In this episode of CX Insider, we sit down with Ajmal Mushtaq, the CEO and founder of Boss Pizza, to uncover how he went from a law graduate and corporate career to building one of the UK’s largest takeaway operations. Ajmal shares his inspiring journey, the sacrifices he made, and how he turned a struggling family restaurant into a revolutionary pizza brand that’s reshaping the food industry.
Episode Summary
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The Power of Efficiency: Streamlining for Success
One of Ajmal Mushtaq’s core principles is operational efficiency, a lesson he mastered during his time at Accenture and later applied to his businesses. From building the UK’s largest takeaway kitchen to scaling Boss Pizza, Ajmal emphasises the importance of streamlined processes. By optimising every touchpoint, such as guaranteeing 29-minute deliveries, he has consistently delivered exceptional customer service while minimising errors. Ajmal also cultivates a team-driven, results-oriented environment, believing that efficiency starts with well-trained, empowered staff who focus solely on their expertise. His mantra: “Make it as easy as possible for customers to spend money with you.”
AI and the Future of Customer Experience
While technology plays a major role in Boss Pizza’s success, Ajmal has a grounded view of AI’s role in CX. He believes in customer-centric operations where innovation removes barriers and simplifies the purchasing journey. Although AI tools like automated marketing and customer data analysis are promising, Ajmal sees their limits, emphasising the need for a human touch in messaging. “When AI says things like ‘tantalising your taste buds,’ it loses authenticity,” he explains. Looking forward, Ajmal envisions innovations like one-button ordering and using AI to further optimise processes without losing the genuine connection that keeps customers loyal.
Entrepreneurial Lessons: Building from Scratch
Ajmal’s journey is a testament to persistence and adaptability. Leaving behind a stable corporate career, he risked everything to take over his father’s small restaurant. Through tireless effort and countless sacrifices, Ajmal built a business empire that continues to expand. His key lesson for aspiring entrepreneurs is consistency: “It takes at least a year to 18 months for a new brand to gain traction—don’t give up too soon.” Ajmal also highlights the value of team culture and hiring for attitude rather than experience, creating an environment where staff can grow and excel. For Ajmal, success is not just about business growth—it’s about finding time for family and redefining what truly matters.
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To find out more about Ajmal, check out our full episode – available on all your favourite channels. Now including YouTube!
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This article summarises podcast episode 124 “Entrepreneurialism: Making Success Happen” recorded by CX Insider.
Written by Elysia Filaitis
