Italian restaurant chain Prezzo has announced a major rebrand in the wake of closing 46 restaurants in 2023, as it marks 25 years on the high streets. The company has chosen to change its name, menu, and overall identity. High Street Kensington is the first location to embrace the new transformation, now named ‘Prezzo Italian’ and featuring a refreshed blue-and-white color scheme. Additional locations in Cambridge, Chelmsford, Aberdeen, and King’s Lynn are scheduled for a similar makeover, with 15 more to follow by the end of the year.
The rebrand sees Prezzo aiming to become the ‘home of Italian classics’, offering a new menu, special additions, and a two-hour bottomless drink deal at all UK locations by June. Chief executive James Brown highlighted the significance of this change as a pivotal milestone in Prezzo’s journey and its commitment to providing an exceptional dining experience.
The rebrand comes after Prezzo’s closure of 46 restaurants, a decision influenced by the ongoing cost-of-living crisis. The COVID-19 pandemic, post-lockdown recovery challenges, wage inflation, and doubled utility bills were cited as contributing factors. Former chief executive Dean Challenger acknowledged the difficulty faced by the high street and expressed pride in the retained appeal and value offered by Prezzo.
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Despite the closures, Prezzo continues to operate nearly 100 restaurants in the UK, employing 1,900 individuals.