Premium pizza concept launches Covent Garden pop-up

Premium pizza and cocktail brand PizzaLuxe has partnered with TGP International as part of its franchise expansion strategy. The brand's latest alfresco restaurant is now open at 3 Henrietta Street, Covent Garden.

PizzaLuxe, known for its signature thin-crust, freshly made 13" pizzas using 96-hour slow-proven sourdough, joins the likes of Lilly’s Cafe, Pivot British Bar & Bistro by Mark Greenaway and El Ta’Koy, with a 30-cover summer restaurant, bar and terrace space in the Covent Garden Piazza. 

PizzaLuxe began life a decade ago as a weekend market stall on Brick Lane, with the Covent Garden launch seeing the brand return to the capital. The business has since evolved and expanded through the North of England and the Midlands, with restaurants in Leeds and Manchester. PizzaLuxe also has a travel partnership with SSP.

The new site has been created as a pop-up, showcasing the premium fast-casual restaurant to potential franchisees, in partnership with TGP International. 

PizzaLuxe's 30-cover summer restaurant, bar and terrace space in the Covent Garden Piazza

Paul Goodale, founder of PizzaLuxe and former director of restaurants at Harrods, comments: "I am very proud of how the PizzaLuxe concept has grown since we began on London’s Brick Lane in 2011, and it’s a true testament to the team’s work and dedication that we are now returning to London. 

"We are excited for our arrival at 3 Henrietta Street and look forward to welcoming customers to our terrace throughout the spring and summer. Our partnership with TGP International promises to be the perfect platform upon which to build our next stage of growth."

Visitors to the PizzaLuxe terrace can expect options such as the Cinque Formaggi, featuring mozzarella, gorgonzola, feta, halloumi, and goat’s cheese; or the Pollo, topped with pesto chicken, black olives, artichoke heart and mushroom. PizzaLuxe will also serve some more unique flavours, including the Salmone Bianca pizza which fuses smoked and roasted salmon with gremolata, piccalilli and crème fraiche. 

In 2021, PizzaLuxe opened its flagship branch in the Manchester Arndale, becoming the UK's first quick service restaurant (QSR) to have a full-service cocktail bar. Also in 2021, the brand secured a groundbreaking partnership with the Extra Motorway Service Area Group, bringing its hand-crafted pizzas to Peterborough and Cambridge, standing as the first independent restaurant brand to operate a full-service restaurant and bar at motorway travel sites 

3 Henrietta Street, the restored five-storey townhouse, was transformed by TGP International, which aims to turn it into an all-day dining destination. The PizzaLuxe concept is the newest brand addition to the portfolio. 

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