Building the PizzaExpress Club UAE: A Postmortem
PizzaExpress UAE Springs Souk Outlet
Every project has its highs, hurdles, and hard-earned lessons. The launch of the PizzaExpress UAE Club loyalty app in September 2025 was no different—a truly global collaboration that stretched across time zones, design philosophies, and technical frameworks. Here’s a look behind the scenes at how Regal Pines brought the project to life with our partners at PizzaExpress UAE and Eber.
Planning and Vision
From the very beginning, the project was a joint effort. Neha Kumar, Brand & Marketing Manager at PizzaExpress UAE, defined the core mechanics and vision, while Regal Pines’ UI/UX experts translated these into a user-friendly app experience. Grace Duan, our Art Director, led the design effort, keeping things clean and intuitive. We deliberately avoided heavy promo splash screens and cluttered icon systems to keep users focused on what mattered most—their rewards.
All designs were mocked up in Figma, which proved invaluable for collaborative feedback across teams and time zones. Inspiration came from existing PizzaExpress Club apps in the UK and Hong Kong, but we carefully aligned every choice to the 2024 brand guidelines: bold typography, clean lines, bright palettes, and that signature modern-yet-approachable PizzaExpress aesthetic. With Senior Designer Bryan Caluen from PizzaExpress UAE on board, the final look became sleek, minimal, and unmistakably on-brand.
The Build
The finished app took shape around a large-panel home layout, showcasing core features: a rewards hub, tier benefits, referral program, gift cards, and restaurant locations. Mobile-first design was key, and Eber’s progressive web app (PWA) framework made it possible—fast load times, app-like responsiveness, and accessibility straight from a browser.
Following Eber’s best practices, we made the digital membership card the centerpiece of the experience. The card dynamically displays tier status—Blue, Bronze, Silver, or Gold—ensuring members always know where they stand.
The Challenges
Of course, no project is without pain points. The most stubborn challenge was syncing the app with PizzaExpress UAE’s POS (Revel). APIs and webhooks didn’t behave as expected, partly due to custom configurations. With teams spread across Singapore (Regal Pines), Malaysia and Vietnam (Eber), UAE (PizzaExpress), and the UK (POS support), time zones only compounded the delays.
Lesson learned? Start integrations early. API connections need more time for testing than you think, and no amount of design polish can mask a broken sync. As we like to say: build the bridge before painting the rails.
Designing Rewards
Balancing the reward system was both challenging and rewarding in itself. Unlike typical loyalty programs, PizzaExpress UAE opted not to allow Dough Points to be directly redeemable. Instead, members enjoy daily freebie rewards and tier-based perks. This was an unorthodox move within Eber, but it aligned with the client’s goals of engagement and exclusivity.
The takeaway? Don’t over-plan rewards. Launch something simple, then adjust based on user behavior. Real insights come after launch, not before.
Marketing and Launch
We also built PizzaExpress UAE’s automated campaigns within Eber’s all-in-one marketing hub—an intuitive drag-and-drop interface similar to MailChimp. From referral thank-yous to level-up celebrations, every touchpoint was on-brand and tailored.
Despite the challenges and several delays, the app launched smoothly on 8 September, 2025.
In the words of Reuben Soh, Managing Director at Regal Pines:
“This was a truly global effort, and one we’re proud of. Meeting the UAE team in person was the cherry on the top. We learned loads, had fun, and look forward to doing it all again!”
Looking Ahead
The PizzaExpress UAE Club is now live, and early feedback has been positive. We’re excited to see how users embrace the app, and we’ll continue to work with the client to fine-tune and evolve the experience. Because loyalty, like design, is never truly finished—it’s always evolving.
