Pizza hut delivery service public case study - example report

Alterian SM2

Pizza Hut-Delivery Service

• Executive Overview

• Social Media Overview

• Search Overview and Analysis

• Results Volume and Statistics

• Conversation Overview

• Twitter Analysis

• Key categories/Main topics Analysis

• Pizza Hut vs. Domino’s Pizza on SM

• Pizza Hut UK Facebook Analysis

• Key Take-Aways

Program Audit

© ALTERIAN 2010 ALL RIGHTS RESERVED

• A strategic analysis of Pizza Hut Delivery Service to

determine:

– Social Media perceptions

• Reach and sentiment

• Issues to address

• Benefits to promote

• Ideas to leverage

– Conversations which resonate and how to leverage them

– Key Social Media actions to positively impact program

effectiveness

– Relevant Social Media feedback for innovation or program

improvements

Executive Overview



Social Media Overview

Blogs &

Comments

Social Networking

Sites (Facebook,

LinkedIn)

Microblogs

(Twitter)

Mainstream

News

Multimedia

(YouTube,

Podcasts)

Forums

Google Trends &

Insights

Delicious & Social

Tagging

Versus

We immerse ourselves

in digital spaces, using

the internet as a culture

in its own right and

observing patterns in

conversation, common

social practices, and

creating links between

online and offline

worlds

Real world

conversations,

habits, practices,

cultures

SM2: We used the SM2

tool for social media

monitoring:

• to track conversations

• to review

positive/negative

sentiment for brand

• to cover a range of

social media channels

such as blogs, wikis,

micro-blogs, and social

networks

Search Keyword

‘pizza hut’- ‘pizzahut’

‘Delivery’

‘Collect’

‘Order’

Date range:

<Apr 15th – Oct 15th >

Exclude:

Non-English

Outside UK

Final results:

<970>


Search Overview and Scope

Observation: We

observed conversations on

the Pizza Hut (UK)

Facebook page:

• to complement the same

6 month period as the

SM2 analysis

• to categorise and

analyse the

conversations of both

Pizza Hut fans as well as

Pizza Hut itself

Tool Use


Results Volume and Statistics

Date range: Apr 15th – Oct 15th, 2010

Total Volume: 970 (5.5 a day)

Most conversations on Twitter (64%)

Top Topic: Vouchers codes and discounts

Impactful sites:

1. forum.moneysavingexpert.com

2. thestudentroom.co.uk

3. digitalspy.co.uk

4. babyandbump.com

Conversation driven the volume spike Aug 18th

Pizza hut announced that a half of orders

come from mobile

KEY INSIGHT Pizza Hut is discussed by a number of distinct communities who congregate with other like-minded individuals.

By targeting these groups, Pizza Hut can craft messages that resonate most to their needs

08 /18

Moneysavingexpert

forums.moneysavingexpert.com

746,997 members

1,516,515 threads

21,393,991 posts

77 posts

Audience: Cost-conscious people who are looking for the best deals and vouchers codes

thestudentroom

www.thestudentroom.co.uk

554,966 members

1,315,204 threads

22,991,146 posts

54 posts

Audience: UK students

Digitalspy.com

www.digitalspy.co.uk

396,706 members

1,344,366 threads

25,346,810 posts

17 posts

Audience: Showbiz fans and media insiders

Babyandbump.com

www.babyandbump.com

89,251 members

448,763 threads

7,584,267 posts

12 posts

Audience: Expectant and new mothers

© INTREPID 2010 ALL RIGHTS RESERVED

Influential Forums

Sample PH Message:

• Focus on deals and

value

Sample PH Message:

• Focus on deals for

specific universities

or student events

Sample PH Message:

• Focus on combining

food with social

activities and fun

Sample PH Message:

• Focus on healthy

eating as a family

http://forums.moneysavingexpert.com/

http://www.thestudentroom.co.uk/index.php

http://www.digitalspy.co.uk/

http://www.babyandbump.com/


Share Of Voice

Microblog 64%

Message Board/Forum

26%

Mainstream Media

9%

Blog 2%

Where the conversations happen

rainbownetwork.com

thisislocallondon.co.uk

portsmouth.co.uk

forum.moneysavingexpert.com

thestudentroom.co.uk

digitalspy.co.uk

babyandbump.com

twitter.com/codesuk

twitter.com/piggycodeuk

twitter.com/sharpie9hukd

twitter.com/acorkin

twitter.com/deals4uk

KEY INSIGHT Because of its instantaneous nature as a social media tool, Twitter is the default option when people

want to immediately air grievances on delivery issues or gain instant access to a voucher code

Twitter Analysis

16%

25% 59%

Twitter Sentiment

Positive Negative Neutral

Most of conversations are from discount and voucher specialists:

@codesuk, @piggycodeuk and @sharpie9hukd

• Most tweets are focused on sharing discount voucher codes, and

goodies. Moreover, these are easily retweeted by fans who can add

to the conversations (e.g. I got 2 pepperoni pizzas at Pizza Hut with

this code!)

Positive sentiments were about customers interested in the ordering online

process. Most of the tweets expressed excitement when Pizza Hut was

delivered on time. Furthermore, the extras or goodies for late delivery also

satisfied customers

Negative Sentiment arose when the delivery service fell into the following:

• The online ordering experience was poor – wrong foods delivered,

no email confirmation, confusing menu

• Poor staff communication skills which led to misunderstanding and

confusion of customers’ orders

• Late delivery which led to cold food and frustrated hungry customers

• Limited range of delivery in some communities and rural areas –

even if the Pizza Hut is just about ten minutes by car.

KEY INSIGHTS Negative posts outnumbered positive posts on Twitter by nearly 2 to 1. Food mistakes, issues with online

order or lack of staff’s communication skills were among the most complained.

A lack of activity on Pizza Hut UK Twitter (@PizzaHut_UK) misses opportunities to address customers’ issues

and being excluded from general conversations of customers

@PizzaHut-UK : 250 Followers - 1 Tweet from March

What People Said About PH Delivery On Twitter

Positive

discourse about

the online

ordering

experience and

compensation

when orders

were late.

Mixed/Neutral discourse

mentions the code of

voucher and program of

discount.

“Pizza Hut Delivery: 25% #voucher code -

£30 min spend - 25% off when you spend

above £30 at Pizza Hut Delivery…

http://bit.ly/deqxrz”

-CouponsUK, Oct 11st , 2010.

“@rww Pizza Hut Says Half of Orders

Come From Mobile http://rww.tw/crY91I”

- blurGroup, Aug 18th 2010.

“We ordered Pizza Hut over the internet and got it

delivered. Pretty cool.”

- dyan_x, Oct 12nd, 2010

“Pizza hut messed up our order a little bit and sent us some

extras to compensate... Quite a lot... http://twitpic.com/22zzzz“

- stuartlyle, Jul 07th, 2010.

“what the hell, i live in the centre of

a fairly large city, by uk standards,

why is it that i cannot order a pizza

hut or dominos ????“

- helvetica_arial, Jun 01st , 2010.

Negative discourse

about late, wrong meal in

delivery, problem in order

online and

communication skill of

staffs

“Every time I use the pizza hut website to

order a delivery I nearly end up throwing my

laptop through the window #rage #fail

#makesMeSoAngry“

- roaders, Sep 14th , 2010.

“I swear Down il go pizza hut & smash up

the rude prick on the end of my phone!! I

been waiting an hour for my delivery and

now 15 min more!“

- majestic888, Sep 04th , 2010.

http://twitter.com/search?q=

http://bit.ly/deqxrz



http://twitter.com/rww

http://rww.tw/crY91I

http://rww.tw/crY91I

http://twitpic.com/22zzzz







What People Said About PH’s delivery services

KEY INSIGHT As people wait impatiently for late delivery, they will go to Twitter as it is the easiest tool to vent

spontaneous frustration.

In all categories, negative posts far outweigh positive posts, making it more imperative for Pizza Hut

UK to have a strong Twitter presence.

Ordering Experience

23%

Delivery Speed 44%

Food Quality

2%

Order Accuracy

6%

Delivery Areas 25%

*Excluded conversations about PH’s discount vouchers /codes, promotion deals or pricing

Customers enjoyed the online ordering experience

when it worked. However, common complaints

include: wrong dates/times for delivery, no confirmation

messages and difficulty in redeeming voucher codes.

Furthermore, some customers were unhappy with

unsolicited SMS spam from Pizza Hut

The staff’s language and customer service skills also

made it difficult for customers to place their orders and

added to their frustration if orders went wrong

KEY INSIGHTS Among all topics, ‘Speed of delivery’ garnered the highest percentage of positive feedback; however,

even in this area, negative responses still outnumbered the positive by 2 to 1.

Most of ordering experiences related to online order or mobile phone ordering. Although some

customers were excited by these options and could see the benefit of them, there were still many

complaints when the process did not live up to expectations

Customers tweeted their satisfaction when Pizza Hut

delivered their orders on-time (usually under 40

minutes). Moreover, people expressed gratitude when

Pizza Hut gave goodies when deliveries were late.

Waiting more than 1 hour seems to be the time period

when customers’ start to get upset

24%

51%

25%

Delivery Speed


20%

69%

11%

Ordering Experiences



KEY INSIGHTS Delivery Area remains the most confusing area. Although customers can understand why a delivery is

late or inaccurate, they have difficulty in understanding why Pizza Hut cannot deliver to certain areas,

particularly when they know they are in the neighbourhood

Although conversations around Order Accuracy and Food Quality were few, they were overwhelmingly

were negative.

This area marks the smallest

portion of delivery issues.

Melted ice-cream, dried or

cold pizza and hot wine were

the most complained about.

A lack of clarity of delivery area

annoyed many customers, with many

wondering why Pizza Hut did not

deliver to them, even though the

restaurant is present in their area.

5%

71%

24%

Delivery Area


25%

50%

25%

Food Quality



0%

83%

17%

Order Accuracy


Most of the customers

complained about wrong or

missing food items. Follow-

up calls to Pizza Hut often

exacerbated the problems

Pizza Hut Domino’s Pizza

There were 92 conversations mentioned about Pizza Hut and Domino’s Pizza.

Most of them were from twitter.com and www.thestudentroom.co.uk forum

Within those conversations, more people preferred Domino’s than Pizza Hut. Most of the

comparisons were about deliveries, promotion deals, delivery areas, speed, customer service, order

accuracy and pizza flavors.

Some customers mentioned Domino’s is better for delivery while Pizza Hut did a better job for

dine-in

KEY INSIGHTS Most of the comparisons between Pizza Hut and Domino’s were found on forums – an area which allows

people to go more in-depth in their views as well as allowing others to add their thoughts on this debate

Engagement with key forums and communities can help identify brand ambassadors and tilt the balance

to Pizza Hut

facebook.com/PizzaHutUK Observation

Date Range: 04/2010 – 10/2010

Number of fans: 96,729

Total posts: 4,078

Average per Day: 22.65

Peak Month: Sep 2010

KEY INSIGHTS This page was the most used channel utilised by Pizza Hut to communicate with fans on Facebook.

Most conversations revolved around sharing codes and discounts or people expressing how much they

like Pizza Hut.

However, people also used the Facebook page to ask questions directly to Pizza Hut, leading to multiple

opportunities of positive customer engagement

416

561

390

562

663 700 683

Apr May Jun July Aug Sep Oct

Number of wall-posts* on Pizza Hut UK Facebook

*Wall-posts included by fans and by Pizza Hut UK

facebook.com/PizzaHutUK Delivery Services

KEY INSIGHTS Only 5% of total conversations on PH Facebook were about delivery

In all categories about delivery, the number of negative posts always overweigh the number of positive ones

The ordering experience generated the most comments (this is compared to delivery speed being the most

popular topic on Twitter). Whereas Twitter is more conducive for the more time-sensitive issue of delivery,

Facebook allows customers to expand more on their online ordering experiences

8 4 1 13

25 15 20 19

53 1

38

Speed Food Quality Order Accuracy Delivery Areas OrderingExperience

Main categories/topics


0

10

20

30

40

50

60

Apr May Jun Jul Aug Sep Oct

Total volume of fans’ post about delivery services

*Excluded conversations about PH’s discount vouchers /codes, promotion deals or pricing

PizzaHutUK FB Delivery Services - Sentiment

13%

67%

20%

Overall Sentiment


Positive: Some customers showed their appreciation of PH delivery when it

was on time. PH on Facebook made some people happy by

responding quickly and sending some special vouchers.

Some keys issues about the delivery service: Ordering Experience: Some fans reported some items of their

order were missed when they used online ordering. Moreover, fans

also complained that they got late responses after they gave out

feedbacks to stores.

Speed: Fans complained on the longer delivery time than what they

was told by receptionist- usually more than 1 hour.

Quality of Food: Cold food after a long delivery time was a major

complaint

Accuracy: Most of complaints were about wrong food items even

after second time-delivery

KEY INSIGHTS By responding quickly to fans’ issues and comments, Pizza Hut was able to acknowledge the concerns and

make Facebook users feel they were being listened to

However, there are still many negative posts, mostly about Ordering Experiences and Speed of Delivery, that

will need consistent and proactive responses

Positive discourse

about the on time and

the compensation

when it was late.

Mixed/Neutral discourse

mentions the code of

voucher and program of

discount.

“Hi all, need a 50% off voucher, mine expired

yesterday.... anyone got one for me ... pleeeeze !!”

-Tracey Barker-Reeves, Sep 13rd, 2010.

“Why cant you deliver to the whole of

York? Domino's do & they did this when

there was only 1 store. C'mon Piza hut

move with the times”

-Craig Taylor, Sep 12th, 2010.

“all of its there, the delivery guys friendly and they get

it to us in like 20 minutes when they tell us it wil...l b an

hour!! i love pizza hut!!! ♥ ♥ ♥.”

-Cassandra Thomas, Oct 28th, 2010

“I did get my pizza's about 30 minutes after I ordered the 2nd

time. The girl who took my order apologised and said she would

rush it through. I even got a phone call back as soon as they

were ready. I can appreciate that Friday nights are very busy and

was annoyed at first but once I complained they pulled out all the

stops. Thanks for the advice William. :)“

- stuartlyle, Jul 07th, 2010.

“thinks its aload of crap ordered 4 the first time

and half the order missing and the wrong size

pizza's will b sticking 2 domino's!!!!!!!!!!“

- Caroline Cranston, Sep 13rd, 2010.

Negative discourse

about late, wrong meal in

delivery, problem in order

online and attitude of

staffs.

“delivery guy jus been back with the things

that were missing and there is STILL

something missin!!!!!“

- Caroline Cranston, Sep 13rd, 2010.

“I am absolutly fuming. I ordered a pizza

at 5.15 for my pizza 2 b delivered at 6,

6.15 im still waiting so ring them up only

2b told there running late and nothing they

can do. I asked to speak to the manager

and he was 2 busy 2 take my call. This is

NOT good customer services!!!!“

-Carla Weston-turner, Oct 10th, 2010.

PizzaHut UK FB Delivery Services – In their words

Some Sample Responses of PH UK on Facebook

While acknowledging the problem shows empathy, the

moderator throws back the issue to the customer by

asking him to take action, rather than being proactive on

the customer’s behalf

Typical Pizza Hut Response Engagement Strategy Commentary

The Facebook page is public; by taking the conversation

private, the users are unable to see how the problem is

ultimately resolved. Taking an issue private also

prevents the user from thanking Pizza Hut publicly

A potentially positive event ends with this post. An

opportunity to continue this conversation could have

included the moderator asking the user to post pictures

of the event

KEY INSIGHTS Facebook users generally are pleased to get any response to issues they raise on the Facebook page.

However, by being more proactive and showing more public resolutions to issues, Pizza Hut can increase more

positive reactions from fans

Additionally, other options for the Facebook page can also be put to greater use: asking users to send photos

of their meals at Pizza Hut, quick polls, contests, etc

Key Take-Aways

Most conversations about PH delivery were found on Twitter (64% of total posts). 25% of these posts were negative.

With the exception of discount vouchers or promotion codes, most conversations on social media revolved around speed and on time delivery. However on Facebook, fans were likely to discuss their ordering experiences.

In all Social Media channels, there were more negative posts about Pizza Hut UK delivery services than positive ones.

Online communities tend to segment themselves on interest (e.g. Reality TV fans), geography or identity (new mothers, students)


Pizza Hut needs to have not only a presence but also a clear management strategy on Twitter. Pizza Hut’s continued silence allows others to control conversations about the brand.

Pizza Hut can split engagement strategies across channels: speed will be the factor in responses for Twitter while thorough responses will be most effective on Facebook.

By increasing its presence on social media channels, Pizza Hut can help shift that balance by addressing negative issues while involving others to help build positive brand images in a collaborative manner.

Pizza Hut can segment messages based on need (healthy eating message to new mothers) or interest (special deals during exam times for students)

Social Media challenge Steps Forward

THANK YOU!

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Pizza hut delivery service public case study - example report