PizzaLuxe to open two new travel sites in Peterborough & Cambridge in partnership with Extra MSA Group

28 October 2021

Fast-casual restaurant brand PizzaLuxe has confirmed the launch dates of its two new pizza and cocktail bars, to open at high-traffic Extra MSA Group motorway service areas in Peterborough (Junction 17 – A1M) and Cambridge (Junction 24 – A14/M11).

The fast expanding pizza operator has extended its offering and is launching the two new venues in partnership with Extra Motorway Service Area Group and will be the first independent restaurant brand in the UK to operate a high quality, full-service restaurant and bar at motorway travel sites. The two new venues will open in quick succession, with Peterborough set to launch in November and Cambridge set to follow in December.

Open daily from 7am, the new pizza bars will be open from breakfast through too late, and will serve up the signature PizzaLuxe fast, handmade thin-crust pizzas, aperitivo & fresh salads alongside a made-to-order cocktail menu and full-service bar. Coffee and cake will be available throughout the day, as well as grab-and-go options including fresh bake-at-home pizzas, piadina and a range of takeaway drinks options from the bar.

PizzaLuxe received a £1.5m investment from Edition Capital last year and is Chaired by Duncan Perry, former Global General Counsel for Barclays. The new openings will create 50 new jobs across the Peterborough and Cambridge sites, with the company priding itself on hiring for attitude and training in aptitude, thanks to simple and proven operating systems. The success of this approach has already been demonstrated by PizzaLuxe’s inaugural franchise agreement, secured with global travel partner SSP.

Founded by Paul Goodale, former Harrods Director of Restaurants, PizzaLuxe is designed to suit transient travel and retail environments and opportunities, which is aligned with Extra MSA Group’s commitment to delivering a wide range of food and drink options at its motorway service areas, from traditional fast food choices to high-quality and locally sourced produce offerings. With its highly scalable infrastructure, Goodale plans exponential growth over the next two years, including further franchising and licencing opportunities.

The new sites have been designed by founder Paul Goodale alongside East London practice Hudson Rock Design, and will offer a contemporary take on the classic diner; featuring colourful banquette seating booths, under-stated lighting by Into Lighting Design, feature planting by I Want Plants and bespoke wallpaper designed by renowned illustrator Damien Weighill.

Paul said: “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. 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. We will create a simple, yet high-quality offering that can be enjoyed while travelling, and we hope to turn both our Peterborough and Cambridge MSA sites into destinations in their own right.

“I am very proud of the fact that PizzaLuxe has traded continuously through the pandemic, thanks entirely to the tremendous dedication of a loyal team, some of whom have worked for the business pretty much since day one. We try to get a little better at what we do every day and have taken time to reflect and refine every part of the PizzaLuxe concept. As such, we are well placed to grow the business and take new opportunities as they present. I would like to thank Andrew Long and the team at Extra MSA Group for sharing our vision for the future of travel, and I look forward to a long and enjoyable journey together.”

Andrew Long, CEO at Extra MSA Group, said: “We are extremely pleased to be welcoming PizzaLuxe to two of our motorway service areas, adding another dimension to our already impressive list of brands operating at our eight service areas throughout England.

“PizzaLuxe is a business that shares in our values, bringing a high-quality food and drink offer to visitors with a ‘restaurant’ feel, which is very much in line with our commitment to go the extra mile for our visitors.”

Earlier this year, PizzaLuxe opened its flagship branch in Halle Place in the Manchester Arndale, as part of its intention to build a core estate in the north of England. The brand, which has been an anchor tenant of award-winning Leeds Trinity Kitchen since it opened, occupies a 2,000 sq.ft. corner plot on the lower level of Manchester Arndale’s new £11m food quarter, and is the first QSR in the UK with a full service cocktail bar.

PizzaLuxe will open at Extra MSA Group’s Peterborough and Cambridge motorway service areas in November and December respectively.


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