ZA by PizzaExpress.

Unlocking new growth

Our challenge.

Fast-casual dining is one of the few areas of growth in a struggling casual dining sector. PizzaExpress had the ambition to stretch into this new category and take advantage of consumers looking for more interesting lunchtime options and specifically Pizza to go.

To develop a winning brand proposition and experience to unlock growth in the adjacent and blossoming grab & go sector.

Clarity.

CLEAR worked with PizzaExpress to highlight fast-track innovation opportunities to rapidly test with consumers using our Crowd-Learning methodology. Consumers were asked to pick a proposition from PizzaExpress that they’d buy shares in and the ‘by the slice’ proposition won out.

To create Za, we unearthed Pizza Express’s 1965 origins as a ‘to go’ pizza vendor selling slices from a window hatch. We delivered the entire Za proposition – the name, balanced brand identity, irreverent tone of voice, innovative packaging, environmental graphics, digital signage that reacts to the time of day and an in-store experience complete with fresh herbs to pick and add to your own food.

Movement for change.

The new logo is a visual metaphor for the collective battle with arthritis. The individual characters reflect the diversity of pressures caused by the condition and, used together, reflect the power behind the movement for change.

As the logo is built around the idea of applying pressure, motion and behaviour play a big role in bringing it to life — forming the basis of the logo, communications and digital expressions. It is a brand that constantly pushes forward: a force to be reckoned with.

The Change.

Within 12 months, the new grab & go concept moved from blank sheet to the London test site launch in February 2019 with two more set to follow within the year.

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