Prezzo Italian will now operate as the flagship brand under Brava Hospitality Group, which will be led by CEO James Brown, who took over the leadership of Prezzo in November last year.
“As we look to the future, we knew it was time for a new group identity – one that reflects our ambition and gives us the foundation to grow,” says Brown.
“Brava is about ‘hospitality with heart’ - and building a portfolio of distinctive brands that people love. That started with Prezzo Italian.”
As it grows, the Brava Hospitality Group portfolio is set to be made up of a mix of brand-new concepts, as well as existing brands.
This may include a new QSR-focused pasta concept, which was first mooted by former Prezzo chief executive Dean Challenger back in January 2024 and is still being explored by the group.
Brava Hospitality will continue to be backed by Cain International, which acquired control of Prezzo in 2020.
“Now we have announced this new step, we are looking forward to being able to share further details in the coming months and announce other restaurant brands joining the Brava Hospitality Group portfolio alongside Prezzo Italian,” Brown continues.
“With every brand that joins us, two things remain the same – our commitment to sustainable high-quality growth, and to preserving the heart of hospitality across every concept we bring to life.”
It comes after Prezzo revealed a ‘bold new brand identity’ in May that saw the group’s name change to Prezzo Italian and the introduction of a refreshed menu.
The group also launched a wide-ranging restaurant refurbishment programme as part of the rebrand featuring a softer colour palette alongside new tables, chairs, crockery, drinkware, and artwork.
It is aiming to refurbish up to 12 of its 95 restaurants with the new branding by the end of the year, with a further 40 set to be overhauled in 2026.
Prezzo says the rebrand is already contributing to a ‘strong business performance’. The group reports that like-for-like sales in Q3 of this year have so far grown 11%, which it attributes to the brand overhaul and the impact of its recently launched Club Prezzo loyalty app.
So far six locations have received the new Prezzo Italian look and are performing ‘ahead of expectations’, according to the group, delivering average growth of 50% or more compared to the prior year.