Concept development

Pizza Express was looking to consolidate its market leading position by adding ‘an edge’ to its offer. CBFS worked alongside Pizza Express to develop a partnership with chefs and foodies who would design a pizza for the brand.

This was launched with Theo Randall, our suggested choice of partner, to great commercial and critical success. The concept was rolled out for three years and went on to partner with Francesco Mazzei and Valentine Warner.

Theo Randall formed a great partnership with the Pizza Express owners, Gondola Holdings, and he remains part of their team, currently helping with Zizzi Restaurants.