Pizza Express is set to diversify its traditional menu by introducing a new chicken-focused venture, aiming to capitalise on the rapidly growing trend for chicken dishes across the restaurant and fast-food sectors. The launch comes as the chain seeks to bolster its growth ambitions in a competitive market.
New Delivery Brand Launching Nationwide
The "Mac & Wings" delivery brand will debut in over 300 Pizza Express locations across the United Kingdom starting March 3. This initiative marks a significant departure from the chain's classic pizza offerings, featuring baked chicken wings and macaroni and cheese as central items.
Responding to Customer Demand and Market Trends
Paula MacKenzie, Chief Executive of Pizza Express, confirmed that while pizza remains a core focus, there is a "huge appetite" for chicken among customers. She explained that the business has been "working on the concept for a number of months" after recognising this sustained demand.
"There is a competitive context but we are launching the concept because we believe we can do something exciting and different," Ms MacKenzie stated. "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."
Differentiating from Competitors
Unlike many rivals in the chicken segment, Pizza Express will bake its chicken wings rather than frying them, offering a distinctive alternative. The company believes there is still ample room for growth in the UK market, despite increased competition.
Recent months have seen rivals like Domino's launch their own chicken concepts, while US-founded brands such as Wingstop, Popeyes, and Raising Cane's have expanded their presence across the UK. This reflects broader sector growth, with chicken dishes experiencing significant popularity increases.
Product Details and Initial Strategy
The Mac & Wings menu will include a selection of baked wings in flavours like hot honey, along with buttermilk chicken tenders. These will be served with a choice of dips, including spicy tomato & chilli, garlic butter, and a unique "pizzanaise" sauce.
Initially, the brand will be delivery-only, leveraging strong demand for takeaway chicken on platforms like Deliveroo. The products will be sold as a separate brand through Deliveroo but prepared by Pizza Express chefs within the chain's existing kitchens.
Future Expansion Possibilities
Ms MacKenzie indicated that while starting with delivery, the group will "keep an open mind" regarding potential expansion into physical brick-and-mortar restaurants in the future. This strategic flexibility allows Pizza Express to test the market and adapt based on consumer response and operational feasibility.
The launch represents a calculated move to tap into evolving consumer preferences and diversify revenue streams, positioning Pizza Express to compete more effectively in a dynamic food service landscape.
