Thu 1st May 2025 - Prezzo unveils new name, brand identity and investment programme Prezzo unveils new name, brand identity and investment programme: Prezzo, the Cain International-backed Italian dining group led by James Brown, has unveiled a new name – Prezzo Italian – and a new brand identity. The company is also launching a wide-ranging restaurant refurbishment programme as well as a refreshed and revitalised food and drink menu, as it looks to become the “home to the Italian classics”. The first iteration of the relaunched and reinvigorated brand has been unveiled at its Kensington High Street location in London, with a further four restaurants to receive investment in the coming weeks. The next sites to receive refurbishment will be Cambridge, Kings Lynn, Chelmsford, and Aberdeen, with a further 15 expected to be completed by the end of 2025 out if the group’s 96-strong estate. The company said the move signals a new chapter that is designed to “protect and preserve what makes Prezzo Italian great”, while recognising the opportunity to elevate and modernise the brand, the restaurant environments and the core menu. The business said the transformation programme will seek to “establish a differentiated position in the UK restaurant market for Prezzo Italian, with a fresh and modern look, all while remaining committed to delivering Italian classics – ensuring an authentic experience for existing loyal fans while recruiting new customers”. It said central to this new era is Prezzo Italian’s commitment to deliver “Italian favourites at an accessible price point, with a focus on ‘better food, better service, better experience, better marketing and better restaurant design’ as part of its new brand DNA – Better Italian for Everyone”. Brown said: “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’.” The relaunch includes a newly crafted menu, lunchtime offers, and a specials programme that 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. Brown, who joined the business last November from BrewDog, said: “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.” Earlier this week, the company reported that its like-for-like sales increased 9% in the first quarter of 2025, with “robust growth across sales, profit and customer engagement”. The business said it saw 132,000 more covers over the first quarter, with 34,000 customers served during its Blue Monday promotion, and a record-breaking Valentine’s Day and Mother’s Day, with the latter setting a new single-day revenue record for the business. The company said the results come despite challenges seen across the hospitality industry, suggesting “demand for the brand remains strong”. Prezzo Italian features in the Premium Club Turnover & Profits Blue Book, which features 1,108 companies. Prezzo’s turnover of £110,375,000 for the year ending 31 December 2023 is the 110th highest in the database. The Blue Book ranks companies by turnover, profit and profit conversion, listing directors’ earnings for the past five years. Companies can now have an unlimited number of people receive access to Premium Club for a year for £995 plus VAT – whether they are an operator or a supplier. The single subscription rate is £495 plus VAT for operators and £595 plus VAT for suppliers. Email kai.kirkman@propelinfo.com to upgrade your subscription.