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Pizza Express will receive a new look and long opening hours. Photo: MARTIN POPE

The company is part of the gondola belonging to private capital group, wants to make "distinctive" in the large number of high-street pizza happened the recession in a promotion coqs.Pizza Express 7pc increase sales of the year to June 2010 and succeeded in like-for-like sales and profit growth in a shrinking market.

The restaurant group has hired Ab Rogers, the designer who revitalized head Little, to revitalise the atmosphere of Pizza Express.Le first restaurant to undergo transformation is Richmond, London SW, reopen this week.

Tables Marble on the top of the chain were taken to overcome the diner can control their own music and lighting, striped blue glasses and dishes, the bright red pepper grinders floating domes stands.

Mark Angela, Chief Executive of Pizza Express, said: "in Richmond we found a lot of mothers sitting around a cup of coffee and a chat with or without children, and we would like to believe that we can extend that by day."We have tried to make the atmosphere for them.?

Richmond restaurant opens now service at 8: 45 am, more than two hours earlier than usual, to attract breakfast coffee and morning crowd.

Peter Backman restaurant analyst Cabinet, horizons, explains that, in a market where costs are inflationary pressure and increase promotional activity, a restaurant of the day filling becomes more important.

"Carluccio did already and McDonald has expanded its menu in the small déjeuner.Mais period it may be difficult to find a setting that works for four persons, with a good meal in the evening and for mothers and children with coffee or lunch," said Mr. Backman.

Menu daytime chain has been updated to include snack foods such as pitta breads, doughballs with Nutella and fudge chocolate stuffed mini cakes, served as a counter which also has a window take-out coffee, directly on the street.

Once the 10 first restaurants designed by Rogers were tested, Pizza Express is planning to use the elements of success because it opens and refurbishes restaurants.Entre 30 and 40 renovations are expected this year and another 20 new restaurants .the ' company bought also just back control of international operations and will be able to offer its partners in 12 countries the opportunity to update their appearance.

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