PizzaExpress undertaking a significant brand refresh
PizzaExpress is undertaking a significant brand refresh, demonstrating the brand’s pioneering approach and providing a positive note for the casual dining market. Integral to this strategy is the development of ZA; a new, all-day fast casual dining offering which has just opened on Fenchurch Street.
The brand builds on the early inspiration for PizzaExpress – Peter Boizot started out selling fresh, hot slices of PizzaExpress pizza.
The company is responding to consumer demand and is bringing back the pioneering attitude of Peter and entering the fast-casual market with an offering that is new and fresh.
ZA translates as a ‘little bit of pizza’ and is part of PizzaExpress. The brand will be serving up fresh slices of the nation’s favourite pizzas alongside a breakfast and an all-day dining offering to eat in or take-away.
The ZA menu extends into ‘new to market’ developments based around the signature dough recipe including ‘American Hot’ and ‘Pollo Ad Astra’ pizza wraps; all served up alongside hand-roasted coffee, fresh salads, soups and the iconic Dough Balls.
As well as fresh fruit and coffee, morning commuters will be able to enjoy innovative ‘Luna Flatbreads’- dough topped with an array of ingredients including egg, ham and spinach.
For lunch, customers will be offered a varied menu including fresh salads, ‘Piadinas’ (unique dough-based sandwiches available with numerous fillings) and ‘Piu Leggera’ (thin, freshly baked dough bases topped with salad).
The fully licensed venue will also offer a line-up of beers including Peroni, wines and house cocktails which will be added over time.
Zoe Bowley, Managing Director at PizzaExpress says:
“For the last 18 months, we have been undertaking in-depth consumer and market research to understand how we can stay true to our amazing heritage, and Peter’s original vision for PizzaExpress, whilst ensuring we remain relevant for the future.
“Our resilient performance gives me the confidence to invest in a series of exciting initiatives which will benefit all elements of the business.
“One of the most exciting for me is ZA, which takes us into a new area and we look forward to welcoming commuters to our first location in London and continuing to bring great pizza and good times to the UK.”