Synopsis
PizzaExpress has been delighting customers with its iconic range since 1965, adapting and growing to meet the ever-changing needs of customers. The recent challenge, however, was continued growth against a backdrop of sector-wide pressures in an increasingly competitive market. In order to optimise a key touchstone in the customer journey, PizzaExpress collaborated with Linney to research and re-engineer its menus with a customer focus.
The goals were:
- To improve the experience for customers so that it's easier to navigate the menu.
- To encourage sales of customer favourites.
Our process:
- Review the current menu design using eye-tracking and in-depth interviews....