Prezzo is to change its name to mark its 25th anniversary and introduce a new menu this year.
The mid-market restaurant chain is looking to refresh and rebrand, and four of its sites are taking a new name in the coming weeks.
Cambridge, King’s Lynn, Chelmsford and Aberdeen will all come to be known as Prezzo Italian in the first wave of the rebrand, although the first one to relaunch is the High Street Kensington branch on Thursday May 1.
A further 15 locations will take the name before the end of the year. There are 96 Prezzo locations all in all and the chain has not stated its timeline for when they will all be named.
Last year Prezzo appointed former BrewDog executive James Brown as its new boss alongside a return to profitability. His arrival came a year after the closure of 46 loss-making restaurants, which had been hammered by higher energy and food costs.
Mr Brown said on May 1: “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.
“With this relaunch, we want to build on 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 added: “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.”
As well as the new menu, Prezzo Italian has launched with a two-hour bottomless drink offer and other offers.
The chain employs 1,900 staff across the UK.
