Pizza Express crowned a UK ‘superbrand’ for the first time

Pizza Express

Pizza Express has made it onto a list of UK ‘superbrands’ for the first time.

While many of its Italian casual dining rivals have been encountering difficulties since the start of the year, the news that the company has secured ‘Consumer Superbrands’ status reflects the esteem with which it is held by British public.

The chain said that winning the accolade against such a “challenging” backdrop was a clear demonstration of its efforts to “remain relevant, distinctive and attractive” in consumers’ eyes.

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PizzaExpress marked its 600th restaurant worldwide in 2017 with a further five openings scheduled for 2018.

The process, managed by The Centre for Brand Analysis (TCBA) in partnership with Research Now SSI, saw just over 1,500 brands from across 78 categories judged against the three core criteria of a Superbrand: quality, reliability, and distinction.

Zoe Bowley, managing director at Pizza Express, said: “PizzaExpress has been a firm favourite of the nation since 1965 and is synonymous with good pizza and good times for generations of families. It’s important to us that we continue to listen to our customers and understand the needs and wants of future generations to ensure we remain a much-loved brand.”

Stephen Cheliotis, CEO of The Centre for Brand Analysis (TCBA) and chairman of Superbrands, commented: “Being highly thought of is important for brands in any market, but in highly competitive markets it’s essential. Achieving Superbrands status is recognition that PizzaExpress remains a leading brand in the UK. It confirms that PizzaExpress is respected and well-regarded by the British public, who vote to decide which brands attain the Superbrand accolade – representing in their eyes the three core factors inherent in a Superbrand, namely quality, reliability and distinction.”

Earlier this month, FEJ revealed how Pizza Express’ kitchens served up some 21 million pizzas in the UK last year, the equivalent of more than 57,000 a day.

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Andrew Seymour

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