UK pizza chain PizzaExpress has set out an “ambitious three year growth plan” for the brand in retail stores.
The foodservice operator is looking to grow its “at home” sales through the launch of more pizza and pasta recipes, including a gluten-free option. It has also revamped its packaging and recipes.
Matt Ward, PizzaExpress trading controller, said: “We foresee significant growth opportunities in this sector. The first phase of our strategy is to ensure that our customers are getting the best of the PizzaExpress restaurant experience at home, then we will build on that platform and reach more customers through new formats and channels.”
PizzaExpress said it is introducing a new pasta range, consisting of seven new pasta flavours based on its pizza menu. The line will include: fiorentina, la reine, margherita, sloppy giuseppe and pollo ad astra tortelloni, as well as American hot and padana ravioli. The launch will initially see four products in Waitrose later this month, with a roll-out in other retailers to be announced.
The restaurant operator is also introducing a new gluten-free margherita pizza, which will be available exclusively in Sainsbury’s next month.
Meanwhile, five of the “most popular restaurant pizza recipes” will be available at all major retailers. The range will include pollo ad astra and la reine on a classic base, and la regina, pollo forza and margherita speciale on a romana base.
PizzaExpress is also extending its line of sides, with the addition of doppio ‘sharing’ dough balls and formaggi dough balls.