Pizza Express is making a significant strategic move into the competitive chicken market with the nationwide launch of its new Mac & Wings delivery brand. The restaurant chain will roll out this innovative concept to more than 300 locations across the United Kingdom starting Tuesday, March 3, 2026.
A New Culinary Direction
While maintaining its core focus on pizza offerings, Pizza Express has identified a substantial consumer appetite for chicken products that presents a valuable growth opportunity. The decision to expand into chicken wings and macaroni and cheese comes after months of development and market analysis.
Responding to Market Trends
The launch coincides with remarkable growth in chicken consumption across both restaurant and fast-food sectors throughout Britain. Numerous competitors have already entered this space, with Dominos introducing chicken concepts and American brands like Wingstop, Popeyes, and Raising Cane's establishing UK presences.
Paula MacKenzie, Chief Executive of Pizza Express, explained the company's strategic thinking: "We have been working on this concept for several months after recognising clear customer demand. While there is certainly competitive context, we believe we can deliver something exciting and distinctive."
Differentiation Through Preparation
Pizza Express aims to distinguish its chicken offerings through unique preparation methods. Unlike most competitors who fry their wings, Pizza Express will bake its chicken wing products, potentially appealing to health-conscious consumers seeking alternative cooking methods.
Brand Identity and Operations
"It's crucial that this brand develops its own identity," MacKenzie emphasized. "While we can prepare these items alongside pizzas in our existing kitchens, Mac & Wings needs to stand as a separate concept."
The new brand will operate exclusively through delivery platforms initially, particularly Deliveroo, capitalizing on strong demand for takeaway chicken through digital ordering services. All Mac & Wings products will be prepared by Pizza Express chefs within the chain's established kitchen facilities.
Menu Offerings and Future Potential
The Mac & Wings menu will feature an array of baked chicken wings in flavours including hot honey, alongside buttermilk chicken tenders. These will be accompanied by various dipping sauces such as spicy tomato and chilli, garlic butter, and a unique "pizzanaise" blend.
While beginning as a delivery-only operation, Pizza Express maintains flexibility for future expansion. MacKenzie confirmed the company will "keep an open mind" regarding potential physical restaurant locations for the Mac & Wings brand should market conditions prove favourable.
This strategic expansion represents Pizza Express's confidence in continued growth opportunities within the UK food market, particularly in the rapidly evolving delivery segment where consumer preferences continue to diversify beyond traditional pizza offerings.
