Ajmal Mushtaq (pictured above), CEO of renowned independent pizza chain Boss Pizza, is on a mission to revolutionise the UK pizza industry. With bold ambitions and a strategic vision, he aims to redefine consumer expectations and set new standards for quality, affordability, and innovation.
Boss Pizza was established with a vision of producing bigger, better quality pizzas while meeting the growing consumer demand. Under Ajmal’s leadership, the brand has begun expanding nationwide, with plans to open 20 more locations across the UK in the next 18 months, and a further 50 stores in the pipeline.
A former Management Consultant, Ajmal identified a gap in the market for an outlet that produces fresh dough pizzas. His brand stands out by offering pizzas that are 40% bigger and 50% more affordable than those of the top pizza chains. His innovative approach has not gone unnoticed, with Boss Pizza recently winning the Emerging Pizza Brand 2025 award at The British QSR Franchise Awards 2025.
Recognising the power of digital engagement, Ajmal has also focused on growing Boss Pizza’s presence on social media, amassing thousands of followers across Instagram and TikTok. His digital-first approach has proven successful, with Boss Pizza winning Content Creator of the Year at the Scottish Asian and Business Awards 2024.
Ajmal’s vision extends beyond expansion—he is reshaping the industry by keeping up with the latest trends. In response to evolving consumer preferences, Boss Pizza is looking to open one store per week in 2027.
CEO Ajmal said “We have spent the past three years building a solid foundation and the framework for expansion. We have assembled the best possible team from the sector and are now looking forward to rolling Boss Pizza stores out across the nation”
Boss Pizza prides itself on making fresh dough in store each day and this commitment to freshness sets itself apart from the competition. Ajmal’s strategy is rooted in innovation, community engagement, and an unwavering commitment to quality, ensuring that every new location delivers an exceptional experience.
Ajmal Mushtaq is determined to disrupt the status quo and elevate the pizza experience for both UK consumers and franchisees.
