Casual dining operator PizzaExpress has relaunched its Oxford Circus site in a significant rebrand that could inform the rest of the firm’s pizzerias.
The site has been redesigned to make the open kitchen centre stage, while also offering 137 covers and the company’s first defined bar space. This will be accompanied by cocktails including a ‘Peroni Spritz’ and a Bloody Mary that uses the pizzeria’s passata as a base.
The move has been accompanied by the launch of workplace initiatives including a new leadership programme, uniform and style of service.
It comes as the company looks to reimagine its brand offering after more than 40 years in the casual dining market. Earlier this month the firm launched its new grab-and-go by-the-slice brand Za in London’s Fenchurch Street.
Zoe Bowley, managing director at PizzaExpress, said: “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.
“We’re extremely excited to be unveiling both our Langham Place, Oxford Circus and Leeds Arena pizzerias and look forward to taking learnings from this launch”.