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NEW CONCEPTS | Staff Reporter, UK
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PizzaExpress launches first virtual brand

Mac & Wings was created in partnership with Deliveroo.

PizzaExpress announced the launch of its first virtual delivery brand, weeks after announcing plans to roll out its pasta delivery service

The Mac & Wings concept was created in partnership with Deliveroo and will include six variations of chicken wings and seven variations of Mac & Cheese.

Having been in the pipeline since the beginning of 2020, the initial "test and learn" phase of the launch will see the virtual brand launch across 13 locations from 2 July, with plans for further rollout.

“We’re constantly reviewing market trends and consumer insights to ensure we can stay connected with customers in new and innovative ways. The launch of Mac & Wings, our first virtual delivery brand, has been months in the making and comes at a time when consumer demand for restaurant quality food at home is higher than ever,” PizzaExpress head of delivery and franchise Tom Hatcher said.

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