PizzaExpress Singapore, owned by Fidelis Gourmet since February 2021, celebrated its 60th anniversary with a family-friendly celebration on Saturday, 8 March 2025 at its latest outlet in Millenia Walk. This milestone event has brought together families, loyal customers, and pizza lovers for an afternoon of fun, food, and festivities.
Fidelis Gourmet’s Growth and Achievements
Since taking over PizzaExpress Singapore, Fidelis Gourmet has significantly expanded the brand’s presence, opening two new locations; Star Vista and Millenia Walk. The brand has actively participated in Singapore’s biggest events including the F1 Grand Prix, and launched the PizzaExpress Club in 2022, which now boasts nearly 10,000 members. As a testament to its strong customer focus, PizzaExpress ranked 9th in the 2024/2025 edition of “Singapore’s Best Customer Service” survey by The Straits Times and global data firm Statista – becoming the first pizzeria to earn this accolade.
Further demonstrating its commitment to innovation and culinary excellence, PizzaExpress Singapore introduced a limited-time-only Laksa Pizza – a bold and creative fusion that captured the hearts (and taste buds) of customers. This unique creation showcased the brand’s dedication to pushing the boundaries of traditional pizza while celebrating Singapore’s vibrant flavours and food culture.
Strengthening Family-Centric Offerings
To grow the brand and deepen its family appeal, Lee Li Ping, founder of Sogurt, was brought in as Director of Brand and Business Development in June 2024 to front the brand’s efforts to showcase its dedication to creating special experiences for families.
Through strategic partnerships and enhanced family offerings, initiatives like the ‘Kids Eat Free’ privilege for paid members have strengthened loyalty, making PizzaExpress a go-to destination for family dining and kids’ pizza-making parties, which now run almost every weekend.
A Fun-Filled 60th Birthday Celebration
To commemorate six decades of bringing people together over pizza, PizzaExpress Singapore planned an exciting line-up of activities for its birthday celebration. Families looked forward to a special ‘PE60’ feast, DIY pizza kits, a doughball tower, a Sogurt live-station, and peripheral activities like interactive photo opportunities by @TheBalloonPeople, face-painting, balloon sculpting by @BryanBalloon, and a bouncy castle. The event culminated in a special PizzaExpress-themed cake-cutting ceremony created by @TwentyGrammesBakes.
Supporting Healthier Family Mealtimes
PizzaExpress Singapore’s first quarterly campaign aligns with the government’s latest initiative to encourage mindful interaction and bonding among families, particularly during meals. The Grow Well SG initiative – led by the Health, Education, and Social and Family Development ministries – aims to promote healthier lifestyles among children and adolescents by focusing on better eating, sleeping, exercising, and bonding habits. One of the Ministry of Health’s (MOH) new guidelines includes a ‘no screens during meals’ rule for children 12 years and under.
Partnering with Focus on the Family Singapore
As part of its commitment to meaningful family interactions, PizzaExpress Singapore is collaborating with local charity, Focus on the Family Singapore, for the upcoming year with a variety of initiatives. Specially for the ‘PE60’ birthday event, guide cards will be included in the DIY pizza kits to help parents spark fun and engaging conversations with their children while making their pizzas. From discussing their favourite toppings to sharing stories about their (pizza) design inspiration, the activity fosters connection over food.
Special Promotions for March
To extend the celebrations and coincide with the March school holidays, PizzaExpress Singapore will offer an extended ‘Kids Eat Free’ promotion for all diners from 15 to 31 March 2025. Additionally, exclusive birthday month menu items – including ‘Flaming Doughballs’ and ‘Queen Margherita’ – will be available from 17 to 27 March 2025.
Lee Liping, Co-owner at Fidelis Gourmet, shared, “At PizzaExpress Singapore, we believe that mealtimes should be more than just eating – they’re about bringing families together! That’s why we create a dining experience where kids stay engaged, and parents can truly enjoy quality time with them.
From activity sheets and DIY pizza kits to our kids’ Piccolo Menu ($14.90 for three courses and a drink), we make sure that little ones have fun without needing screens. Our kids’ pizza-making parties are always a hit, and with our PizzaExpress Club membership, families can enjoy ‘Kids Eat Free’ all year round!
For us, it’s not just about great food – it’s about creating moments that matter.”
For more information about PizzaExpress Singapore, please visit https://www.pizzaexpress.sg.
