PizzaExpress announces new delivery platform

Called PizzaExpress Delivers, customers will be able to order directly from the brand’s website or app, with the order fulfilled exclusively by Uber couriers.

The rollout follows a successful trial at selected pizzerias within the group earlier this year.

As well as its usual items, the delivery offer will include exclusives such as a smoky BBQ chicken, the Etna (‘nduja sausage with pancetta) and the pineapple-topped Hawaiian hot.

Users of the brand’s app PizzaExpress Club will be able to redeem rewards on every order, including free dough balls when they sign up.

To support delivery growth, PizzaExpress will continue to optimise its 360+ restaurants for delivery, including introducing order integration and menu management software, and adding new hatches for a seamless driver collection.

It is also operating a number of trials – including extended pizzeria opening hours for late night pizza deliveries and ‘Create Your Own’ pizzas.

Extension of omnichannel approach

Launching PizzaExpress Delivers marks the extension of our omnichannel proposition, where we have led the casual dining market for many years, serving customers across dine in, retail, collection and delivery,” says Tom Hatcher, PizzaExpress’ delivery and collection director.

“Even more exciting, this is the first-time customers will be able to redeem their PizzaExpress Club rewards without leaving the comfort of their own home – from Dough Balls on-the-house to free meals for the little ones from the Piccolo menu. So, whether it’s a date night at one of our restaurants, a family movie night at the weekend, or grabbing a lunchtime deal on-the-go, PizzaExpress have it covered.”

The launch of the delivery platform follows the expansion of delivery last year, with the restaurant group launching on both Uber Eats and Just Eat ahead of winter World Cup in response to what it said was the growing demand across a range of meal occasions - from weekend family get-togethers, to lunch bundles for flatmates working from home.

It says the strategic expansion has allowed its brand to reach new customers, with some PizzaExpress sites doubling their delivery volumes in recent months.

“I am delighted that we are extending our partnership with PizzaExpress with our white-label product Uber Direct, which harnesses the best of Uber’s technology to power PizzaExpress Delivers,” says Matthew Price, UK Uber Eats general manager.

“We know that the needs of restaurants and merchants are evolving more quickly than ever, and we are committed to providing world-class solutions to all of our partners.”

Delivery as a saviour

Speaking at last year's The Omnichannel Foodservice Conference​​, then group managing director Zoe Bowley said that the ability to offer delivery during the Qatar World Cup, when a number of fixtures were held on Friday and Saturday nights, overcame a potentially damaging situation for the business.

“We are in the middle of the World Cup now and historically as an operator I would have sat with my head in my hands with an England game at 7pm on a Friday night in winter in the run up to Christmas,” she said.

“And now the quarter finals on Saturday night at 7pm, genuinely writing off one of the busiest Saturday nights of the year.”

“But actually now we embrace it. We’ve seen record delivery sales going through in the World Cup this Saturday in trading this week.”