Pizza hut delivery service public case study - example report

Alterian SM2 Pizza Hut-Delivery Service

Program Audit • Executive Overview • Social Media Overview • Search Overview and Analysis • Results Volume and Statistics • Conversation Overview • Twitter Analysis • Key categories/Main topics Analysis • Pizza Hut vs. Domino’s Pizza on SM • Pizza Hut UK Facebook Analysis • Key Take-Aways © ALTERIAN 2010 ALL RIGHTS RESERVED

Executive Overview • A strategic analysis of Pizza Hut Delivery Service to determine: – Social Media perceptions • Reach and sentiment • Issues to address • Benefits to promote • Ideas to leverage – Conversations which resonate and how to leverage them – Key Social Media actions to positively impact program effectiveness – Relevant Social Media feedback for innovation or program improvements © ALTERIAN 2010 ALL RIGHTS RESERVED

Social Media Overview Blogs & Comments Social Networking Sites (Facebook, LinkedIn) Microblogs We immerse ourselves (Twitter) in digital spaces, using the internet as a culture in its own right and Mainstream observing patterns in News conversation, common Versus social practices, and creating links between Multimedia online and offline (YouTube, worlds Podcasts) Forums Google Trends & Insights Real world conversations, Delicious & Social habits, practices, Tagging cultures © ALTERIAN 2010 ALL RIGHTS RESERVED

Search Overview and Scope Search Keyword ‘pizza hut’- ‘pizzahut’ ‘Delivery’ Tool Use ‘Collect’ ‘Order’ Date range: SM2: We used the SM2 Observation: We tool for social media observed conversations on <Apr 15th – Oct 15th > monitoring: the Pizza Hut (UK) Facebook page: • to track conversations • to complement the same • to review 6 month period as the Exclude: positive/negative SM2 analysis Non-English sentiment for brand • to categorise and Outside UK • to cover a range of analyse the social media channels conversations of both such as blogs, wikis, Pizza Hut fans as well as micro-blogs, and social Pizza Hut itself networks Final results: <970> © ALTERIAN 2010 ALL RIGHTS RESERVED

Results Volume and Statistics 08 /18 Date range: Apr 15th – Oct 15th, 2010 Total Volume: 970 (5.5 a day) Most conversations on Twitter (64%) Top Topic: Vouchers codes and discounts Conversation driven the volume spike Impactful sites:  Aug 18th 1. forum.moneysavingexpert.com  Pizza hut announced that a half of orders come from mobile 2. thestudentroom.co.uk 3. digitalspy.co.uk 4. babyandbump.com KEY INSIGHT Pizza Hut is discussed by a number of distinct communities who congregate with other like-minded individuals. By targeting these groups, Pizza Hut can craft messages that resonate most to their needs © ALTERIAN 2010 ALL RIGHTS RESERVED

Influential Forums Moneysavingexpert thestudentroom Digitalspy.com Babyandbump.com forums.moneysavingexpert.com www.thestudentroom.co.uk www.digitalspy.co.uk www.babyandbump.com 746,997 members 554,966 members 396,706 members 89,251 members 1,516,515 threads 1,315,204 threads 1,344,366 threads 448,763 threads 21,393,991 posts 22,991,146 posts 25,346,810 posts 7,584,267 posts 77 posts 54 posts 17 posts 12 posts Audience: Cost- Audience: UK Audience: Showbiz Audience: Expectant conscious people who are students fans and media and new mothers looking for the best deals insiders and vouchers codes Sample PH Message: Sample PH Message: Sample PH Message: Sample PH Message: • Focus on deals and • Focus on deals for • Focus on combining • Focus on healthy value specific universities food with social eating as a family or student events activities and fun © INTREPID 2010 ALL RIGHTS RESERVED

Share Of Voice Where the conversations happen Mainstream Blog rainbownetwork.com Media 2% Microblog thisislocallondon.co.uk 9% 64% portsmouth.co.uk twitter.com/codesuk twitter.com/piggycodeuk twitter.com/sharpie9hukd twitter.com/acorkin twitter.com/deals4uk Message Board/Forum 26% forum.moneysavingexpert.com thestudentroom.co.uk digitalspy.co.uk babyandbump.com KEY INSIGHT  Because of its instantaneous nature as a social media tool, Twitter is the default option when people want to immediately air grievances on delivery issues or gain instant access to a voucher code © ALTERIAN 2010 ALL RIGHTS RESERVED

Twitter Analysis  Most of conversations are from discount and voucher specialists: Twitter Sentiment @codesuk, @piggycodeuk and @sharpie9hukd • Most tweets are focused on sharing discount voucher codes, and Positive Negative Neutral goodies. Moreover, these are easily retweeted by fans who can add to the conversations (e.g. I got 2 pepperoni pizzas at Pizza Hut with 16% this code!) 25%  Positive sentiments were about customers interested in the ordering online 59% process. Most of the tweets expressed excitement when Pizza Hut was delivered on time. Furthermore, the extras or goodies for late delivery also satisfied customers  Negative Sentiment arose when the delivery service fell into the following: • The online ordering experience was poor – wrong foods delivered, no email confirmation, confusing menu • Poor staff communication skills which led to misunderstanding and confusion of customers’ orders • Late delivery which led to cold food and frustrated hungry customers • Limited range of delivery in some communities and rural areas – even if the Pizza Hut is just about ten minutes by car. @PizzaHut-UK : 250 Followers - 1 Tweet from March KEY INSIGHTS  Negative posts outnumbered positive posts on Twitter by nearly 2 to 1. Food mistakes, issues with online order or lack of staff’s communication skills were among the most complained.  A lack of activity on Pizza Hut UK Twitter (@PizzaHut_UK) misses opportunities to address customers’ issues and being excluded from general conversations of customers

What People Said About PH Delivery On Twitter “We ordered Pizza Hut over the internet and got it delivered. Pretty cool.” Positive - dyan_x, Oct 12nd, 2010 discourse about the online ordering “Pizza hut messed up our order a little bit and sent us some experience and extras to compensate... Quite a lot... http://twitpic.com/22zzzz“ compensation - stuartlyle, Jul 07th, 2010. when orders were late. “Pizza Hut Delivery: 25% #voucher code - £30 min spend - 25% off when you spend above £30 at Pizza Hut Delivery… http://bit.ly/deqxrz” -CouponsUK, Oct 11st , 2010. Negative discourse Mixed/Neutral discourse about late, wrong meal in mentions the code of delivery, problem in order voucher and program of “what the hell, i live in the centre of online and discount. a fairly large city, by uk standards, communication skill of why is it that i cannot order a pizza staffs hut or dominos ????“ “@rww Pizza Hut Says Half of Orders - helvetica_arial, Jun 01st , 2010. Come From Mobile http://rww.tw/crY91I” - blurGroup, Aug 18th 2010. “Every time I use the pizza hut website to order a delivery I nearly end up throwing my “I swear Down il go pizza hut & smash up laptop through the window #rage #fail the rude prick on the end of my phone!! I #makesMeSoAngry“ been waiting an hour for my delivery and - roaders, Sep 14th , 2010. now 15 min more!“ - majestic888, Sep 04th , 2010.

What People Said About PH’s delivery services Delivery Areas Ordering 25% Experience 23% Order Accuracy 6% Food Delivery Quality Speed 2% 44% *Excluded conversations about PH’s discount vouchers /codes, promotion deals or pricing KEY INSIGHT  As people wait impatiently for late delivery, they will go to Twitter as it is the easiest tool to vent spontaneous frustration.  In all categories, negative posts far outweigh positive posts, making it more imperative for Pizza Hut UK to have a strong Twitter presence.

What People Said About PH’s delivery services Delivery Speed Ordering Experiences Positive Negative Neutral Positive Negative Neutral 11% 25% 24% 20% 51% 69%  Customers tweeted their satisfaction when Pizza Hut  Customers enjoyed the online ordering experience delivered their orders on-time (usually under 40 when it worked. However, common complaints minutes). Moreover, people expressed gratitude when include: wrong dates/times for delivery, no confirmation Pizza Hut gave goodies when deliveries were late. messages and difficulty in redeeming voucher codes.  Waiting more than 1 hour seems to be the time period  Furthermore, some customers were unhappy with when customers’ start to get upset unsolicited SMS spam from Pizza Hut  The staff’s language and customer service skills also made it difficult for customers to place their orders and added to their frustration if orders went wrong KEY INSIGHTS  Among all topics, ‘Speed of delivery’ garnered the highest percentage of positive feedback; however, even in this area, negative responses still outnumbered the positive by 2 to 1.  Most of ordering experiences related to online order or mobile phone ordering. Although some customers were excited by these options and could see the benefit of them, there were still many complaints when the process did not live up to expectations

What People Said About PH’s delivery services Delivery Area Order Accuracy Food Quality Positive Negative Neutral Positive Negative Neutral Positive Negative Neutral 5% 0% 17% 24% 25% 25% 71% 83% 50%  A lack of clarity of delivery area  Most of the customers  This area marks the smallest annoyed many customers, with many complained about wrong or portion of delivery issues. wondering why Pizza Hut did not missing food items. Follow- Melted ice-cream, dried or deliver to them, even though the up calls to Pizza Hut often cold pizza and hot wine were restaurant is present in their area. exacerbated the problems the most complained about. KEY INSIGHTS  Delivery Area remains the most confusing area. Although customers can understand why a delivery is late or inaccurate, they have difficulty in understanding why Pizza Hut cannot deliver to certain areas, particularly when they know they are in the neighbourhood  Although conversations around Order Accuracy and Food Quality were few, they were overwhelmingly were negative.

Pizza Hut Domino’s Pizza  There were 92 conversations mentioned about Pizza Hut and Domino’s Pizza. Most of them were from twitter.com and www.thestudentroom.co.uk forum  Within those conversations, more people preferred Domino’s than Pizza Hut. Most of the comparisons were about deliveries, promotion deals, delivery areas, speed, customer service, order accuracy and pizza flavors.  Some customers mentioned Domino’s is better for delivery while Pizza Hut did a better job for dine-in KEY INSIGHTS  Most of the comparisons between Pizza Hut and Domino’s were found on forums – an area which allows people to go more in-depth in their views as well as allowing others to add their thoughts on this debate  Engagement with key forums and communities can help identify brand ambassadors and tilt the balance to Pizza Hut

facebook.com/PizzaHutUK Observation Number of wall-posts* on Pizza Hut UK Facebook 700 683 663 561 562 416 390 Date Range: 04/2010 – 10/2010 Number of fans: 96,729 Total posts: 4,078 Average per Day: 22.65 Apr May Jun July Aug Sep Oct Peak Month: Sep 2010 *Wall-posts included by fans and by Pizza Hut UK KEY INSIGHTS  This page was the most used channel utilised by Pizza Hut to communicate with fans on Facebook.  Most conversations revolved around sharing codes and discounts or people expressing how much they like Pizza Hut.  However, people also used the Facebook page to ask questions directly to Pizza Hut, leading to multiple opportunities of positive customer engagement

facebook.com/PizzaHutUK Delivery Services Total volume of fans’ post Main categories/topics about delivery services Positive Negative Neutral 60 50 40 38 30 20 53 1 10 25 15 20 19 0 8 4 13 1 Apr May Jun Jul Aug Sep Oct Speed Food Quality Order Accuracy Delivery Areas Ordering Experience *Excluded conversations about PH’s discount vouchers /codes, promotion deals or pricing KEY INSIGHTS  Only 5% of total conversations on PH Facebook were about delivery  In all categories about delivery, the number of negative posts always overweigh the number of positive ones  The ordering experience generated the most comments (this is compared to delivery speed being the most popular topic on Twitter). Whereas Twitter is more conducive for the more time-sensitive issue of delivery, Facebook allows customers to expand more on their online ordering experiences

PizzaHutUK FB Delivery Services - Sentiment Positive:  Some customers showed their appreciation of PH delivery when it Overall Sentiment was on time. PH on Facebook made some people happy by responding quickly and sending some special vouchers. 13% 20% Some keys issues about the delivery service:  Ordering Experience: Some fans reported some items of their order were missed when they used online ordering. Moreover, fans also complained that they got late responses after they gave out feedbacks to stores.  Speed: Fans complained on the longer delivery time than what they was told by receptionist- usually more than 1 hour. 67%  Quality of Food: Cold food after a long delivery time was a major complaint  Accuracy: Most of complaints were about wrong food items even Positive Negative Neutral after second time-delivery KEY INSIGHTS  By responding quickly to fans’ issues and comments, Pizza Hut was able to acknowledge the concerns and make Facebook users feel they were being listened to  However, there are still many negative posts, mostly about Ordering Experiences and Speed of Delivery, that will need consistent and proactive responses

PizzaHut UK FB Delivery Services – In their words Positive discourse “all of its there, the delivery guys friendly and they get about the on time and it to us in like 20 minutes when they tell us it wil...l b an the compensation hour!! i love pizza hut!!! ♥ ♥ ♥.” when it was late. -Cassandra Thomas, Oct 28th, 2010 “I did get my pizza's about 30 minutes after I ordered the 2nd time. The girl who took my order apologised and said she would rush it through. I even got a phone call back as soon as they were ready. I can appreciate that Friday nights are very busy and was annoyed at first but once I complained they pulled out all the stops. Thanks for the advice William. :)“ - stuartlyle, Jul 07th, 2010. “Hi all, need a 50% off voucher, mine expired yesterday.... anyone got one for me ... pleeeeze !!” -Tracey Barker-Reeves, Sep 13rd, 2010. Negative discourse about late, wrong meal in delivery, problem in order “thinks its aload of crap ordered 4 the first time online and attitude of Mixed/Neutral discourse and half the order missing and the wrong size staffs. mentions the code of pizza's will b sticking 2 domino's!!!!!!!!!!“ voucher and program of - Caroline Cranston, Sep 13rd, 2010. “I am absolutly fuming. I ordered a pizza discount. at 5.15 for my pizza 2 b delivered at 6, 6.15 im still waiting so ring them up only 2b told there running late and nothing they “delivery guy jus been back with the things can do. I asked to speak to the manager that were missing and there is STILL and he was 2 busy 2 take my call. This is “Why cant you deliver to the whole of something missin!!!!!“ NOT good customer services!!!!“ York? Domino's do & they did this when - Caroline Cranston, Sep 13rd, 2010. -Carla Weston-turner, Oct 10th, 2010. there was only 1 store. C'mon Piza hut move with the times” -Craig Taylor, Sep 12th, 2010.

Some Sample Responses of PH UK on Facebook Typical Pizza Hut Response Engagement Strategy Commentary While acknowledging the problem shows empathy, the moderator throws back the issue to the customer by asking him to take action, rather than being proactive on the customer’s behalf The Facebook page is public; by taking the conversation private, the users are unable to see how the problem is ultimately resolved. Taking an issue private also prevents the user from thanking Pizza Hut publicly A potentially positive event ends with this post. An opportunity to continue this conversation could have included the moderator asking the user to post pictures of the event KEY INSIGHTS  Facebook users generally are pleased to get any response to issues they raise on the Facebook page. However, by being more proactive and showing more public resolutions to issues, Pizza Hut can increase more positive reactions from fans  Additionally, other options for the Facebook page can also be put to greater use: asking users to send photos of their meals at Pizza Hut, quick polls, contests, etc

Key Take-Aways Social Media challenge Steps Forward Pizza Hut needs to have not only a presence Most conversations about PH delivery were but also a clear management strategy on found on Twitter (64% of total posts). 25% of Twitter. Pizza Hut’s continued silence allows these posts were negative. others to control conversations about the brand. With the exception of discount vouchers or Pizza Hut can split engagement strategies promotion codes, most conversations on across channels: speed will be the factor in social media revolved around speed and on responses for Twitter while thorough time delivery. However on Facebook, fans responses will be most effective on were likely to discuss their ordering Facebook. experiences. By increasing its presence on social media In all Social Media channels, there were channels, Pizza Hut can help shift that more negative posts about Pizza Hut UK balance by addressing negative issues while delivery services than positive ones. involving others to help build positive brand images in a collaborative manner. Online communities tend to segment Pizza Hut can segment messages based on themselves on interest (e.g. Reality TV fans), need (healthy eating message to new geography or identity (new mothers, mothers) or interest (special deals during students) exam times for students) © ALTERIAN 2010 ALL RIGHTS RESERVED

Pizza hut delivery service public case study - example report

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