Pizza Hut betting big on delivery in 2019
Pizza Hut, India’s leading pizza chain announced today that the company will focus on delivery as a key driver of business growth in 2019 and introduce various initiatives to further enhance the delivery experience for consumers. Coherent with this aim, the brand has launched a rider tracking feature across its digital ordering platforms – mobile-site, mobile app and desktop site. The feature is available across all cities where Pizza Hut has delivery services. Pizza Hut has also introduced Wow Delivery 50% off, an everyday value offering on its delivery channel, wherein a consumer can avail 50% off on any 2 Medium Pan Pizzas. Taking forward the ‘Its Time to Switch’ campaign, the brand unveiled a new television commercial highlighting the rider tracking feature and Wow Delivery 50% off everyday value offer. The TVC features famous Bollywood celebrity Abhay Deol and will be aired extensively across electronic and digital mediums.
The rider tracking feature has been launched by Pizza Hut as a solution based on key behavioral findings of the brand’s large consumer base, majority of whom are tech-savvy, on-the-go millennials. The findings have shown that consumers choose brands which adapt to their lifestyle, understand their preferences and enable them to take charge. Also, with changing consumer habits, pizzas have evolved from being a special occasion treat to becoming a part of everyday food consumption in India. Therefore, hassle-free and seamless food ordering and delivery experience has become a vital deciding factor, apart from taste and quality. Rider-tracking is an enabler of the convenience that consumers are seeking, further bolstered by value offers.
Commenting on the launch of the feature, Mr. Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said, “At Pizza Hut, we take a lot of pride in serving the freshest and the tastiest pizzas to all the pizza lovers in the country. Apart from great taste, elevating the overall experience across every consumer touchpoint is our biggest focus, and we are implementing this strategy through initiatives like rider tracking feature and value offers. We are confident that these initiatives will further enable us to stay relevant and blend even more seamlessly into the daily lives of our consumers.”
The upscaling of the delivery channel comes at a time when Pizza Hut India Subcontinent has achieved strong business results with 10 successive quarters of positive Same Store Sales Growth. The brand has been steadily expanding its physical store footprint and launched its 500th physical store in the Indian Subcontinent. Pizza Hut also pioneered the Fast-Casual Delco (FCD) concept in India, which offers a seamless integration of dine-in, takeaway and delivery channels, all under one roof. The company recently upgraded all its digi-tech assets including the website, m-site and mobile app. These initiatives have enabled Pizza Hut to deliver on the promise of providing the easiest, fastest and the tastiest pizza experience to consumers in India. As a result, Pizza Hut has been voted the most trusted brand in India for the 12th time in a row (as per a reputed media house) and was awarded the prestigious EFFIE Gold in the Foods and Confectionery category in 2018 for its outstanding consumer-centric performance.