Rascasse Audience Intelligence

PizzaExpress Target Market in United Kingdom

PizzaExpress has an estimated audience of 5.4M people in United Kingdom.

#6among Fast food restaurants in United Kingdom
#127among brands in United Kingdom
#97in Food & Beverages

The average PizzaExpress fan in United Kingdom is 42.1 years old, more female, and lives primarily in South East.

By number of fans, PizzaExpress ranks #5 among the 88 objects in Fast food restaurants in United Kingdom — 574.7× the group median.

Women make up 62.1% of the fan base, 4.6 percentage points more than the group average.

Compared with the other 87 objects in Fast food restaurants, PizzaExpress fans stand out for their interest in Brie Larson, Demi Moore and Bryan Cranston.

Most fans live in South East, East of England, Yorkshire and the Humber.

Top affinities include Brie Larson, Demi Moore, Bryan Cranston, with strongest over-indexing on Brie Larson (9.69× the country average).

Demographically, the PizzaExpress audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Convenience Orientation, Urban Lifestyle.

The typical PizzaExpress fan in United Kingdom is more female, around 42.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Brie Larson.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
5.4M
in United Kingdom
Gender
62.1%♀
37.9% male
Age
42.1
average years
Country rank
#1218
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of PizzaExpress

62.1% are female, 37.9% are male, average age 42.1.

Fig. 02

Gender split

62.1%
Female
37.9%
Male
Demographic split for PizzaExpress audience in United Kingdom
MetricValue
Female62.1%
Male37.9%
Average age42.1
Estimated audience size5.4M
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the PizzaExpress audience in United Kingdom
Age bracketShare%
16-2412%
25-3423%
35-4419%
45-5421%
55+25%
Fig. 04

Worldwide distribution

57.6%

of the worldwide PizzaExpress audience comes from United Kingdom.

Worldwide audience distribution share by country for PizzaExpress
CountryShare
United Kingdom57.6%
United States6.9%
Italy4.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

PizzaExpress customers by region in United Kingdom
#RegionReachAffinity×
01South East~1.5M1.84×
02Yorkshire and the Humber~500K1.23×
03East of England~600K1.21×
04Scotland~500K1.15×
05West Midlands~500K1.06×
06Northern Ireland~100K0.99×
07South West~400K0.90×
08Wales~200K0.86×
09East Midlands~300K0.72×
10North East~100K0.57×
11North West~300K0.48×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the PizzaExpress audience vs. the country average
#·InterestCategoryAffinity×
01Brie LarsonMovies & TV9.69×
02Demi MooreMovies & TV8.41×
03Bryan CranstonMovies & TV7.56×
04Jessica AlbaMovies & TV7.42×
05Danny DeVitoMovies & TV6.71×
06Gal GadotFashion & Accessoires6.60×
07Seth RogenMovies & TV6.39×
08Gwyneth PaltrowMovies & TV5.84×
09Hugh LaurieMovies & TV5.58×
10Flightradar24Travel & Leisure5.54×
11Hugh GrantMovies & TV5.53×
12Tom HiddlestonMovies & TV5.49×
13Zac EfronMovies & TV4.88×
14Michael CaineMovies & TV4.87×
15Matthew McConaugheyMovies & TV4.71×
16Jim CarreyMovies & TV4.51×
17Tom HollandMovies & TV4.50×
18Just EatFood & Beverages2.85×
19Pizza HutFood & Beverages2.74×
20PizzaFood & Beverages2.25×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the PizzaExpress audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the PizzaExpress audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.26×
Urban LifestyleOPEN1.25×
IndulgenceJOY1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the PizzaExpress audience vs. the country average · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.99×
CreativityOPEN1.01×
Community OrientationOPEN1.04×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in PizzaExpress over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/gb/pizzaexpress-19438” · Methodology