The group will open the two new venues in partnership with Extra Motorway Service Area Group and says it will be the first independent restaurant brand in the UK to operate a high quality, full-service restaurant and bar at motorway travel sites.
Peterborough will open in November and Cambridge in December with both restaurants occupying spaces that were previously Ed’s Easy Diner sites.
Open daily from 7am, the pizza and cocktail bars will be open from breakfast through dinner serving the brand’s signature thin-crust pizzas alongside a selection of aperitivo and salads.
It will also serve coffee and cake throughout the day, as well as grab-and-go options including bake-at-home pizzas, piadina and a range of takeaway drinks options from the bar.
The new openings follow a £1.5m investment from Edition Capital last year to help fuel further growth.
Earlier this year, PizzaLuxe opened its flagship restaurant in Manchester Arndale shopping centre's recently refurbished Halle Place dining quarter as part of its intention to build a core estate in the north of England. The restaurant also has a site in Leeds Trinity Kitchen.
PizzaLuxe was founded by Paul Goodale, former Harrods director of restaurants and is chaired by Duncan Perry, former global general counsel for Barclays plc. The company says its ‘highly scalable infrastructure’ will enable it to expand significantly over the next two years, including further franchising and licencing opportunities.
“Our aim has always been simple and still remains at the heart of what we do; affordable luxury, exclusively for all. What we are seeking to create with the vision and support of our partners at Extra MSA Group will be a unique first within the UK motorway service market,” says Goodale.
“We have a proven breakfast offer from our work airside with SSP, a core daytime offer within a universally appealing category and a late-night cocktail bar offer. What we are creating with these new venues will simply join these elements together under one roof for the first time.”