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table of contents

izza Hut piz

za was the
first item ev
online. Wit
er ordered
h a history
of being on
th
e
fo
technology,
refront of
Pizza Hut is
well positio
n
ed
the industry
to become
leader in on
line orders.
With the
proper mark
et positionin
g, Pizza Hu
t has the
opportunity
to be the nu
mber one o
nline
pizza-order
ing compan
y with the a
pp for
Americas a
ppetite.
Through ou

r extensive

research, w
e have
orders are fa
easier to cu
ster,
stomize, an
d more acc
urate; all
qualities th
at pizza con
sumers crav
online order
e in an
ing experien
ce.
From Gen X
ers to Millen
nials, pizza
favorite. Am
is a proven
ong them, w
e
fi
n
d our target
Aged 18-49
audience.
and techno
logy users,
and conven
they seek si
ience in thei
mplicity
r everyday liv
prefer to pla
es. Yet, curr
ce orders in
ently they
store and/o
r by phone.
population
avoiding ou
Why is this
r online ord
tech-savvy
ering metho
ds?
After analyzi
ng consum
er perceptio
ns, we disco
of knowled
ge and diffi
vered the p
cult user in
roblem: a la
terfaces in
ck
th
e online ord
In order to in
er
in
g
p
la
crease onlin
tforms.
e orders, we
online platf
suggest ch
orms with si
anges to Piz
mplification
za Huts
s and added
tactic to crea
features. An
ting a stron
integral
ger online a
nd mobile p
visibility. M
arketing to
re
se
n
ce
will be increa
technologic
sed
ally inclined
appropriate
consumers
channels w
using the
ill encourag
e online ord
through web
ering metho
and mobile
ds
application
s.
ascertained

that online

lenge
l
a
h
c
the

za
e of piz y
r
a
h
s
e
e th
eb
Increas are done onlin
t
ha
orders t

32%

to
e its 18
convinc
to
le
b
a
y un
online
currentl
ze their
is
li
t
ti
u
u
H
to
a
ent
Pizz
to gain
et segm
petition
ld mark
m
o
o
rc
a
e
e
-y
th
g
49
ales
, allowin
online s
options
a Huts
z
iz
P
.
ordering
s
d to
line sale
: we nee
with on
tal sales
to
s
it
traction
f
ering
3% o
r only 4
nline ord
o
fo
t
s
n
it
u
f
o
o
.
acc
use
success
ility and
ng-term
its visib
lo
d
e
v
n
ie
te
h
x
c
e
nt and a
in releva
to rema

Discover
We want to know our consumers every move. We want to know their
wants, needs and general perception of online pizza ordering. Further, we
want to explore their eating habits, and how they interact with technology
on a daily basis. In order to gain consumer attention, we need to take the
time to understand them first.

Gather
We need to gage our consumers perception of Pizza Huts online ordering
methods. How do they use technology? Which features do they prefer
when ordering pizza? Which methods of ordering are they currently
using? What do they want from their pizza-ordering experience?

Analyze
We must decipher how consumers are ordering pizza and why they use

objectiv
e

those methods. We will use the findings to strategize solutions to address

these issues on all levels of our marketing and communication strategy.
We will utilize the best tactics possible to reach our target market.

With a se

t goal in
mind, we
needed to
to determ
conduct
ine which
preventin
is
s
u
es were
g Pizza H
uts targe
t market
ordering
online.
from
research

Exceed
Through surveyed consumer perceptions, we will discover how
competitors are successful in promoting online ordering and use
that insight to further improve our online ordering services. We will
develop and implement calculated strategies to reach our goal.

research

Pizza Huts target market for online ordering is 1849

year olds. Within this demographic, we identified two
generational cohorts whose purchasing habits are pivotal
to understanding how to increase online ordering.
We need to prove to Generation X that ordering pizza
online will complement their tablet use during leisure time.
Likewise, we need to demonstrate to Generation Y/
Millennials that online ordering will simplify their lives.

the target

Generation X

Generation Y - Millennials

Born between 1965 and 1980 (3550 year olds)

Born between 1980 and 2000 (1535 year olds)

Characteristics

Characteristics

Visual learners

Interactive learners 8

Early adopters of digital tools 7

Civic personality 7

Work/life balance 7
Have not abandoned youthful ideals

Can-do attitude
7

Driven by self-interest 8

Technology Habits

Technology Habits

Use tablets to access the Internet

Digital natives 7

Use tablets as relaxation devices 1

Respond to branded mobile apps 2

Use tablets for leisure activities while watching TV 1

Use apps to find information about or purchase products 2

More likely to order pizza at home than on the go 1

Active on social media platforms 2

Use technology to complete tasks and simplify their life 3

research

erview
v
o
s
thod
e
m
ndary
h
c
d seco
n
r
a
y
r
a
a
online
ed prim
Huts
nduct
rese
a
o
z
c
iz
e
w
eP
online
arket,
creas

o in
et m
bout
take t
rvey a
ur targ
ld
u
o
s
u
s.
g
r
o
u
in
w
y
oo
t it
r habit
identif
nses t
e wha
sume
o
n
in
p
o
After
s
d
m
c
e
r
r
on
00
dete
es an
e data
7 stat
ver 2,1
rch to
iv
1
o
t
a
a
e
d
m
it
s
e
t
o
e
r
Hut
s fr
ceiv
uan
Pizza
nager
We re
cted q
.
a
e
e
g
h
ll
m
t
o
in
t
r
g
c
u
h
orde
izza H
et usin
online
g, whic
d 18 P
t mark
s with
e
e
rderin
e
g
w
o
g
r
n
ie
a
a
t
e
v
z
ll
er
ur
piz
in our
ut cha
s of o
we int
usage
nally,
ta abo
group
e
a
io
s
il
d
it
u
b
e
d
c
o
d
o
iv
A
ef
tat
nm
ther
divers
t quali
arch o
ed fur
c
d
e
id
e
e
s
v
ll
e
iz
o
r
o
r
n
c
ry
dp
orga
tion to
conda
ch an
pplica
esear
ted se
r
a
c
y
u
e
r
il
d
a
b
n
o
mo
prim
then c
d our
g. We
lidate
in
r
a
e
ring.
v
d
h
r
o
e orde
whic
n
t
li
e
n
k
r
o
ith
ma
target
sues w
the is
o
t
in
t
insigh

2,170
consumers
surveyed

to understand consumer

pizza hut
managers
interviewed

50

to take research a step further and

states
surveyed

analyze consumers perception

when using the mobile app

to determine how managers

perceive consumer ordering behavior

primary research

research

pizza ordering

focus group
participants
interviewed

18

habits concerning online

pizza huts
visited

in three states to collect

design and branding inspiration

to get a broad spectrum

of responses

survey results
Consumers are using a variety of
30%

62%

smartphones showing that we

3%

need to increase the visibility of

the range of apps that Pizza Hut

iPhone users

Android users

Other smartphone users

already offers.

11 12 1
2
10
9
3
8
4
7 6 5

This indicates the

most beneficial time
to advertise.

82% surveyed order

pizza from 4 p.m.8 p.m.

58% surveyed
own tablets or
an iPad

83% surveyed
own laptop
computers

76% of Gen X
surveyed use
tablets

Only 24% of them

have ever ordered
pizza through a
mobile app

These users have the

technology to utilize
Pizza Huts online ordering

secondary research

features, but are not aware

We conducted the secondary research by

of it. This will change with

compiling information from scholarly journals,

appropriate advertising.

studies and reports.

Many customers

Many consumers

still rely on laptops.

are utilizing tablets;

Therefore, Pizza

we need to better

Huts website needs

promote that Pizza

to be up-to-date

Hut already has an

Pizza Hut has the opportunity to be a leader

and functional.

iPad app, and make

in the technology environment by improving

the app compatible

for other tablets.

68% of consumers say its somewhat or very

important that the brands they interact with
are seen as technology leaders 1

78%
call-in orders

48% use
web-page
ordering

26% use
mobile ordering

its apps.
Food companies can achieve more
revenue from mobile app ordering than
desktop ordering 4

Ordering online has already been

Survey respondents utilize

proven to increase service quality5,

call-ins as the most common

We need to focus more on development on

we can increase accuracy of

form of ordering. We need

the app instead of the website.

40% of survey respondents are

orders with the Pizza Hut app

to advertise other platforms

most concerned with accuracy

by making it more intuitive for

in order to encourage online

when ordering pizza online.

the consumer.

ordering options.

research

The mobile tipping point was in 2013,

when mobile Internet usage surpassed
fixed web usage. 6
Reiterates the need to focus on the app and
secondarily, website redesign.

discovering perceptions
Increasing the percentage of online

in 17 different states to find out how they

ordering is not the only challenge that

thought customers perceived Pizza Hut.

we need to overcome. Additionally, we

When asked what the most common

need to combat any negative perceptions

method of ordering was, most of the

of prospective and current consumers.

managers said phone ordering. This was

Our survey aimed to reveal what people

supported by the survey, as 78% of survey

thought about ordering pizza online.

respondents answered that they use call-in

However, we didnt just want to know the

methods to order pizza. Only 24% of

opinions of pizza orders, but also what

Generation X that we surveyed order pizza

Pizza Huts store managers thought about

through a mobile app. If 76% of those

online ordering.

same Gen Xers use tablets to access the

We interviewed managers and shift

managers from 18 Pizza Hut locations,

Internet, they could easily be ordering pizza

Kingston, NY

St. Louis, MO

their online orders are either new users or have experienced some type
Enfield, CT
Easton, MD
Washington, DC
Jacksonville, NC
Charleston, WV
Selma, AL
Dothan, AL

Odgen, UT

of trouble using these online methods.

Based on the survey, the top three features customers prefer when
ordering online are accuracy of order, online promotions and ordering
speed. Although these features are available through the current online
methods, customers who do not order online are not aware of the
features. Managers from 10 of the locations commented that most
promotions are available through online ordering. One of them also
mentioned that they cannot offer promotions, specials or deals through

Orlando, FL

research

-Pizza Hut Manager in Dothan, AL

different locations commented that the people who call and check-in on
Oxford, ME

More promotions are used

online or through the app
(than in person or call-in).

than struggling with an online ordering platform. Managers from eight

Chicago, IL

Athens, TN

Orlando, FL

Employees and customers agree that calling in for a pizza proved simpler

Lexington, KY

Fresno, CA

-Pizza Hut Manager in

through Pizza Huts mobile application.

interviewed pizza hut managers

Kalispell, MT

Online is more
accurate as fewer
people are involved
in the process.

the phone.

Riverdale, GA
Pizza Hut Restaurants

We began to understand that with upgraded digital platforms and

Location of Interviewed
Pizza Hut Manager

increased visibility, Pizza Hut could improve consumer satisfaction

with online methods of ordering.

understanding perceptions
The consistency of responses in our manager interviews provided

As discussions continued in individual

call-in seemed easier and faster compared

significant insight into how customers perceive Pizza Huts online

focus groups, it became clear that app

to the seemingly difficult mobile app

ordering process: it was difficult, it was not user friendly, and

design was integral to whether consumers

ordering process.

people preferred not to use it. With these insights, we took our

felt inclined to use the Pizza Hut Mobile

research a step further and coordinated a Pizza Hut Mobile App

App. Users on multiple mobile platforms

focus group consisting of people aged 1848.

reported problems with visuals, menu

availability and customization and
over-design in the app. Those critical of
Pizza Hut online ordering revealed that

Visibility and design were prevalent issues

found in our primary and secondary
research. How can we enhance the
design in our web app and mobile device
applications? What can be done to
increase the visibility of these alreadyestablished digital platforms? How can
we position ourselves at the forefront of
the online pizza ordering market?

focus group

research

providing a solution
Approximately six years after launching the Pizza Hut iPhone
Application,9 we are here to introduce a cohesive awareness
campaign aimed at increasing Pizza Huts online ordering
sales from 43% to 75%.

The App For Your Appetite.

WHY NOW?

Pizza Hut recently re-branded the design

device applications, the website and the

In 2013, the U.S. reached its mobile tipping point, the first

of its website and application. We took

mobile website. The campaign slogan

time in history when mobile Internet usage surpassed fixed

this change into consideration when

establishes the connection between

web usage . The time is now to push the Pizza Hut ordering

developing the campaign and enhancing

Pizza Huts consumer ordering goal,

app that have been around for years, particularly because

ordering platforms. We focused on

application awareness and the visual

our research proved the majority of consumers do not utilize

creating a space that is more welcoming

creative. The App For Your Appetite will

the apps on their devices or know that they exist. With the

and follows Pizza Huts brand personality.

be featured on and in the primary creative

following awareness campaign, consumers

We directed our efforts toward a user-

pieces, including but not limited to an

will understand that Pizza Hut has

friendly feature that was highly ranked

outdoor board, webpage banners and the

THE APP FOR YOUR APPETITE.

among the consumers we surveyed. We

TV and radio commercials.

also established a consistency between

creative