Premium pizza and cocktail brand, PizzaLuxe, has partnered with TGP International as part of its franchise expansion strategy, with its latest alfresco restaurant now open at 3 Henrietta Street, Covent Garden.
PizzaLuxe, known for its thin-crust, freshly made 13” pizzas using the brand’s signature, 96-hour, slow- proven sourdough, will join the likes of Lilly’s Cafe, Pivot British Bar & Bistro by Mark Greenaway and El Ta’Koy, with a 30-cover summer restaurant, bar, terrace space in the Covent Garden Piazza.
PizzaLuxe began life a decade ago as a weekend stall on Brick Lane, and this will see a return to the capital. The business has evolved and expanded through the north of England and
Midlands, including restaurants in Leeds and Manchester. PizzaLuxe also has an existing travel partnership with SSP.
The new site has been created as a pop-up, showcasing the fast-casual restaurant to potential franchisees, in partnership with TGP International – who specialise in providing franchise partners with market insight, pre- opening and marketing support, employee selection and menu creation, plus future business development.
Paul Goodale, founder of PizzaLuxe and former Harrods director of restaurants, commented: “I am very proud of how the PizzaLuxe concept has grown since we began on London’s Brick Lane, and it’s a true testament to the team’s work and dedication that we are now returning to London.
“We look forward to welcoming customers to our terrace throughout the spring and summer. Our partnership with TGP International promises to be the perfect platform upon which to build our next stage of growth.”
Expect signature flavours, such as the Cinque Formaggi, featuring mozzarella, gorgonzola, feta, halloumi and goat’s cheese; or the Pollo topped with pesto chicken, black olives, artichoke heart & mushroom. PizzaLuxe will also be serving Salmone Bianca pizza, which fuses smoked and roasted salmon with gremolata, piccalilli and crème fraiche.
In 2021, PizzaLuxe opened its flagship branch in the Manchester Arndale, with the first QSR in the UK with a full-service cocktail bar. Also in 2021, the brand secured a partnership with the Extra Motorway Service Area Group, bringing its handcrafted pizzas to Peterborough and Cambridge, as the first independent restaurant brand to operate a high- quality, full-service restaurant and bar at motorway travel sites.
The PizzaLuxe terrace is open Monday-Sunday, from 12pm until 9:30pm.