Case Study: PizzaExpress boosts omnichannel loyalty and revenue with Eagle Eye

How PizzaExpress built the UK's first omnichannel loyalty scheme, rewarding every customer touchpoint and driving 25% of revenue growth

PizzaExpress, a long-standing UK restaurant chain, faced the challenge of understanding customer engagement across its multiple channels, including in-restaurant dining, third-party delivery, and supermarket sales. This lack of a unified view made it difficult to measure true brand loyalty. To address this, they partnered with vendor Eagle Eye to develop an omnichannel loyalty strategy.

Eagle Eye implemented the PizzaExpress Club, the UK's first omnichannel loyalty program. This tiered scheme rewarded purchases from every channel by awarding digital stamps, providing valuable customer data and incentivizing behavior. The solution was a major success, signing up 2 million customers in its first year. It now links 25% of the company's revenue to the loyalty scheme and processes 2.2 million stamp card transactions annually, giving PizzaExpress unprecedented insight into customer behavior.

PizzaExpress

Matt Broom

Director of Restaurant Technology