PizzaExpress club hits two million members

The PizzaExpress Club, launched by the brand in 2021, is celebrating a milestone having recently achieved two million membership sign-ups. 

For the last two years, the group has been improving its digital experience, striving to build an omnichannel relationship with customers. The PizzaExpress club is at the heart of this mission. 

The 2021 launch was a pivotal moment in the brand's digital transformation, delivering a loyalty experience for a 'table service' business which is unlike other loyalty schemes, where a card is scanned at the till. 

The club was a first-to-market, designed for UK customers seeking a good value meal out-of-home. The scheme starts with free dough balls and garlic butter when a guest signs up. They then progress through Bronze, Silver and Gold tiers by collecting stamps to access more rewards. 

Stamps are collected when a user orders their favourite PizzaExpress dish and checks in on the app. To mark two million registrations, all customers have been upgraded to Gold status until tomorrow (1 November), giving them access to benefits including free dough balls, free piccolo meals, a free Romana upgrade and more. Customers who are already Gold members will receive a free soft drink. 

"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 two million members in the Club by upgrading customers to Gold tier," says Arslan Sharif, digital and loyalty director at PizzaExpress.

"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."

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