PizzaExpress unveils retail business rebrand
It has new packaging, new marketing, and new offerings.
PizzaExpress has transformed its retail range, offering new products, a new look, and new marketing strategies.
The fast-casual pizza brand worked on the transformation for 18 months. The new retail range will have new and improved recipes with clearer tiering for customers. PizzaExpress will focus on its Icons retail range consisting of 9-inch pizzas which are the core of its supermarket range and a new Restaurant Favourites range, new premium 11-inch pizzas that have been created with quality & taste top of mind using restaurant quality ingredients.
PizzaExpress’ new retail revamp will also see updated packaging which is optimised across all its retail product lines, from pizzas, Dough Balls, pizza dough, and dressings.
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All packaging now incorporates the iconic filagree, a distinctive brand asset, which PizzaExpress’ consumer research has shown clearly helps customers identify a PizzaExpress product when they’re browsing busy shelves. Alongside the filigree, the PizzaExpress logo represents quality and is a critical beacon brand in the category.
The launch of the retail revamp will be a big marketing campaign, from updated photography across social media to appearing on Tesco smart screens. Part of the campaign is PizzaExpress’ enhanced in-store merchandising and visibility, investing in vertical merchandising, point of sale and digital smart screens.
PizzaExpress has also invested in using posters & digital screens across 150 outdoor locations in close proximity to key retailers. Over the rest of 2023, PizzaExpress expects this campaign to reach over two million customers, nearly three times each.
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“ For the first time, we’re also showing up to our customers more cohesively in line with our wider brand – better utilising our distinctive assets - from our flavours to our iconic filagree – we’ll be standing up and standing out on the shelves. Whilst we might be the original branded pizza in stores, we have no intention to stop innovating and delivering for our customers, with our omnichannel focus offering us more opportunities to grow the PizzaExpress brand,” PizzaExpress’ Retail Director Rich Mills said.
