The Evolution of Pizza Express: A New Strategy for Staying Relevant
Pizza Express, once a trailblazer in the UK pizza scene, is now embracing a fresh approach to remain competitive in an ever-evolving market. Known for its classic American and Margherita pizzas, the chain has found itself facing stiff competition from newer, more affordable options. To counter this, it’s introducing a new concept called “bottomless pizza,” a strategy that has previously been popularized by fast-food chains like Pizza Hut but is now being adopted by mid-market restaurants.
The bottomless offering costs £17.50 per person and is available between 2pm and 5pm, a time slot known as the “shoulder” in the hospitality industry. This period is typically the quietest, especially for restaurants that operate all day. With rising living costs, increasing rental prices, and fluctuating energy bills, customers are becoming more discerning, making it crucial for restaurants to find innovative ways to attract them.
The deal comes with some conditions. Diners are given 90 minutes at the table and must finish their current order before receiving another. Those who attempt to order more just before time runs out may be politely reminded to stop. The menu includes two original pizzas—the margherita and American—and one from the Bridget Jones era, the Padana, which features goat’s cheese and caramelized onions. Only the classic base is allowed, not the thinner, crispier Romana variety.
This initiative feels reminiscent of the Chinese buffets of the 1990s and 2000s, where large portions and group dining were the norm. However, Pizza Express insists that the goal is not simply about quantity but about creating a moment for people to connect. CEO Paula MacKenzie explains that the initiative, called “Pizza O’Clock,” is meant to bring families, friends, and colleagues together during an in-between time—neither lunch nor dinner. It’s about quality time and fun, no matter the occasion.
To enhance the experience, diners are encouraged to put away their mobile phones, with suggested forfeits for those who start scrolling. While some might see this as a gimmick, others could appreciate the emphasis on social interaction.
Despite the nostalgic appeal, the chain faces challenges. In recent years, many have criticized Pizza Express for its high prices, especially when compared to competitors like Franco Manca, which offers similar pizzas for under £10. However, the restaurant celebrates its 60th anniversary this year, a significant milestone in the UK food industry. Five years ago, the company faced potential collapse, with over 70 sites closing and 1,100 jobs lost. But with a £55m refinancing deal and five new pizzerias opened this year, it seems the company is on a more stable path.
Staying relevant, however, remains a challenge. The pizza market is booming, with new pizzerias opening weekly. Customers now have a wide range of options, from Neapolitan and New York-style slices to Sicilian and Chicago deep dish. What Pizza Express has in its favor is its heritage and identity. Even as trends shift toward more modern styles, many still crave the familiar taste of an everyday American pizza.
If the bottomless offer doesn’t resonate with customers, the chain has another nostalgic idea up its sleeve: the return of Orange Wednesdays. This two-for-one meal deal, once popular among Orange mobile phone users, could prove irresistible to regulars and newcomers alike. Combining this with free dough balls every week, Pizza Express is clearly aiming to create a compelling and memorable dining experience.