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Article: LETTER: Are cheap deals gobbling up Pizza Express' image?(Letter to the editor)
- Article from:
- Marketing Week
- Article date:
- September 3, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Pizza Express' latest ploy to drive at-home sales through money-off vouchers (MW 20 August) has secured it some column inches, but questions should be raised over the long-term impact of its extensive cost-cutting promotions.
The restaurant chain's hugely popular voucher campaign has opened it up to a far wider demographic, maintaining sales at a time when diners are tightening their belts.
Our research shows that it is the ABC1s, not the C2DEs, who are making most use of money-off deals. Those with more disposable income have traditionally valued style over price, but in the face of such widespread cost-cutting, they have entered a new era of ...