This document proposes a partnership between Lion and Pizza Hut to offer alcohol delivery alongside pizza delivery, called "Mature Menu Delivery". It would leverage Pizza Hut's existing delivery infrastructure to provide a national alcohol delivery service for the first time. The opportunity is presented as a way to increase Pizza Hut's delivery basket size and provide Lion access to new customers. Initial testing would focus on delivering beer in select locations before potential national expansion. Considerations and next steps are outlined for Lion and partners to further scope and evaluate the opportunity.

1. Pizza Hut x Lion.
Mature Menu Delivery
W

2. W Purpose of this document
Introduce a new channel of sales growth
for the Lion beer and wine portfolio
Approach
Explore and present a top line business
case for an unexplored market
Outcome
Arrive at a go / no-go decision to
develop the channel opportunity further

3. Lion’s Purpose:
Our products are the
perfect accompaniment
to life’s social moments

4. W The Challenge
Goal
Provide adult
beverages directly
where and when
people enjoy them
most
Barrier
Sensitive,
commercial
relationships with
established
distributors
Limited
distribution
capabilities
Barrier

5. W The Opportunity
Lion Pizza Hut
“The majority of meals after
midday are consumed without
any beverage at all”
“We need to increase our
delivery basket size with high
margin, highly desirable ‘sides’”

6. W Mature Menu Delivery - CVP
Lion x Pizza Hut have cooked up Australia’s first national food & alcohol delivery service.
Now you don’t have to break up the party to go on a beer run
Get Australia’s most popular Pizza perfectly paired with Australia’s favourite beer and wine
Delivered door to door in 30 minutes
Anywhere in Australia

7. W Mature Menu Delivery - Introduction
What is it?
Mature Menu Delivery takes advantage of new, leaner, packaged liquor licensing
laws which have enabled the proliferation of a large number of independent
delivery services.
However, using Pizza Hut’s 270 outlets around Australia, Mature Menu Delivery at
Pizza hut will provide the first, national delivery service for food and alcohol.
How does it work?
The partnership will essentially be run as a supplier agreement whereby Pizza Hut
purchases alcohol to sell with their Pizza, exclusively from Lion’s portfolio or beer
and wine.
However, as the user experience component is highly digital and because alcohol
falls outside of Pizza hut’s core business, The White Agency & Lion will
collaborate heavily with Pizza Hut. Together, they will iron out issues such as legal,
logistics, range and price.
The program will be rolled out in a number of phases, starting with Test & Learn
with a limited, proven “Pizza” range in a targeted geographical area.

8. W Offering Phasing
Test & Learn
Range Extension
National Roll Out
Products: Tap King
Locations: Penrith
Products: All beer and wine
Locations: Penrith, 5 other flagship stores
Products: All beer and wine
Locations: All

9. W Mature Menu - Supporting Data
Pizza and Beer go together. Period.
Major chains including McDonald’s are
experimenting with new concepts in a test range
or stores to develop and test growth initiatives
and improving the hit rates of innovative
initiatives.
In recent years, hundreds of liquor delivery services have legally
popped up all around the country. However they are either large
national businesses that lack the means to deliver at time of need or
fragmented, independent, instant deliverers.

10. W
•
Strategic Fit
Demand Space Growth Drivers VBC
1. Modern Australian
Lifestyle
2. Social w/o Partner
3. Confident
Bonding

11. W Considerations

12. Next Steps

13. W Tap King - Next Steps
Lion
• Provide feedback on territory opportunity
• Sign off on strategic alignment
• Approve scope of works and budget
• Provide additional information for full project scoping
White
• Develop project partnerships (eg: How to Impact)
• Develop scope of works and budget implications for territory exploration
• Undergo consumer & customer research
• Develop initial service specifications
• Develop business modelling and determine ROI