Case Studies

Prezzo – casual dining restaurants

Managed Services help Prezzo to a 20% increase in email open rates


With over 200 UK restaurants, Prezzo offers a range of Italian inspired dishes including pizzas, pastas, salads and meat dishes. Prezzo is renowned for offering a quality menu at value for money prices.

Marketing Director Christian Poole describes how working with’s Managed Marketing Services has had a substantial impact on their business.

“Marketing for Prezzo is about direct channel marketing – driving new customer acquisition and increasing the frequency of visitors into our restaurants.

We’re a small marketing team here at Prezzo so we chose to work with using their Managed Marketing Services. What that essentially means is that they behave like an extension of our own marketing team. We’ve worked with now for about 5 years, supporting us in the development of an email marketing program. We started with no subscribers but now we have approximately 1.3 million contacts in our permission marketing database who engage with us on a weekly basis.

We get all of the benefits of platform and all of the real-time analysis, but with the added benefit of having an account team on the end of the telephone to help us with our email development and sends. They also help us with the clever stuff which happens behind the scenes, like what should we send and when should we send it, and how effective has it been.

Some of these tactics have delivered a 20% improvement in our email open rates, and this has had a substantial impact on guest footfall into our restaurants.

So why do we choose to work with the Managed Marketing Services team at Well firstly, they’re experts in their field. They know the digital marketing space and have great technical expertise. Their platform is really user friendly, but fundamentally they’re just great people to do business with.”

Prezzo have around 220 restaurants across the UK, operating under 4 brands – Prezzo, Chimichanga, Immo and Ultimate Burger. The company has won a number of awards including ‘best casual dining chain’ in the MIDAS Awards (2011), best pizza group by the BBC’s Olive magazine (2009) and Italian restaurant chain of the year in the PAPA (Pizza and Pasta Association) awards in 2009.