PizzaExpress revives tastecard and Gourmet Society discount partnerships

PizzaExpress has revived its partnership with Ello Group, which is behind the tastecard and Gourmet Society discount cards, following a hiatus.

The casual dining chain offered cut-price meals through the schemes for 12 years before cutting ties during the pandemic.

Under the new partnership, tastecard and Gourmet Society’s combined four million members will be offered 25% off the bill at PizzaExpress when they dine-in.

PizzaExpress’ reliance on discounting schemes has been criticised by its former chief executive David Campbell, who said 55% of the menu was sold at a cut price when he joined the business in 2020.

Campbell warned this could lead businesses into a “dark spiral” where they were forced to put up prices to account for less revenue brought in by selling discount meals.

However, PizzaExpress said 2024 had been a record year for bringing in new partnerships. The chain now works with Blue Light Card and Defence Discount Service, Odeon Cinemas MyLimitless members, and offers £6.95 pizzas to O2 Priority members.

Monzo also gives Monzo Perks and Max subscribers 20% off food at PizzaExpress every Sunday to Thursday.

The pizza chain also launched a PizzaExpress Club loyalty scheme in 2021, which offers customers free rewards and now has more than three million members.

Arslan Sharif, chief digital officer at PizzaExpress, said Ello Group would give the chain “significant growth and real growth opportunities”.

Matt Turner, founder and group chief executive at Ello Group, said: “We’ve always had a special relationship with PizzaExpress, working together for 12 years prior to Covid. 

“Many of our four million customers have been asking when they would get to use their memberships at PizzaExpress again, and we were delighted to be able to tell them that PizzaExpress is back!

“It was a pleasure watching the teams at Ello and PizzaExpress working so well together, and I’m looking forward to seeing the relationship prosper over the coming years.”

PizzaExpress has nearly 360 pizzerias across the UK and Ireland and nearly 100 international and franchise sites. It is aiming to reach 1,000 restaurants worldwide by 2030.

This year the brand opened its first restaurant at London Gatwick Airport and launched a pizza pod in a carpark in a Tesco Extra in Southampton.