American pizza lovers can expect to see an innovative new player in the mix as global pizza brand PizzaExpress gears up to enter the U.S. market—starting next year in Florida.
According to a press release, PizzaExpress, based in London, England, is tapping into experienced franchising group Purple Square to bring its 60-year legacy to life in the States. The brand will open its first location in Florida sometime in 2025. Site selection is underway in the Tampa and Orlando markets.
Known for its live music, a team clad in black and white stripes (a nod to Venetian gondoliers), marble tables, open kitchens with flaring pizzaiolos, and a menu with items like Dough Balls and garlic butter, Pizza Express was founded by entrepreneur Peter Boizot. Inspired by the pizzerias of Italy and live jazz artists, Boizot opened the first PizzaExpress in the 1960s in Soho, London, and what started as a single restaurant quickly grew into a major brand.
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Those unfamiliar with the company’s menu can expect to see creations like the Padana (featuring creamy goat’s cheese and caramelized onions); La Reine, a classic combination of ham, black olives and mushrooms; the one-of-a-kind lighter pizza, Leggera, with a salad-filled hole in the middle; a children’s menu aptly named Piccolo; and the American, a fan-favorite pepperoni pie.
“To debut in the U.S., it was vital to find an experienced franchise partner who shares our passion and vision to deliver delicious pizzas while simultaneously offering a unique dining experience,” said Chris Holmes, chief development officer at PizzaExpress. “With Purple Square, we’re confident we’ve found the perfect partner to help raise the bar for pizza in the United States.”
Led by fellow Brit and CEO/president Vik Patel, Purple Square operates more than 245 franchise locations across 15 states. Patel and his team have more than 20 years of U.S. market expertise and bring proven success in scaling brands, making them the ideal partner for PizzaExpress’ launch as it aims to fill a gap in the premium pizza market, the company said.
Generating over half a billion dollars in annual revenue, the PizzaExpress brand boasts a robust portfolio of nearly 360 restaurants across the U.K and Ireland, alongside 110 international locations spanning 12 markets. The latter include owned operations in Hong Kong and the UAE and franchised sites across Asia, the Middle East and Europe.
Music is at the heart of PizzaExpress, the company said. It’s home to six live venues, including three in London, where artists like Ed Sheeran, Amy Winehouse and Norah Jones have performed. With its PX Records label, the brand continues to champion talent worldwide.
The brand’s love for making mealtimes showtime will set PizzaExpress apart from other U.S. pizza chains as it debuts in Florida with restaurants featuring full-service live and “live light” music venues spanning a collective 2,500–3,800 square feet, according to the press release.
With international growth remaining a core focus, PizzaExpress’ arrival into the U.S. market marks a pivotal milestone in its franchise growth strategy.
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