The strength of Peter’s vision attracted a loyal following from the outset. Though it began life in the mould of an informal Pizza Rustica, the Soho PizzaExpress soon traded in plastic forks for metal cutlery, aware that customers wanted creature comforts as well as the best food in town.

With a growing band of devotees providing a solid foundation for the business, Peter soon decided it was time to take the next step and opened a second restaurant in London’s Coptic Street.

To help him in the task, Peter employed one of his more flamboyant Italian friends, the master designer Enzo Apicella. It was Enzo’s artistic flair and passion that lent the old Express Dairy building an air of solid sophistication. Its cool, tiled walls added to the unique atmosphere, emphasising the clink of cutlery, the ‘glug’ of wine bottles and the tinkle of good music – all sure sounds of a satisfying and sociable evening. These striking acoustics also helped forge PizzaExpress’s longstanding relationship with live music, providing the perfect venue for The Original String Quartet.

With just two branches open, Peter and Enzo knew that they had hit on something – trademark open kitchens, live jazz and artistic licence – the passion was everywhere to be seen and had become the iconic ingredient in the PizzaExpress success story.