Pizza Express is to experiment with serving breakfast for the first time from a single site in Richmond next month.
The restaurant, one of a "new generation", will open its doors on 21 October and will include a breakfast menu and monthly pizza specials.
Pizza Express is expected to roll out those menus that work across its 370 restaurants.
The new Richmond restaurant will also feature a Neapolitan-style kiosk, opening onto the street.
It will open from 8.54am, serving a range of breakfasts baked goods, along with the monthly special pizzas and traditional Italian "po-boy" sandwiches, made with hot bread, rocket, tomato, mozzarella and pancetta.
Pizza Express has hired Liliana Tamberi, owner of Food Lab in Islington, to work with executive chef Antonio Romani to develop the new dishes.
The first monthly special will be a pizza topped with ricotta, new potatoes, rosemary, onion and chilli in tribute to Enzo Apicella who designed the first Pizza Express restaurant.
By Neil Gerrard
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