Prezzo unveils new brand identity

The new management team at Prezzo, led by new CEO James Brown, has unveiled the group's new name, brand identity, restaurant refurbishment programme and a refreshed food and drink menu.

The first iteration of the relaunched brand, which will now be known as Prezzo Italian, has been revealed at its Kensington High Street location in London. It opens to customers from 1 May, with a further four restaurants to receive the transformation in the coming weeks. 

Coinciding with the group's 25th anniversary, the rebrand includes a newly crafted menu, lunchtime offers and a specials programme, which will be made available across all 96 sites by the end of the month. A new two-hour bottomless premium drink offering will also be available.

'More than just a name'

“This new chapter is about more than just a new name and design, it represents an important and pivotal milestone in our journey to make Prezzo Italian the standout choice for your go-to Italian meal," says Brown. "With this relaunch, we want to build on the success of the past 25 years, ensure we continue to deliver an outstanding guest experience for many more years to come and reaffirm our position in the market as the ‘Home of the Italian Classics’.”

He adds: “Over the past six months, we have formed a new leadership, delivered many strategic changes across our central office support function, simplified our operating structure and optimised our menu and drinks offering. I am delighted with the output of this new team, and we are excited to open the doors of our first new era Prezzo Italian restaurant in Kensington.”

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