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Article: Brand mot.(various restaurant executives offer their opinions on how Pizza Express PLC could improve its brand image)
- Article from:
- Brand Strategy
- Article date:
- December 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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As Hugh Osmond, the former owner of Pizza Express, abandoned his 250m [pounds sterling] buy back of the beleaguered chain, the company's share price slid yet again. Some are blaming the supermarket licensing deal with Sainsbury's, others claim that competition has become too strong for the 300 strong chain. The company itself reckons a tourist slump is to blame. Morag Cuddeford Jones asks experts in the restaurant field how the company can return to carve itself a bigger slice of the pizza pie.
Chris Wood, sales and marketing director of Conran Restaurants
The brand has lost momentum. Up until 10 years ago, people were still trying Pizza Express for the ...