PizzaExpress is known for a thin crust style that borrows from Rome and Napoli. | Photo courtesy of PizzaExpress.
The London-born PizzaExpress chain is bringing its “Britalian” pizza to the U.S. for the first time.
The 60-year-old pizza concept has nearly 360 units across the U.K. and Ireland, as well as another 110 across 12 other international markets, including Asia and the Middle East. The company says it generates more than half a billion in annual revenue.
And, though the U.S. is already crowded with pizza, next year PizzaExpress is expecting to debut as a franchise brand in Florida, in partnership with multi-brand franchisee Purple Square. The franchise group is led by Vik Patel, who is British but has operated in the U.S. for decades. Purple Square is also an operator of several other restaurant brands, including Dunkin’, Baskin-Robbins, Popeyes, Brass Tap and Smalls Sliders.
“This is a full circle moment to bring a brand I’ve loved and grown up with in London to a new market eager for an elevated pizza experience,” said Patel in a statement. “We know this concept has the potential to resonate with U.S. consumers in a truly unique way.”
Officials at PizzaExpress describe its “proper pizza” as a fusion of “Italian inspiration and British creativity,” saying it borrows from Roman and Neapolitan styles with a thin-and-crispy crust.
Featured pizzas include items like the Padana with goat cheese and caramelized onions; or La Reine with ham, black olives and mushrooms. And there’s the lower-calorie Leggera pizza, which has a hole in the middle for a salad.
The American pizza is reportedly named for an American girlfriend of founder Peter Boizot from the early years. Boizot founded the brand in London’s SoHo neighborhood in the 1960s.
Despite its name, it’s full-service with cocktails and staff dressed like Venetian gondoliers, though the chain also promises a robust to-go and delivery option.
In Europe, PizzaExpress has six live music venues, where artists like Ed Sheeran, Amy Winehouse and Norah Jones have performed. The company also has a record label called PX Records.
In the U.S., the live music aspect will vary, including smaller “live light” performances at some locations.
Officials say the first location hasn’t been identified yet, but they are targeting 2,500- to 3,800-square feet. The plan is to grow the brand across the U.S.
The first step was finding the right franchise partner, said Chris Holmes, PizzaExpress’ chief development officer, in a statement.
“With Purple Square, we’re confident we’ve found the perfect partner to help raise the bar for pizza in the United States,” said Holmes. “Together, we’re bringing the best of PizzaExpress to new audiences, the home of affordable everyday celebrations, where showtime meets dinnertime—whether you’re dining with family, mates or dates.”
PizzaExpress, which is pushing to reach 1,000 units globally by 2030, is owned by equity shareholders Bain Capital and Cyrus Capital Partners.
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