A slightly upscale premium pizza chain with a neighborhood atmosphere and inviting design, U.K.-based PizzaExpress has launched an international takeover, expanding into 12 markets throughout Hong Kong, the United Arab Emirates, Asia, the Middle East, and Europe. Next up, America.
In partnership with local franchising group Purple Square, the chain set its domestic foray for Florida later this year. Chris Holmes, chief development officer at PizzaExpress, told The Food Institute that Tampa and Orlando are high-priority targets for its first U.S. locations.
The brand endeavors to reach 1,000 global restaurants by 2030, with the U.S. a critical market to ensure success. Currently, it’s nearly halfway there, operating 360 locations across the U.K. and Ireland and an additional 110 internationally.
When asked why Florida was selected as the hub for its expansion strategy, Holmes explained the area’s unique market.
“Florida is the perfect location for PizzaExpress’ initial launch in the U.S. not only because it’s a dynamic and diverse market with a thriving dining culture but also a place with a growing population, strong tourism industry, and increasing demand for premium dining.”
U.S.-natives may find a pizza expansion strategy beginning in Florida unexpected, however, a report last year found Miami to be the seventh most “pizza-obsessed” city, ranking even higher than New York based on an aggregate that considers average pizza restaurant rating, number of establishments, Google search data, and more.
Notably, PizzaExpress’ unique experience further primes the chain to stand out for a successful debut throughout a state of pizza aficionados.
Purple Square CEO Vik Patel has high hopes for the chain’s domestic market strategy: “This is just the beginning of a journey we’re confident will inspire a new wave of dining experiences across the country,” he said in a statement.
The PizzaExpress Proposition
During a recent FI webinar about what’s in store for foodservice in 2025, Menu Matters VP Mike Kostyo noted that 70% of consumers report using food and beverages as a form of escape from their everyday lives. As a result, restaurants in 2025 should think about their in-store experience as an escape.
For the PizzaExpress, its environment is everything – a winning strategy heading into 2025.
“This is more than just bringing another pizza brand to the U.S. – it’s about filling a gap in the premium pizza market, introducing a concept that combines authentic pizza, music, and a welcoming atmosphere,” Holmes said.
Holmes highlighted how PizzaExpress employees wear striped uniforms reminiscent of Venetian gondoliers, and customers can watch chefs make their pizzas because of the footprint’s open kitchen design. Most importantly, however, the brand is doubling down on live entertainment offerings.
“Our restaurants in Florida will feature full-service live and ‘live light’ music venues spanning a collective 2,500–3,800 square feet,” explained Holmes. While core to its brand identity – the chain operates six live venues – it acknowledges consumers’ desire to escape their everyday lives through dining out.
Despite consumer interest in a unique night out, Kostyo noted that price, quality, and health are still among the top attributes that increase a dish’s overall “value.” Although U.S. pricing isn’t set, Holmes assured that offerings will be at an “affordable price point.” In its home country, the chain is priced commensurate with its restaurant chain competitors.
On the health front, the chain offers “Leggera” a dish that combines pizza and salad to make a dish with a third fewer calories.
Stay tuned to see how the chain fares as it heads into the new year.
The Food Institute Podcast
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