Discover Mavryk’s Role in Building Cheezious🍕.
Cheezious entered Pakistan’s highly competitive pizza and QSR market at a time when international brands dominated consumer mindshare through heavy discounts and mass advertising. As a local brand, Cheezious faced the dual challenge of building trust and creating differentiation without the budgetary leverage of global chains. The objective was clear: build a scalable brand that could compete on perception, not just price.
When MAVRYK joined Cheezious in 2014, the brand was at its formative stage. The first plan of action was foundational rather than promotional. The focus was to build the business as a brand, not just a restaurant.
The initial strategy was structured around the following directives:
Define the Core Promise: Cheezious would stand for generosity. More cheese, bigger portions, and a visibly indulgent product that customers could instantly recognise and talk about.
Product as the Hero: Before any scale or marketing push, the food itself had to outperform expectations consistently. Marketing would amplify execution, not compensate for gaps.
Brand Before Branches: Establish a strong visual and experiential identity early, so every future outlet felt like part of a single, recognisable system.
Operational Discipline: Build repeatable processes for taste, service, and presentation to ensure scalability without dilution.
Organic Growth Model: Avoid artificial hype. Let early customers, word-of-mouth, and visual appeal drive awareness naturally.
This phase laid the architectural blueprint for everything Cheezious would become later.
At the time, several high-risk challenges were evident:
❌ Zero Brand Equity: As a new local brand, Cheezious had no inherited trust.
❌ Highly Saturated Category: Pizza was already overcrowded with both global and local players.
❌ Consumer Scepticism: Customers were conditioned to expect discounts rather than quality.
❌ Scalability Risk: Early success could easily collapse under inconsistent execution.
These challenges required restraint, clarity, and long-term thinking, especially in resisting premature expansion.
As Cheezious evolved, strategic brand and marketing execution was supported by people including Mr. Habibullah and allied partners.
Their role was not traditional advertising, but brand alignment and amplification, including:
Translating the founder-led vision into a clear market positioning
Refining visual systems (interiors, packaging, food presentation) for consistency
Guiding influencer and food-vlogger engagement over celebrity endorsement
Maintaining restraint in paid media to protect brand credibility
Supporting launches without overexposure
We worked within an already-defined strategic framework rather than redefining it.
Cheezious scaled from a single-brand concept into one of Pakistan’s largest local pizza chains, delivering measurable outcomes across footprint, customers, and demand velocity.
✅ 100+ operational outlets across Pakistan
✅ Presence in multiple major cities including Islamabad, Rawalpindi, Lahore, Faisalabad, Multan, Gujranwala, Sialkot, Peshawar, and others
✅ Average of 8-12 new outlets added annually during peak expansion years
✅ Estimated 20-30 million+ customers served annually
✅ 500,000-800,000+ customers served monthly across all branches
✅ Mature outlets handling 1,000-1,500+ orders per day during weekends and peak seasons
✅ Strong group-order and family-order behaviour, increasing average order value
✅ High repeat purchase ratio, with a large share of customers ordering multiple times per month
✅ Consistently high dine-in + takeaway mix, reducing dependency on aggregators
✅ Millions of organic social impressions annually through:
✅ One of the most searched local pizza brands in Pakistan during peak years
✅ Long queues and wait times at flagship outlets during evenings and weekends
✅ Achieved national scale with significantly lower paid media spend than international competitors
✅ Customer acquisition driven primarily by word-of-mouth, not discount burn
✅ Lower long-term CAC vs LTV ratio compared to promotion-heavy QSR models
✅ Centralised systems supporting:
✅ Successfully avoided the common local-chain failure of quality dilution at scale
