Pizza Express is set to expand its menu beyond its classic pizzas and introduce chicken wings and mac & cheese across its UK sites.
This new concept aims to bolster the chain’s growth ambitions.
The boss of the pizza chain confirmed a continued “focus” on pizza but acknowledged a “huge appetite” for chicken from customers.
The “Mac & Wings” delivery brand will launch in over 300 locations nationwide from March 3.
This move reflects significant growth in chicken dishes across the restaurant and fast-food sectors.
Rivals such as Dominos have launched their own chicken concepts in recent months, while a raft of US-founded chicken brands, such as Wingstop, Popeyes and Raising Cane’s have opened sites across the UK.
Pizza Express said its chicken wing products will be baked, rather than fried, unlike most competitors, and it believes there is still enough room in the UK market for strong growth.
Paula MacKenzie, Pizza Express chief executive, told the Press Association that the business has been “working on the concept for a number of months” after recognising customer demand.
She said: “There is a competitive context but we are launching the concept because we believe we can do something exciting and different.
“It is something we are able to do alongside pizzas in our kitchens, but it is important that the brand does feel like it has its own identity.”
The Mac & Wings products will be sold across the UK as its own brand through Deliveroo, but they will made by Pizza Express chefs within the restaurant chain’s kitchens.
Its menu will include a selection of baked wings, in flavours such as hot honey, and buttermilk chicken tenders, served with a choice of dips including spicy tomato & chilli, garlic butter and “pizzanaise”.
Ms Mackenzie said the business will initially be delivery only on the back of strong demand for takeaway chicken on delivery platforms such as Deliveroo.
But she said the group will “keep an open mind” to potential expanding the brand into bricks and mortar restaurants.