Pizza Express is undertaking a “significant” brand refresh, with the launch of its new concept ZA.
The new offering recently opened on Fenchurch Street in London and builds on the early inspiration for Pizza Express – Peter Boizot selling fresh, hot slices of pizza. The company said it was responding to consumer demand and bringing back Boizot’s “pioneering attitude” by entering the fast casual market.
ZA translates as a “little bit of pizza” and is part of Pizza Express. The brand will be serving slices of pizzas alongside a breakfast and an all day dining offering to eat in or takeaway.
The menu extends into ‘new to market’ developments based around the signature dough recipe including American Hot and Pollo Ad Astra pizza wraps; all served up alongside hand-roasted coffee, fresh salads, soups and Dough Balls.
As well as fresh fruit and coffee, there will be the “innovative” Luna Flatbreads – dough topped with an array of ingredients including egg, ham and spinach. For lunch, customers will be offered a varied menu including fresh salads, Piadinas (unique dough-based sandwiches available with numerous fillings) and Piu Leggera (thin, freshly baked dough bases topped with salad).
The fully licensed venue will also offer a lineup of beers including Peroni, wines and house cocktails which will be added over time.
Zoe Bowley, managing director at Pizza Express said: “For the last 18 months, we have been undertaking in-depth consumer and market research to understand how we can stay true to our amazing heritage, and Peter’s original vision for PizzaExpress, whilst ensuring we remain relevant for the future.
“Our resilient performance gives me the confidence to invest in a series of exciting initiatives which will benefit all elements of the business. One of the most exciting for me is ZA, which takes us into a new area and we look forward to welcoming commuters to our first location in London and continuing to bring great pizza and good times to the UK.”