Luke Johnson

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"It feels good to be kneaded" Pizza Express quipped on Twitter to worry, it could be asked to go, an outpouring of affection from diners.

In a quick piece of savvy marketing, "We still make dough", she tries to calm down the legions of parents and savvy, coupon-wielding expressed by the end customer, which had the worry That another family-friendly, affordable restaurant-could disappear chain, from The High Street.

Pizza Express was in order to negotiate with lenders over a £1. 1 billion debt pile up.

The message looked, The Almost 55-year-old Pizza chain, the latest in High Street eatery to his money splashed to worry about the financial pages.

But what Pizza Express separates from the likes of Jamie's Italian, which went under in May, and Carluccio's and Prezzo, both of which have closed, dozens of restaurants, the customers, their reaction to the news of the financial difficulties.

Some Twitter users called for The Restaurant chain to be nationalized, while other people encouraged pay full price for your Pizza , instead of using the discount coupons, the heart of The Company 's business model.

Out of fashion

Pizza Express , won a place in the UK to appeal to diners of heart by the administration to both adults and children. Its low lighting, high stemmed glasses, wine-bar vibe coexist happily alongside kids meals and coloring pencils.

But lately, it has gained popularity for its offerings, which are almost always available.

Danny Shaw, shoes branding consultant, writes on LinkedIn That this approach misfires.

"Pizza Express is not really fashionable any More . "Now , he says, "it's all about discount codes", and That means, "it doesn't feel Special ."

Pizza Express brand was devalued devalued, say critics

Retail expert Kate Hardcastle agrees That The Restaurant chain has a relentless focus on discount Coupons and other Special offers, "and undermined" the once strong brand.

On top of That , they are suing Pizza Express cannibali sing the private market through the sale of its Pizza through the super markets.

Because "there's nothing very Special " about The Chain of restaurants, Ms Hardcastle believes That people can choose to pay less and eat your Pizza at home.

'Nothing is real'

you said Pizza Express falls directly in the "middle market" category of chains That have failed to differentiate themselves from the competition.

the chains promote "egalitarianism," she told the BBC. "There is nothing wrong with him, but nothing really. "

However, The Chain seems to hold a Special place in the hearts of many.

in Part, this is because of his Heritage That stretches back over half a century.

A brief history of the Pizza Express

1965: Pizza Express founder, the late Peter Boizot , brought a Pizza oven from Naples and a chef from Sicily to open his first restaurant in London's Soho district.

1992: Mr Boizot grew his Empire over The Following nearly three decades before selling it for £15m, Hugh Osmond and Luke Johnson , The Man who, until recently, Chairman of Patisserie Valerie. They floated it on the stock market in the next year, and ultimately sold in 1997, when it was Worth £150m.

2003: It was taken private again in a £278m Deal by two private-equity firms That floated it two years later - although it lasted less than a year on The Public markets before it was returned to private equity hands.

2014: It moved again, This Time , be purchased, for £900m by the current owners, the Chinese private-equity Company Hony Capital .

Analyst Peter Backman believes That the brand evokes nostalgia in people, their parents and grandparents ate in Pizza Express restaurants. You might also have childhood memories of eating in The Chain of family friendly restaurants themselves.

"My Family and I personally miss Pizza Express would be," says Jayne Golden, who works for a bank.

your five-year-old son was diagnosed in may with celiac disease Last year, and That The Chain provides for him.

"to be able to eat there - Safe in the knowledge the food is prepared, how it should be - a blessing for us, when other restaurants have let us down," she says.

Pizza Express faces tough competition

Pizza Express , But works in a difficult environment.

Mr. Backman says it's chains to a lot of competition from other High-Street.

"There are Now too many restaurants don't hunt enough, so That each restaurant is suffering," says he, blaming the economic uncertainty about Brexit for the people from the purchase of meals.

He says The Chain , which depends heavily on EU workers to staff its restaurants, has also fought to hire, since the referendum in the year 2016, which has driven the costs of his wage. On top of That , Pizza Express was hit by a hike in prices and the weak pound has made the Ingredients , it to import More expensive.

personnel costs to The Chain

But The Company seems to be the biggest challenge increased, his debts.

The interest on over £1. 1 billion in The Company for £93m costs a year, which wiped out all the operating profits in the past year.

In fact, The Debt payments Pizza Express pushed into the red for The Last two years, with a loss of £55m in The Last year alone.

'perhaps It's not the sexiest'

But Mr. Backman believes That Pizza Express has something for you, the many of his younger competitors - such as Franco Manca and Pizza Pilgrims

"people will argue That it is the discounts which draw people in, but I'm not 100% convinced," he explains.

"It might not be the sexiest or the modern," he says. But, he argues: "There is a lot of goodwill in the direction of Pizza Express . "

pizza express, restaurants, uk high streets, companies

Source of news: bbc.com