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The new management team at Prezzo led by new CEO James Brown has unveiled a new name, a new brand identity, the launch of wide-ranging restaurant refurbishment programme as well as a refreshed and revitalised food and drink menu.

The transformation programme coincides with a celebration of the brand’s 25th anniversary, as one of the UK’s most-loved Italian restaurants, and will ensure the 96-strong group is ready to serve Britain as the ‘Home to the Italian Classics’ for the next quarter of a century.

The first iteration of the relaunched and reinvigorated brand – which will now be known as Prezzo Italian – will be unveiled at its Kensington High Street location in London, and will open to customers from Thursday, 1st May, with a further four restaurants to receive investment in the coming weeks.

The move signals a new chapter that is designed to protect and preserve what makes Prezzo Italian great, whilst recognising the opportunity to elevate and modernise the brand, the restaurant environments and the core menu.

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 whilst recruiting new customers.

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.

Commenting, James Brown, CEO of Prezzo Italian, 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 which will be made available across all 96 sites by the end of the month. Its carefully considered food and drink offering provides something for all visitors and all occasions, from corporate events and gatherings to a family get together and date nights. A new 2-hour bottomless premium drink offering will also be available for an elevated dining experience.

Brown 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.  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.”

Prezzo Italian Kensington, the first site in the portfolio to receive the first wave of investment, will be open to guests from today (1st May) with the new food and drink menu and a modern interior designed by leading hospitality design firm Surface-id. The next sites to receive refurbishment will be Prezzo Italian Cambridge, Kings Lynn, Chelmsford, and Aberdeen, with a further 15 expected to be completed by the end of 2025.