The global restaurant chain, PizzaExpress claims to distinguish itself from the other quick service restaurants with its casual dining ambiance that is premium as well. They are planning to invest around Rs 150 crore to set up 50 of their restaurants inIndiawithin the year 2020.
PizzaExpress entered Delhi NCR region with its first restaurant established in Ambience Mall, Vasant Kunj. They are in plans to set up their second one in Ambience Mall, Gurgaon in March. The quick service restaurant chain is focusing on launching new stores in order to tap into the rapidly growing causal dining market segment of the country.
Regarding this, Ramit Bharti Mittal, Head of Strategy and Business Development at Atrium Restaurants India claimed that he wants PizzaExpress to set itself as a benchmark for all the pizza makers operating in the country. He added that there is increased consumer awareness and a great demand for premium Italian offerings in the nation. It is claimed that the product and restaurant experience are the main distinguishing factors of the brand.
PizzaExpress stepped into the Indian market in 2012 with its first restaurant in Mumbai. Over the years, the quick service restaurant has managed to open six restaurants in the city. The casual dining trend is growing among people and this is evident as it is growing a rapid phase of over 18 percent (CAGR) in the organized food chain segment. The casual dining segment is estimated to reach a mark of Rs 9,000 crore by the year 2018, claim the industry estimates.
Peter Boizot, Founder of PizzaExpress brought real Italian pizza to the United Kingdom in 1965 after being inspired by the an amazing pizza experience during a trip to Italy. Currently, PizzaExpress has step up stores in different countries such asIndia,UAE,UK,Indonesia,Shanghai,Hong Kong,Kuwait,Gibraltar,Oman,Cyrpus,JordanandQatar. The highlight is that PizzaExpress assures to provide the same products across all its restaurants.