Pizza Hut CIO Baron Concors
Pizza Hut was one of the first franchises to recognize the power of mobile communications in reaching customers. From launching its first mobile website in 2007, to getting involved with social media in 2008, to recently debuting apps for the iPad and Android, Stores.org reported on how the global pizza franchise continues to leverage mobile technology to gain a bigger piece of the pie.
“Our goal is to be where our customers are,” said Pizza Hut CIO Baron Concors in a presentation at the NRFtech 2011 conference. “We don’t mind being the first mover on something, or making an investment early.”
Pizza Hut was ahead of the curve when the company launched its iPhone app in 2009. Executives first decided to develop an iPhone app when they thought their target demographic was the college and after-college guy who was more interested in playing video games than cooking, and liked to have quick and easy access to large amounts of food. Research soon revealed that their market was much larger and that there were just as many iPhone users 55 and older as there were between the ages of 13 and 24. This helped them realize that the app had to appeal to the parents as much as to their kids.
The fact that customers were having a hard time ordering from Pizza Hut’s mobile website emphasized the need for an iPhone app that would streamline the ordering process for current customers, while attracting new ones with its ease and efficiency.
“Even more important to Pizza Hut was the question, ‘What if we don’t do this and one of our competitors does?’ This is an ultra, ultra competitive business—not just the food category, but specifically pizza,” said Mr. Concors. “We’re always looking to find ways to differentiate ourselves and provide an over-the-top customer experience. If you buy and use a smartphone, you want to use an app, because that’s a big part of the experience of owning the thing. We knew that if we didn’t provide it, someone else would.”
Once Pizza Hut realized that an iPhone app had become critical to remaining competitive, the company wanted to ensure that it would be powerful enough to evolve with emerging technology. They took on the enormous task of building a complex infrastructure based on an application programming interface that could handle orders via numerous channels. They also wanted the app to be capable of withstanding very heavy volume and supporting detailed transactions. After extensive testing and paperwork, the Pizza Hut app for iPhone was launched to widespread acceptance, which spurred their competitors to make their own moves into mobile.
Today, Pizza Hut continues to be on the cutting edge of mobile communications. Following the success of its iPad and Android apps, the company will soon have an app for Windows Mobile 7. Moving forward, Pizza Hut is committed to keeping up with every technological development that will keep them connected to customers.
To learn more about how mobile communications can expand your consumer reach, contact MDG today at 561-338-7797 or visit mdgadvertising.com.
MDG Advertising is a full-service South Florida advertising agency, with offices in Florida and New York, that specializes in developing unique, targeted franchise marketing solutions, exceptional online executions, and solid branding and media buying strategies that give franchises a real competitive advantage. Our core capabilities include advertising, branding, creative, digital marketing, media planning and buying, public relations, Web design and development, email marketing, direct mail, video marketing, social media marketing and SEO. To view MDG’s portfolio, click here. For more information, email MDG, call 561-338-7797 or log on to www.mdgadvertising.com.
Read more at Stores.org.
