PizzaExpress was positioned as a premium casual dining Pizza brand with a limited but niche audience until 2021. It promised having a potential of being the biggest gourmet Pizza brand in the country, but the business model of that time did not support an aggressive growth plan.

Hence the work of marketing was to build a new model to enable quick growth. It involved complete re-imaging of the brand across all aspects starting from brand positioning to restaurant design, brand assets (menu, packaging etc), people, training and product innovations.

PizzaExpress is now positioned as a Pizzeria and Café in the affordable casual dining segment. In the last 18 months it has grown from a 10-restaurant brand to 30 restaurants spread across tier 1 and tier 2 cities.