Prezzo rebrands with new name and menu after 25 years

Menus have been designed to cater to all occasions, including corporate events, family visits and date nights.

It comes amid a turnaround for Prezzo, which closed 46 restaurants in 2023 – a third of its estate at the time – after struggling with rising costs.

However, the company reported a strong start to 2025, with sales up 9% on the same period last year.

Prezzo chief executive James Brown said: “This new chapter is about more than just a new name and design, it represents an important and pivotal milestone in our journey to make Prezzo Italian the standout choice for your go-to Italian meal.

“With this relaunch, we want to build on success of the past 25 years, ensure we continue to deliver an outstanding guest experience for many more years to come, and reaffirm our position in the market as the ‘home of the Italian classics’.”

Prezzo was founded in 2000 and grew to 300 UK restaurants amid the casual dining boom in the late 2010s.

While it cut the size of its estate in 2023, the chain also saw a post-pandemic recovery and posted a pre-tax profit of £5.4m in 2023 against a loss of £31.5m the previous year.

It has made several changes to its senior team over the last year, with former Brewdog Bars boss Brown taking over as chief executive, while Hospitality Rising founder Mark McCulloch was named chief marketing officer.

Brown added: “Over the past six months we have formed a new leadership, delivered many strategic changes across our central office support function, simplified our operating structure and optimised our menu and drinks offering.”