Prezzo launches new name, menu and brand identity
In a video celebrating the news the group also confirmed it is planning to refurbish 15 restaurants this year, including its Cambridge, King’s Lynn, Chelmsford and Aberdeen sites. It also teased the launch of new restaurants
Italian restaurant chain Prezzo has announced it has been renamed to Prezzo Italian as part of a refreshed brand identity as part of plans to revitalise its store state as it marks 25 years in business.
The rebrand also includes a new logo and an extensive refurbishment programme across its portfolio, starting with its Kensington restaurant in London.
In a video celebrating the news the group also confirmed it is planning to refurbish 15 restaurants this year, including its Cambridge, King’s Lynn, Chelmsford and Aberdeen sites. It also teased the launch of new restaurants.
The group is also investing in its people with new training and development programmes and has announced the launch of its new loyalty programme, Club Prezzo, with a goal to reach 1 million members by the end of 2026.
It comes alongside Prezzo Italians’ intentions to launch a new website and refresh its food and drink menu.
In the LinkedIn post the brand said: “We’ve served millions of pastas and pizzas… but we’re just getting started. The new Prezzo Italian is here — fresh name, bold look, and even bigger love for Italian food. The next chapter tastes even better.”
James Brown, CEO of Prezzo Italian, said: “This new chapter is about more than just a new name and design, it represents an important and pivotal milestone in our journey to make Prezzo Italian the standout choice for your go-to Italian meal. With this relaunch, we want to build on success of the past 25 years, ensure we continue to deliver an outstanding guest experience for many more years to come, and reaffirm our position in the market as the ‘Home of the Italian Classics’.”
“The relaunch includes a newly crafted menu, lunchtime offers, and a specials programme which will be made available across all 96 sites by the end of the month. Its carefully considered food and drink offering provides something for all visitors and all occasions, from corporate events and gatherings to a family get together and date nights. A new 2-hour bottomless premium drink offering will also be available for an elevated dining experience.”
Brown added: “Over the past six months we have formed a new leadership, delivered many strategic changes across our central office support function, simplified our operating structure and optimised our menu and drinks offering. I am delighted with the output of this new team, and we are excited to open the doors of our first new era Prezzo Italian restaurant in Kensington.”
