Struggling restaurant chain Pizza Express has increased the size of its pizzas in an attempt to lure diners back to its tables.

People are hungry for bigger portion sizes

Pizza Express spokeswoman

The High Street icon is making its pizzas nearly 50% bigger (by area), widening their average diameter from nine to 11 inches.

The move is seen as an attempt to counter a wave of negative publicity following press criticism earlier this year that the firm's average portions were smaller than its rivals'.

The company, once the unchallenged leader in high quality yet affordable High Street dining, has fallen on hard times in recent months.

Lost appetite

Pressured by new competitors such as pizza chains Strada and Ask, and hit by a drop in tourist numbers since last year's 11 September attacks, Pizza Express's sales fell by 1.5% in the six months to September.

It was a rude awakening for a company which has grown steadily almost every year since its first restaurant opened in central London in 1965.

Tellingly, sales in its older restaurants - most of them in an around London - fell twice as fast, lending weight to the view that the firm's failure to update its decor is also putting off customers.

The company's faltering performance has cut its share price by two-thirds since the beginning of the year, prompting an unsuccessful takeover attempt from its former owner Hugh Osmond last month.

An increase in the company's pizza sizes was reported to be at the top of Mr Osmond's 'to do' list had his buyout attempt succeeded.

Customer demand

A spokeswoman said the larger pizzas were a response to market research which showed that customers wanted more for their money.

"People are hungry for bigger portion sizes," she said.

The company confirmed that it was not planning to increase its prices in line with the bigger pizzas, but would not be drawn on how the more generous servings would affect costs.

Breaking with tradition, the firm has also introduced a new dish to its standard menu - a spicy chicken pizza called Pollo ad Astra.

Separately, Pizza Express is pressing ahead with plans to smarten up its restaurants.

Analysts remain upbeat on the company's long-term prospects, saying its strong brand and 300-strong nationwide chain of restaurants will stand it in good stead once it re-discovers its winning formula.

Pizza Express shares were up half a penny at 289p in early afternoon trade on Friday.