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Pizza Piazza was formed as the Rank Group's own-brand restaurant chain, introduced to all Top Rank services. The brand was brought out by the management and re-branded Pizzaland, around the time of the Top Rank change to Pavillion.
Since the 1970s service stations had observed that motorists were shunning formal dining opportunities in favour of quick service, but this was one of the first occasions where an operator had moved away from the traditional restaurant to offer the fast food which is common at service stations these days.