Making pizza more personal

Challenge

Unlocking insight from rich customer data

PizzaExpress had a wealth of customer data and a desire to translate that into a new CRM playbook. It’s team wanted to move beyond generic campaigns, to build meaningful journeys for each segment that reflected why they dined – from family days out to solo lunches.

We ran brand immersion workshops, we got under the skin of it’s six unique customer profiles. Exploring the motivations, preferences, purchase patterns, and channel behaviours of each, we shaped a more precise, human approach to CRM.

Solution

Creating a personalisation playbook

Using Pizza Express’ audience insights and its six identified core segments, we build a comprehensive segmentation playbook and year-long CRM calendar. The playbook mapped channel mix, message frequency, offer relevance, and content themes for each segment, blending soft storytelling with hard commercial drivers.

Now every communication felt timely, personal, and grounded in customer needs. Whether they were entertaining the grandkids, sharing cocktails with friends, or giving themselves a night off cooking, customers felt seen.

“

This segmentation playbook helped us achieve our goal of speaking to our audience in more meaningful and personalised ways through CRM.

Carine Munch

Head of CRM & Loyalty, PizzaExpress

RESULTS

A roadmap for smarter engagement

The brand can now deliver targeted communications that resonate, improve relevance, strengthen loyalty, and drive increased engagement. The work gave the team greater efficiency in campaign planning and a strategic foundation for long-term personalisation, supporting their evolution into a more insight-led, customer-first programme.