Prezzo

Prezzo

Restaurant Gifting


Background

Prezzo plc is a branded restaurant operator positioned in the UK casual dining market. Its principal trading brand is Prezzo, which offers a contemporary menu with a variety of pizza, pasta, salad and grill dishes with a distinctive Italian flavour. The first Prezzo restaurant opened in Central London in 2002 and there are now more than 200 restaurants across the UK, from Aberdeen in Scotland to Falmouth in Cornwall. The restaurants, which are all individually designed, have been built on the sites of a number of listed buildings or buildings of particular local interest. Prezzo is renowned for offering a quality menu at value for money prices. Prezzo had been issuing paper gift vouchers via their company website and were keen to find new channels to reach a wider customer base and more efficient and effective ways to engage with new customers and drive more revenue.

Initial Requirements
For some time Prezzo had been monitoring the market and were aware that two of their key competitors had launched gift card programmes and were actively promoting and driving sales of gift cards in new emerging channels. In May 2012, Prezzo approached Barclaycard keen to find out more about their prepaid gift card offering. As Barclaycard’s prepaid technology provider Savvy quickly arranged a meeting to discuss and understand Prezzo’s requirements and provide more information on the market opportunity and Savvy and Barclaycard’s joint capability.

It became very apparent that Prezzo were eager to find a provider that:
  • Could work with their current outlet till infrastructure
  • Could support a rapid launch
  • And could facilitate access to the Gift Card Malls in grocery and high street retailers such as Tesco, Morrisons, Sainsbury and WHSmith
“Savvy really helped us to understand the market and the incremental revenue opportunity that Prezzo could exploit by entering into the market. ” said Millar. “Their knowledge of the different channels and consultative approach was one of the key factors in selecting them as our chosen supplier. ”
Alan Millar

Finance Director

Technology approach
Very early on in the deployment scoping it was identified that taking payments at the table when presenting a customer bill was a key requirement which included customers presenting gift cards for payment. It was quickly decided that the best operational approach would be to utilise the terminals provided by VeriFone. Barclaycard and Savvy were already certified with the VeriFone terminals making this an easy and straight forward deployment approach. A test terminal was quickly sourced and gift card enabled so Prezzo’s IT Manager could complete end to end testing and also involve the Prezzo operations team in developing the launch training materials for their outlets. Savvy set up a brand new programme on STORE24 – our Cloud based platform-that included all of the participating Prezzo outlets. Outlets from the Chimichanga and Cafe Uno brands will also be accepting Prezzo cards for redemption. Savvy also arranged and facilitated a meeting with the Gift Card Mall operators Blackhawk Network and Incomm Europe who run the gift card malls in the UK.

Pre-launch support
Savvy facilitated a one-day workshop at Prezzo’s head office. The purpose of the workshop was to bring together key members of Prezzo’s head office team so a robust launch plan could be developed. This workshop was attended by both Savvy & Prezzo departments including Finance, Marketing, IT and Operations all of whom had a key role to play in the successful launch of the new gift card programme. A weekly project call allowed the project team at Savvy and Prezzo to discuss and review the critical elements of the launch plan.

Channel Rollout
The initial priority for Prezzo was to sell their gift cards in the card malls operated by Incomm Europe and Blackhawk network. Savvy and Barclaycard have existing connectivity into the two mall card operators so it was straight forward to extend this connectivity to Prezzo. At the same time Savvy also supported Prezzo in their commercial discussions with Incomm and Blackhawk. Another key priority was, to not only sell instore but also online on the Prezzo website. Savvy also helped Prezzo understand the Business to Business opportunity that exists with over 50% of the UK gift card market sales being made to corporate channels that buy cards for Reward, Recognition and Incentives.

“We have built up a strong relationship with Savvy and they have helped us to further develop the Prezzo programme with broad distribution in the UK Gift Card Malls as well as B2B and other channels in 2014. The team in Savvy are always quick to respond and their consultative approach has contributed to the growth of the Prezzo Gift Card programme”
James Mundy

Marketing Manager

Summary

The Prezzo gift card went live in September 2012 with distribution in to Tesco, Sainsbury, Boots, WHSmith and Clinton Cards outlets. Very positive sales levels over the key trading periods has led to greater demand from other host Malls. Prezzo went onto distribute their cards into Morrisons, Coop and Wilkinson in 2013.

What now?

Well with broad distribution in gift card malls now well established, sales of cards via Prezzo outlets and Online at www.prezzorestaurants.co.uk, Savvy are supporting Prezzo in exploiting B2B channels as well as some interesting promotional opportunities….. Watch this space!