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www.thecaterer.com FanGo Case study: PizzaExpress Club app
As part of its digital transformation, PizzaExpress has developed the casual dining industry’s first multi-channel loyalty app, combining the restaurant experience and supermarket retail products as well as takeaway and collection options into a centralised hub. The app offers guests a simplified
“FanGo saves the Celtic Collection over 50 business days a year” Louise Lewis, the Celtic Collection
In 2022, 20,000 guest
accounts were created and more than 40,000 tickets were sold across the Celtic Collection, with over 80% of ticket sales and pre-orders made online via FanGo. Louise Lewis, revenue
manager at the Celtic Collection, says: “FanGo saves the Celtic Collection over 50 business days a year. In the second half of the year, it used to take two staff members around eight hours a week to collate and prepare reports for ticket
sales, chase payments and track guest meal choices and allergen and dietary information. “For the Celtic Collection
events team it was no longer necessary for them to recruit, train and employ Christmas co- ordinator staff.” Following the success of the initial launch, the Celtic Collection now uses the FanGo system to manage its other major events, from tribute nights to afternoon teas.
restaurant dining experience. Diners can book a table and browse the menu on the go and, through the check-in feature, can pay via the app with the option to split the bill. This feature is proving popular, allowing groups to avoid complicated conversations and calculations when paying. The company has seen 49% of bills paid using the app, which is also seamlessly integrated with Apple Pay, PayPal and Google Pay. Following its launch in December 2021, the app has attracted more than 1.5 million customers and is continuing to grow. It accounts for a significant proportion of the group’s weekly sales, as customers visit frequently to benefit from the exclusive rewards. Arslan Sharif, digital and loyalty
director at PizzaExpress, says: “The app provides the opportunity for members to engage and save with our loyalty scheme, whether they are dining in, taking away, or shopping in their local supermarket. Our check-in function means that diners can engage with
“It has been fantastic to see our customers embrace our app” Arslan Sharif, PizzaExpress
the loyalty scheme in a dine-in setting without having to order at the tills.” Actions such as booking a
restaurant table, scanning QR codes on supermarket pizzas and delivery orders, ordering via the app for collection or delivery or simply referring friends can help members earn rewards and savings. Customers are rewarded with
free menu items when they dine, exclusive personalised offers, tailored communications, and have visibility of their rewards and how much they have saved by being a member of the club. “It has been fantastic to see our
customers embrace our app and we continue to develop it and further expand our digital offering to provide the best experience possible for our guests,” says Sharif.
as possible out of the data it collects. “We recognised that scaling up the level of reporting and potentially developing a stock system would improve visibility and efficiency as we expanded further,” explains Cowan.” “Having the capability of adding other modules that are
all powered by Access Workspace in one place is, therefore, a huge advantage in providing simple but effective reports across all operational areas of our business.”
www.thecaterer.com 28 April 2023 | The Caterer | 23
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