Pizza Express - exercise

This national firm has survived the recession by using the sustained use of a BOGOF promotion limited to Pizzas.

I asked that the 13-2 BS explain the benefits of such a promotion.

• You should consider the obvious: the incentive to customers of a lower priced meal; the impact on the sale of other items (kids meals; starters; puddings; drinks).
• Analysis of issues such as Breat Even; meeting direct costs; cash flow; plus HR benfits (can you analyse this?) and Op. Man. - working the assets.
• You should also consider the impact of sustained sales promotion on Brand value (you might consider the impact on Innocent Smoothies).
• Pizza Express is a private limited company. Is that relevant?
• What else could they have done?
• On balance, was this the best method? (and why?)

Whilst there is help here, your answer should be in more formal business language, with issues analysed in detail.