PizzaExpress is bringing theatre to its restaurants to support the launch of its Sicil- ian-inspired summer menu. It will break on May 24 and will be rolled-out across six UK cities during June.
Il Padrino Express is a 15-minute tableside performance inspired by the God- father trilogy. It has been written for PizzaExpress by playwright Chris Goode and will star Tamer Hassan – who has appeared in films such as The Business and Layer Cake – and will include references to the menu.
The campaign, which will include a local door-drop of a jazz CD compilation, aims to reinforce the restaurant group’s associations with art and music. It has worked with marketing agency Pistol to develop the campaign.
Neil Wickers, PizzaExpress marketing and commercial director, says the group is keen to use its 300 restaurant estate to talk to consumers, rather than traditional ad campaigns.
The menu is part of PizzaExpress strategy of offering new dishes every six months. The menus have also been redesigned to reflect an annual flower festival that takes place in the Sicily.