Pizza Express will roll out its new Mac & Wings delivery brand to more than 300 sites across the UK from March 3, offering baked chicken wings and mac & cheese through Deliveroo
Pizza Express is set to venture into the realm of chicken wings and mac & cheese across the UK, as part of a fresh concept designed to fuel the pizza chain’s growth aspirations. The head of the UK restaurant chain stated that whilst it remains focused on its core pizza brand, it has identified a “huge appetite” for chicken among customers.
From March 3, it plans to introduce its new Mac & Wings delivery brand to over 300 locations across the UK. This move follows significant growth in the chicken category within the restaurant and fast- food industries.
Competitors such as Dominos have recently launched their own chicken concepts, whilst a slew of US-based chicken brands, including Wingstop, Popeyes and Raising Cane’s, have established outlets across the UK.
Pizza Express revealed that unlike most rivals, its chicken wing offerings will be baked rather than fried, and it believes there’s still ample space in the UK market for robust growth.
Paula MacKenzie, Pizza Express chief executive, informed the Press Association that the company has been “working on the concept for a number of months” after recognising customer demand.
She stated: “There is a competitive context but we are launching the concept because we believe we can do something exciting and different.
“It is something we are able to do alongside pizzas in our kitchens, but it is important that the brand does feel like it has its own identity.”
The Mac & Wings products will be available across the UK as a standalone brand via Deliveroo, but they’ll be prepared by Pizza Express chefs within the restaurant chain’s kitchens.
The menu will feature an array of baked wings, in flavours like hot honey, and buttermilk chicken tenders, accompanied by a selection of dips including spicy tomato & chilli, garlic butter and “pizzanaise”.
Ms Mackenzie stated that the venture will initially be delivery only due to the high demand for takeaway chicken on delivery platforms such as Deliveroo.
However, she mentioned that the company will “keep an open mind” regarding potentially expanding the brand into physical restaurants.
For the latest breaking news and stories from across the globe from the Daily Star, sign up for our newsletters.