Prezzo has introduced a new name, menu and brand identity as part of a major renewal aimed at revitalizing a 25-year-old restaurant chain.
A random dining group that maintains 96 restaurants and employs 1,900 employees will re -become prezzo.
The first new Prezzo Italian name will be opened today in High Street Kensington, as the chain aims to place itself as “Italian classic home”.
Four locations – Cambridge, Kings Lynn, Chelmsford and Aberdeen – will be renovated and relocated in the coming weeks, and additional 15 seats set to be converted by the end of 2025.
Restart has a new menu, lunch offers, a two -hour bottomless beverage offer and a special program, all available in all 96 places by the end of the month.
The new menus are designed to fit in many cases, including corporate events, family members and day nights.
This comes as part of the pre -translation strategy after closing 46 restaurants in 2023 – about one third of its property – the challenges of rising costs.
Despite the challenges, the company announced a strong start to 2025, and sales increased by 9% compared to the same period last year.
James Brown, CEO of Prezzo, said: “This new figure is more than just a new name and design, it represents an important and central mileage on our journey to make an Italian prezzo-Italian choice for your Italian meal.
“With this reboot, we want to build the last 25 years of success, ensure that we continue to provide an excellent guest experience for many years to come and strengthen our position in the market” Italian Classic Home “.
Founded in 2000, prezzo expanded to the 300 British British restaurant during the random dining boom in the late 2010s.
Although the chain reduced its property size in 2023, it experienced a recovery of post-pandamus and paid a loss of £ 31.5 million before taxes in 2022 before taxes.
Over the past year, Prezzo has made several changes to its older team, including the former Brewdog Bars boss, the name of Brown, as CEO and Marketing Director of Mark McCulloch, a growing hospitality founder.
Brown added: “Over the past six months, we have formed new leadership, provided many strategic changes in the central office support function, simplified our operational structure, and optimize our menu and drinks.”
