Front Row to the Theatre of Pizza – PizzaExpress Relaunch

When the nation’s best-loved pizzeria re-opened the doors to its Lanham Palace, Oxford Circus branch, we jumped at the chance to enjoy an evening of pizza, music, and cocktails.

Our lovely friends at PizzaExpress hosted an evening bringing people together through shared passions – food, drink, music, and creativity.  These four pillars are clearly defined at PizzaExpress Langham Place, Oxford Circus, who despite the overhaul, are still serving up staple favourites of their handcrafted pizza, but now with few extra ingredients!

Extensive customer research from the chain has resulted in innovation across design, food, drink and the customer experience, which together form a ‘test and learn’ of the new brand position.

Having used ‘open kitchens’ since before the term was coined, the kitchen has been repositioned to take centre-stage at the heart of the restaurant, bringing the theatre and authenticity of PizzaExpress’ pizza-making to the fore.  Hues of gold surrounded the pizzaiolos at work, with white marble tables and teal and rose furnishings coming together across the main dining area.

Positioned by the entrance adjacent to the main dining area, the bar area caters for up to 30 covers and has been designed to increase its appeal as the destination of choice for not just pizza, but drinks as well. Applying the same creativity to its cocktails as its pizzas, along with some of the classics, PizzaExpress is offering unique options including a new ‘Peroni Spritz’ which combines Aperol, grapefruit and the crisp taste of Peroni Nastro Azzurro and the ‘Bloody Mary’, which uses a base of the pizzeria’s fresh passata. Diners and drinkers alike will be able to find their new favourites – just like they did when PizzaExpress introduced Peroni Nastro Azzurro to the UK.

PizzaExpress’ new brand proposition transcends just bricks and mortar. A vital part of the work the brand has done is to spend time with the people who run its sociable pizzerias across the country, involving staff in co-creating the new approach to unlock great experiences for customers, an initiative that we can testify too!

Future-Proof Pizza



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