The Living Lab


The UK loves PizzaExpress. So when it decided to rethink its restaurants we knew the best way to make the public happy was to involve them in the process.

The Living Lab project saw us turn its Richmond eatery into an experimental space where everything – from food to service to décor – was put up for trial and discussion amongst customers.

It was a truly democratic development process with a team of specialists developing ideas to test with the public. If they worked, they stuck. If customers didn’t approve, they were dialled down or lost completely. Remember the story about PizzaExpress teaching its staff to flirt? That was part of this.

The restaurant saw a dramatic uplift in sales and learnings influenced a make-over that touched every PizzaExpress in the country.