I'm still fuming about this. Yesterday I opened my Pizza Express app to check my Gold status (took me like 2 years of religious pizza consumption to earn) and BAM—notification telling me they've "updated" their rewards program. We all know what "updated" means in corporate-speak: they've gutted the thing.
Let me tell you what's actually happening here.
The Great Pizza Betrayal of 2024
Pizza Express—you know, that place where I've probably dropped over £2K in the last five years alone—has decided that loyal customers were getting too many perks. God forbid we enjoy a free bottle of water with our overpriced dough balls.
Starting April 28th, they're completely reshuffling their loyalty scheme. And it's... not good.
The most painful cut? Gold members (like yours truly) are losing our beloved Dolcetti dessert option. That tiny chocolate brownie with vanilla ice cream was literally the reason I kept going back. My husband always laughed at how excited I got about "that tiny dessert thing" as he called it.
They're also taking away our free large water bottle. Because apparently hydration is now a luxury.
Wait, what are we actually getting?
A free dip. That's right. A FREE DIP. Something that should be complimentary anyway.
I texted my friend who also has Gold status and her response: "already canceling our Friday pizza nights." Dramatic? Maybe. But she's not wrong.
They've reduced the stamps needed for each tier—Bronze needs 0 (just download teh app), Silver needs 3 instead of 5, and Gold needs 10 not 12. So... easier to climb up, but why bother when the view from the top is so disappointing?
The stuff they're taking away
Here's what's disappearing faster than my will to ever eat at Pizza Express again:
Silver members lose their free soft AND hot drinks with meals. Gold members now have to choose between a soft OR hot drink. The free cookbook for Gold? Gone. And as I mentioned, my precious Dolcetti dessert option... vanished.
I feel stupid now for actually collecting those stamps like they were rare Pokémon cards.
But think of the children!
The only people who might actually benefit are parents. Bronze and Silver users now get 25% and 50% off kids' meals respectively. Gold members can get a free kids' meal all week long instead of just Monday-Thursday.
Listen. I don't have kids. Neither do most of my friends who frequent Pizza Express. We're the 30-somethings who go there for a reasonable dinner before hitting a movie or something.
One customer on Twitter summed it up perfectly: "Seriously disappointed in the PizzaExpress Club Rewards changes—now only really useful for people with kids under 10 years old. Terrible decision."
The corporate spin machine
Pizza Express (which has 360 restaurants, by the way) is trying to frame this as some kind of improvement. Their statement was the usual corporate nonsense:
"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..."
What feedback exactly? "Please take away our free water and desserts"? I don't think so.
Back in 2018, I worked in customer experience for a retail chain (not naming names) and we did something similar. The internal memo literally said "cost-cutting initiative" while the public announcement called it "enhanced customer benefits." The restaurant industry is no different.
Other loyalty schemes making moves
Ironically, Tesco Clubcard just improved their Pizza Express partnership—you can exchange points for money off at Pizza Express until the end of April, with a £1.50 voucher saving you £3.
Sainsbury's added security features to their Nectar app to prevent points from being stolen. And Morrisons now lets you donate loyalty points to Marie Curie charity.
So while other companies are actually improving their loyalty schemes... Pizza Express decided to go the other direction.
The app update deadline is May 6th. I'm seriously considering just deleting it altogether.
Anyone know a good independent pizzeria in central London? I'm in the market.
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How To Understand and Use Credit Cards Wisely
Understanding credit cards involves knowing how they work, including interest rates, fees, and benefits. Choose a credit card that aligns with your spending habits, whether for rewards, cash back, or low interest. Always pay your balance in full each month to avoid interest charges and maintain a good credit score. Use your card for regular expenses to build credit but avoid overspending; stick to your budget. Regularly check your statements for errors and fraudulent charges. Finally, understand the terms of your card, including rewards expiration and annual fees, to maximize benefits while minimizing costs.
Did you miss our previous article...
https://hellofaread.com/money/the-dwps-cruel-pip-purge-over-a-million-vulnerable-people-about-to-get-screwed
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