Pizza Hut Marketing Research Project
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Pizza Hut Marketing Research Project

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Marketing research project conducted for Pizza Hut Pakistan as part of MBA Marketing Research course final project. ...

Marketing research project conducted for Pizza Hut Pakistan as part of MBA Marketing Research course final project.
Main objective to determine whether to continue deals menu, reduce it or expand it. Secondary Objective was to do a Usage and Attitude Study and a Consumer Satisfaction Survey.

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    Pizza Hut Marketing Research Project Pizza Hut Marketing Research Project Presentation Transcript

    • Submitted By: Affan Manzoor Ayyaz Tanveer Hussain Iftikhar M. A. Hanan Mir Arooj Hasan Raja Shakir Khan Sarah Zaheer Syed MBA II, Sec A
    • AT LAUNCH 1992 Market Segment Image Competition • Pizza hut was launched in Pakistan in Karachi with several outlets • Later, they expanded to Lahore and Islamabad, and then slowly spread to other major cities in the country • SEC A • Quality food chain which provides the best value for money to its customers • Sole pizza franchise in the country • Dominated the market nationally • Market leader
    • TODAY Competition Distribution Modes of service Internationally acclaimed fast food chains like KFC, McDonalds and Subway 44 branches in Pakistan Dine-In Direct competitor and international pizza restaurant chainDominos Plans to reach the target of 88 branches within next 5 years Take Away Local fast food chains Special home-delivery and take away centers (HDCs) have been setup across Lahore and Karachi Home Delivery
    • SCENARIO Changing consumer preferences Customized menu to incorporate local flavors Tap into a bigger market segment Customer inflow shifted from SEC A to SEC B Competitive long-term strategy shift focus from SEC A to SEC B
    • SCENARIO Pizza Hut is experiencing above average growth and plans on expanding its operations 2-fold Dine-in Sales 60% Revenue The home delivery segment was more a premium facility Home Delivery 40% Opportunity to develop and capitalize on this rapidly emerging segment Understand the true market potential of this segment
    • Mr. Rasikh Ismail (DCOO Pizza Hut) “The management, at present, believes that the initial shift observed in the dine-in segment from SEC A to SEC B has not resulted in lapsed users of SEC A as was previously assumed, but was rather the function of a trend shift in the consumer preferences of SEC A from dine in to home delivery”.
    • Marketing Problem • Has SEC A fallen into lapsed users or has a shift in trends occurred causing SEC A to move from dine-in to delivery? Business Decision • What measures and modifications can be administered (mainly menu) to capitalize on the opportunity that a high SEC A concentration in the delivery segment has presented? Research Problem • Identify the prevalent and/or changing consumer preferences, tastes and trends of the SEC A consumer segment (pertaining to fast food category).
    • Research Objectives Primary • Determine whether SEC A has indeed shifted preferences from the dine-in to the home delivery segment Secondary • Identify key fast food consumption patterns of SEC A • Check price sensitivity of the SEC A consumer segment with respect to home delivery • Gauge Pizza Hut’s brand perception among SEC A)
    • Research Methodology Exploratory Research Phase Descriptive Research Phase • Develop a deeper understanding of the research topic and industry for our research team • Understand consumers tastes, preferences, consid eration factors • Develop a hypothesis • Identify important variables • Test variables identified in the exploratory phase • Get quantifiable responses • Test Hypothesis
    • Exploratory Research Design Literature Survey(Secondary Data) • Serve as a good starting point for our research • Lifestyle and social magazines, newspapers and online resources Focus Group Discussions (Primary Data) • Information sought is not very personal to individuals, can be easily shared and entails no technical details for which an expert may be required • It is cost effective • It is time effective • Enables us to receive various point of views at the same time, encourage interesting discussion and help us extract a bundle of information • 8 respondents • 3 FGD’s – Approx. 1.5 hours each
    • Exploratory Research Design • Education and Occupation • User • Lapsed User • Non-user SEC A User Status Selection Criteria Age Groups • 13-19 years • 20-25 years • 26-35 years Gender • Males (50%) • Females (50%)
    • Discussion Guide Outline Consumption Habits Brand Preferences Consumption Preferences Consideration factors (what to order) Decision Making Process (Dining-out & home delivery) Consideration factors (where to dine-out) Avg. expenditure Price Sensitivity Brand image of Pizza Hut vis-à-vis its competitors Restaurants/Fast food joints considered Competitors of Pizza Hut Customer Satisfaction Occasions vs. spontaneous decisions
    • Descriptive Research Design Sample SEC A Sample Size 150 respondents Sampling Technique Non probability sampling • Convenience sampling • Snowball sampling Users and Lapsed Users Age Bracket (13-50) Males and females • Cross-sectional study (Gathering primary data) •Screener questions based on sample specifications •Self administered questionnaires
    • Exploratory Research Findings
    • Qualitative Research Findings Variables General Food Category Likes What to eat depends on: Which restaurant to order from depends on: 13 – 19 Years Fast food and „handy‟ food with friends Desi Food with family Mood Budget (some cuisines are considered expensive) Budget Food category (mood) Consultation with friends Time taken for delivery Delivery Charges 20 – 25 Years Fast food (pizza and burgers) Desi food Money Distance or accessibility Budget Location Consulting with friends 26 – 35 Years Fast Food Continental Food Good understanding of why it is called fast food and the purpose it serves Mood depends upon whether you are dinning out with friends or with family Mood Quality Time taken for delivery
    • Qualitative Research Findings Variables 13 – 19 Years Restaurants for home delivery (friends): KFC Mc Donald‟s Hot „n‟ Spicy Gino‟s Restaurants for home Delivery (family): Desi Food Joints BBQ Joints Parents choices kept in minds Consideration Factors for Eating out with friends: Comfort Decent Crowd (for girls only) Hip Place Lively Environment 20 – 25 Years 26 – 35 Years Wasabi Pizza Hut Any restaurant McDonalds with good „paratha Ginos Pizza and Pasta rolls‟ Pizza Time Hot „n‟ spicy Hot n Spicy Hardees Red Apple Pizza hut Nando‟s Hot and spicy Hip crowd Lively “fun” environment Emphasis is more on the experience Salt n Pepper Hot n Spicy BBQ (mutual Consensus Is done among the family before ordering for family)    Comfort Decent Crowd Ambience
    • Qualitative Research Findings Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years What to eat depends on: Mood Budget (some cuisines are considered expensive) Money Distance or accessibility Mood depends upon whether you are dinning out with friends or with family Which restaurant to order from depends on: Budget Food category (mood) Consultation with friends Time taken for delivery Delivery Charges Quality of food Budget Location Consulting with friends Mood Quality Time taken for delivery Any restaurant with good „paratha rolls‟ Hot „n‟ spicy Wasabi Pizza Hut McDonalds Ginos Pizza and Pasta Restaurants for home delivery KFC Mc Donald‟s Hot „n‟ Spicy
    • Qualitative Research Findings Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years Restaurants for home Delivery (family): Desi Food Joints BBQ Joints Parents choices kept in minds Pizza hut Nando‟s Hot and spicy Salt n Pepper Hot n Spicy BBQ (mutual Consensus Is done among the family before ordering for family) Consideration Factors for Eating out with friends: Comfort Decent Crowd (for girls only) Hip Place Lively Environment Hip crowd Lively “fun” environment Emphasis is more on the experience Decent place    Consideration Factors for Eating out with family: Formal Restaurant Decent Crowd Lively Formal environment Calm, and clear and a clean experience Comfort Decent Crowd Ambience Formal Decent Family comforting environment Place that can
    • Qualitative Research Findings Variables Restaurants for dining - out with family: 13 – 19 Years 20 – 25 Years 26 – 35 Years DHA Club YUM Freddy‟s Café Gourmet Grill Freddy‟s Aylanto Nando‟s Restaurants on M.M Alam road Pearl Continental Defense Club Tabaq BBQ Dynasty Hot and spicy Espresso Cosa Nostra Restaurants for dining - out with friends: Home delivery frequency: 15 – 20 times/month with friends and for self Cosa Nostra Aylanto Nandos Espresso Arizona Grill Freedy‟s English Tea House Zouk 15-20 times a month ( with friends and family) 3-4 times a week
    • Qualitative Research Findings Variables Eating-out frequency: Home Delivery Occasions: Timing of eating-out: 13 – 19 Years 10 – 15 times/ month for guys 5 – 10 times/ month for girls 3 – 4 times/ month with family for both genders Spontaneous Mood Don‟t like what is cooked at home Did not get permission to go out Any time with friends for guys Mostly Breakfast/ Lunch with friends for girls 20 – 25 Years 3-4 times a month Others order regularly (daily) Spontaneous Mood Don‟t like what is cooked at home When out with friends When they get time off from college or after 26 – 35 Years Once a week, hence 3-4 times a month. Spontaneous Mood Most of the time its dinner with family Lunch is more a friends and
    • Qualitative Research Findings 13 – 19 Years 20 – 25 Years 26 – 35 Years Average pocket money Rs. 4000/month to Rs. 6000/month Did not give a definitive answer but spend about RS (300-400) daily Self Earning Paying for home deliveries and dining-out by: Paid by self through pocket money for home deliveries and eating-out Paid through pocket money Rs. 500 – 700 Rs 700-1000 Rs 1000 maximum limit Variables Avg. Expenditure per head (eating out): Paid by self Rs.1150 (Rs.1500 – 900)
    • Qualitative Research Findings 13 – 19 Years 20 – 25 Years 26 – 35 Years Avg. Expenditure per head (home delivery): Rs 300 – 350 Rs 300-500 Maximum Rs 500 Rs.400 – 700 Ideal Restaurant should have: Great setting and ambience Good Taste Economical (especially for guys) Location should be close by (especially for guys) Decent crowd (especially for girls) Variables Ambiance Quality Food Service Economical Location Ambience Quality of the food Healthy ingredients
    • Qualitatuve Research Findings Variables Pizza Hut Specific Opinion: 13 – 19 Years The first thing that comes to mind for almost all teenagers when they hear the word ‘pizza’ is Pizza Hut. „Pizza Hut se dil bhar gaya hai‟ Would not go there even if they change the menu Order the same pizza whenever they go to Pizza Hut Thin crust is preferred but Pizza Hut‟s thin crust is too thin and too hard; thick crust is too thick and gives a feel like they are 20 – 25 Years 26 – 35 Years Perceive pizza hut as an old man who is past his prime and about to die. Already very expensive Deteriorating quality. Oily pizza‟s Have less cheese and are “doughy” Gino‟s,Pizza Hut and Pizza Time are the places that comes to their mind when asked about pizza. Pizza Hut is not a top notch pizza provider in the town. Dough is very heavy, pizza is very oily, cheese concentration has decreased and the amount of topping also reduced
    • Qualitatuve Research Findings Variables 13 – 19 Years Restaurants Considered for Pizza Gino‟s Pizza Time Pizza Hut Kings and Queens Domino‟s Reasons for not going to Pizza Hut: Crowd stares (aunties, uncles and other families give judgmental looks) Too much of family crowd „Backward‟ crowd Will ONLY go with friends, NEVER with family Oily and fattening pizza (for girls) 20 – 25 Years 26 – 35 Years Gino‟s Pizza time Pizza and pasta Domino‟s Gino‟s Pizza Time Pizza Hut Kings and Queens Domino‟s Pizza and Pasta Do not provide value for money Have more substitutes Deteriorating quality Too many flavors Rectangular pizza Crowd is “cheap” females find it unpleasant over there Pizza Hut is all boys place Their service is not consistent as there are many delivery issues regarding the order and timing
    • Qualitatuve Research Findings Variables Average Expenditure of Home Delivery of Pizza Hut: Marginal price hike vs. Eliminating deals perception: 13 – 19 Years Rs. 250 – 300 per head If there is a marginal price hike, for example of Rs. 100, this age group would still order Pizza Hut home delivery If deals are discontinued then majority of this age group would stop ordering Pizza Hut home delivery 20 – 25 Years 26 – 35 Years Rs 400 - 600 Price increase dosen‟t matter unless the quality is good and deals are considered very important
    • Qualitative Research Findings Variables Preferred Medium of communication: 13 – 19 Years 20 – 25 Years 26 – 35 Years Facebook (most preferred) Pamphlets Billboards TVC‟s Texts are considered IRRITATING No one visits the websites for deals and promotions Texts Facebook Billboards Facebook Magazines TVCs
    • Survey Questionnaire Preferred Food Category Dine-out vs. home delivery Price sensitivity Customer satisfaction Average Expenditure Frequency of purchase Top of mind recall Brand preference Consideration factors (purchase) Promotion Consideration set Meal Deals
    • Descriptive Research Findings
    • Gender Segmentation
    • Dining Preference 60.0% 56.7% 47.5% 50.0% 40.0% 38.8% 34.3% 30.0% 20.0% 13.8% 9.0% 10.0% 0.0% Male Female Dining out Home Delivery Both 56.7% 38.8% 9.0% 13.8% 34.3% 47.5% •Majority of the males prefer Dining out •Females opt for Home delivery rather than dining out
    • Importance of Meal Deals 60.0% 53.8% 50.0% 44.8% 40.0% 35.8% 30.0% 30.0% 20.0% 19.4% 16.3% 10.0% 0.0% Male Female Dining Out Home Delivery Both 19.4% 16.3% 35.8% 53.8% 44.8% 30.0% •Females go for Home Delivery deals more than Males •Females also go for Meal Deals when dining out •Males prefer both Dine in and Home delivery meal deals
    • Frequency of Home Delivery 50.0% 45.0% 40.0% 45.0% 39.7% 35.3% 32.5% 35.0% 30.0% 25.0% 20.0% 16.2% 15.0% 12.5% 10.0% 5.0% 2.9% 5.0% 0.0% Male Female 5.9%5.0% Less than 4 times in a month 5 - 10 times 11 - 15 times 16 - 20 times 21 or more times 39.7% 45.0% 35.3% 32.5% 16.2% 12.5% 2.9% 5.0% 5.9% 5.0% The General trend here suggests that the frequency of ordering for Males is more than Females in a month.
    • Reasons for Home Delivery 70.0% 60.0% 57.5% 50.0% 41.2% 40.0% 32.4%31.3% 30.0% 17.6% 20.0% 10.0% 3.8% 0.0% 2.9% 5.0% Spontaneous mood Male Female Don‟t like what is cooked at home Friends / family gathering at home I can‟t go out (no driver, permission problems etc.) 41.2% 57.5% 32.4% 31.3% 17.6% 3.8% 2.9% 5.0% Females tend to order home delivery in spontaneous mood, where as males tend to order more when they don’t like food cooked at home and when guests are over
    • Importance of Factors Affecting Home Delivery Choices 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% .0% 94.1% 86.3% 63.2% 60.0% 85.3% 86.3% 85.0% 86.3% 83.8% 85.3% 76.3% 70.6% 66.3% 60.3% Price Male Female Quality of Food Variety of Menu Speed of Delivery Freshness (Hot) of food Delivery Timings Deals Offered 63.2% 60.0% 94.1% 86.3% 60.3% 66.3% 85.3% 86.3% 83.8% 85.0% 85.3% 86.3% 70.6% 76.3% For most of the respondents Quality of food is the most important criteria when ordering Home Delivery, second speed of delivery is kept in mind when ordering Home Delivery
    • Preferred Joint for Pizza 70.0% 60.0% 64.9% 52.2% 50.0% 40.0% 30.0% 20.3% 13.9% 20.0% 11.7% 10.1% 10.0% 6.7% .0% 8.5% 8.3% 2.8% 0% 4.2% Pizza Hut Male Female Pizza Time Kings & Queens Pizza and Pasta Domino's Gino's 52.2% 64.9% 11.7% 10.1% 6.7% 8.5% 8.3% 2.8% .0% 4.2% 20.3% 13.9% Males and Females prefer Pizza Hut the most as a preferred joint to dine in, but females prefer more dine in than males
    • Dining In vs. Home Delivery Preference for Pizza Hut 60.0% 50.0% 53.8% 44.1% 36.8% Axis Title 40.0% 30.0% 19.1% 20.0% 21.3% 23.8% 10.0% .0% Male Female Dining Out Home Delivery Both 44.1% 53.8% 19.1% 21.3% 36.8% 23.8% For most Dinning out is prefer than home delivery, but females prefer more than males to dine out
    • Ala Carte Vs. Delivery Deals 80.0% 75.0% 67.7% 70.0% 60.0% 50.0% 40.0% 29.2% 30.0% 20.0% 17.2% 10.0% .0% Male Female Ala Carte Menu Special home delivery deals 17.2% 29.2% 75.0% 67.7% Both Males and Females prefer deals as opposed to Ala Carte when ordering in
    • Home Delivery Avg. Expenditure/person 60.0% 54.7% 50.0% 40.0% 32.3% 27.7% 30.0% 26.6% 20.0% 20.0% 16.9% 12.5% 10.0% .0% Male Female .0% 6.3% 3.1% 200 or less 200 to 500 500 to 800 800 or 1000 .1000 or more .0% 3.1% 12.5% 27.7% 54.7% 20.0% 6.3% 16.9% 26.6% 32.3% For Most of the males the budget is Rs.500- Rs 600, For most of the females the budget is Rs. 1000 or more when ordering in.
    • Satisfaction with Pizza Hut Home Delivery Service 90.0% 80.0% 70.0% 78.1% 63.5% 64.1%66.7% 71.9% 63.5% 60.0% 71.9% 50.0% 50.0% 40.0% 30.0% 20.0% 10.0% .0% Speed of Delivery Male Female Freshness (Hot) of food Delivery Timings Deals Offered 78.1% 63.5% 64.1% 66.7% 71.9% 63.5% 71.9% 50.0% Majority of the males are satisfied with the speed of delivery, majority of the females are satisfied with the freshness of the food when ordering in, But majority of the females are less satisfied with the deals being offered for ordering in
    • If Deals Were Eliminated: 80.0% 70.0% 69.2% 71.2% 60.0% 50.0% 40.0% 30.8% 30.0% 28.8% 20.0% 10.0% .0% Male Female Continue to order from Pizza Hut Discontinue to order from Pizza Hut 69.2% 71.2% 30.8% 28.8% Majority of the respondents will still order from Pizza Hut if the deals were eliminated, But males would probably discontinue more than females if deals were discontinued
    • User & Lapsed User
    • Dining Preference 60.0% 50.0% 48.1% 45.1% 40.3% 40.8% 40.0% 30.0% 20.0% 11.7% 14.1% 10.0% 0.0% User Lapsed User Dining out Home Delivery Both 48.1% 45.1% 11.7% 14.1% 40.3% 40.8% There is no apparent difference between preferences users and lapsed user when it comes to dining preference, most prefer to dine out
    • Importance of Meal Deals 50.0% 47.1% 42.9% 42.3% 45.0% 40.0% 33.3% 35.0% 30.0% 25.0% 24.4% 20.0% 15.0% 10.0% 10.0% 5.0% 0.0% User Lapsed User Dining Out Home Delivery Both 24.4% 10.0% 42.3% 47.1% 33.3% 42.9% Majority of the users dine out, while majority of the lapsed users order home delivery, for both users and lapsed users majority of the lapsed users meal deals are important when dining out and when ordering in
    • Frequency of Home Delivery 60.0% 50.0% 40.0% 47.9% 35.9% 37.2% 32.4% 30.0% 15.4% 20.0% 12.7% 3.8%4.2% 10.0% 0.0% User Lapsed User 7.7% 2.8% Less than 4 times in a month 5 - 10 times 11 - 15 times 16 - 20 times 21 or more times 35.9% 47.9% 37.2% 32.4% 15.4% 12.7% 3.8% 4.2% 7.7% 2.8% Lapsed users have ordered in the least as compared to users in the last month, Users order in more frequently as compared to lapsed users in the month
    • Reasons for Home Delivery 60.0% 50.0% 54.9% 46.2% 39.7% 40.0% 30.0% 22.5% 16.9% 20.0% 10.0% 3.8% 0.0% 5.1% 2.8% Spontaneous mood User Lapsed User Don‟t like what is cooked at home Friends / family gathering at home I can‟t go out (no driver, permission problems etc.) 46.2% 54.9% 39.7% 22.5% 3.8% 16.9% 5.1% 2.8% The main reason for ordering in for users is that they don’t like what's cooked at home, where as for lapsed users it depends on their mood when ordering in
    • Importance of Factors Affecting Home Delivery Choices 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% .0% 70.4% 66.2% 61.5% 85.9%89.7% 83.3% 81.7% 75.6% 77.5% 71.8% 53.8% Price User Lapsed User 93.6% 91.5% 88.5% 53.8% 70.4% Quality of Variety of Food Menu 88.5% 91.5% 61.5% 66.2% Speed of Delivery Freshnes s (Hot) of food Delivery Timings Deals Offered 93.6% 77.5% 83.3% 85.9% 89.7% 81.7% 75.6% 71.8% The main factors relevant for ordering in for users are, speed of delivery and quality of food, where as for lapsed users quality of food and freshness are of utmost importance
    • Preferred Joint for Pizza 80.0% 75.0% 70.0% 60.0% 50.0% 41.8% 40.0% 27.3% 30.0% 15.9% 20.0% 10.0% 4.6% .0% 7.8% 7.6% 7.5% 3.0% 4.7% .0% 7.2% Pizza Hut User Lapsed User Pizza Time Kings & Queens Pizza and Pasta Domino's Gino's 75.0% 41.8% 4.6% 15.9% 7.6% 7.8% 7.5% 3.0% .0% 4.7% 7.2% 27.3% For both users and lapsed users the most preferred Pizza joint is Pizza Hut
    • Dining In vs. Home Delivery Preference for Pizza Hut 60.0% 50.0% 53.5% 43.6% 38.5% 40.0% 30.0% 26.8% 20.0% 16.7% 19.7% 10.0% .0% User Lapsed User Dining Out Home Delivery Both 43.6% 53.5% 16.7% 26.8% 38.5% 19.7% Majority of the Lapsed users prefer to dine out as well as opt for home delivery where as, majority of the users preferred to dine out and order in
    • Ala Carte Vs. Delivery Deals 100.0% 90.0% 76.1% 80.0% 66.1% 70.0% 60.0% 50.0% 40.0% 28.8% 30.0% 20.0% 18.3% 10.0% .0% User Lapsed Used Ala Carte Menu Special home delivery deals 18.3% 28.8% 76.1% 66.1% Most of the Users prefer special deals for home delivery.
    • Home Delivery Avg. Expenditure/person 60.0% 49.2% 50.0% 39.4% 40.0% 30.0% 25.4% 21.1% 18.6% 20.0% 20.3% 11.3% 11.9% 10.0% 2.8% .0% User Lapsed User .0% 200 or less 200 to 500 500 to 800 800 or 1000 .1000 or more 2.8% .0% 21.1% 18.6% 25.4% 49.2% 11.3% 11.9% 39.4% 20.3% For majority of the users the average expenditure per person is more than Rs 1000, where as for lapsed users the average expenditure ranges betweeen Rs. 500-800
    • Satisfaction with Pizza Hut Home Delivery Service 80.0% 70.0% 69.0% 70.2% 69.0% 64.8% 68.4% 57.9% 60.0% 60.0% 59.6% 50.0% 40.0% 30.0% 20.0% 10.0% .0% Speed of Delivery User Lapsed User Freshness (Hot) of food Delivery Timings Deals Offered 69.0% 70.2% 69.0% 57.9% 64.8% 68.4% 60.0% 59.6% For Users the speed of delivery and the freshness of food are the two most important factors where as for lapsed users speed of delivery and delivery timings are the most important factors
    • If Deals Were Eliminated: 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% .0% User Lapsed user 66.7% 71.7% 33.3% 28.3% Continue to order from Pizza Hut Discontinue to order from Pizza Hut 66.7% 71.7% 33.3% 28.3% Majority of the users would discontinue to order from Pizza Hut if deals were eliminated and most of the lapsed users would continue to order from Pizza Hut as deals are not so important for them.