PizzaExpress said they did not make any pizza until they received an order; they were entirely customisable and not pre-prepared, to ensure they could provide the freshest food to order and provide for customers' personal preferences. They said all dough had to be hand-stretched and tossed into several different styles of base, which was done to order in the majority of cases; customers could view that as a result of their 'open kitchens'. The only occasion when dough was not stretched to order was in the busiest restaurants at the two busiest times of day, when it was allowed to pre-stretch dough up to a maximum of 20 minutes before use. Any bases that were left to stand longer than 20 minutes had to be thrown away. Similarly, while all fresh ingredients were chopped throughout the day, the busiest restaurants would chop high volume items such as mushrooms, onions and peppers twice daily in preparation for the two peak periods. However, even the busiest stores chopped to order outside of those periods. PizzaExpress said ham and chicken were the only ingredients that were torn and that was done to order in every instance. Pizzas were seasoned with oregano and black pepper immediately before baking and any drizzling of oil or dressing took place before serving. They said all pizzas were made to order and believed the ad was not misleading.

The RACC believed the average consumer would understand a degree of pre-preparation for busy periods was necessary and therefore also considered the ad was not misleading.