NEWS21 October 2010

PizzaExpress customers to test new products at the Living Lab


UK— PizzaExpress has transformed its Richmond restaurant into the ‘Living Lab’, a place where customers can test and review new items on the menu, as well as give feedback on matters such as possible new opening hours.

The customer research experiment in Richmond (pictured) opened its doors this morning, when visitors could try out a new breakfast menu and a new-style takeaway kiosk.

PizzaExpress said that the most popular new items launched through the Living Lab would eventually be rolled out across the firm’s 370 UK restaurants.

As well as changes to the menu, the Living Lab will also serve as a live test of a new interior design and staff uniforms.

Customers are able to provide feedback through a new website the restaurant chain has created to track the Living Lab,

“We’re redesigning PizzaExpress from the ground up,” the firm said.