Regal Pines celebrates the launch of PizzaExpress Club UAE
United Arab Emirates, September 2025 – PizzaExpress UAE has officially launched the PizzaExpress Club, a brand-new loyalty program designed and built in partnership with Regal Pines and powered by Eber. The program went live on Monday, 8 September 2025, marking an exciting new chapter in how PizzaExpress rewards its diners.
The journey began in mid-2024, when PizzaExpress UAE approached Regal Pines to create a loyalty app inspired by successful programs in the UK and Hong Kong. After months of discussions, the team chose Eber, a platform built to empower F&B brands with flexible tiered memberships, referral systems, automated campaigns, and data-driven engagement.
From May to September 2025, Regal Pines collaborated closely with Neha Kumar, Brand & Marketing Manager of PizzaExpress UAE, and Senior Designer Bryan Caluen, to bring the project to life. Our team led UI/UX design, built the program’s core mechanics, ensured brand consistency, refined user flows, conducted QA, and designed in-app marketing assets.
The finished product is a sleek web app built on PWA technology, where members unlock exciting perks: four membership tiers (Blue, Bronze, Silver, Gold), free daily rewards, referral bonuses, birthday and level-up treats, gift cards, and the program’s playful new currency – Dough Points (1 AED = 1 DP).
“Loyalty programs are becoming essential for restaurants to not just bring customers in, but to keep them excited about coming back,” said Reuben Soh, Managing Director of Regal Pines. “We’re thrilled to help PizzaExpress UAE launch a program that truly adds value to every diner’s experience.”
To celebrate, new members enjoy 25% off their first meal, 25 bonus Dough Points, a complimentary dessert, and birthday surprises. Learn more: pizzaexpress.ae/pizzaexpress-club or sign up: pe-club.eber.co.
Regal Pines is proud to support PizzaExpress UAE in this exciting launch – and we look forward to helping more brands build loyalty programs of their own.
