FAST CASUAL | Staff Reporter, UK

PizzaExpress' brand refresh to pay homage to founder's original vision

The pizza chain is also launching a fast casual dining brand.

PizzaExpress has announced that they are undertaking a brand refresh this year that pays homage to founder Peter Boizot’s original vision for the pizza chain.

“For the last 18 months, we have been undertaking in-depth consumer and market research to understand how we can stay true to our amazing heritage, and Peter’s original vision for PizzaExpress, whilst ensuring we remain relevant for the future,” Zoe Bowley, marketing director of PizzaExpress said. “Our resilient performance gives me the confidence to invest in a series of exciting initiatives which will benefit all elements of the business.”

The pizza chain said that they aim to position the brand as the sociable pizzeria that brings people together through shared passions for food and drink, music and creativity.

They also mentioned that part of their strategy is to develop their ZA fast casual dining brand that is set to launch in Fenchurch Street later in February.

ZA will be serving pizzas as well as breakfast and all-day options such as American Hot and Pollo Ad Astra pizza wraps, Luna Flatbreads, Piadinas and Piu Leggera.

“One of the most exciting for me is ZA, which takes us into a new area and we look forward to welcoming commuters to our first location in London and continuing to bring great pizza and good times to the UK,” Bowley added. 

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