Big pizza restaurant chain with 360 sites axes key perks as part of big reward scheme shake-up

PIZZA Express fans have blasted the chain for revamping its rewards scheme and removing key perks.

The popular eatery has made a number of changes to its loyalty programme, including taking away a free large bottle of water with meals and the option of a dolcetti dessert for Gold members.

But there have been some gains too – with fresh benefits added for every grade of user, including Bronze, Silver and Gold members.

Customers climb up these tiers by earning stamps at the restaurants or by buying certain Pizza Express pizzas in supermarkets. 

Here are the key changes, which come into effect on April 28.

You collect less stamps now. You don’t need any to be a Bronze user, and you need three not five to get Silver and 10 not 12 for Gold status.

Currently Bronze members can get a free side, and Silver and Gold members can get free dough balls.

The new rules say all users can choose either a free side or dough balls with a meal.

Silver users are losing their free soft drink and free hot drink with meals

Gold members will now either get a free soft or hot drink, not both. They are also losing their free large water bottle as well as the option of a Dolcetti dessert instead of a free hot drink.

Silver users will get a free Romana upgrade now on Monday to Thursday, whereas they didn’t before.

The free cookbook for Gold users has been removed. 

Bronze and silver users now get discounts on a Piccolo kids’ meal, with reductions of 25 and 50 per cent respectively.

Gold members can get a free Piccolo kids’ meal all week long, not just Monday to Thursday

Silver and gold members get a free dip, whereas they didn’t before, as well as a 10 or 20 per cent discount on pizza parties for kids.

The changes have been criticised online, especially by Gold users who felt the perks are becoming less attractive.

One Gold member said: “A free dip is not exciting and neither is having to choose between a soft drink and a hot drink. It’s just cost cutting for you @PizzaExpress. Having the dolcetti was a lovely treat at the end of the meal.”

Another added: “What have you added to gold tier? You’ve given me a free dip (which you shouldn’t charge for in the first place) and 20% off pizza parties which isn’t of much use to the average customer. Please don’t try to mark up these negative changes as “fresh rewards.”

A third customer said: “Seriously disappointed in the PizzaExpress Club Rewards changes — now only really useful for people with kids under 10 years old. Terrible decision.”

A fourth fumed: “It’s a joke they are taking away the doliceti too! We will now be eating else where.”

And a fifth said: “Rewards, won’t be eating there 20 times a year anymore as it’s just not worth getting any higher than Bronze reward.”

Pizza Express is one of the UK’s biggest pizza chains and has recently celebrated its 60th anniversary.

The company said: “We’ve welcomed over 3 million members since the industry leading PizzaExpress Club app launched just over three years ago, and we’re excited to have updated our benefits in line with customer feedback to bring loyal pizza fans our most rewarding proposition.  

“The new scheme makes it easier for the nation’s pizza lovers to start enjoying rewards, unlocking Bronze tier benefits instantly upon download. 

“What’s more, we’ve finessed the rewards in each tier in the new and improved scheme, leaning into the ones our members said they loved the most, while adding in new benefits to excite our customers. 

“We’ll continue to listen to our members feedback as the scheme grows.”

How the new scheme works

The PizzaExpress Club launched in December 2021, with customers earning stamps by either dining at one of the pizzerias, ordering for collection or delivery via PizzaExpress, or buying a selected chilled supermarket pizza. 

When opening the app from April 28, customers will automatically be moved to the appropriate tier based on their Pizza Stamps. 

Bronze tier can be obtained by simply downloading it, three stamps will earn Silver, and 10 stamps will unlock Gold benefits.

The chain said the cookbook reward was only available for a limited time, while stocks lasted.

Existing app customers will need to update the app by May 6 to continue to use their loyalty benefits.

Loyalty scheme changes at other retailers

Elsewhere, Tesco has made a major change to its Clubcard scheme and it’s great news for pizza lovers.

Customers can exchange their points for money off drinks and food at PizzaExpress until the end of April.

Any Clubcard points exchanged for money off at Pizza Express are worth double, so a £1.50 voucher will save you £3.

Sainsbury’s also recently made a huge change to its Nectar loyalty scheme for 18 million customers.

The UK’s second biggest grocery store has introduced a new security feature on its loyalty card app to prevent points from being stolen.

The free scheme allows customers to earn one Nectar point for every £1 spent at Sainsbury’s, both in-store and online.

Whilst, Morrisons loyalty card holders can now donate their points and points to charity Marie Curie.

They can give away their More Points to the end-of-life charity 1,000 at a time – which is the equivalent of £1.

The points will be transformed into money and donated to the charity for the loyalty card user.

And this feature can be toggled off and on, so customers can easily keep their points again if needed.