.”