Pizza Express is extending its supermarket range of products and launching promotional activity in a bid to win a greater share of those consumers opting to eat at home as a result of the recession.
The promotional activity will for the first time include a money-off voucher campaign for four new pizza flavours that will be available only in supermarkets.
Pizza Express’ move comes in a year in which frozen pizza brand Chicago Town launched an aggressive strategy to lure customers away from restaurant and takeaway chains such as Pizza Hut and Domino’s.
As part of a £5m marketing campaign launched in April, Chicago Town claimed to be “voted tastier than Domino’s and Pizza Hut”. It also offered a 100% money-back guarantee on more than 1.2 million packs for consumers who disagreed.
Pizza Express will take a sales promotion approach, and has appointed Valassis, the coupon and voucher services provider, to create £1 and £2 money-off vouchers which will this week be given to restaurant customers to redeem on Pizza Express’ extended range of “At Home” pizzas.
Pizza Express grocery development manager Peter Joubert says the vouchers have been designed to encourage trial and repeat purchase, as well as rewarding customers for their loyalty to the brand.
Meanwhile, Pizza Hut last month launched its latest below-the-line promotion using cash machines, through cash machine media provider atmAd. It promoted its £4 “Happy Hour” menu on the printed receipts of consumers who withdrew cash around payday.