PizzaExpress hires Engine Creative to drive digital experience and innovation


British restaurant brand PizzaExpress has hired Engine Creative as its Experience & Innovation partner.

The move comes as the restaurant chain kicks off a summer of new initiatives for pizza lovers everywhere including a new menu, new charity partnerships, a whole new creative and overall a brand-new attitude.


Engine Creative won the business following a competitive pitch alongside several digital agencies. There was no previous incumbent on the business.

The agency is tasked with a complete overhaul of the brand’s digital experience as part of a wider transformation agenda.

Arslan Sharif, Group Digital & Loyalty Director at PizzaExpress, said of the appointment: “We chose to work with Engine Creative because of its innovative approach to digital experience design and its focus on customer insight. 

“It was a tough decision and we had great agencies pitching. We’re looking forward to partnering with Engine Creative to realise our vision for a connected customer experience through digital transformation and to drive further growth for PizzaExpress.”

Rob Chalmers, Chief Experience Officer at Engine Creative added, “The team at PizzaExpress shares our big ambitions when it comes to Experience & Innovation and they understand what it takes to achieve agile digital transformation. 

“Partnering with them to help deliver on their vision is an exciting opportunity for us.”

PizzaExpress is the second largest restaurant operator in the UK & Ireland with 363 pizzerias. 

As well as a new summer menu and new creative campaign, earlier this month PizzaExpress announced an expansion of its product range in Tesco supermarkets, the launch of a new range of dipping sauces, and a new national charity partnership with Nordoff Robbins Music Therapy – building on its loud and proud, 60-year music heritage.

PizzaExpress is the latest win for Engine Creative’s ‘Experience & Innovation’ division, formerly known as Growth Studio, since it launched in October 2020, other clients the division partners with include Jägermeister, Santander, Lowell and Sky.