ASK and Zizzi
Consumer Evaluation
About the brand
ASK and Zizzi are two Italian-inspired casual dining restaurant chains that operate over 240 locations in the UK and have seen rapid growth in a buoyant eating out market.
The Challenge/Task
As part of the commercial due diligence process relating to a potential investment, Pragma was commissioned by Bridgepoint to undertake a market and consumer evaluation of the ASK Italian and Zizzi restaurants.
What We Did
An extensive programme of quantitative and qualitative insight alongside restaurant audits and desk research in order to evaluate the strength of ASK and Zizzi in the market
Assessed the barriers to more frequent usage, the impact of recent transformations to the décor, service, and menu, and the threat from newer entrants to the market
Identify areas for growth and improved performance
The Result
Pragma generated new insight into the consumer profile and brand positioning for both restaurants, and used this to deliver a balanced assessment of the investment opportunity. Bridgepoint subsequently acquired ASK and Zizzi in a deal that valued the two restaurants at c. £250m.
