PizzaExpress UAE
PizzaExpress UAE operates 11 Italian casual dining restaurants across Dubai, Abu Dhabi, and Fujairah under a master franchise held by Jordana Restaurants LLC. It serves families, professionals, and entertainment seekers through dine-in, takeaway, delivery, kids parties, and live music venues.
- Company typePrivate
- Founded1965
- HeadquartersDubayy, United Arab Emirates
- Headcount—
- GTM typeB2C
- OfferingServices
What PizzaExpress UAE does
PizzaExpress UAE is a multi-location Italian casual dining restaurant chain operating 11 venues across Dubai, Abu Dhabi, and Fujairah under a master franchise held by Jordana Restaurants LLC, a UAE-based entity. The brand originates from London, where the first restaurant opened in 1965 by Peter Boizot, and operates in the UAE under license from PizzaExpress (International) Ltd. Locations span a mix of standard dining restaurants, live music venues (PizzaExpress Live), mall kiosks (KidZania, Dubai Mall), a hotel-hosted venue inside Four Points by Sheraton in Production City, and a beachside site in Fujairah.
The core menu centers on handcrafted Italian pizzas in two formats — the original 11-inch Classic and a 14-inch thin-crust Romana — alongside pasta, salads, grills, starters (notably Dough Balls), desserts, and a Piccolo Kids Menu. Pricing is structured as unit pricing in AED with value-led offers including Power Lunch (AED 29), All Day Set Menu (2-3 courses from AED 62), Kids Eat Free summer promotion, and tiered brunch packages (AED 139-249) primarily at PizzaExpress Live venues. Operations are supported by standard restaurant POS and online ordering infrastructure integrated with five third-party delivery platforms.
Revenue is generated through dine-in restaurant sales, takeaway, delivery via partner apps, kids pizza-making parties (AED 68/child), school visits (AED 63/child), and corporate/private event bookings. Customer acquisition relies on physical location visibility, social media presence (Instagram, Facebook, WhatsApp), the PizzaExpress Club loyalty program, and partnership offers with Emirates NBD, Emirates Skywards, Etihad Airways employees, and ESAAD cardholders. The PizzaExpress Live concept layers live music and themed nights (Ladies Night, JAM Night, Happy Hour, Bottomless Pizza Tuesday) over the core dining offering to drive evening footfall and higher per-cover spend.
PizzaExpress UAE firmographics
Firmographics- Name
- PizzaExpress UAE
- Legal name
- Jordana Restaurants LLC
- Website
- https://pizzaexpress.ae
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Short description
- PizzaExpress UAE operates 11 Italian casual dining restaurants across Dubai, Abu Dhabi, and Fujairah under a master franchise held by Jordana Restaurants LLC. It serves families, professionals, and entertainment seekers through dine-in, takeaway, delivery, kids parties, and live music venues.
- Ownership category
- akta.pro rank
PizzaExpress UAE industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Limited-Service Restaurants (722513), Full-Service Restaurants (722511)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Pizza Fast Casual (THAFABAB)
- akta.pro secondary industries
- Pizza QSR (THAFAAAB), Event Catering (Weddings, Social, Private Parties) (THAFAIAB)
Keywords
Where PizzaExpress UAE is headquartered
LocationHeadquarters
- HQ city
- Dubayy
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices11 records
Markets served
PizzaExpress UAE business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations
Revenue model
- Dine-in Restaurant Sales: Revenue from customers dining at restaurant locations, including à la carte menu items, set menus, and special offers. Major revenue driver with brunch packages, Power Lunch deals, and regular menu purchases.
- Takeaway Orders: Revenue from customers placing takeaway orders at restaurant locations for collection
- Delivery Partnerships: Revenue generated through third-party delivery platforms (Talabat, Deliveroo, Careem, Keeta, Noon Food). Orders placed via partner apps and delivered to customer locations.
- Kids Pizza Making Parties: Party packages for children's birthday parties and school visits, priced at AED 68 per child with pizza-making experiences
- School Visits: Educational dining experiences for school groups at AED 63 per child
- Corporate Event Bookings: Revenue from corporate bookings, group events, and private party reservations with invoice payment options
- Loyalty Program Membership: Free loyalty program driving repeat visits and customer retention through points accumulation and tiered rewards
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | All Day Set Menu - 2 Courses |
| Unit Pricing | Pay-as-you-go | All Day Set Menu - 3 Courses |
| Unit Pricing | Pay-as-you-go | Power Lunch |
| Unit Pricing | Pay-as-you-go | Piccolo Kids Menu |
| Unit Pricing | Pay-as-you-go | 6PM Plan - Dinner for Two |
| Unit Pricing | Pay-as-you-go | Friday Stage Brunch |
| Unit Pricing | Pay-as-you-go | Friday Brunch Al Reem |
| Unit Pricing | Pay-as-you-go | Saturday Brunch |
| Unit Pricing | Pay-as-you-go | Sunday Family Brunch |
| Unit Pricing | Pay-as-you-go | Bottomless Pizza Tuesday |
| Unit Pricing | Pay-as-you-go | Ladies Night |
| Unit Pricing | Pay-as-you-go | Happy Hour |
| Unit Pricing | Pay-as-you-go | Kids Pizza Making Party |
| Unit Pricing | Pay-as-you-go | School Visit |
| Unit Pricing | Pay-as-you-go | Al Reem Set Menu Packages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
PizzaExpress UAE product offering
Product offeringCore offering
PizzaExpress UAE operates casual Italian restaurants serving handcrafted Classic (11-inch) and Romana (14-inch) pizzas, pasta, salads, grills, starters, and desserts across 11 dine-in locations in Dubai, Abu Dhabi, and Fujairah. It also runs PizzaExpress Live entertainment venues combining dining with live music and themed brunches, and offers takeaway, third-party delivery, kids pizza-making parties, school visits, and a tiered digital loyalty program.
Product overview
PizzaExpress UAE operates as a multi-location Italian casual dining restaurant chain offering a unified dining platform across Dubai, Abu Dhabi, and Fujairah. The core product portfolio centers on handcrafted Italian pizzas (Classic 11-inch and Romana 14-inch thin-crust varieties), complemented by pasta dishes, salads, grills, and desserts. The company operates distinct venue concepts including standard PizzaExpress restaurants and PizzaExpress Live venues featuring live music entertainment. Additional products include breakfast menus, a dedicated Piccolo Kids Menu, and value-oriented offerings like Power Lunch (AED 29), All Day Set Menu (2-3 courses from AED 62), and weekend brunch packages. Service offerings span dine-in with table reservations, takeaway, and delivery via third-party partners (Talabat, Deliveroo, Careem, Keeta, Noon Food). The PizzaExpress Club loyalty program provides tiered rewards with Dough Points earning. Experience-based services include Kids Pizza Making Parties (AED 68 per child) and School Visits (AED 63 per child), while special events encompass Ladies Night, Happy Hour, Bottomless Pizza Tuesday, and various weekend brunches.
Differentiator
Problem solved
Functional benefit
Brands
- PizzaExpress Live: Live music venues featuring weekend brunches, live performances, and entertainment at select locations.
Products and services
- Classic Pizza Original 11-inch handcrafted Italian pizza base served since 1965, available in toppings such as Diavolo, Pepperoni, Margherita, and Meat Lovers. Served to dine-in and takeaway customers across UAE locations.
- Romana Pizza 14-inch crispier, thinner pizza inspired by Rome, with more toppings and bolder flavors. Sold to dine-in, delivery, and takeaway customers across UAE.
- Duo Romana Two-flavour pizza allowing customers to combine any Classic or Romana selection on one base, targeted at groups or couples wanting variety.
- Pasta Dishes Authentic Italian pasta dishes such as Contadina, Bolognese, Carbonara, Chicken Tikka, Arrabbiata con Buffala, and King Prawns Piccante, served as a main course.
- Salads Fresh Italian-style salads including Grand Chicken Caesar, Superboost, Avocado Quinoa Salad, and Chicken Avocado Salad, sold as standalone mains or part of set menus.
- Grills Grilled protein main courses including Grilled Chicken and Grilled Salmon served with sides.
- Starters and Sides Appetizers and sharing dishes including the signature Dough Balls, Cheese Frichos, Calamari, Spicy Chicken Wings, Garlic Bread with Mozzarella, and La Grande Platter.
- Desserts Sweet treats including Chocolate Fudge Cake, Tiramisu, Dough Balls with Nutella, Lotus Chocolate Bar, and Mango Hazelnut Sponge.
- Drinks Beverages including signature mocktails, crafted chillers, fresh juices, soft drinks, coffee, and tea, available across all dine-in and delivery channels.
- Breakfast Menu Morning offerings including PizzaExpress Gondola, Bolognese Fatayer, Shakshuka Fatayer, Cheese Fatayer, Avocado on Toast, Lotus Biscoff French Toast, and Eggs Your Way, served at participating UAE locations.
- Fujairah Arabic Breakfast Traditional Arabic breakfast offering exclusive to PizzaExpress Fujairah locations, featuring regional favorites, freshly prepared dishes, warm bread, and hot beverages with indoor and outdoor seating.
- Piccolo Kids Menu Children's menu priced at AED 52 including starter, main (pizza or pasta), dessert, and drink, plus a complimentary Piccolo Activity Pack and special toy, targeted at family diners.
- Power Lunch Weekday lunch deal at AED 29 including a main, side, and soft drink, available Monday to Friday from 12pm to 4pm for time-constrained office workers.
- All Day Set Menu Set menu available weekdays with 2 courses from AED 62 or 3 courses from AED 77, combining starters, pizzas, pasta, or salads at standard restaurants and PizzaExpress Live venues.
- Your 6PM Plan Dinner-for-two deal at AED 99 (standard) or AED 109 (PizzaExpress Live JLT) including two selected mains, one starter, and two lemonades, available Monday to Thursday 6pm-9pm.
- Friday Stage Brunch Friday evening brunch at PizzaExpress Live JLT from 8pm to midnight with House Package at AED 249/person (unlimited house beverages, starters, one main, dessert, live music) or Non-alcoholic Package at AED 179/person.
- Friday Brunch Al Reem Friday afternoon brunch at PizzaExpress Al Reem Island from 2pm to 6pm, with House Package at AED 175/person or Non-alcoholic Package at AED 139/person.
- Saturday Double Trouble Brunch Saturday brunch at PizzaExpress Live JLT from 1pm to 4pm, with Non-alcoholic Package at AED 145/person and House Package at AED 175/person plus premium options and after-party packages.
- Sunday Family Brunch Sunday family brunch at PizzaExpress Live JLT from 1pm to 4pm with House Package at AED 175/person, Soft Package at AED 145/person (accompanied by a kid), unlimited drinks, starters, main, dessert, plus a complimentary kids pizza-making activity.
- Kids Pizza Making Parties Interactive pizza-making birthday party experience priced at AED 68 per child, including pre-formed 6-inch dough, guided pizza making, ingredients, juice, Dough Balls with Nutella, Junior Pizzaiolo certificate, chef's hat, and apron.
- School Visits Educational pizza-making sessions for primary school classes priced at AED 63 per child, including dough, ingredients, juice, and green capsicum; conducted over 23,000 times since 1999.
- PizzaExpress Live Live music venue concept combining PizzaExpress dining with evening entertainment, featuring weekend brunches, Happy Hour, Ladies Night, Jam Night, and live performances at JLT and Dubai Production City locations.
- PizzaExpress Club Free digital loyalty and rewards program with 4 tiers (Blue, Bronze, Silver, Gold) where members earn 1 Dough Point per AED spent and unlock benefits including free Dough Balls, discounts, and birthday treats.
- Takeaway Self-pickup service allowing customers to order PizzaExpress food online and collect from nearby restaurants across Dubai, Abu Dhabi, and Fujairah.
- Delivery Food delivery service across Dubai, Abu Dhabi, and Fujairah operated through third-party partners including Talabat, Deliveroo, Careem, Keeta, and Noon Food.
- Table Reservations Online table booking system for dine-in experiences at PizzaExpress UAE locations, also handling group bookings and corporate event reservations.
- Corporate and Private Events Bookable corporate events, team gatherings, group dining, and private party reservations with invoice payment options for businesses across UAE locations.
Companies that use PizzaExpress UAE
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
PizzaExpress UAE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
PizzaExpress UAE partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- TalabatcoreFood delivery partnership enabling customers to order PizzaExpress menu items for home delivery through the Talabat platform across UAE.
- DeliveroocoreFood delivery partnership providing on-demand delivery service for PizzaExpress orders in UAE.
- CareemcoreFood delivery partnership through Careem's platform enabling PizzaExpress delivery across UAE.
- KeetaminorFood delivery partnership through Keeta platform for PizzaExpress order delivery.
- Noon FoodminorFood delivery partnership through Noon's platform enabling PizzaExpress delivery.
- Emirates SkywardsminorSkywards Everyday partnership allowing members to earn Skywards Miles on every PizzaExpress dine-in purchase.
- Etihad AirwaysminorEtihad employees enjoy 20% off food when dining at PizzaExpress Al Reem, Abu Dhabi with valid employee ID.
- ESAAD CardholdersminorESAAD cardholders can access special dining benefits and exclusive savings at PizzaExpress UAE locations.
- Emirates NBDminorEmirates NBD cardholders receive 20% off the full à la carte menu excluding alcohol for dine-in and takeaway at participating UAE locations.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
PizzaExpress UAE competitors and assessment
Company assessmentRegional players
- PizzaExpress UK: PizzaExpress UK is the parent brand and sister operation that originated the PizzaExpress concept in 1965. Highly comparable on menu, brand identity, and operational model, but operates in a different geography (UK) and does not directly compete in the UAE market.
Broad incumbents
- Shake Shack UAE: Shake Shack operates casual dining restaurants in the UAE focused on burgers and similar fast-casual fare. Comparable to PizzaExpress UAE on casual dining category, UAE multi-location presence, and dine-in/delivery hybrid model.
- Sizzler UAE: Sizzler operates family-oriented casual dining restaurants in the UAE with multi-location presence. Comparable to PizzaExpress UAE on family dining positioning, multi-location UAE footprint, and casual dine-in format.
- California Pizza Kitchen (CPK): California Pizza Kitchen operates casual dining pizza restaurants internationally. Comparable to PizzaExpress UAE on pizza-focused casual dining model, family-friendly positioning, and broad menu beyond core pies (pasta, salads).
- Five Guys UAE: Five Guys operates premium casual dining burger restaurants across the UAE with strong dine-in and delivery presence. Comparable to PizzaExpress UAE on casual dining format, multi-location UAE footprint, and reliance on third-party delivery platforms.
Direct peers
- Papa John's UAE: Papa John's operates pizza restaurants across the UAE with dine-in and delivery focus. Directly comparable to PizzaExpress UAE on pizza category leadership, UAE footprint, and family-casual positioning.
- Domino's Pizza UAE: Domino's operates a leading pizza delivery and dine-in chain across the UAE with extensive third-party delivery penetration. Comparable to PizzaExpress UAE on product category (pizza), multi-location UAE footprint, and order-channel mix.
- Pizza Hut UAE: Pizza Hut UAE operates dine-in, takeaway, and delivery pizza restaurants across the UAE. Directly comparable to PizzaExpress UAE as a multi-location casual pizza chain serving similar family and dine-in customer segments in the same geography.
- Rossovivo Italian Restaurant: Rossovivo operates Italian casual dining restaurants in the UAE, including dine-in, delivery, and franchise locations. Directly comparable to PizzaExpress UAE on Italian cuisine, casual dining experience, and UAE multi-location presence.
Emerging players
- NKD Pizza: NKD Pizza operates as an emerging delivery-focused pizza concept in the UAE with growing presence in the same category. Comparable to PizzaExpress UAE on pizza specialization but represents a leaner, delivery-first model that competes on price.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PizzaExpress UAE financial estimates
Financial estimateRevenue estimate
Valuation estimate
PizzaExpress UAE leadership team
Management profileNumber of profiles
PizzaExpress UAE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PizzaExpress UAE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PizzaExpress UAE
What does PizzaExpress UAE do?
PizzaExpress UAE operates casual Italian restaurants serving handcrafted Classic (11-inch) and Romana (14-inch) pizzas, pasta, salads, grills, starters, and desserts across 11 dine-in locations in Dubai, Abu Dhabi, and Fujairah. It also runs PizzaExpress Live entertainment venues combining dining with live music and themed brunches, and offers takeaway, third-party delivery, kids pizza-making parties, school visits, and a tiered digital loyalty program.
Is PizzaExpress UAE a public or private company?
PizzaExpress UAE is a private company. It is classified as corporate owned and is currently operating.
When was PizzaExpress UAE founded?
PizzaExpress UAE was founded in 1965.
Where is PizzaExpress UAE based?
PizzaExpress UAE is headquartered in Dubayy, United Arab Emirates, in the Middle East region.
How does PizzaExpress UAE make money?
Seven revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are takeaway Orders, delivery Partnerships, kids Pizza Making Parties, school Visits, corporate Event Bookings and loyalty Program Membership.
Who are PizzaExpress UAE's main competitors?
PizzaExpress UK is listed as a regional player. Broad incumbents are Shake Shack UAE, Sizzler UAE, California Pizza Kitchen (CPK) and Five Guys UAE. Direct peers are Papa John's UAE, Domino's Pizza UAE, Pizza Hut UAE and Rossovivo Italian Restaurant. NKD Pizza is listed as an emerging player.
Does PizzaExpress UAE have an API?
No public API is recorded for PizzaExpress UAE.
What industry is PizzaExpress UAE in?
PizzaExpress UAE's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFABAB, Pizza Fast Casual, with a secondary code of THAFAAAB, Pizza QSR. Its NAICS code is 722513 and its SIC code is 5812.