Trew will help the brand to derive value from its customer insight, including data from its tiered loyalty programme, which rewards customers when they dine at its restaurants.

Previously head of data services at the Medical Defence Union, Trew has also held senior business intelligence positions at retail brands including Burberry and Gap during his career.

Colin Elliot, chief financial officer, PizzaExpress said: “We are delighted to welcome Peter Trew to PizzaExpress as our director of data and analytics. Peter brings a wealth of experience and will play a key role in helping us unlock even greater value from our data and customer insights.

“With over four million PizzaExpress Club members in our loyalty programme, Peter will help us further harness our data capabilities and drive growth across the business.”

Last year, Pizza Express appointed performance marketing agency Jaywing as its CRM and performance media partner, and part of the remit was to focus on the company’s strategy and segmentation, with the aim of creating tailored automated customer journeys.