Prezzo

What Prezzo does

Prezzo is a UK-based Italian-themed casual dining chain operating 151 restaurants across the country, founded in 2000 and headquartered in London. The company is owned by Brava Hospitality Group through its primary trading entity Brava Trading Limited and employed approximately 2,848 staff as of the year ending March 2022. It serves families, students, corporate groups, school parties, travel groups, and general diners through dine-in service, third-party delivery (Deliveroo, Just Eat, Uber Eats), physical and e-gift cards, and dedicated group dining facilities. The company maintains a registered UK trademark for the PREZZO brand, Coeliac UK accreditation for gluten-free preparation, and UK GDPR compliance under its data controller registration.

The core product is the restaurant experience itself — pasta, hand-stretched pizza, Italian classics, vegetarian/vegan options, drinks, and a kids menu — delivered through owned locations and supported by an online table booking system. Recent digital product extensions include the Club Prezzo loyalty app (iOS/Android) with instant rewards and member pricing, the Kids Club subscription at £1.99/month or £19.99/year enabling up to three children to eat free per adult main, Kids Pizza Parties at £14.95 per child, Afternoon Tea for Two at £34.99, and an Express Lunch Deal at £11.95. The company also runs charity initiatives with partners including BBC Children in Need, World Central Kitchen, Feeding Britain, Re-engage, and Global Make Some Noise, and has registered partnerships with UNiDAYS and Student Beans for a 25% student discount.

Revenue is generated through transaction-based dine-in sales at restaurant locations, delivery and collection orders routed through third-party aggregators, subscription revenue from Kids Club, one-time gift card sales across retail partners (Tesco, Sainsbury's, Morrison's, Boots, WHSmith) and online, transaction fees from group bookings (corporate events, school trips, birthdays, Christmas parties), and pay-as-you-go pricing for experiential packages. Distribution spans 151 owned restaurants, the prezzorestaurants.co.uk website, mobile apps, three major delivery aggregators, and retail gift card distribution. Marketing is supported by Guestwise (personalization) and Planning Inc. (data aggregation), while TiPJAR handles tronc/tip distribution in compliance with the UK Allocation of Tips Act 2023.

Name

Prezzo

Legal name

Brava Trading Limited

Website

https://prezzorestaurants.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Prezzo is a UK-based Italian-themed casual dining chain operating 151 restaurants, serving families, students, and corporate groups through dine-in service, third-party delivery aggregators, a loyalty app, and group dining bookings.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Dine-in Restaurant Sales: Core revenue from food and beverage sales at 151 UK restaurant locations. Includes à la carte menu, specials, drinks, and special menus (bottomless brunch, afternoon tea, lunch deals).
2. Delivery and Takeaway: Revenue from delivery orders via Deliveroo, Just Eat, and Uber Eats aggregators, plus in-restaurant takeaway collection.
3. Kids Club Subscription: Monthly subscription at £1.99/month (or £19.99/year) providing kids eat free with adult main purchase at each visit, up to 3 children per visit.
4. Gift Cards and E-Gifts: Physical gift cards sold in-restaurant (up to £200) and at Tesco, Sainsbury's, Morrison's, Boots, WHSmith. E-gift vouchers sold online. Valid for 18 months.
5. Group and Private Dining: Revenue from group bookings including corporate events, school trips, Christmas parties, birthdays, and private dining experiences.
6. Kids Pizza Parties: Children's pizza-making party experiences at £14.95 per child with minimum 8 guests, including party hosting, ingredients, and entertainment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Prezzo is a UK Italian casual dining chain operating 151 restaurant locations selling pasta, hand-stretched pizza, Italian classics, and drinks via dine-in, delivery aggregators (Deliveroo, Just Eat, Uber Eats), and takeaway. The company sells ancillary offerings including a digital loyalty subscription (Club Prezzo), a recurring Kids Club subscription (£1.99/month) granting kids meals free with adult mains, gift cards (physical and e-gift), Kids Pizza Parties, Afternoon Tea packages, and group/private dining bookings.

Product overview

Prezzo Italian is a UK-based Italian restaurant chain operating 151 locations, offering dine-in restaurant services alongside digital products. The core product is the Prezzo Italian restaurant experience featuring pasta, pizza, and Italian classics. The company has expanded into digital services including the Club Prezzo loyalty app, Kids Club subscription (£1.99/month for free kids meals), and Kids Pizza Parties (£14.95/child). Additional offerings include Afternoon Tea for Two (£34.99), gift cards, delivery/collection via Deliveroo, Uber Eats, and Just Eat, and group bookings with private dining options. The product portfolio combines physical restaurant experiences with subscription-based and event-based digital services.

Differentiator

Problem solved

Functional benefit

Brands

• Club Prezzo: Exclusive loyalty club app offering instant rewards, special perks, and exclusive pricing for members.

Products and services

• Prezzo Italian Restaurants Casual Italian dining restaurant chain operating 151 locations in the UK, serving pasta, pizza, salads, Italian mains, desserts, drinks, and special experience menus including bottomless brunch, lunch deals, and afternoon tea. Aimed at families, students, couples, and groups.
• Club Prezzo Loyalty App Mobile loyalty application available on iOS and Android that delivers instant rewards, exclusive member-only pricing on Italian classics, and a free Triple-Cooked Nutella Doughnut Balls welcome gift for new joiners.
• Kids Club Subscription Recurring subscription product at £1.99 per month or £19.99 per year allowing up to three children to eat free every visit with the purchase of one adult main, including 3D menus and glasses for entertainment.
• Kids Pizza Parties Hosted pizza-making experience for children aged 4-12, priced at £14.95 per child with a minimum of 8 guests, including dough stretching, topping selection, freshly baked pizzas, party hosting, ingredients, and entertainment.
• Afternoon Tea for Two Afternoon tea experience for two priced at £34.99, purchased as a pre-paid gift card with a 48-hour advance booking requirement.
• Prezzo Gift Cards and eGift Cards Physical gift cards (up to £200) available in-restaurant and at Tesco, Sainsbury's, Morrison's, Boots, and WHSmith, plus e-gift vouchers sold online, valid for 18 months.
• Delivery and Collection Service Food ordering service distributed through Deliveroo, Uber Eats, and Just Eat aggregators for delivery orders, plus collection through the same partner platforms with in-restaurant payment.
• Group and Private Dining Bookings Group dining service for birthdays, anniversaries, corporate events, school trips, travel groups and Christmas parties, offering private dining spaces, dedicated group menus, and tailored celebration packages managed via a dedicated booking team.

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• BBC Children in NeedcoreStrategic or Co-development PartnerPrezzo's current charity partner supporting children and young people across the UK. Partnership includes Pudsey Pasta £1 donation added to bills, Pudsey-themed kids menu with 3D menus and activity sheets, and fundraising initiatives. BBC Children in Need funds local charities providing safe spaces, mental health support, food programmes, and community activities.
• World Central KitchencoreStrategic or Co-development PartnerPrezzo donated £1 from every Margherita pizza and Penne Arrabbiata sold, raising over £100,000 to support World Central Kitchen's humanitarian efforts in Ukraine. The charity distributed meals to displaced citizens and refugees.
• Feeding BritaincoreStrategic or Co-development PartnerPrezzo raised £29,000 for Feeding Britain charity through Gorgonzola & Prosciutto pizza sales and Community Coffee initiative during Christmas period. Supports food insecurity programmes across UK communities.
• Re-engageminorStrategic or Co-development PartnerChristmas 2019 partnership raising £50,000 to ensure elderly people were not alone at Christmas, supporting Re-engage's mission to combat loneliness among older adults.
• Global Make Some NoiseminorStrategic or Co-development Partner2020 partnership raising £7,500 to benefit smaller local charities across the UK during the Christmas season.
• UNiDAYScoreGTM or Marketing PartnerStudent discount partnership offering UNiDAYS-verified students 25% off total bill 7 days a week to drive student customer acquisition.
• Student BeanscoreGTM or Marketing PartnerStudent discount partnership offering Student Beans-verified students 25% off food 7 days a week to drive student customer acquisition.
• Buyagift and Red Letter DaysminorChannel Partner/ Reseller/ DistributorThird-party voucher redemption accepted at Prezzo restaurants on specified days per voucher terms and conditions.
• Deliveroo, Just Eat, Uber EatscoreChannel Partner/ Reseller/ DistributorDelivery aggregator partnerships enabling customer delivery and collection orders from UK restaurant locations.
• Tesco, Sainsbury's, Morrison's, Boots, WHSmithminorChannel Partner/ Reseller/ DistributorRetail gift card distribution partnerships selling Prezzo gift cards (£20 value) at selected store locations across the UK.
• TiPJARminorImplementation/ SI/ Consulting PartnerExternal tronc master managing Prezzo's tip pooling and distribution system in compliance with UK Allocation of Tips Act 2023, ensuring 100% of customer gratuities go to team members.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wagamama: UK casual dining chain operating Asian-inspired noodle and rice dishes at comparable price points and dining format. Direct competitor for mid-market casual dining occasions, though differentiated by cuisine.
• Nando's: UK casual dining chain specializing in Portuguese-style peri-peri chicken with a comparable dine-in model, family appeal, and high-street estate. Competes for the same casual dining occasions with a different cuisine.
• Zizzi: Italian casual dining chain owned by Azzurri Group operating UK restaurants with a similar menu (pizza, pasta, Italian grills), dietary options, and value-led family positioning. Directly comparable in format, customer base, and competitive set.
• ASK Italian: UK Italian casual dining chain offering pasta, pizza, and Italian mains at value-oriented price points with nationwide coverage. Closely overlaps with Prezzo on cuisine, occasion (families, casual dinners), and price band.
• Carluccio's: Italian casual dining brand in the UK focused on pasta, pizza, and Italian small plates. Operates in the same value-casual segment with overlapping family and group dining occasions.
• Frankie & Benny's: UK casual dining chain under Big Table Group serving Italian-American inspired menus at similar price points. Competes with Prezzo for family meals, mid-market dine-in occasions, and high-street locations.
• Bella Italia: Italian casual dining chain operating ~100 UK restaurants under Big Table Group, competing directly on menu, price, family positioning, and high-street locations. Highly comparable estate size and proposition.
• PizzaExpress: UK-headquartered Italian casual dining chain operating a comparable dine-in and delivery model at similar price points. It is Prezzo's closest direct competitor on cuisine, family positioning, and high-street estate scale.
• TGI Fridays: American-themed casual dining chain operating in the UK at similar price points to Prezzo, with comparable dine-in, family, and celebration occasion positioning.

Emerging players

• Byron: UK casual dining brand focused on premium hamburgers. Operates in the same casual dining segment and competes for similar mid-market family and group occasions, though with a narrower, burger-centric menu.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/loveprezzo
• Instagraminstagram.com/prezzoitalian
• TikToktiktok.com/@prezzoitalian
• Xx.com/love_prezzo
• LinkedInlinkedin.com/company/prezzo-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prezzo