Designed to fill its 360 UK pizzerias during the quieter ‘shoulder’ periods, Pizza O’Clock launches next week and is believed to be the first time the casual dining giant has experimented with a bottomless offer.
The offer is priced at £17.50 per person with diners able to choose between three of the brand’s most popular pizzas: Margherita, American and Padana.
Children are also able to participate and are charged at £10 per head.
Terms and conditions state that an unlimited number of pizzas can be ordered so long as the previous pizzas have been finished and - come the end of the session - pizzas aren’t being ordered to take home.
Pizza Express is positioning the new offer, which runs until the end of the month, around a drive for people to spend more time with friends and family and less time on their phone.
The YouGov study commissioned by the UK’s largest casual dining brand found that over a third (34%) of the nation spend more time on their phone each week than with family or friends.
The study also revealed that the majority of people (57%) spend less than 90 minutes of quality time with family or friends every day.
As such, Pizza Express is inviting its customers to turn their tables into ‘phone free zones’ and is providing a selection of table-top games ‘designed to keep spirits high and encourage the most perfect 90 minutes of quality time’.
Bottomless offers are traditionally associated with the lower end of the restaurant market but over the past decade or so more upmarket casual dining brands have entered the fray.
Other casual dining brands to have experimented with bottomless offers include The Ivy Collection, Gordon Ramsay Street Pizza, and Bill’s.