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Pizza Hut
Table of Content s
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2-3274-6
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24-25
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9-1322
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18-19
- Primary Research: In-Depth Interviews Methodology
- Primary Research: In-Depth Interviews Results
- Objectives
- Introduction
- Summary
- Relevance
- Brand Positioning
- Client Culture
- Competion
- Demographics
- Psychographics
- The Millennials
- SecondaryResearch
- Secondary Research Relevance
- Primary Research: Focus Groups Methodology
- Primary Research: Focus Groups Results
- Primary Research: Observation
- Primary Research: Survey Methodology
- Primary Research: Survey Results
- Further Suggestions
- Conclusion
- Meet the Team
- Appendix
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28-31
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Introduction
Pizza Hut
positions itself as
the classic American
pizza. It appeals to mothers,
teenagers and millennials alike.
1
Position PizzaHut as the topchoice for customerswho order pizzadigitally.
Provide the
greatest
digital ordering
experience.
Reach the target75% of all
orders donedigitally
by end of 2015.
Objectives
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ObjectivesBack to Basics
2. Increase awareness of Pizza Hut’sdigital ordering interfaces.
1. Increase postive brand perception.
3
6 most important things about millennials and pizza hut
Price is most important andDomino’s has best coupons and deals — especially online
Ease of ordering is second most important. Domino’s “order tracker” is very popular.
Users of Pizza Hut app had difficulty and confusion compared to competition
Summary
12
34
6 most important things about millennials and pizza hut
Summary
4People don’t use mobile apps due to fear of being charged twice or having info stolen
5 Millenials use computers more but are transitioning to mobile with 46% of survey takershaving mobile ordered before
Pizza Hut ingredients are seenas low quality compared to Round Table which had the “freshest ingredients for pizza” 6
5
Few people were aware of its Xbox app and Visa Checkout option
SummaryPizza Hut has a perception problem C
Low quality
ccCheap-tasting
Expensive
prices CComplicated online
& mobile
It ranks high in social media use among competition
6
Relevanceour research will help address the three challenges in a few key ways
Our research
suggests which
digital ordering
methods are
most popular
— showing where
to focus
Position Pizza Hut as the top choice for customers who order pizza digitally
We showwhich ordering
projects (e.g. Xbox & Visa Checkout) people
are least aware of — demonstrating
a need for differentmarketing
Our focus groups
give insight as to
where Pizza Hut
may lack in the
digital experience
currently
Provide the greatest digital ordering experience in the category
Our researchdemonstrates whichmethods and features have been most
successful forcompetitors
We found that
most of Pizza Hut’s
new projects have
failed in changing
overall perception of
their digital ordering
process like they
hoped
Reach the target 75 percent of all orders done digitally by the end of 2015
Our surveys
provide statistics
on who is
currently using
online/mobile
ordering giving
a better idea
of the magnitude of
the challenge
Research shows abigger problem withthe app’s usabilityas opposed to awareness of the app’s
existence
Relevance
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Brand Positioninglargest pizza chain in the united states
excellent spot for celebrations
convenient, quality dine-in experience
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Client CultureSlogans Through the years
“Gather round the good stuff”
2007
“Now you’re eatin’!”
2008-2009
2009-2012
“Your favorites, your Pizza Hut”
2012-2014
“Make it great”
Current
“The flavor of now”
The current slogan is part of Pizza Hut’s overhaul rebranding efforts10
Client CultureIn 2010, Pizza Hut released a $10 any pizza deal aimed at mothers and “eating machines”
Pizza Hut Research
“Eating machines,”
single males 25 - 34,
care about price
88 percent of moms considerthemselves the“CFO” of their households
79 percent of
moms go online for
product news and
reviews, including
deals.
In 2010, peopleages 18 – 34 made up 54 percent of Facebook users
A 2009 survey found women with children at home are 60 percent more likely to use Facebook than average adults
The Super Bowl
is the most popular
day to order pizza
for “eating
machines”
*1 11
Client Culture
6 New Sauces 10 New Crusts
11 New Pizza Recipes
the rebranding has been accompanied by major menu changes
12
Client Culture
Customization“Create Your Own”
11 New Pizza Recipes
changes to online and mobile ordering include...
Easier Online and Mobile Navigation
13
Client CultureOn nov 19, pizza hut unrolled top-to-bottom changes
Logo Change
“Make it Great”
“The Flavorof Now”
Slogan Change
Packaging Change
9
Secondary Research
Competition“Pizza Hut’s sales
have decreased steadily for seven consecutive
quarters while Domino’sand Papa John’s have
endured a more steadyincrease in sales.”
The “fast, casual,”
made-to-order
pizza concepts are
contributing to the success
of Pizza Hut’s competitors
such as Papa John’s,
Little Caesar’s and
Domino’s.
Bloomberg BusinessWeek2013
Bloomberg BusinessWeek
2013
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Demographics
men within
the target
tend to be
younger
age range: 18 to 49 years old
specifically...
millennials
womentend
to bemoms
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Psychographics
most likely potential buyer:consumers within target
who do not yet orderfood digitally
*famillennials (n):24-34 year oldmillennials with
children in the house
millennials useonline ordering
for all purchases
at least oncea month
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The Millennials
gen ‘y’“Education is good.”
“Parents are
role models.”
“Integrity isadmirable.”
tech-savvy
goal-oriented
independent
entrepeneurial Children ofbaby boomers
never experiencedlife withoutcomputers
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Secondary Research
‘Fast-Casual Dining’Positioned between fast- food and fine dining.High quality ingredients without table service.O
main
research
points
The average American eats 46 slices of pizza
per year.
Pizza establishmentsmake up 20 percent
of restarauntsin the nation.
*3 18
Secondary Research
Online & MobileMillennials use online ordering for all
purchases at least once a month
67% of 18-24 year olds use online ordering
75% of 25-34 year olds use online ordering
Desktop/laptop remain the leaders in online ordering
76% have used a laptop or desktop
69% have used a cell phone or a tablet
At least once a month...
*4 19
Secondary Research
Survey
Focus Groups and In-depth Interviews
From our secondary research, we know that Pizza Hut’scurrent perception is severely lacking.
Millennials tend to use desktop/laptopsbut are shifting to mobile apps.
Focus groups and in-depth interviews gave us a bettersense of how millennials perceive Pizza Hut.
Our survey fulfilled the purpose of gathering cohesive demographic data that was not readily available.
Our secondary research has led us to the following conclusions about primary research.
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Primary Researchfocusgroups
18-34 year old male millennials
18-34 year old female millennials
Held four focus groups separated by gender.
Focused on competition perceptionsand online & mobile ordering.
Both groups yielded similar responses.
21
Oo
Focus Group Resultsfocusgroupscommon responses
about Pizza HutO “poorquality”
“goodcrust”
“competitorshave better
deals”
o
app hardto navigate
about pizza in general... -local restaurants
favorited overchains
-Domino’s bestonline ordering
-price big factor in choosing
location
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methodology
Pri
mary
Research
In-Depth Interviews One-on-one interview
questions
How often do you eat out?
How often do you eat pizza compared to other
dining options?
How often do you order pizza hut?
Would you recommend
pizza hut?
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Survey
Pri
mary
Research
In-Depth Interview results
I eat Pizza
twice a
month I don’t eat pizza hut often
I would recommend pizza hut
Millennials
I eat out three timesa week
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Secondary Research
Primary Research
In-depthinterviews
IN-Depth interviews 34-50-year-olds
I order pizza for my kids
PIzza hut doesn’t have quality ingredients
i have n
ever
ordered
online
I order pizza on the weekends
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Primary ResearchObser
vationObservations 1295 W 7th StReno, NV11:50-1 p.m.
25-year-old female called in her order.
23-year-old male ordered inside.
35-year-old male ordered online with a coupon.
“I don’t order digitally... It’s dehumanizing.”
“I usually order online. It’s easy to navigate their website.”
“I am calling headquarters... I entered my credit card numberonline and had to pay again in the store.”
Post-Rebranding ObservationsCustomers noticed a change in brand aestethics and menu options,but not as much in product taste.
Employees were briefed on changes in menu options and weregenerally positive when discussing the rebranding.
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Survey
Pri
mary
Research
survey
survey sent out via social mediaand email using
Google Forms
sample questionsDo you eat fast casual food?
Have you used a mobile deviceor online interface to order food?
What is your preferred methodfor ordering fast food?
How often do you eatfast-casual food?
How likely are you to orderpizza over another fast food option?
other information
city and state of residence
agegender
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Secondary Research
Surveyresults
Pri
mary
Research
Surveyresults
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Survey
Results
Pri
mary
Research
214 survey participants
99 people have used a
mobile app or an online interface to order
200 people eat fast casual food
106 people are “somewhat likely”
to order pizza over another fast food option
156 people prefer to order in person
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Pri
mary
Research
Surveyresults
gender
female
male
0 28 56 84 112 140
female 140 65%
male 74 35%
do you eat fast casual food? (i.e. Chipotle, Panera, Qdoba, etc.))
ayes (200)
no (14)
n yes
no
200 93%
14 7%
have you used a mobile app or online interface to order food?
no (115)
yes (99)
n
a
yes 99 46%
no 115 54%
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Pri
mary
Research
what is your preferred method for ordering fast food?
in person(156)
over the phone (15)
online (32)
mobileapp (11)
d
q
n
a
mobile app 11 5%
in person 156 73%
over the phone 15 7%
online via computer 32 15%
very likely (36)
unlikely (72)
somewhatlikely (106)
how likely are you to order pizza over another fast food option?
q q
a
unlikely
somewhat likely
very likely
72 34%
106 50%
36 17%
Surveyresults continued...
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Pizza Hut is rolling out an entirely new menu on Nov. 11 andit’s the “biggest change that [they’ve] ever made as a brand.”Follow up on brand perception after the new menu is released
Pizza Hut has developed many new partnerships in the past year including Microsoft and Visa. Continue to follow up on the nature of these partnerships and see if they will develop any new ones
Despite our in-depth interviews with the 35-50 demographic, wewere unable to conduct focus groups. As the secondary target, we recommend conducting focus groups with them
Because Pizza Hut hopes to brand themselves as “fast-casual,” stay up-to-date on any major changes or competitors in the fastcasual industry, particularly with digital ordering (Chipotle, WingStop, Panera, etc.)
Diversify the number of Pizza Hut locations you observe. Travel torural, urban and suburban areas if possible because the preferredmethod of ordering and frequency of dining may change placeto place
Research Suggestions
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Secondary Research
ConclusionOur team feels confident in our in-depth primary and secondary
research and suggestions in preparing the Nevada NSACCompetition Team in 2015.
With a broad target audience and position for influential growthwithin the current market, we see great opportunity to
make a strategic impact using the aforementioned suggestions.33
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Meet the Team
Rachel FelixAccount Executive
Alexa SimpsonCreative Coordinator
Jacquelyne JoinerResearch Coordinator
Kristin CloseResearch Coordinator
Daniel CoffeyInternal Coordinator
‘s ‘s
‘s ‘s
pepperoni lover’s pizza create your own pizza
‘s veggie lover’s pizza
super supreme pizza hershey’s cookie pizza
34
Appendix
Franchise Chatter Guide: America’s Pizza Franchises Vying for a Slice of the Pie. (n.d.).Retrieved August 21, 2014, from http://www.franchisechatter.com/2014/03/31/franchise-chatter-guide-americas-pizza-franchises-vying-for-a-slice-of-the-pie/
Mintel. (2013, June). Online and Mobile Shopping – US – June 2013. Retrieved September 11, 2014 from Mintel Reports database.
Pizza Hut Reminds Consumers Why They Love Pizza Hut. (n.d.). Retrieved November 23, 2014, from http://www.holmesreport.com/casestudy-info/10337/Pizza-Hut-Reminds-Consumers-Why-They-Love-Pizza-Hut.aspx
Elliott, S. (2014, November 19). In Overhaul, Pizza Hut Tries Adventurous Menu Offerings and a Dash of Irreverence. New York Times.
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Citations
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