A one to one with John Sullivan, IT Director, Gondola Group
Editor’s note: Douglas Blyde has been called ‘one of the most respected (and well-fed) experts on eating out in the capital’ (Evening Standard). He reports on restaurants, drinks, travel and design and the experts and artisans who toil with care, conviction and charm to make these happen. News, reviews and interviews have been published in: The Arbuturian, Brummell, Fork, Guardian, Harden’s, Harpers Wine and Spirit, Prodigal Guide, Spear’s, Saturday Telegraph and Vertu. You can follow him on Twitter, Facebook and his website, douglasblyde.co.uk.
John Sullivan is IT Director for the Gondola group which serves 40 million meals a year via restaurants, Pizza Express, Zizzi, Ask, Byron and Kettner’s. He says it’s a fantastic time to work in information technology.
“When I started with Pizza Express five years-ago I was conscious of the brand’s three strengths: service, food and ambience. But now I’ve discovered a fourth: our use of technology.”
Sullivan came to the role through an unadulterated route, studying Computer Sciences at Watford Polytechnic before cutting his teeth as a computer operator working with “main frames” and “back-up tapes.” He also worked as Software Programmer, dealing in “old-fashioned languages like Cobol”. He explains: “computers were low level requiring lots of instructions – now it’s so much easier; tasks which took 10-days take two today.” He subsequently became a business analyst then IT manager, ultimately joining Gondola Group on account of their “high quality pizzas.”
Sullivan’s proudest achievement is Pizza Express’s iPhone App. He explains: “The marketing team and I met Apple who said the majority of Apps are ‘greet and delete’, ie. gone in 30 days. So we needed something distinctive and creatively rich. The result is a Carousel system offering comprehensive menu information, individual restaurant details including a picture, the ability to book, and even an easy way to pay the bill.”
Sullivan claims the latter effectively makes Pizza Express globally unique. “There’s a 12 digit code on receipts which customers key into their iPhone then checkout via PayPal.” This maybe replaced by a coded image which may be scanned. “Providing the transaction is successful a green light shines on the till just two seconds afterwards. This way customers don’t have to worry about waiting for a PDQ machine or exchanging cash. It’s all about ensuring ease of use.”
Sullivan created the system in response to the impatience of his young family. “I’ve three daughters aged three, five and eight. The reality is they get frustrated when we’re waiting to pay the bill in a restaurant which can take up a few minutes, especially when paying by card.”
Do waiting staff see fewer gratuities under the new method of payment? “Although we developed it for customers, the staff love it too” says Sullivan. “Not only is their time freed-up but the gratuities seem to be the same as on credit card payments.”
So what data does Pizza Express retain? “We keep a customer’s e-mail address in our multi-million entry strong database for vouchering. Although we’re good at vouchering, we’re really trying to work out how customers can become even more loyal advocates of Pizza Express.”
As well as the iPhone App, Pizza Express’s website harnesses Livebookings API. “Originally each restaurant used a ledger in their own way. But now with the support of Livebookings, customers can book electronically or by phoning the branch. Regarding the latter, staff simply key the booking straight in. They can also book through all mobile phones through our website and on the app.
Sullivan realises the reach of mobile technology and plans to launch applications for Android phones early December followed by a marketing drive. And, in time he plans to make it possible for customers to “click and collect” takeaways via mobile devices and the web. “Our customers are using digital channels more and more” says Sullivan. “In a few months a third of our hits will be mobile.”
Musing on the technology age we inhabit, Sullivan recalls the once quaint image of IT with a grin. “It used to be a department which no one really knew about. But there’s been a revolution. At my school we had a couple of ZX80s. Compare that to my daughter who’s fascinated by eBay and follows loads of items, always looking round house for things to sell through her mum’s account. She’s effectively in business aged eight. It’s a reflection on our technology age…”
Twitter: @pizzaexpress
Web: www.pizzaexpress.com
Facebook: www.facebook.com/pizzaexpress
iPhone App: www.pizzaexpress.com/app
