Pizza Express Club app hits 2m members

PizzaExpress’ Club app has reached two million members.

The loyalty scheme launched in December 2021 was a key strand of the brand’s digital transformation strategy.

It is part of an ambition to transform the brand’s digital experience and create an omnichannel relationship with customers – linking dine-in with other channels such as retail.

Perks include free dough balls and garlic butter when new customers sign up.

Customers progress through bronze, silver and gold tiers by collecting stamps to access more rewards from the menu.

This week for three 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 them access to benefits including dough balls on the house, free Piccolo meals, a free Romana upgrade and more.

The Club app has recently had a new brand style look and feel which has been applied across the app and website, in line with PizzaExpress’ new visual look & feel.

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.”