Serving up the Feel Good Factor for PizzaExpress

The Feel Good Business has been working with PizzaExpress Hong Kong for two years, dishing up a generous portion of social and environmental projects for both customers and employees of the brand’s 24 restaurants in Hong Kong.

These campaigns have included:

Give Back Days – an employee volunteering programme which allows staff to get involved with one of the many charities which are supported by PizzaExpress in Hong Kong.  Volunteering activities have ranged from home rebuilding to art workshops, food bank sorting and mudflat clearing.

Green Code – working with each restaurant to create recycling and energy-saving programmes which are tailored to its individual location.

Socially Sound - ensuring that each of the major Hong Kong and China charities that are featured on the PizzaExpress menu (donating $8 per pizza sold to nominated charities) are supported as broadly as possible.  For example:

·         Creating DIY fashion workshops and Pop Up Vintage Shops for customers as part of the support for environmental charity, Redress, which is cutting the waste out of the fashion industry.

·         Using the Chi Heng Foundation social enterprise which supports women and children affected by AIDS, in China, to manufacture the PizzaExpress take away bags.

A Taste of Fun - taking an engaging and creative approach to major annual awareness campaigns, such as Movember, where employees and customers are encouraged to grow a moustache for the month of November to raise awareness of common men’s health problems.

Food for All - baking leftover dough at the end of the evening and turning into flatbreads which are donated to foodbank, Feeding Hong Kong.  The brand boosts this programme by sending PizzaExpress chefs to assist with cookery classes for charities supported by Feeding Hong Kong.


PizzaExpress Hong Kong has been serving pizza, with a heart, since it was first launched in Hong Kong in 2001, and has always identified ways that it can give a generous slice back to the local community.  The Feel Good Business has been able to take this responsible approach to business and mould this into a strategic, comprehensive, sustainable and exciting programme of ongoing initiatives which deliver a taste of this conscientious pizza brand to all of its stakeholders.