The 96-strong restaurant group, which is backed by Cain International, is to launch a wide-ranging restaurant refurbishment programme as part of the rebrand as well as a ‘refreshed and revitalised’ food and drink menu.
Prezzo’s name change follows in the footsteps of rival Italian casual dining group ASK, which rebranded as ASK Italian back in 2010.
The first Prezzo Italian-branded restaurant will launch today (1 May) at the group’s Kensington High Street location in London, with sites in Cambridge, Kings Lynn, Chelmsford, and Aberdeen set to undergo the rebrand in the coming weeks.
A further 15 are expected to be completed by the end of 2025.
The new-look restaurants will feature a modern interior (see below) designed by Surface-id that the group says ‘will seek to establish a differentiated position in the UK restaurant market for Prezzo Italian’.

Additionally, a newly crafted menu designed to cater ‘for all occasions’ and featuring fresh offers including a two hour bottomless premium drink offering will rolled out across the group’s estate by the end of the month.
“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,” says James Brown, CEO of Prezzo Italian.
“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’.”
The rebrand follows various leadership changes for the business.
Last month Ann Elliot was appointed as NED, while last year Mark McCulloch was appointed as CMO and Brown joined as CEO.
“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,” Brown continues.
“I am delighted with the output of this new team, and we are excited to open the doors of our first new era Prezzo Italian restaurant in Kensington.”
Prezzo reported a strong start to 2025 in its Q1 results earlier this week with growth across sales, profit and customer engagement.
The group recorded a 9% like-for-like sales uplift during the period, with 132,000 additional covers compared to Q1 last year.
Key trading highlights included a Blue Monday promotion, which served 34,000 customers; and ‘record-breaking’ trading on Valentine’s Day and Mother’s Day, with the latter setting a new single-day revenue record for the business.
In 2023, Prezzo closed 46 loss-making restaurants, nearly a third of its estate, as part a strategic review.
At the time, the group said soaring inflation had made it impossible to keep all its restaurants operating profitably, and warned creditors that it would ‘likely have entered into administration’ should the restructuring plan not been implemented.