-Conducted primary and secondary research about Pizza Hut to assist the National Student Advertising Competition team -Led focus groups, surveys and interviews to discover more about the target market — millennials and famillennials -Created a book detailing the information in the style of an integrated marketing communications plan book -Established a strong foundation with which to work for the NSAC team as they furthered the research efforts

1. Pizza Hut

2. TableofContents
1
2-3
274-6
23
24-25
7
8
9-13
22
21
20
14
15
16
17
18-19
- Primary Research:
In-Depth Interviews
Methodology
- Primary Research:
In-Depth Interviews Results
- Objectives
- Introduction
- Summary
- Relevance
- Brand Positioning
- Client Culture
- Competion
- Demographics
- Psychographics
- The Millennials
- Secondary
Research
- Secondary Research
Relevance
- Primary Research:
Focus Groups Methodology
- Primary Research:
Focus Groups Results
- Primary Research:
Observation
- Primary Research:
Survey Methodology
- Primary Research:
Survey Results
- Further
Suggestions
- Conclusion
- Meet the Team
- Appendix
26
28-31
32
33
34
35

3. Introduction
Pizza Hut
positions itself as
the classic American
pizza. It appeals to mothers,
teenagers and millennials alike.
1

4. Position PizzaHut as the topchoice for customerswho order pizzadigitally.
Provide the
greatest
digital ordering
experience.
Reach the target
75% of all
orders done
digitally
by end of 2015.
Objectives
2

5. Objectives
Back to Basics
2. Increase awareness of Pizza Hut’s
digital ordering interfaces.
1. Increase postive brand perception.
3

6. 6 most important things about millennials and pizza hut
Price is most important and
Domino’s has best coupons
and deals — especially online
Ease of ordering is second
most important. Domino’s
“order tracker” is very popular.
Users of Pizza Hut app had
difficulty and confusion
compared to competition
Summary
1
2
3 4

7. 6 most important things about millennials and pizza hut
Summary
4
People don’t use mobile apps
due to fear of being charged
twice or having info stolen
5
Millenials use computers more
but are transitioning to mobile
with 46% of survey takers
having mobile ordered before
Pizza Hut ingredients are seen
as low quality compared to
Round Table which had the
“freshest ingredients for pizza”
6 5

8. Few people were aware of its Xbox app and Visa Checkout option
Summary
Pizza Hut has a perception problem
CLow quality
c
cCheap-tasting
Expensive
prices
CComplicated online
& mobile
It ranks high in social media use among competition
6

9. Relevance
our research will help address the
three challenges in a few key ways
Our research
suggests which
digital ordering
methods are
most popular
— showing where
to focus
Position Pizza Hut as the top choice for customers who order pizza digitally
We show
which ordering
projects (e.g. Xbox &
Visa Checkout) people
are least aware of —
demonstrating
a need for different
marketing
Our focus groups
give insight as to
where Pizza Hut
may lack in the
digital experience
currently
Provide the greatest digital ordering experience in the category
Our research
demonstrates whichmethods and features
have been most
successful for
competitors
We found that
most of Pizza Hut’s
new projects have
failed in changing
overall perception of
their digital ordering
process like they
hoped
Reach the target 75 percent of all orders done digitally by the end of 2015
Our surveys
provide statistics
on who is
currently using
online/mobile
ordering giving
a better idea
of the magnitude of
the challenge
Research shows abigger problem withthe app’s usability
as opposed to
awareness of the app’s
existence
Relevance
7

10. Brand Positioning
largest pizza chain in the united states
excellent spot for celebrations
convenient, quality dine-in experience
8

11. ClientCulture
Slogans Through the years
“Gather round the
good stuff”
2007
“Now you’re eatin’!”
2008-2009
2009-2012
“Your favorites,
your Pizza Hut”
2012-2014
“Make it great”
Current
“The flavor of now”
The current slogan is part of Pizza Hut’s overhaul rebranding efforts
10

12. ClientCulture
In 2010, Pizza Hut released a $10 any pizza deal aimed at mothers and “eating machines”
Pizza Hut Research
“Eating machines,”
single males 25 - 34,
care about price
88 percent of
moms considerthemselves the
“CFO” of their
households
79 percent of
moms go online for
product news and
reviews, including
deals.
In 2010, peopleages 18 – 34 madeup 54 percentof Facebook users
A 2009 surveyfound women withchildren at home are60 percent more likelyto use Facebook thanaverage adults
The Super Bowl
is the most popular
day to order pizza
for “eating
machines”
*1
11

13. ClientCulture
6NewSauces 10NewCrusts
11NewPizzaRecipes
the rebranding has been accompanied by major menu changes
12

14. ClientCulture
Customization
“CreateYourOwn”
11NewPizzaRecipes
changes to online and mobile ordering include...
EasierOnlineandMobileNavigation
13

15. ClientCulture
On nov 19, pizza hut unrolled top-to-bottom changes
LogoChange
“Make it
Great”
“The Flavor
of Now”
SloganChange
PackagingChange
9

16. SecondaryResearch
Competition
“Pizza Hut’s sales
have decreased steadily
for seven consecutive
quarters while Domino’s
and Papa John’s have
endured a more steady
increase in sales.”
The “fast, casual,”
made-to-order
pizza concepts are
contributing to the success
of Pizza Hut’s competitors
such as Papa John’s,
Little Caesar’s and
Domino’s.
Bloomberg BusinessWeek
2013
Bloomberg BusinessWeek
2013
14

17. Demographics
men within
the target
tend to be
younger
age range: 18 to 49 years old
specifically...
millennials
women
tend
to be
moms
15

18. P
s
y
c
h
o
g
r
a
p
h
i
c
s
most likely potential buyer:
consumers within target
who do not yet order
food digitally
*famillennials (n):
24-34 year old
millennials with
children in the house
millennials use
online ordering
for all purchases
at least once
a month
16

19. TheMillennials
gen ‘y’
“Educationis good.”
“Parents are
role models.”
“Integrity is
admirable.”
tech-savvy
goal-oriented
independent
entrepeneurial Children of
baby boomers
never experienced
life without
computers
17

20. SecondaryResearch
‘Fast-Casual Dining’Positioned between fast- food and fine dining.
High quality ingredients without table service.
O
main
research
points
The average American
eats 46 slices of pizza
per year.
Pizza establishments
make up 20 percent
of restaraunts
in the nation.
*3
18

21. SecondaryResearch
Online&Mobile
Millennials use online ordering for all
purchases at least once a month
67% of 18-24
year olds
use online
ordering
75% of 25-34
year olds
use online
ordering
Desktop/laptop remain the leaders in online ordering
76% have used
a laptop or desktop
69% have used
a cell phone or a tablet
At least once a month...
*4 19

22. SecondaryResearch
Survey
Focus Groups and In-depth Interviews
From our secondary research, we know that Pizza Hut’s
current perception is severely lacking.
Millennials tend to use desktop/laptops
but are shifting to mobile apps.
Focus groups and in-depth interviews gave us a better
sense of how millennials perceive Pizza Hut.
Our survey fulfilled the purpose of gathering cohesive
demographic data that was not readily available.
Our secondary research has led us to the
following conclusions about primary research.
20

23. PrimaryResearch
focus
groups
18-34 year old male millennials
18-34 year old female millennials
Held four focus groups
separated by gender.
Focused on competition perceptions
and online & mobile ordering.
Both groups yielded similar responses.
21

24. O
o
Focus Group Results
focus
groups
common responses
about Pizza Hut
O “poor
quality”
“good
crust”
“competitors
have better
deals”
o
app hard
to navigate
about pizza in general...
-local restaurants
favorited over
chains
-Domino’s best
online ordering
-price big factor
in choosing
location
22

25. methodology
P
r
i
m
a
r
y
R
e
s
e
a
r
c
h
In-DepthInterviews
One-on-one interview
questions
How often do you eat out?
How often do you eat pizza
compared to other
dining options?
How often do you order
pizza hut?
Would you recommend
pizza hut?
23

26. Survey
P
r
i
m
a
r
y
R
e
s
e
a
r
c
h
In-Depth Interview results
I eat Pizza
twice a
month
I don’t eatpizza hut often
I would
recommend
pizza hut
Millennials
I eat outthree timesa week
24

27. SecondaryResearch
PrimaryResearch
In-depth
interviews
IN-Depth interviews
34-50-year-olds
I order pizza
for my kids
PIzza hut doesn’t
have quality ingredients
i have never
ordered online
I order pizza
on the weekends
25

28. Primary Research
Observation
Observations
1295 W 7th St
Reno, NV
11:50-1 p.m.
25-year-old female called in her order.
23-year-old male ordered inside.
35-year-old male ordered online with a coupon.
“I don’t order digitally... It’s dehumanizing.”
“I usually order online. It’s easy to navigate their website.”
“I am calling headquarters... I entered my credit card number
online and had to pay again in the store.”
Post-Rebranding Observations
Customers noticed a change in brand aestethics and menu options,
but not as much in product taste.
Employees were briefed on changes in menu options and were
generally positive when discussing the rebranding.
26

29. Survey
P
r
i
m
a
r
y
R
e
s
e
a
r
c
h
survey
survey sent out via social media
and email using
Google Forms
samplequestions
Do you eat fast casual food?
Have you used a mobile device
or online interface to order food?
What is your preferred method
for ordering fast food?
How often do you eat
fast-casual food?
How likely are you to order
pizza over another fast food option?
otherinformation
city and state of residence
age
gender
27

30. SecondaryResearch
Survey
results
P
r
i
m
a
r
y
R
e
s
e
a
r
c
h
Survey
results
28

31. Survey
Results
P
r
i
m
a
r
y
R
e
s
e
a
r
c
h
214
survey participants
99
people have used a
mobile app
or an online interface to order
200
people eat fast casual food
106
people are “somewhat likely”
to order pizza over
another fast food option
156
people prefer to
order in person
29

32. P
r
i
m
a
r
y
R
e
s
e
a
r
c
h
Survey
results
gender
female
male
0 28 56 84 112 140
female 140 65%
male 74 35%
do you eat fast casual food? (i.e. Chipotle, Panera, Qdoba, etc.))
a
yes (200)
no (14)
n yes
no
200 93%
14 7%
have you used a mobile app or online interface to order food?
no (115)
yes (99)
n
a
yes 99 46%
no 115 54%
30

33. P
r
i
m
a
r
y
R
e
s
e
a
r
c
h
what is your preferred method for ordering fast food?
in person
(156)
over the phone (15)
online (32)
mobile
app (11)
d
q
n
a
mobile app 11 5%
in person 156 73%
over the phone 15 7%
online via computer 32 15%
very likely (36)
unlikely (72)
somewhat
likely (106)
how likely are you to order pizza over another fast food option?
q
q
a
unlikely
somewhat likely
very likely
72 34%
106 50%
36 17%
Survey
results continued...
31

34. Pizza Hut is rolling out an entirely new menu on Nov. 11 and
it’s the “biggest change that [they’ve] ever made as a brand.”
Follow up on brand perception after the new menu is released
Pizza Hut has developed many new partnerships in the past year
including Microsoft and Visa. Continue to follow up on the nature
of these partnerships and see if they will develop any new ones
Despite our in-depth interviews with the 35-50 demographic, we
were unable to conduct focus groups. As the secondary target,
we recommend conducting focus groups with them
Because Pizza Hut hopes to brand themselves as “fast-casual,”
stay up-to-date on any major changes or competitors in the fast
casual industry, particularly with digital ordering (Chipotle, Wing
Stop, Panera, etc.)
Diversify the number of Pizza Hut locations you observe. Travel to
rural, urban and suburban areas if possible because the preferred
method of ordering and frequency of dining may change place
to place
ResearchSuggestions
32

35. SecondaryResearch
ConclusionOur team feels confident in our in-depth primary and secondary
research and suggestions in preparing the Nevada NSAC
Competition Team in 2015.
With a broad target audience and position for influential growth
within the current market, we see great opportunity to
make a strategic impact using the aforementioned suggestions.
33

36. -
Meet the Team
Rachel Felix
Account Executive
Alexa Simpson
Creative Coordinator
Jacquelyne Joiner
Research Coordinator
Kristin Close
Research Coordinator
Daniel Coffey
Internal Coordinator
‘s ‘s
‘s ‘s
pepperoni lover’s pizza create your own pizza
‘s veggie lover’s pizza
super supreme pizza hershey’s cookie pizza
34

37. Appendix
Franchise Chatter Guide: America’s Pizza Franchises Vying for a Slice of the Pie. (n.d.).
Retrieved August 21, 2014, from
http://www.franchisechatter.com/2014/03/31/franchise-chatter-guide-americas-pizza-
franchises-vying-for-a-slice-of-the-pie/
Mintel. (2013, June). Online and Mobile Shopping – US – June 2013. Retrieved September 11,
2014 from Mintel Reports database.
Pizza Hut Reminds Consumers Why They Love Pizza Hut. (n.d.). Retrieved November 23, 2014,
from http://www.holmesreport.com/casestudy-info/10337/Pizza-Hut-Reminds-Consumers
-Why-They-Love-Pizza-Hut.aspx
Elliott, S. (2014, November 19). In Overhaul, Pizza Hut Tries Adventurous Menu Offerings and
a Dash of Irreverence. New York Times.
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Citations
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