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The company reported a loss of ￡ 15. 9 m for the six months on 2 October, compared to a profit of ￡ 7. 2 m the previous year. The results were affected by a ￡ 10. 9 fresh m pension. Sales slipped 453 million from ￡ from ￡ 466. 9 m.

However, like-for-like sales picked up, climbing 2 7pc in the first half and 6pc in the second quarter, helped by demand for ready-made and biscuits on Fox.

Food North has taken measures to improve companies, including new robot packing biscuit Fox and exiting low margin contracts and plant closures in the division cooked. Stefan Barden, Chief Executive, said the company would now begin a "self help" program in the area of food frozen, which includes the Goodfella and McDougall pies.

The frozen food company reported a loss of ￡ 4.6 m for the first half, compared with ￡ 5.1 m profit last year, after sales 21pc.Aliments North spent about 5 m ￡ on an advertising campaign featuring the "pizza fairy" and new produits.M.Barden says that the company will now focus on improving the presentation in stores, ensure that buyers can find his pizzas and promotions which are more attractive than rival Dr. Oetker, offering

"At this time that they you hit all that databases and we have to get better,"he said.""

Shares slipped 45?p ?p.

North has also maintained its dividend for the semester to 1.55%, payable on January 28.

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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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