PizzaExpress Hong Kong has introduced a limited-time Grana Padano PDO menu across its 19 restaurants through a partnership with the European Union-backed “Happiness from Europe” campaign, demonstrating how international franchise brands are using premium ingredient collaborations to enhance customer engagement and drive seasonal traffic. The promotion runs from 23 June to 7 September 2026, aligning with Hong Kong’s Restaurant Weeks.
The initiative is part of a three-year campaign co-funded by the European Union to promote authentic European agricultural products in overseas markets. This year’s collaboration brings Grana Padano PDO, one of Italy’s most renowned protected cheeses, to PizzaExpress customers through three exclusive menu items available at all participating restaurants.
The seasonal menu features the Cheesy Crab Dip with Grana Padano PDO, Grana Padano PDO Pizza, and Spaghetti Seafood Bianco with Grana Padano PDO. Each dish showcases the cheese differently, from a creamy béchamel pizza base and seafood pasta sauce to a shareable crab starter served with Grana Padano flatbread.
According to the official press release: “The partnership puts the cheese in front of diners through one of Hong Kong’s most familiar restaurant brands.” The release added: “Each of the three dishes uses Grana Padano PDO in a different way, from the sauce of a pizza to the finishing of a pasta. The menu is designed to show how the cheese works across familiar dishes diners already order.”
For PizzaExpress, the collaboration highlights the growing importance of supplier partnerships and limited-time offers in franchise operations. Seasonal menu launches enable franchisees to refresh customer experiences, increase repeat visits and promote premium products without making permanent operational changes.
The campaign also reflects how franchised restaurant brands are increasingly partnering with food producers and industry bodies to create centrally developed promotions that can be executed consistently across multiple locations.
Grana Padano is one of the world’s oldest cheeses still in continuous production, with origins dating back to 1135 at the Abbey of Chiaravalle near Milan. Produced exclusively in Northern Italy’s Po River Valley under Protected Designation of Origin (PDO) regulations, the cheese is handcrafted using locally sourced milk and aged for a minimum of nine months. It is also naturally lactose-free through its traditional production process and remains Europe’s most consumed PDO cheese.
Founded in 1965 in London by Peter Boizot, PizzaExpress has grown into one of the world’s leading casual dining pizza brands. The company operates more than 360 restaurants across the UK and Ireland and over 100 international locations spanning Asia, the Middle East and Europe. International expansion is largely driven through franchise and master franchise partnerships.
In Hong Kong, PizzaExpress is operated by Epicurean Group, which manages the brand’s 19-restaurant network. The market has become an important showcase for localized menu innovation and strategic partnerships, reinforcing PizzaExpress’ franchise model of combining global brand consistency with locally relevant dining experiences.
