Simon Wallis has been at the head of a raft of innovations for the pizza chain. From major league TV sponsorships with Hollyoaks to encouraging hungry gamers to order pizzas simply by shouting ‘feed me’ at their Xbox Ones, Wallis has been exploiting data to its fullest extent. “In today’s data and digitally rich marketing environment, there are two things I hold dear,” he says. “The first is not to prevaricate, that done is better than perfect. The second is to allow a good dollop of sound customer sense to inform your decision making.”