The Solution
The challenge presented an exciting omnichannel opportunity and PizzaExpress stripped back their promotional strategy to focus on developing a market-leading loyalty proposition with Eagle Eye. They set a clear strategy to identify and reward any PizzaExpress purchase, whether in a restaurant, via a 3rd party delivery company, or in a grocery store.
In December 2021, PizzaExpress launched their new, tiered loyalty program, PizzaExpress Club, the first omnichannel scheme of its kind in the UK. The program awards members with pizza slice stamps every time they dine at a PizzaExpress restaurant, purchase a pizza in the supermarket or order a pizza delivery/collection. By earning these stamps, members can progress through different level tiers to unlock more rewards.
Customers can earn:
- 1/12 of a slice by buying a PizzaExpress pizza in a supermarket and scanning the unique QR code within the packaging.
- 6/12 (half a slice) by ordering a PizzaExpress pizza through Deliveroo, with the QR code on the box.
- 12/12 (a full slice) by dining in the restaurant—the quickest way to earn as the most profitable channel for PizzaExpress!
Tiered Rewards:
- Bronze: Free side and birthday reward after 4 bronze pizza stamps.
- Silver: Soft drink, hot drink, doughballs, and birthday reward after 7 silver pizza stamps.
- Gold: Free Romana, Piccolo, Dolcetti, cookbook, birthday rewards, mineral water, soft drinks, and doughball upgrades after filling the final stamp card of a single pizza (12 slices).
