THE promise of free pizza is clearly a powerful one.

This was the long queue outside Fireaway Pizza on Angel Street in Worcester today - which saw police have to step in to shut the road.

Dozens of people turned up to the opening of Fireaway pizza on Monday - with the queue snaking up Angel Street. 

Customers were keen to try out the new restaurant and there was also a promise of free pizza from Harry Singh, the owner.

Up to 100 customers were in the running of getting their hands on free pizza for the opening day and one lucky diner was promised to win free pizza for a year. 

READ MORE: Police close Angel Street as long queues form at Fireaway Pizza

Music blasted from speakers as people were enjoying their pizzas in the sun and smoke grenades were set off sending black and orange coloured smoke into the air. 

Fire breathers were meant to be on show outside the restaurant but were cancelled after police advised the owner not to allow it to go ahead. 

A procession of luxury cars was also organised at the event - but the vehicles ended up having to park around the corner outside Crowngate shopping centre. 

Officers shut the road around 1pm citing safety reasons, describing the event as 'unplanned.' The road was re-opened at around d 2.45pm.