Weight-conscious Pizza Express customers can now order a Leggera version of the restaurant’s pizzas. The Leggera version is simply a pizza which has had a large hole cut out of its base and replaced with a bit of greenery. With the hole removed, the pizza has 30% fewer calories than a regular pizza and only half the dough. And yet… the Leggera actually costs more than a standard pizza.
Pizza Express claims that it’s giving dieters the choice of ordering less fattening versions of their pizzas. Good idea. But why don’t they simply make smaller pizzas for dieters? Hang on a minute! People might not want to pay as much for a smaller pizza. To get around this, Pizza Express has come up with a cunning plan to make the pizza look like it’s the same size by cutting out the middle and filling it with a bit of salad and then charging more for it.
You’ve got to hand it to Pizza Express… they certainly know how to make more cash from less dough.