The Summer Pass increased visit frequency for PizzaExpress.
Shortlisted for the Card Awards 2010, the PizzaExpress Summer Pass is a prepaid loyalty card, designed to "let PizzaExpress help you foot the bill for the Summer Holidays". The promotion, which took place during the summer of 2009, used G-T-P’s prepaid platform to reward customers who show loyalty to the brand and visited PizzaExpress three times, spending £40 or more each time, with a free £40 meal. The Summer Pass is automatically loaded with £40 once three visit "credits" have been recorded. Customers can then use the card to purchase food and drinks in any PizzaExpress restaurant, in exactly the same way as the standard PizzaExpress Gift Card.
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More than 2 million Summer Passes were distributed through PizzaExpress restaurants and a feature and insert in the Sunday Times, with Sunday Times readers receiving an additional £10 on their card when they registered their card.
The Summer Pass worked in parallel with the PizzaExpress Gift Card, using much of the same prepaid functionality, making life easy for busy restaurant staff. The functionality of the prepaid platform was utilised to create a product which encouraged loyalty and got a PizzaExpress prepaid card into their customer’s wallets. The PizzaExpress brand benefited from increased exposure within the Sunday Times as well getting PizzaExpress branded cards into customers and non-customers wallets. Bringing loyalty and prepaid together positioned PizzaExpress as an innovator and the Summer Pass was viewed as a superior loyalty promotion. A key success indicator for PizzaExpress was to have a competitive advantage that would help gain a larger share of the summer holiday family dining market increasing the number of times a family might visit one of the restaurants.
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