PizzaExpress is the market leader in mid-market casual dining apps. Its performance on the App Store has been remarkable:
App in mid-market casual dining
App in Food & Drink category
out of 5 average rating
Registrations in 2019
Sessions in 2019
Matt Broom, Head of Customer Technology at PizzaExpress, tells us of the situation two years ago:
Matt and his team had high hopes for an app:
The first step was understanding what PizzaExpress needed. Its needs were ambitious but clear, it had to:
Look and feel excellent. It had to fit with the PizzaExpress brand and provide an exceptional customer experience.
Provide the same functionality for users that they can access on the website (for example, make a booking, find a restaurant, access a promotion).
Provide functionality that is unique to the app (for example, paying at table).
Provide marketing teams the capability to send out personalised offers straight to customers via the app.
Make implementing new ideas simple, quick and easy.
Ultimately make the app PizzaExpress’s strongest digital channel.
There were two sides to the story: make the app a brilliant user experience and ensure the underlying technology allowed PizzaExpress to analyse app usage to better understand and segment customers.
First, the customers needed to love the app; Matt explains how PizzaExpress did this:
Matt explains the importance of content:
The app is built on a CMS that gives PizzaExpress the capability to easily and quickly change content and push out different offers and vouchers. For example, if one restaurant was running a special promotion, any app users in the area could quickly and easily receive an invitation – simple but effective. That’s just the tip of the iceberg.
PizzaExpress not only wanted an accessible and engaging app, it wanted it to provide insights on customer behaviour, and a way to reach every customer on a highly personalised level – it knew that would be an incredibly powerful tool.
Matt explains how this was achieved:
By delivering an exceptional app PizzaExpress get more user engagement. This engagement helps it understand more about the customers; this information enables PizzaExpress to push better and more personalised content to users, meaning they engage in the app even more. And so it goes on.
We’ve seen the statistics: Methodworx has delivered for PizzaExpress a best-in-class app for restaurants of its type but what does that mean for the business?
Through the 1.2 million sessions this year alone PizzaExpress has gained extraordinary insight into customer behaviour.
Because the app is integrated into Event-Stream, PizzaExpress has a clear view on every app user and can quickly target them with relevant offers and campaigns, greatly improving customer engagement
Usage sends a clear message – customers love the app, and this is great for the brand, great for customer engagement and great for gathering users’ data.
In summary, Matt feels,