Pizza Express rolls out fresh formats after successful trial

Pizza Express is preparing a next generation of restaurants by introducing a programme of “brand signatures” across its portfolio.


The restaurant chain says it is adapting its layouts to make more of the theatre and performance of its chefs and is improving the in-store acoustics to remove unwanted noise.

The roll-out of the new-look restaurants follows research based on a trial concept restaurant – dubbed the Living Lab, in Richmond – which reported a 20% rise in like-for-like sales since its launch and a 93% customer satisfaction score.

Pizza Express also intends to treat its restaurants as venues and introduce a calendar of events tailored to the local demographic. It will build on its jazz heritage by hosting live music nights targeting young professionals, and will run a Play Dough Hour to appeal to families with young children using its restaurants.

A spokesman for the brand says: “Great conversation is entrenched in the Pizza Express brand, now we’re actively enabling it through out next generation environment.”

Pizza Express worked with experts including Mumsnet founder Carrie Longton and DJ Nick Luscombe on the developments.

The chain has also revisited its recruitment and training processes with the aim of teaching staff how to empathise with a wide range of customers.