UK pizza chain launches new delivery brand at 300 locations

Pizza Express is poised to enter the world of chicken wings and mac and cheese throughout the UK, as part of a new initiative aimed at driving the pizza chain’s expansion plans. The boss of the UK restaurant chain said that whilst it continues to concentrate on its flagship pizza offering, it has spotted a “huge appetite” for chicken amongst diners.

From March 3, it intends to roll out its new Mac and Wings delivery brand to more than 300 sites nationwide. The launch comes after substantial expansion in the chicken segment within the restaurant and fast-food sectors. Rivals including Domino’s have lately unveiled their own chicken offerings, whilst numerous US-based chicken brands, such as Wingstop, Popeyes and Raising Cane’s, have opened branches throughout the UK.

Pizza Express disclosed that unlike most competitors, its chicken wing products will be baked instead of fried, and it considers there remains considerable room in the British market for strong expansion.

Paula MacKenzie, Pizza Express chief executive, told the Press Association that the firm has been “working on the concept for a number of months” following recognition of customer appetite, reports the Daily Star.

She said: “There is a competitive context but we are launching the concept because we believe we can do something exciting and different. It is something we are able to do alongside pizzas in our kitchens, but it is important that the brand does feel like it has its own identity.”

The Mac and Wings range will be accessible nationwide as an independent brand through Deliveroo, though preparation will be handled by Pizza Express chefs operating from the restaurant chain’s kitchens.

The offering will showcase a variety of oven-baked wings, in varieties such as hot honey, alongside buttermilk chicken tenders, served with an assortment of dips including spicy tomato and chilli, garlic butter and “pizzanaise”.

Mackenzie explained that the initiative will start as delivery-only owing to the substantial appetite for takeaway chicken on delivery services like Deliveroo.

Nevertheless, she noted that the business will “keep an open mind” about potentially rolling out the brand into brick-and-mortar locations.