Prezzo has appointed Darrell Wade, formerly of TGI Fridays UK, as its new chief commercial officer.

Wade, who is currently marketing director at car dealership Inchcape UK, starts his new position on 26 March.

Wade is an advisory board member at food intelligence technology provider Yumpingo and spent nearly ten years at TGI Fridays UK, working across a number of executive functions including marketing director, commercial director and most recently chief operating officer.

Prior to joining TGI Fridays, Darrell spent seven years at Yum! Brands in various marketing roles spanning brand, retail, new product development, advertising, media and channel management for both KFC and Pizza Hut UK.

Jon Hendry-Pickup, chief executive of Prezzo, said: “Darrell brings with him a strong technical knowledge of the industry and has an impressive track record of driving growth and increasing market share through a relentless focus on brand and customer experience. I’m delighted to have someone of Darrell’s calibre on board and look forward to working closely with him as we continue to deliver on our transformation plan.”

Wade said: “The Prezzo brand has immense potential – I’m eager to begin working with the team to transform the brand proposition and customer experience to be more relevant for today’s consumer.”

Earlier this month Prezzo confirmed its plans for a Company Voluntary Arrangement, which will see 94 of its c300 restaurants close, including all of its subsidiary brands.