We like the fast-thinking, we like the turning a negative into a positive (thousands of businesses are battling the constrictions of missed meetings, missing staff members and long journeys everywhere in the capital today), and we like the heftiness of the discount, which is more than generous enough to incentivise a Monday meal out.
Stuff like this is really simple to knock up - the voucher and email are unfussy in design - but it's really effective. It positions the brand in a cheery, likeable place, and it keeps Pizza Express in mind as a pick-me-up when plenty of people will be fuming after spending three hours plus in a dingy, dirty underground tunnel. (Canny thinking to get this voucher out on a Monday too, which is normally the slowest day for restaurants.)
You can copy this quick marketing campaign really easily. Do the groundwork by collecting customers' emails and always asking if you can send them special offers by email when they purchase from you (have an automatic pop-up when they buy online or politely ask in person saying you'll only send them great deals). Read up on data protection so you don't infringe any privacy laws.
Then have email templates made up and ready to go when a news story pops up that you can use to your advantage. We like Mailchimp for managing email-outs, but there are plenty of other options out there. Get more advice on email newsletter from our guide: Marketing you can do for free.
Based in London? Here's the link to the Pizza Express voucher for today