The UK restaurant business is experiencing increasing competition as well as increasing costs, so brands like Pizza Express who have relied so heavily on discounting to grow their business need new and clever ways to differentiate themselves.  In this article, we discuss the idea of their "surprise and delight' strategy, as well as the innovative idea to allow customers simply "pay at the table" without needing the attention of waiting staff. A hugely popular strategy that leverages operational innovation to drive customer loyalty.

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Article on Loyalty in PIzza Express UK