Pizza Express

Challenge

PizzaExpress was looking for ways to improve the customer experience as part of a phase of digital transformation. They wanted to encourage diners to take advantage of the digital tools that were available to them, such as their Pizza Express App, which included Pay-at-table functionality. They were also hoping to support their marketing campaigns and initiatives through capturing more data on their customers.

• Digital transformation initiative
• Drive customers to the PizzaExpress app
• Enhance CRM database with rich digital profiles

Solution

Purple was expertly installed across 1024 Meraki access points. The new network means diners have access to a secure connection while also enabling PizzaExpress to collect key demographic and behavioral data - ultimately transforming the network into a revenue-generating tool for the brand.

By collecting and analyzing the customer data, PizzaExpress can begin to tailor the experience to individual diners, increasing loyalty by differentiating the dining experience and driving customer spend through engagement personalized to their interests.

• Demographic and behavioral data capture
• Improved diner experience
• Increased customer loyalty

Return on Investment

In the 2 years since the installation of Purple, PizzaExpress has seen close to 9 million WiFi sessions, with 42% of this figure reported as new visitors to their restaurants.

PizzaExpress has used the Purple platform to support a number of marketing initiatives aimed at driving awareness of the new WiFi network and increasing app downloads. Campaigns included encouraging diners to connect to the WiFi and enter a prize drawing, promoting the new PizzaExpress app, and encouraging customers to download it. They also offered a free pizza to all guests who downloaded the app and filled out their contact information. The offer was promoted through the Purple WiFi splash pages and has contributed to a spike in app downloads.

• 9 million WiFi sessions
• Increased customer engagement through campaigns
• Spike in app downloads