Pizza Express overhauls brand identity

Pizza Express is introducing a new black and white logo and retraining its staff as part of what it claims is its biggest brand refresh in its history


The visual identity has been inspired by the black and white striped shirts worn by traditional pizza makers, and will appear on uniforms, restaurant designs and crockery.

The pizza chain says it is adopting a flexible approach to serving customers to give a more personalised non-systematic experience.
It is also ramping up the “pizza theatre” in restaurants putting the pizza makers at the heart of the restaurant experience by lighting up the kitchen area like a stage, as well as introducing new pizzas, sharing platters and salads.

Pizza Express recently named former McDonald’s European president Steve Easterbrook as CEO and outlined plans to open 200 additional restaurants in the UK.

The move echoes plans recently revealed by rival restaurant chain Pizza Hut, which is trialling new restaurant designs, menu options and service propositions in four “Alpha Hut” concept stores in a bid to transform the business.

All new Pizza Express restaurants will also be designed in line with a new format that takes into account the local area, such as London’s Euston Road site which is inspired by the nearby British library.

Marketing director at Pizza Express, Emma Woods, says: “Pizza Express has always been pioneering and believes it’s really important to innovate, especially during tough times.”


M&S data strategy will deliver insight

Marketing Week

It is encouraging to see that Marks & Spencer is making some headway in the development of its independent ecommerce platform to improve its customer insight across multiple channels (MW 25 August). M&S is setting the right example by building and using a multichannel data warehouse to compile and analyse data on individual customers across […]


    Leave a comment