Wednesday, December 28, 2011

Pizza Express look to launch first restaurant in India

October 26, 2011 by Michelle  
Filed under All News, General News, Pizza Express

Pizza Express are on the brink of officially launching their brand in India after striking up a partnership with the influential Bharti Family Office who will help the restaurant chain establish itself in India.

Getting a recognised name in India such as the Bharti Family will give Pizza Express a considerable leg-up as they target this new market as the organisation has links with some of the biggest names in India, having worked in conjunction with all types of leading businesses from everything to the retail and insurance sector, to telecoms and property firms.

The decision to take Pizza Express to India may have been influenced by the success of the company’s competitors such as Domino’s Pizza and Pizza Hut who have both succeeded in setting up branches in India in the last few years.

However Pizza Express is likely to be targeting a different market to their rivals, aiming to attract the discerning middle-class diners in India with their brand of gourmet pizzas instead of targeting the mass fast food market as previous pizza providers have done.

The 400 Pizza Express restaurants are currently undergoing the biggest revamp ever seen at the chain in its 46-year history including the introduction of a new logo, and new colour scheme and branding throughout its eateries.

The first Pizza Express branch in India is expected to open in the early part of 2012 with the cities of Mumbai and Delhi cited as possible contenders in which to launch the first restaurant.

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