PizzaExpress increases bookings with 24-hour phone booking system

Introducing Pizza Express

PizzaExpress is one of the leading casual dining operators in the UK & Ireland

More than 490 restaurants

First restaurant opened in Wardour St, London, in 1965

More than 100 international sites trading from 14 different territories

“In the hospitality industry, it is important to make sure all channels have the same availability, so a premium service is available no matter how the customer would like to book”
Siobhán Fagan, IT Director, PizzaExpress

The business challenge

PizzaExpress wanted to give customers a simple and seamless booking experience. The existing system was a mixture of separate online and telephone reservations, with staff required to pick up phone reservations and manually input the details. Without an integrated booking system, the chain also had limited customer data and so found it difficult to offer personalised messages and experiences.

Separate phone and online reservations

Staff had to manually input reservation details

Limited customer data due to lack of integration

Difficulty in offering personalised communications

The solution

To make it easy for their customers to make reservations 24/7 by phone or online, PizzaExpress chose Zonal’s integrated Bookings by Phone solution.

  • Telephone reservations are processed through an automated system
  • Customers have a choice of how to book
  • Bookings can be made for any restaurant by phone or online 24 hours a day
  • EPoS integration allows PizzaExpress to track the entire customer journey

“Significant, intelligence-led customer insights enable us to further improve the customer experience.”
Siobhán Fagan, IT Director, PizzaExpress


PizzaExpress has seen an increase in bookings since launching the new 24/7 phone reservation system with no reservation requests slipping through the net due to unanswered phone calls. Staff no longer have to drop what they are doing to pick up the phones, and can focus on delivering great service.

This is the integration icon
Online and phone reservations are fully integrated into one system
Data integration gives greater insights into each customer’s journey and preferences
Ability to analyse the customer journey, from booking to ordering a meal and paying the bill
This is the customer data icon
4. Greater data around customer behaviour enables more personalised, one-to-one messaging

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