In its 59-year history, Pizza Express has sold countless dough balls. Now, the popular restaurant chain is returning some of that value to its customers, who have accrued loyalty rewards worth £11 million in dough balls.

Since launching its loyalty program two years ago, Pizza Express has gained 2.7 million members. Remarkably, more than two people join the scheme every minute. New members are treated to free dough balls upon registration. Subsequent visits earn them stamps, which help them progress through bronze, silver, and gold membership tiers.

Gold members enjoy perks like free dough balls and soft drinks on each visit, complimentary kids’ meals from Monday to Thursday, and even a free cookbook.

According to filings from Pizza Express’s parent company, based in Jersey, customers currently hold £11.3 million in loyalty benefits.

The company faced a pre-tax loss of £7.9 million in 2023, a significant decline from the £6.8 million profit recorded the previous year. Much of this loss is due to a £38 million annual interest payment on £335 million in loans that need to be repaid by July 2026.

The chain’s performance in Hong Kong, where it operates 18 of its 352 global restaurants, was notably poor. “Post-pandemic restrictions were eased and borders reopened in February 2023. As a result, Hong Kong has experienced a significant net outflow of people,” company directors, led by chair and former Asda boss Allan Leighton, noted in their market commentary.

Continuing its expansion, Pizza Express followed Greggs in opening its first airport outlet at Gatwick in May. The company has strategic plans to further expand into airport and travel hub locations.