Over the last two years, PizzaExpress has been on a journey to transform its digital experience and build a truly omni-channel relationship with customers – with the PizzaExpress Club at the heart of this.
The PizzaExpress Club which launched in December 2021 was a key pivotal moment in the brand’s digital transformation, delivering a brilliant loyalty experience for a ‘table service’ business (unlike other loyalty schemes where you scan your loyalty card at the till).
After launching just short of two years ago, the PizzaExpress Club is this week celebrating reaching a milestone of 2 million members.
The PizzaExpress Club was a first-to-market and has cemented itself as an industry-leading loyalty app for customers across the UK looking for a great value meal out – starting with iconic free Dough Balls and garlic butter when a customer signs up. Customers progress through Bronze, Silver and Gold tiers by collecting stamps to access more rewards from the iconic PizzaExpress menu.
Collecting a stamp is done by customers enjoying their favourite pizza (from the classic American Hot to the fan-favourite Pollo Ad Astra) in a restaurant and checking in on the app, via delivery and collection by ordering online via the PizzaExpress website or customers can scan a QR code on supermarket pizzas. Members enjoy their free food and drink for a whole year when they reach their Bronze, Silver or Gold tier. There is something on-the-house for a customer every single time they dine, such as free Piccolo (kids) meals, drinks and desserts.
This week for three whole days (Monday – Wednesday), to celebrate hitting 2 million members in the Club, all customers will be upgraded to Gold status on the PizzaExpress Club app, giving customers access to golden benefits, including Dough Balls on the house (pic attached), free Piccolo meals, a free Romana upgrade and much more.
For customers who are already Gold members, they will be able to say ‘cheers’ to the milestone with the brand offering an additional free soft drink reward.
For those who aren’t yet members of the PizzaExpress Club, there’s never been a better time to join and experience what it feels like to be a Gold member – all they have to do is simply download the PizzaExpress Club app.
The PizzaExpress Club has recently had a new brand style look & feel which has been applied across the app and website, in line with PizzaExpress’ new visual look & feel which is full of flair. The app now looks more stylish, creative and uplifting whilst retaining the simplicity and ease of use.
The Club doesn’t just reward customers. Customers can also book tables, hear about the latest menu and offers, and pay their bill using the app.
Further details on the PizzaExpress Club app can be found here https://www.pizzaexpress.com/club
Arslan Sharif, digital & loyalty director at PizzaExpress, said: “The PizzaExpress Club was designed to reward our loyal customers with instant value and it’s proved incredibly popular – so popular that this week we’re celebrating 2 million members in the Club by upgrading customers to our Gold tier. Importantly, Club members spread the love – on our customer survey, “How Did We Dough”, we see a 9% higher satisfaction rating from these highly engaged diners. Our focus is offering Club members exciting new products alongside our iconic menu favourites, as well as the very best offers – enticing members to visit more often and encouraging new members to join the Club.”
