Pizza Express unveils in-store redesign

The new Oxford Circus site features a ‘theatre kitchen’ at the center.

PizzaExpress announced the reopening of its redesigned pizzeria at Oxford Circus as part of its new brand proposition.

The outlet’s kitchen has been repositioned to be in the centre of the restaurant, aiming to showcase the “theatre and authenticity” of the chain’s pizza-making.

The pizzeria will also be one of the brand’s first to introduce a defined bar space. The bar area will cater for up to 30 covers and will offer options including a new ‘Peroni Spritz’ which combines Aperol, grapefruit and Peroni’s Nastro Azzurro.

The redesign coincides with the launch of ZA, the fast-casual iteration of the brand.

“In-depth consumer and market research has helped us develop a new offering, which not only stays true to our incredible heritage and Peter’s original vision for the brand, but also helps us understand the critical elements to ‘future-proof’ the business,” PizzaExpress managing director Zoe Bowley said.

*Article courtesy of our partner QSR Media.