MOBIKON CASE STUDY

Pizza Express

PizzaExpress is all about beautiful music, stunning design, unique experiences

& exceptional food. Bringing the brand in its entirety to India was a challenge,

which we met & overcame with unfettering dexterity. An in-depth customer

insight, analytics & data mining was a mandatory requirement, team Mobikon

was a great help here

-Arti Mahajan, Marketing Head

BRAND�S STORY

It all started in 1965 with one amazing man with a passion for pizza! Peter Boizot

brought the best tasting pizzas to London & it has been a never-ending journey since

then. Today, the brand serves sixteen different countries with its delicious crispy pizzas

& wonderful ambiance. The �rst outlet in India was launched on 20 December 2012, in

Mumbai. By December 2014, the brand's Indian franchisee has built up:

�Fan base of more than 15,000 people on Facebook

1� 905 followers on Twitter

8� 58 followers on Instagram

B� rand loyalists & excellent footfalls

THE CHALLENGE

The biggest challenge for PizzaExpress was to make its mark in the crowded Indian

market where food giants like Dominoes & Pizza Hut dominate the scenario.

PizzaExpress's unique selling proposition was its superior quality of food & service. The

brand is unique in its own way & serves a much more re�ned experience than other

Italian food brands. With a great theme ready at hand, all that the situation demanded

was:

�Customer insights �Effective customer feedback

M� arketing analytics T� ab on marketing spends

M� easured ROI on various campaigns

THE SOLUTION

PizzaExpress gained a one-stop solution for customer engagement, pro�ling &

analytics in Mobikon's dashboard MEngage. With Mobikon on board, PizzaExpress

India acquired a scalable, quanti�ed & insightful approach on its marketing activities.

Reaching out to their guests with the best campaigns, upcoming offers, latest

happenings or season's greeting & deriving the outcome of the engagement was just a

click away. The key solutions were:

�Customer pro�ling & database �Automated, ROI driven campaigns

A� nalytical insights A� utomated reports

O� ne dashboard for everything

THE RESULT

PizzaExpress has created a niche for itself & a large customer base of brand loyalists.

In the customer's mindset, they have created connect between superior value & their

brand name. Mobikon made them aware about their customer's choices & enabled

them to serve the best experience. Today, PizzaExpress reaches thousands of its

customers in a split second with the best offers & activities. Mobikon helped them

acquire & serve:

�A pro�led customer database of 2870 guests in just 5 months

4� 75 new customer's added per month

S� pecial/customized offers & lasting relationships (42% customers shared their

birthdays & 21% customers shared their anniversary)

N� et Promoter Score increased from 77 to 88 with better review management

B� rand's average rating improved from 4.3 to 4.4with instant alerts on negative

feedback and better automated response

A� lliance with Mobikon extended from 2 outlets to 7 outlets (and for all future outlets)

S� mart Referral Mechanism: 8% customers recommended the brand to friends/family

through Mobikon's Platform