PizzaExpress gets its stripes on

To celebrate its 15th anniversary in Hong Kong, PizzaExpress has rolled out the marketing campaign "Stripes in Town" around the theme of its iconic black and white stripes brand identity.

The restaurant is taking its customers on a trip down memory lane, by serving the original menu at the original prices, for the first two weeks of April.

On the other hand, any guests wearing stripes will receive a complimentary bottle of Peroni beer throughout April.

“Our Stripes in Town campaign shows how well established the brand now is in Hong Kong and we are delighted to work with major partners who are also flourishing in Hong Kong to drive excitement and creativity around the PizzaExpress identity," Joan Cheng , brand and marketing manager of PizzaExpress Hong Kong said.


The brand is collaborating with Zalora, Canon and Uber to roll out various promotion campaigns for its celebration. For example, Uber is offering free rides for the pizza chain's customers and watch out for Uber’s special edition striped-up Tesla.

By encouraging customers to share ‘stripe’ images to its Facebook page, PizzaExpress said it has gained the highest reach at 1,177,969 for one week since opening the page.

The overall sales have increased by 5% for the same week as in April 2015, regardless of the generous 30-40% discounted price promotion on its retro menu.