Besides delivery, pizza and Italian cuisine is a staple across the UK casual dining market. Several of the biggest casual dining brands fall under the Italian cuisine category: Pizza Express, Pizza Hut and Prezzo to name a few. Another key player on the market is Azzurri Group, the parent company of several Italian casual dining restaurants, including Zizzi and Ask Italian. Although popular with diners, stagnation in the sit-down casual dining market and difficulties with rising costs has meant many brands have had to restructure. Jamie’s Italian, owned by British celebrity chef Jamie Oliver, most notably struggled, with store closures announced in 2018 and a decline in profits of 9.4 million British pounds according to accounts for 2016/17.
Despite this, consumption of pizza remains high among Brits. Whether ordering or eating out, the taste for Italian cuisine is sure to stay a part of Britain's appetite.