How Pizza Hut Restaurants use a personalised online experience to whet users’ appetites

A case study

2nd October 2013

Hello!

Victoria Clarke: Head of Marketing -

CRM & Digital – Pizza Hut Restaurants

UK

Andy O’Brien: Creative Director -

Amaze

Who are Amaze?

PIZZA HUT RESTAURANTS

• 40 years old this year

• Over 300 restaurants

throughout the UK

• Both new and traditional

style

• Located in both city

centres and retail and

leisure parks

PIZZA HUT RESTAURANTS

• Pizza Hut Restaurants now a separate

company to Pizza Hut Delivery

• Need to (re) communicate who we are:

- Food credentials

- Value for Money

- Great Service

• Traditionally an ATL TV-led marketing

model

• Moving into CRM and digital and more

localised marketing

PREVIOUSLY…

NOW…

The challenge

One offer – whatever the weather

One price, one menu

The Guest dines elsewhere too!

The solution

Content Management System

Regional news and offers

Localisation

Not forgetting (Re)Communcating our Brand

75% INCREASE IN PAGES

SEEN PER VISIT

(MOBILE = 49%)

25% INCREASE IN VISIT

DURATION (MOBILE =

17%)

48% DROP IN BOUNCE

RATE(MOBILE = 38%)

32% INCREASE IN

RESTAURANT

BOOKINGS

And finally…

Victoria.Clarke@pizzahutrestaurants.co.uk aobrien@amaze.com