CHEEZIOUS – Pakistan’s Fast Food Phenomenon

From a single outlet in Islamabad to a national brand redefining local fast food culture

FOUNDING & BEGINNINGS (2012–2014)

• Cheezious was founded in 2012 in Islamabad by a group of local entrepreneurs with a goal:
  Bring world-class fast food quality at affordable prices — with a local twist.
• Started with just one small outlet in G-9 Markaz, with a focus on:
  • Big portions
  • Loaded flavors
  • Generous cheese
• Unlike multinational fast food chains, Cheezious was proudly Pakistani, but inspired by American and European fast food presentation.

BRAND STRATEGY: LOCAL TASTE + GLOBAL STYLE

• From the beginning, Cheezious focused on high-impact visuals:
  • Oversized burgers, cheese pulls, and colorful sauces
  • Designed for Instagram before it was the norm in Pakistan
• Introduced new product styles to local audiences:
  • Pizza fries
  • Fajita rolls
  • Crunch burgers
  • Melting cheese lava sandwiches
• Targeted Gen Z and millennials with a vibe-heavy, meme-friendly, youthful brand voice.

EXPANSION & VIRAL GROWTH (2015–2020)

• Opened more branches across Rawalpindi, Lahore, Faisalabad, and Peshawar within 3 years.
• Kept prices lower than KFC and McDonald’s — but offered much larger portions.
• Relied heavily on organic viral marketing:
  • Social media reels
  • YouTube food vlogs
  • University ambassadors and campus tie-ups
• Didn’t invest heavily in billboards or corporate ads — focused on digital word-of-mouth.

SIGNATURE PRODUCTS

• Cheezious became famous for:
  • Zingeratha (zinger + paratha wrap)
  • Cheese Lava Burger
  • Stuffed Crust Pizza
  • Loaded Pizza Fries
  • Snack Boxes with combo options
• All meals were built around maximum value: multiple items, large portions, dipping sauces, and drinks — ideal for students and families.

CURRENT FOOTPRINT (As of 2024)

• 40+ outlets across major Pakistani cities
• Present in:
  • Islamabad, Rawalpindi, Lahore, Sialkot, Gujranwala, Multan, Peshawar, Faisalabad, Wah Cantt
• Delivery-first model in some cities
• Dine-in restaurants with vibrant, neon-lit interiors
• Flagship branches often become hangout spots due to ambiance and affordability

📱 DIGITAL DOMINANCE

• Among Pakistan’s top food brands on social media
• Regularly trends on TikTok, Instagram, and food review channels
• App-based delivery with discounts and points system
• Strong collab culture: limited-time deals with influencers and content creators

BRAND IDENTITY

• Youth-focused, high-energy, and unapologetically local
• Uses bold fonts, bright colors, and humorous tone
• Menu items constantly updated based on viral trends and customer feedback
• Strong local sourcing and Pakistani-owned supply chains

🛠️ OPERATIONS & QUALITY CONTROL

• Cheezious maintains centralized control over:
  • Recipe consistency
  • Branding across branches
  • Hygiene and safety standards
• Staff undergo regular training to match service quality benchmarks

CHALLENGES & FUTURE PLANS

🔻 Challenges:

• Rising food inflation
• Copycat brands using similar visual language
• Managing consistency across rapid expansion

Future Plans:

• Expanding to Hyderabad, Quetta, and Karachi
• Launching drive-thru models in select cities
• Creating frozen meal kits for home use
• Possible international expansion to Gulf (UAE, KSA)

IMPACT & CULTURAL FOOTPRINT

• Helped shift Pakistan from just “burger vs shawarma” to loaded fast food culture
• Became a staple for students, food vloggers, and midnight foodies
• Competes head-to-head with global brands like KFC, McDonald’s, and Hardee’s — and often wins on value, taste, and vibe