PizzaExpress has launched a new brand campaign ‘Only For Everyone’ as it looks to reposition gourmet dining as part of everyday life rather than something reserved for special occasions. The campaign focuses on making handcrafted pizza more accessible while continuing to emphasise the brand’s focus on quality, craft and consistency.
Created in collaboration with Talented and Happy Crew Films, the campaign is led by a brand film set across familiar dining moments inside a PizzaExpress restaurant. The film features different groups of diners including college students, office-goers, couples, solo diners and people on first dates, highlighting how gourmet dining can fit naturally into everyday experiences.
Through the campaign, PizzaExpress aims to challenge the perception that gourmet pizza is limited to special occasions, high prices or formal dining experiences, instead positioning its restaurants as spaces centred around comfort, familiarity and inclusivity. Reinforcing this approach, the brand is also highlighting its pricing strategy with meals starting at ₹495 for two across its restaurants in India, as part of its broader effort to make gourmet pizza more accessible to a wider consumer base.
PizzaExpress is part of Gourmet Investments Hospitality Group, which operates international dining brands in India. With ‘Only For Everyone,’ the company is shifting its communication towards positioning gourmet dining as more accessible and integrated into daily life while maintaining its focus on handcrafted offerings and dining experience.
Rohan Pewekar, CEO, Gourmet Investments Hospitality Group (GIHG), said, “Fine dining in India has traditionally been seen as something reserved for occasions. With ‘Only For Everyone,’ we are deliberately challenging that mindset. By bringing thoughtfully crafted pizza to a starting point of Rs 495 for two, we’re widening access without compromising on quality, craft, or consistency.”
He further added “At PizzaExpress, our ambition is clear-to make great dining feel instinctive and repeatable, not occasional. A place you can walk into any day, for any reason, and experience the same standard, warmth, and ease every single time.”
Shambhavi Mishra, Head of Marketing, Gourmet Investments Hospitality Group (GIHG), added, “Gourmet food today often comes with a perception – small portions, long waits, high prices, and a sense that it’s reserved for certain occasions or a certain kind of diner. It can feel considered, even aspirational, but not always easy.”
She further added, “At PizzaExpress, we believe gourmet food belongs in real, everyday moments – not just in big celebrations. ‘Only for Everyone’ is our expression of that philosophy. Gourmet should feel approachable, consistent, and part of your everyday life, a space where you can show up as you are, order as you like, and feel completely at ease. Because for us, belonging isn’t earned – it’s a given.”
Leena Gupta, Creative & Founding Member, Talented, said, “We kept coming back to an idea: pizza is the most universal, democratic food option. It shows up across life stages, at every income level, for every mood. ‘Only for Everyone’ is the most honest thing we can say about Pizza Express. And we wanted the audience to experience this in every face, every table, every meal that turns out to be exactly what someone needed.”
Devika Mahajan, Director of the film produced by Happy Crew Films, says, “The camera needed to feel like a friend who just happens to be in the room; present, unhurried, unhinged without judgment. Just someone who finds every person in the frame genuinely interesting. The camera doesn’t rank any occasion or meal above another- a first date is as monumental as a proposal. It just shows up- warm, a little bit in love with everyone, the same way Pizza Express does.”
