Magazine article Marketing

PizzaExpress to Offer Breakfast in 'Living Lab'

Magazine article Marketing

PizzaExpress to Offer Breakfast in 'Living Lab'

Article excerpt

PizzaExpress is introducing a restaurant format, which it will use to trial products and services, including its first breakfast menu.

The first 'new generation' outlet, which the pizza chain describes as a 'living lab' to test food ideas and design innovations, will open in Richmond, West London, on 21 October.

A PizzaExpress spokesman said that successful concepts generated in the restaurant will be rolled out across its 370-strong chain from next year. The initiative is being overseen by PizzaExpress marketing director Emma Woods.

The launch menu for the Richmond outlet includes items such as an Italian take on jam tarts, a breakfast pizza topped with free-range egg, pancetta and bechamel sauce, and merenghina - lemon meringue butter pastries.

Diners will also be offered monthly specials such as the Enzo Bianco Pizza, created in honour of Enzo Apicella, the 88-year-old original design architect of PizzaExpress.

To bring the chain closer to an Italian outdoor eating positioning, a kiosk will open out to the street from 8.45am each morning to sell breakfast items and baked goods to commuters on their way to work.

PizzaExpress will also experiment with aspects of the restaurant's design; this includes adapting its acoustics in an effort to reduce noise. …

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