2008
PizzaExpress.com
PizzaExpress
| Our thinking behind PizzaExpress |
PizzaExpress is possibly the most democratic restaurant in the country. Everyone’s been there, in fact there’s one on most high streets, and they cater for every conceivable type of customer at a variety of occasions. There’s a natural sociability in the restaurants, and conversations go with Pizza like basil goes with tomato. However we knew that the customers used their previous site in a far more singular way – the vast majority of people either wanted to know where their nearest restaurant was, and what they could eat once they got there. Our new PizzaExpress site focuses on the user journey of either ‘Our Food’ or ‘Our Restaurants’ and build the rest of the brand attributes in around there. Now, rather than having an unnecessary (and always ignored by consumers) ‘Our Brand’ section of the website, the whole site is full of the brand: The restaurant teams who make up the experience and their expertise – eg the wine chooser in the ‘Our Food’ section; the heritage and the stories of what goes in to make the perfect pizza; and the conversation that’s filled the brand since its Anglo-Italian birth. PizzaExpress will always rely on conversations over pizza, and any kind of conversation they wish to highlight or have with their customer in the future can be perfectly integrated into the site. |
| Production Credits |
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| Say hello |
Address Axe & Bottle Court, 70 Newcomen Street, London SE1 1YT |
Telephone 0207 407 7800 Fax 0207 681 1573 |
Email hello@work-club.com Join the club join@work-club.com |