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.

ASK Restaurant

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.


  • 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.