PizzaExpress is launching its own white-label delivery platform in partnership with Uber Eats.

PizzaExpress Delivers enables customers to order direct from the brand’s website or app, with the order fulfilled exclusively by Uber couriers.

The roll-out follows a successful trial at selected pizzerias earlier this year.

As well as its usual items, the offering will include delivery exclusives such as a smoky BBQ chicken, the ‘Etna’ (‘nduja sausage with pancetta) and the pineapple-topped ‘Hawaiian hot’.

Users of the brand’s app PizzaExpress Club, who now number 1.7m, will be able to redeem rewards on every order, including free dough balls when they sign up.

The launch of the delivery platform follows the expansion of delivery last year, with PizzaExpress launching on both Uber Eats and Just Eat ahead of winter World Cup.

The strategic expansion has allowed the brand to reach new customers, with some sites doubling their delivery volumes in recent months.

For Uber, the tie-up is the latest expansion of its Uber Direct model in the UK.

To support delivery growth, PizzaExpress is continuing to optimise its 360+ restaurants for delivery, including bolstering its order integration and menu management software, and adding new hatches for a seamless driver collection.

The group is also operating a number of trials, including extended opening hours for late night pizza deliveries and customisable items.

Tom Hatcher, PizzaExpress’ delivery & collection director said: “Launching PizzaExpress Delivers marks the extension of our omnichannel proposition, where we have led the casual dining market for many years, serving customers across dine in, retail, collection and delivery. Even more exciting, this is the first-time customers will be able to redeem their PizzaExpress Club rewards without leaving the comfort of their own home – from Dough Balls on-the-house to free meals for the little ones from the Piccolo menu. So, whether it’s a date night at one of our restaurants, a family movie night at the weekend, or grabbing a lunchtime deal on-the-go, PizzaExpress have it covered.”

Matthew Price, UK Uber Eats general manager said: “I am delighted that we are extending our partnership with PizzaExpress with our white-label product Uber Direct, which harnesses the best of Uber’s technology to power PizzaExpress Delivers. We know that the needs of restaurants and merchants are evolving more quickly than ever, and we are committed to providing world-class solutions to all of our partners.”