Pizza Hut Steps Up Digital Transformation (Case Study)

Oct 10, 2017:

Pizza Hut Malaysia, Malaysia’s No. 1 pizza chain announced a new digital frontier for the brand - its newly refurbished digital concept store in Sunway Pyramid and a new mobile app.

Both initiatives propel Pizza Hut forward in its digital transformation, supporting the brand’s mission of making it ‘Easy’, to get a great pizza and providing a ‘Better’ quality of experience for customers.

Guests being introduced to the new digital takeaway kiosk at Pizza Hut Sunway Pyramid.
Speaking at the event, Merrill Pereyra, Chief Executive Officer of QSR Brands (M) Holdings Bhd said: “In developing Pizza Hut’s digital strategy, we went back to the essence of what the food industry is about. In our industry, customer experience is key and digital isn’t just a matter of applying technology for technology’s sake - it’s about making our customer experience better. For us, this means making it easier for our customers to get a better pizza - whether in store or at home or anywhere at all.”

“This is why Pizza Hut embarked on a digital transformation journey, starting with our website revamp and now, our mobile app and very first digital concept store. We’re hoping to provide customers an entirely new digital experience from the moment they walk into the store, order and enjoy their dining experience. This is just the beginning. We’re looking to expand our digital concept to more stores, bringing an easier and better digital experience to all our customers.”

Transforming the digital dining and ordering experience

Pizza Hut’s new digital concept store gives customers an entirely new digital experience from the moment they set foot in the restaurant, order and enjoy their food to the moment they exit. From the ordering and queue management digital panels outside the store to the greeting robots, the store was designed to be innately digital in nature.

In the newly launched digital concept store, all Pizza Hut servers are equipped with tablets for faster and better accurate orders to the kitchen.

The new store is also Pizza Hut’s first in Asia Pacific to feature Digital Take Away Kiosks. The kiosks allow customers to make orders and pay more quickly, increasing efficiency and reducing wait times to place an order.

Customers will also get to experience an Augmented Reality menu, bringing food to life in greater vividness than ever before as they select their dishes. The digital experience continues after the order is made, with an engaging digital game to keep customers entertained while they wait for their freshly baked pizzas.

“When looking at implementing digital technology into our digital concept store, we approached the task from a customer’s point of view. How could we make the whole experience easier and better for customers? That’s why we’ve implemented several solutions, one of it being the Digital Take-Away Kiosks – because customers told us they wanted to be able to order and complete their transactions quicker, so that they could more quickly enjoy delicious pizzas. This way, our investment into the kiosk translates immediately into a solution that makes our customer experience better.”

Convenience at your fingertips

For customers who prefer to enjoy pizza delivered, Pizza Hut started making the experience better with a revamp of its website earlier in May this year, with easier and more convenient ordering, navigating and tracking mechanisms.

The investment paid off with an 107%* increase in website traffic, while online sales transactions increased by 31%*.

Today, Pizza Hut is taking this one step further by officially launching its mobile app. The new app makes ordering pizza an easier and more rewarding experience.

The app remembers customers’ last order and preferences – including previous delivery address, so repeat customers don’t have to enter data over and over again. With built-in GPS and location data available on many mobile phones today – the app can detect the customer’s location and make ordering as simple as a click. Delivery status monitoring makes it easy for customers to check how soon their pizzas will arrive.

Mr. Merrill Pereyra, CEO of QSR Brands (M) Holdings Bhd, Ms. Jean Ler, Chief Marketing Officer of Pizza Hut Malaysia and Mr. Eric Leong, Head of Pizza Hut Malaysia officiating the launch of Pizza Hut’s first digital concept store and mobile app.

On top of making ordering easier, Pizza Hut’s mobile app also makes it better for customers by rewarding customers as they order delicious pizzas. With every order, customers will be awarded pizza points that can be redeemed for rewards such as free side dishes, drinks or even free pizzas.

Since the app has been introduced in early September, it has been downloaded 37,432 times to date, with a steady increase in sales coming in through the mobile app.

Double the rewards with “You download, We Belanja!”

In celebrating their new mobile app, Pizza Hut is giving away 35,000 pizzas through their new promotion, “You Download, We Belanja”. Customers are only required to download the Pizza Hut mobile app, order a regular pizza and they will get another regular pizza for free, while stocks last till 30th October!

On-going investment into digital

Pizza Hut intends to continue investing into digital technology to enhance customer experience.

Pereyra concluded, “Our investment into our digital strategy is not driven just by a blind need to stay “in-trend.” Instead, we are using technology in a deliberate and strategic manner to make our customer experience richer, better and ultimately more enjoyable - just like the pizza they enjoy. After all, everyone loves delicious and hot pizzas. The question is always: “how can we get better pizzas to you in an easier manner and reward you while doing so?”

“We believe this is what puts a smile on our customers faces and this is why we are so committed to embracing technology to make our customer experience easier and better,” he added.