PizzaExpress UAE is elevating its dining experience with the launch of the PE Club, an innovative Loyalty Progressive WebApp designed to make every bite more rewarding. The new platform offers instant benefits, exclusive offers, and a seamless digital experience across all nine PizzaExpress outlets in the UAE. The PE Club Loyalty Program underscores PizzaExpress’ dedication to customer value and digital innovation, ensuring guests enjoy tangible rewards from their very first order.
“At PizzaExpress, we’ve always believed in creating memorable dining experiences. With the launch of the PE Club, we’re taking that commitment a step further by rewarding our guests instantly and consistently,” said Prashanth Menon, Regional Director – MENA, PizzaExpress. “This new loyalty WebApp not only offers value but also reflects our investment in digital solutions to enhance customer convenience and engagement.”
Through the PE Club WebApp, diners can enjoy a range of benefits designed to make every experience more rewarding. Members receive instant gratification with immediate rewards upon signing up, including a 25% launch discount and a complimentary dessert. They can also earn Dough Points on every spend and redeem them against meals, treats, or experiences at any PizzaExpress UAE outlet. The platform also provides access to members-only promotions, seasonal menus, and curated dining experiences. With a simple and seamless registration process, guests can start earning rewards within minutes of joining.
The PE Club WebApp is open for registration from September 2025, allowing customers to sign up and begin earning rewards on their very first visit. This digital-first loyalty initiative positions PizzaExpress UAE as one of the most customer-centric casual dining brands in the region, combining value, convenience, and innovation in every interaction. The brand’s investment in digital transformation reflects its vision to deliver not only great food but also a connected, rewarding experience for every guest.
At PizzaExpress, pizza isn’t just a meal – it’s a performance. Every dish celebrates the brand’s legacy of passion, flavor, and hospitality, brought to life by the famous black-and-white stripes and signature Dough Balls that have become synonymous with the brand. Founded in 1965 in Soho, London, PizzaExpress has since grown into a global restaurant brand with nearly 360 pizzerias in the UK and 110 international outlets across Asia, the Middle East, and Europe – including operations in Hong Kong and the UAE.
Renowned as the original maker of “proper pizza” in the UK, the brand continues to innovate with new formats such as its Gatwick Airport outlet and the Pizza Pod at Tesco Extra Southampton, while maintaining its commitment to quality, authenticity, and community. PizzaExpress is proudly an omnichannel brand, offering dine-in, delivery, and retail experiences. It currently holds the number one chilled pizza brand title in UK supermarkets, alongside being the top salad dressing and pizza dough brand.
With over three million members already part of the PizzaExpress Club globally, the brand continues to lead the way in digital innovation and customer engagement. The launch of PE Club in the UAE represents the next step in this journey – bringing a new era of reward-driven dining to guests across the Emirates.