(MENAFN - Khaleej Times) PizzaExpress UAE has stepped up its expansion efforts by introducing the new cashless PizzaExpress Membership card.
Neil Wickers, managing director of PizzaExpress International (London), led the launch event.
The card was demonstrated to guests at a launch event in Jumeirah, in which a surprise Black Mini Cooper giveaway was also held.
"We are really excited about all the new changes that are being rolled out. We would like to take this opportunity to give back and thank our PizzaExpress fans. The impact of the membership card coupled with the transformation will take PizzaExpress UAE to an all together different level," managing director Anand Radia said.
PizzaExpress has already begun its transformations, starting with its newest award-winning restaurant in Fujairah. Over the next 12 months, the UAE will see a total brand transformation at all existing PizzaExpress restaurants, as well as an expansion plan targeting prime locations. PizzaExpress is moving with the times implementing the concept of stripeology, derived from its founder, Peter Boizot, who visited Italy in 1948 where he saw pizzaiolos dressed in striped shirts tossing pizza dough high into the air, inspiring the new look.
"Our core values revolve around our passion for our customers' experience, producing beautiful fresh food, ambiance and dynamic restaurant designs. We are really excited to see our brand and the new membership campaign evolve in the next 12 months and we are pleased to say we have the right professional expertise to make this happen," PizzaExpress UAE business development director Nishat H. Bandali said.