PizzaExpress UAE prioritizes Wi-Fi

U.K. – PizzaExpress UAE is providing customers with fast, free and secure guest Wi-Fi to customers while gathering customer analytics by partnering with IT systems provider CDW and analytics company Purple.

CDW has provided hardware, software and services in partnership with Cisco Meraki, Purple and Microsoft Office 365. The system is currently live at all PizzaExpress restaurants in the United Arab Emirates region.

PizzaExpress UAE chose Purple to replace its existing guest Wi-Fi, which had delivered patchy coverage resulting in customer complaints. Customer experience is very important to the business and therefore the key objective was to provide accessible WiFi quickly and easily, Purple said in a news release.

The pizza chain now is able to export data into a separate database, and then use this data to keep marketing records up to date.

Previously the database was stale and printed vouchers were not driving sales. The existing database contained around 30,000 email addresses and by using Purple, an additional 10,000 unique active customers were collected within a few weeks of installation, the 

The first PizzaExpress UAE offer published using the Purple platform was a free pizza voucher with a very short end date, which resulted in over 100 redemptions, driving incremental sales of other items such as drinks, starters and desserts.

PizzaExpress UAE has now replicated this campaign with other offers, including two for one on main courses and two for one on Iftar meals. The objective of these deals is to drive footfall and increase spend. Results have been very strong with over 300 additional covers generated from the email campaign.