Pizza Express is expanding its menu with a new delivery-only brand featuring chicken wings and mac and cheese, set to launch across more than 300 UK locations on March 3. The initiative responds to growing customer demand for chicken dishes amid rising competition in the sector. Chief executive Paula MacKenzie highlighted the brand's unique baked wings and potential for future growth.
Pizza Express, known for its pizzas, is venturing into chicken offerings through a new concept called Mac & Wings. This delivery brand will debut on March 3 in over 300 sites across the UK, prepared by the chain's chefs in their existing kitchens. The move capitalizes on the significant expansion of chicken items in restaurants and fast-food outlets.
Paula MacKenzie, the chief executive, emphasized that while the core focus remains on pizza, there is a "huge appetite" for chicken among customers. She noted that the business has developed the concept over several months in response to this demand. "There is a competitive context but we are launching the concept because we believe we can do something exciting and different," MacKenzie told the Press Association. She added, "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."
Unlike many rivals, Pizza Express's wings will be baked rather than fried, with flavors including hot honey. The menu also features buttermilk chicken tenders and dips such as spicy tomato & chilli, garlic butter, and "pizzanaise." Initially available only via delivery platforms like Deliveroo, the brand operates as a distinct entity despite using Pizza Express facilities.
This launch follows similar efforts by competitors, including Domino's chicken concepts and the UK entry of US chains like Wingstop, Popeyes, and Raising Cane’s. MacKenzie indicated that while starting with delivery due to strong takeaway demand, the company will consider expanding to physical restaurants.