From ‘dry and boring’ to a brand with ‘attitude’: How PizzaExpress plans to reverse its fortunes
The brand’s new marketing boss believes a focus on innovation and digital transformation, as well as taking a few more risks creatively, will enable PizzaExpress to attract a new customer segment.
“Vibrant”, “colourful”, “banter-y”: all words PizzaExpress’s new chief customer officer, Shadi Halliwell, wants people to begin associating with the restaurant, as she looks to inject “new life” into the brand and attract a younger market of casual diners.