I found out about the new Pizza Express in Richmond, from a friend who lives there. The chain have opened the restaurant as a 'living lab' by testing out new opening hours (8.45am), new menus and a new service style in the form of a takeaway kiosk. The idea is that they will see what works in this restaurant, and then roll it out over the rest of the chain.
A lot of companies seem to make assumptions on what they think will and won't work so I really liked the idea of Pizza Express doing some 'real' testing with their customers. Not only are they updating the brand by bringing into light key trends, but they are also ensuring that they will work with their clientele.
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