Prezzo, the Italian restaurant chain, is gearing up to enhance its footprint in the UK. According to the Daily Telegraph, the company is set to introduce a new line of takeaway pasta and pizza shops at train stations.
Its goal is to rival well-established brands such as SSP’s Upper Crust and Pret A Manger in the competitive market.
The strategic move is in response to the challenges faced by traditional sit-down dining establishments, which have been under pressure due to inflation and the cost of living crisis.
Prezzo CEO Dean Challenger was quoted by the Telegraph as saying: “Train stations have options like Upper Crust, KFC, Burger King – but there’s nothing available at a slight level above these. I think there’s a gap there.”
Founded in the year 2000, Prezzo underwent substantial expansion during the casual dining boom in the late 2010s, achieving a milestone of 300 restaurants across the UK.
However, the current economic conditions have severely impacted the chain, resulting in the closure of 46 establishments and the unfortunate loss of 700 jobs in the year 2023.
Having scaled down to 96 locations, the company views the introduction of the new Prezzo Pronto takeaway concept as a chance to expand its footprint to 120 outlets.
Challenger mentioned that the plans are in their initial phases, as the company delves into the transition away from conventional sit-down dining.
The Prezzo Pronto menu is designed to meet the growing demand for fast and convenient dining choices. It will feature takeaway pasta and pizza slices, both of which have demonstrated popularity in the US market.
Despite its recent downsizing, the company is optimistic about potential growth through the Prezzo Pronto initiative.
The objective of the new stores is to draw in customers who are already engaged in shopping or other activities.
“We’ve got a model that works because pasta and pizza are relatively quick,” Challenger stated. “Any new sites that we look at will be in high footfall areas where people are looking for a brand they know.
“Shopping centres normally prefer to use chains because of the brand recognition – there’s less risk – and there will always be a space for casual dining brands wherever there are tourists.”
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