Avios and PizzaExpress Partnered at the London City Airport
Michael Hemsworth — December 2, 2025 — Lifestyle
References: iagloyalty & retailtimes
Avios and PizzaExpress announced a new partnership that will see pizza fans able to collect and redeem rewards points just for purchasing their favorite food. The partnership was launched through a promotion at the London City Airport that saw pizza dough being flared on the tarmac by staff as a first of its kind endeavor. The partnership will see three Avios points rewarded for every £1 spent when paying with a pre-registered credit or debit card and will allow for 1,000 points to be redeemed for £5 off.
IAG Loyalty Chief Commercial Officer Rob McDonald spoke on the Avios and PizzaExpress partnership saying, "As one of the UK’s leading brands and restaurant chains, this landmark deal allows customers to both collect and spend Avios with PizzaExpress, giving additional opportunities alongside the travel opportunities that already exist. The partnership also marks the first-time in our history that members of The British Airways Club can spend Avios on eating out and dining, as we continue to expand our loyalty offering.”
Image Credit: Andrew Baker
IAG Loyalty Chief Commercial Officer Rob McDonald spoke on the Avios and PizzaExpress partnership saying, "As one of the UK’s leading brands and restaurant chains, this landmark deal allows customers to both collect and spend Avios with PizzaExpress, giving additional opportunities alongside the travel opportunities that already exist. The partnership also marks the first-time in our history that members of The British Airways Club can spend Avios on eating out and dining, as we continue to expand our loyalty offering.”
Image Credit: Andrew Baker
Trend Themes
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Integrated Loyalty Programs — Innovative partnerships like the one between Avios and PizzaExpress highlight a growing trend in integrated loyalty programs that combine travel and dining rewards.
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Airport Experience Enhancement — The introduction of experiential promotions at airports, such as pizza dough flaring, signals a trend towards enhancing customer experiences in travel environments beyond traditional retail.
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Flexible Point Redemption — There is a noticeable trend in allowing loyalty program points to be redeemed across various industries, as seen with Avios points being used for dining.
Industry Implications
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Travel and Hospitality — The travel and hospitality industry is being disrupted by collaborative programs that blend culinary experiences with travel rewards.
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Food and Beverage — The food and beverage industry is discovering new growth opportunities by partnering with non-traditional loyalty programs like Avios.
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Financial Services — Financial services are increasingly involved in driving customer engagement through partnerships that link spending habits with rewarding points across multiple sectors.
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