Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience

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marketingfinder.co.uk

Understanding your customers and their specific needs is the core element of any successful marketing strategy. Faced with the overload of products and services now available, more and more online customers expect to be treated like individuals, they relish the ‘personal touch’. Join Steve Ash, IT Director of Pizza Hut, as he explores the challenges of today’s retail environment where the customer is king. Steve will look at how Pizza Hut have adapted to this fast pace of change; leveraging all channels including Social, Mobile and Web to produce a personalised customer experience, built on behaviour and associated brand messaging.

Marketing

Brought to you by In association with
Recipe for Success:
How Pizza Hut use customer behaviour to create a unique online experience
The webinar will begin shortly
Listen via your computer speakers or on the phone
UK: +44 20 7151 1856
Access Code: 204-372-763

Today’s Speakers
How Pizza Hut use customer behaviour to create a unique online experience
Steve Ash
IT Director
Pizza Hut
Noelle McElhatton
Consultant Editor
Marketingfinder.co.uk
Philip Clement
VP Mobile
SDL

Interact with us
How Pizza Hut use customer behaviour to create a unique online experience
Follow the conversation on twitter #CXMRecipe

SDL And Pizza Hut
Phillip Clement
Vice President Mobile Worldwide

Quick Poll
Recipe for Success:
How Pizza Hut use customer behaviour to create a unique online experience

Company Overview
• Part of YUM! – Pizza Hut, KFC, Taco Bell
• 38,000 outlets across 120 countries
• First Pizza Hut opened 1958 in Kansas, USA
• First UK Pizza Hut opened in 1973
• Over 650 outlets in the UK
• 2012 - EPS Growth of 13%, Opened 1,976 New Outlets
• People and Service Culture

Market Size In UK
• The size of the Dining Out market in the UK is circa £50billion
with Pizza being a £1.5 billion slice
• The Take-Away market is estimated to be £6 billion with Pizza
being £0.95 billion based on the UK’s latest preferences :-
1 Chinese 24%
2 Indian 22%
3 Fish & Chips 21%
4 Pizza 16%
5 Fried Chicken 7%
6 Kebab 4%
7 Thai 2%
8 Burger 2%
9 Sushi 1%
10 Italian 1%

Service Proposition
• HSR (Delivery)
- Equity & Franchise
- Delivery or Collection
- Order In Store, Web, Phone
• FSR (Dine In)
- Owned by Rutland Partners
- Dine In or Collection
- Order by Web or Phone to Collect

Online Timeline
2006 2012 2014
5% 40% 50%+

What’s The Goal?
• Pizza Hut
- Retain / Increase Market Share
- increase order frequency
- increase order value
- great value
- great service
- great food
- great choice
• Customer
- Ease & convenience of ordering (Omni Channel)
- Great value
- Great service
- Great food
- Choice

Achieving Utopia
• Optimal Customer Journey
- Agency Design
- Market Research
- Specialist Tools
• CRM / Data Analysis
- Customer Segmentation
- Data Augmentation
- Target Marketing
… has led to numerous enhancements and additional functionality
on the PC & Mobile sites ……
…. and yet we have to provide alternative functionality for most
new features in order to satisfy those customers who don’t want
them (today!)

Social Media
“It’s no longer about what you say about
yourself.
It’s what other people say about you”

Your Questions
How Pizza Hut use customer behaviour to create a unique online experience
Steve Ash
IT Director
Pizza Hut
Philip Clement
VP Mobile
SDL
Noelle McElhatton
Consultant Editor
Marketingfinder.co.uk

Great reasons to fill out the exit survey
1. You can give us your feedback
2. You can request your free copy of ‘The
Virtual Presenters Handbook

Thank You
Brought to you by In association with
Recipe for Success:
How Pizza Hut use customer behaviour to create a unique online experience

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Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience

1. Brought to you by In association with Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 20 7151 1856 Access Code: 204-372-763

2. Today’s Speakers How Pizza Hut use customer behaviour to create a unique online experience Steve Ash IT Director Pizza Hut Noelle McElhatton Consultant Editor Marketingfinder.co.uk Philip Clement VP Mobile SDL

3. Interact with us How Pizza Hut use customer behaviour to create a unique online experience Follow the conversation on twitter #CXMRecipe

4. SDL And Pizza Hut Phillip Clement Vice President Mobile Worldwide

5. Customer Experience Management

6. Quick Poll Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience

7. Steve Ash IT Director Pizza Hut UK

8. Company Overview • Part of YUM! – Pizza Hut, KFC, Taco Bell • 38,000 outlets across 120 countries • First Pizza Hut opened 1958 in Kansas, USA • First UK Pizza Hut opened in 1973 • Over 650 outlets in the UK • 2012 - EPS Growth of 13%, Opened 1,976 New Outlets • People and Service Culture

9. Market Size In UK • The size of the Dining Out market in the UK is circa £50billion with Pizza being a £1.5 billion slice • The Take-Away market is estimated to be £6 billion with Pizza being £0.95 billion based on the UK’s latest preferences :- 1 Chinese 24% 2 Indian 22% 3 Fish & Chips 21% 4 Pizza 16% 5 Fried Chicken 7% 6 Kebab 4% 7 Thai 2% 8 Burger 2% 9 Sushi 1% 10 Italian 1%

10. Service Proposition • HSR (Delivery) - Equity & Franchise - Delivery or Collection - Order In Store, Web, Phone • FSR (Dine In) - Owned by Rutland Partners - Dine In or Collection - Order by Web or Phone to Collect

11. Online Timeline 2006 2012 2014 5% 40% 50%+

12. What’s The Goal? • Pizza Hut - Retain / Increase Market Share - increase order frequency - increase order value - great value - great service - great food - great choice • Customer - Ease & convenience of ordering (Omni Channel) - Great value - Great service - Great food - Choice

13. Quick Poll Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience

14. Achieving Utopia • Optimal Customer Journey - Agency Design - Market Research - Specialist Tools • CRM / Data Analysis - Customer Segmentation - Data Augmentation - Target Marketing … has led to numerous enhancements and additional functionality on the PC & Mobile sites …… …. and yet we have to provide alternative functionality for most new features in order to satisfy those customers who don’t want them (today!)

15. Social Media “It’s no longer about what you say about yourself. It’s what other people say about you”

16. Your Questions How Pizza Hut use customer behaviour to create a unique online experience Steve Ash IT Director Pizza Hut Philip Clement VP Mobile SDL Noelle McElhatton Consultant Editor Marketingfinder.co.uk

17. Great reasons to fill out the exit survey 1. You can give us your feedback 2. You can request your free copy of ‘The Virtual Presenters Handbook

18. Thank You Brought to you by In association with Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience

Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience

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Recipe for Success: How Pizza Hut use customer behaviour to create a unique online experience