In a quick piece of savvy marketing, the chain told customers: "We're still making dough", trying to reassure the legions of parents and savvy, voucher-wielding customers who had expressed concern that another family-friendly, mid-priced restaurant chain could disappear from the High Street. Pizza Express was responding to reports it had hired advisers to negotiate with lenders over a £1.1bn debt pile. The news saw the almost 55-year-old pizza chain become the latest High Street eatery to have its money troubles splashed across the financial pages. But what separates Pizza Express from the likes of Jamie's Italian, which went under in May, and Carluccio's and Prezzo, which have both closed dozens of restaurants, is its customers' response to news of the financial troubles. Pizza Express won a place in UK diners' hearts by managing to appeal to both adults and children. But more recently, it has gained popularity for its special offers, which are nearly always available. Some feel Pizza Express falls squarely into the "middle market" category of chains that have failed to differentiate themselves from their competitors.
