PizzaExpress: Menu engineering - a predictive, insight-led solution to effective menu design

PizzaExpress, a restaurant group, brought to light new insight into how customers navigate menus in restaurants and how this affects their purchasing decisions.

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:

  1. Review the current menu design using eye-tracking and in-depth interviews....

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