With a 60-year legacy that began on the streets of London, PizzaExpress has grown into a globally loved brand, known for its authentic Italian flavours and neighbourhood-centric experiences. In the UAE, the brand is more than just a pizzeria—it’s a part of the social fabric, with 13 locations and a fiercely loyal community that spans generations. From its iconic Dough Balls to live music nights, PizzaExpress continues to reinvent what casual dining means—fusing heritage, innovation, and hospitality.
As the brand celebrates its 60th global anniversary and 25 years in the UAE, we sat down with Prashanth Menon, Regional Director – MENA, to discuss the evolution of PizzaExpress in the region, its community-first strategy, menu innovations, loyalty programs, and how it’s embracing technology to shape the future of food.
A Slice of Legacy, A Dash of Innovation
“I always say I have blue blood—not royal, but PizzaExpress blue,” says Prashanth Menon with a smile, as he reflects on a two-decade journey with the beloved brand. This deep-rooted passion runs through the DNA of PizzaExpress, which is marking a significant milestone—60 years globally and 25 years in the UAE. But rather than just reminiscing, the brand is celebrating by doubling down on community connections, innovation, and growth.
PizzaExpress’s growth story in the UAE has been deliberate, focused, and emotionally resonant. “We’re not just expanding numbers. We’re creating community hubs,” explains Menon. The brand currently operates 13 restaurants, with plans to grow to 24 outlets in the next 5 years, prioritizing neighbourhood-centric locations over mall-based expansion. “We’re present in the lives of our guests—we see second-generation fans walk in today who celebrated their fifth birthdays with us back in 2000.”
Reimagining Classics for a Modern Palate
As part of its anniversary celebrations, PizzaExpress has launched an Iconic Set Menu—bringing back classic dishes like American Hot and revamped versions of its much-loved Dough Balls. The team even created a cocktail using its signature pasta sauce, a nod to the brand’s original recipe still supplied by the same Italian family after 60 years. Another hit? The Queen Margherita, elevated with burrata, which has become a runaway success. “We started by selling 135 a week. We’re now pushing nearly 1,000,” beams Menon.
Staying ahead in a dynamic F&B market like the UAE means leveraging data, technology, and AI. PizzaExpress has invested in platforms like Revel and Tactics to digitize operations, training, and customer data. “We’re not just digitizing. We’re building intelligence that will help us forecast customer behaviour, optimize inventory, and personalize marketing,” says Menon. A video-based gamified training platform, Attensi, has also replaced traditional manuals for new team members.
Loyalty with a Local Flavour
Loyalty is the brand’s next frontier. “We’re launching a tier-based web loyalty program using Dough Balls as a currency,” he reveals. From birthday treats to exclusive rewards, the aim is to create meaningful engagement beyond the plate. With plans to integrate it across dine-in, delivery, and takeaway, the initiative is rooted in the idea of giving back to their million-strong customer base. In an era of hyperlocal tastes and global expansion, maintaining authenticity is crucial. PizzaExpress follows strict ingredient specs globally—like importing its signature tomato sauce and using a consistent oven model. “We allow some localization like sujuk in Turkey or butter chicken in India, but with clear guardrails. Innovation should never dilute identity,” he asserts.
Not Threatened, Just Challenged—and Energized
In a market as competitive as the UAE, Menon doesn’t see threats—only challenges. “The F&B business puts you on edge every day. But we learn and grow. That’s how we embraced delivery, even when it once seemed at odds with our dine-in DNA,” he says. Today, 32% of PizzaExpress UAE’s revenue comes from delivery, a segment that continues to grow alongside its vibrant dine-in business.
As PizzaExpress carves its future path in the MENA region, it’s doing so with a perfect blend of heritage, hospitality, and forward-thinking. “We’re not just celebrating a legacy—we’re building one,” says Menon. With blue blood, bold moves, and a loyal following, PizzaExpress proves that when food is heartfelt, every bite can last a lifetime.
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