Does transformation really work for Pizza Express - Essay Example

Does transformation really work for Pizza Express? Contents Does transformation really work for Pizza Express Contents 2 Aim 3 Objective 3 Problem 3 Overview of Pizza Express 3 History 4 Methodology 4 Reference 6 Bibliography 7 Aim The aim of the report is to see whether Pizza Express has really created a transformation. Objective The objective of presenting the report is to give an overview of the case of Pizza Express with regards to its transformation strategy. Problem The research problem for the case of Pizza Express is did transformation worked for Pizza Express?

Overview of Pizza Express Pizza Express has set to reinvent their restaurants for the new generations. The restaurant is experimenting with everything ranging from designs to food and services. The main motive or mission of the company is not just to serve its customers great pizza but also to provide a great conversation. In order to follow its new mission, the company had hired talented group of creative’s who would be led by Ab Rogers a visionary designer of the restaurant. The company aims to build a new twist but keeping its core values intact by providing traditional pizza, with brilliant acoustics, a versatile environment that would attract the families during the day and everyone else during the night (Pizza Express, n.d). The company has announced few changes for its brand after experimenting with the concept of its restaurant.

The new look of Pizza Express is going to be the biggest transformation for the company. The restaurant has adopted the word experience instead of service and aims to create a memorable experience for its customers (Eat Out, 2012). The new CEO of Pizza Express, Steve Easterbrook who was the former president of Mc Donald’s has taken over Pizza Express and it’s under his supervision that the restaurant needs to go a transformation. Easterbrook, the CEO is responsible for the entire Pizza Express chain all over the world and is also expected to help the company with its international expansion strategy (Restaurant Portal, 2011).. History Pizza express started its operation in 1948 when the founder of Pizza Express, Mr.

Peter Boizot had tasted the very first pizza in Florence. Thus Boizot realised that good pizzas needs to be made and essential requirement was oven which was brought from Rome. In 1967 the company opened its second restaurant in Bloomsbury. Pizza Express is one of the UK famous restaurant business and has about 300 outlets in UK and Ireland which serves about 16million customers (Pizza Express-a, 2011). Pizza Express believes in carrying the tradition of making its surrounding as important as food.

The winning formula for the company continues to work and Pizza Express has about 320 outlets in UK and 65 international outlets (Pizza Express-b, 2011). Pizza Express is passionate about its service and aims to give its customers the best feeling, makes every visit of the customer a great experience (Pizza Express-c, 2012). Methodology The methodology that would be used for the project is mainly secondary research. The sources used for the research is mainly the library carrying academically materials, journals and also the news which provides a relevant information (Stewart & Kamins, 1993, p.7). Secondary data are particular those information which are already been used and published in books, journals and magazines (FAO, n.d). Secondary research also suffers from certain drawbacks and this can prove to be an error in the research (Patzer, 1995, p. 31). ) But it would be quite easy to gather information with regards to Pizza Express and work on its problem which talks about transformation Reference Eat Out. (2011). PIZZAEXPRESS ANNOUNCES THE BIGGEST BRAND REFRESH IN ITS HIST. [Online]. Available at: http://www.

eatoutmagazine.co.uk/online_article/PizzaExpress-announces-a-brand-refresh-as-new-CEO-makes-his-mark/14399. [Accessed on January 19, 2012]. FAO. (No Date). Secondary Sources of Information. [Online]. Available at: http://www.fao.org/docrep/W3241E/w3241e03.htm. [Accessed on January 19, 2012]. Patzer, G. L. (1995). Using secondary data in marketing research: United States and worldwide. Greenwood Publishing Group. Pizza Express. (No Date). Pizza Express is changing. [Online]. Available at: http://futureexpress.co.uk/?

page_id=78. [Accessed on January 19, 2012]. Pizza Express-a. (2011). Pizza Express UK. [Online]. Available at: http://www.pizzaexpress.com.cy/history. [Accessed on January 19, 2012]. Pizza Express-b. (2011). About us. [Online]. Available at: http://www.pizzaexpressgib.com/epages/es118062.sf/en_GB/?ObjectPath=/Shops/es118062_shop/Categories/%22About%20Us%22/History. [Accessed on January 19, 2012]. Pizza Express-c. (2012). Our services. [Online]. Available at: http://www.pizzaexpress.com/our-service/default.aspx. [Accessed on January 19, 2012].

Restaurant Portal. (2011). Steve Easterbrook to become CEO of Pizza Express. [Online]. Available at: http://www.restaurantportal.co.uk/Latest-News/News/Steve-Easterbrook-to-become-CEO-of-PizzaExpress.aspx. [Accessed on January 19, 2012]. Stewart, D. W. & Kamins, M. A. (1993). Secondary research: information sources and methods. SAGE. Bibliography Barrow, C. Brown, R. & Clarke, L. (2004). The business enterprise handbook. Kogan Page Publishers. Bergh, D. D. & Ketchen, D. J. (2009). Research Methodology in Strategy and Management, Volume 5.

Emerald Group Publishing. McDonald, F. Burton, F. & Dowling, P. (2002). International Business. Cengage Learning EMEA. Walliman, N. & Baiche, B. (2001). Your research project: a step-by-step guide for the first-time researcher. SAGE. Wiedenfels, G. (2009). Trust of Potential Buyers in New Entrepreneurial Ventures. Gabler Verlag. Wycoff, J. & Richardson, T. D. (1995). Transformation thinking: tools and techniques that open the door to powerful new thinking for every member of your organization.

Berkley Books.