Pizza Express said it plans to mirror the success of the American restaurant gift card market with its own card offering. However the chain's staff needed to be educated about them and how to deal with consumers who have insufficient funds on the card.
The card was launched before Christmas last year and the restaurant chain’s head of grocery, Simon Barnett, admits that its previous paper voucher programme had little consumer recognition.
The gift card is being targeted at both the consumer and the B2B market. Barnett says the programme has been successful. He adds, “Most people didn’t even realise we sold gift vouchers.”
Pizza Express’ gift cards are available to buy in Sainsbury’s and Woolworths, as well as the restaurant’s website. In May last year, the brand appointed agency Isobel to promote its authentic Rome menu of thin base pizzas.
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