Money-offs are enriching this pizza brand
Emma Ayrey of TNS Retail & Shopper is right to raise the subject of the impact offers could have on brand loyalty and image (Debate, MW 3 September) but she can rest easy – the Pizza Express brand is in good shape.
Recent research by YouGov shows that our two-pronged approach – promotional and brand building activity – has driven up not only value perceptions but also quality perceptions. Crucially, the growth in quality perceptions outstrips the increase in value perceptions, indicating that the vouchers are enabling people to re-discover how good the Pizza Express experience really is.
The result is that Pizza Express has moved into No.1 position (of 33 brands) on YouGov’s BrandIndex for the Eating and Drinking sector.
Having said that, we’re conscious that customers’ perceptions of brands are changing quickly. Brand health is paramount to us so we will continue to monitor the impact of our promotional campaign closely.
Emma Woods, Marketing director, Pizza Express
