Pizza Express is set to expand its menu beyond its classic pizzas and introduce chicken wings and mac and cheese to its UK sites.
This new concept aims to reinforce the chain's growth ambitions.
The pizza chain's boss confirmed a continued “focus” on pizza but acknowledged a “huge appetite” for chicken among customers.
The “Mac & Wings” delivery brand will launch in more than 300 locations nationwide starting March 3.
This move reflects significant growth in chicken dishes in the restaurant and fast food sectors.
Rivals such as Dominos have launched their own chicken concepts in recent months, while a number of US-founded chicken brands such as Wingstop, Popeyes and Raising Cane's have opened sites across the UK.
Pizza Express said its chicken wing products will be baked, rather than fried, unlike most of its competitors, and believes there is still enough room in the UK market for strong growth.
Paula MacKenzie, chief executive of Pizza Express, told the Press Association that the company has been “working on the concept for several months” after recognizing customer demand.
She said: “There is a competitive context, but we are launching the concept because we think we can do something exciting and different.
“It's something we can do alongside pizzas in our kitchens, but it's important for the brand to feel like it has its own identity.”
Mac & Wings products will be sold across the UK as its own brand through Deliveroo, but will be made by Pizza Express chefs in the restaurant chain's kitchens.
Their menu will include a selection of baked wings, in flavors such as spicy honey and buttermilk chicken tenders, served with a selection of sauces including spicy tomato and chilli, garlic butter and “pizzanaise”.
Mackenzie said the business will initially be delivery only thanks to strong demand for takeaway chicken on delivery platforms such as Deliveroo.
But he said the group will “keep an open mind” to the brand's possible expansion into brick-and-mortar restaurants.
