2. It’s Your Hut: Tell Us What You Want and We’ll Give It To You!
3. Company Overview Pizza Hut is a brand of Yum! Brands, Inc., which is the largest restaurant company in the world, and #216 on the Fortune 500 List Pizza Hut is the global leader in the pizza category, with over 7,500 restaurants in the United States alone It provides its customers with an enormous menu that offers a wide variety of pizzas, pastas, wings, sides, desserts, and even a value menu.
4. Mission Statement and Core Values Mission Statement: We take pride in making a perfect pizza and providing courteous and helpful service on time, all the time. Every customer says, “I’ll be back!” We are the employer of choice offering team members opportunities for growth, advancement, and rewarding careers in a fun, safe working environment We are accountable for profitability in everything we do, providing our shareholders with value growth. Core Values: P.E.A.R.L.S. Have a PASSION for excellence in everything we do EXECUTE with positive energy and urgency Be individually and collectively ACCOUNTABLE for growth in people, customer satisfaction, and profitability Find reasons to RECOGNIZE the achievement of others and have fun doing it LISTEN and more importantly, respond to the voice of the customer Think SAFETY first
5. Customer Profile Pizza Hut is obviously an extremely popular and enormously successful franchise, but given the diverse target consumer pool, you always have to be bringing your customers new and fresh products. What do customers like about Pizza Hut’s current menu items? What, if any, do customers dislike about Pizza Hut’s current menu items? What do they want to see become a part of Pizza Hut’s menu? If we’ve seen anything from the success of other food franchises, and clearly from Pizza Hut’s ongoing success, people get bored if a “faster food” restaurant, like Pizza Hut, doesn’t continue to expand their menu and bring new and exciting things for their customers to enjoy. That’s where our new idea comes into play.
6. Campaign Idea “It’s Your Hut” YouTube/Facebook Campaign In this campaign, we will invite Pizza Hut customers and fans to tell us, or even show us, what they want to see on a Pizza Hut pizza. Fans can submit videos of them making the “perfect” pizza with whatever toppings/crusts/etc. they want, or even just submit ideas for what they would want to see on a pizza. They can also submit ideas for other great menu items they’d like to see added to Pizza Hut’s menu. It’s a way for the customers to get involved and be as creative as they see fit. Every month for a year, 1 winning idea will be selected and will be added to Pizza Hut’s menu. The way it will be selected, though, is not by Pizza Hut. People will vote all month long via Twitter, Facebook, YouTube, and PizzaHut.com for their favorite new idea. Also, once the new item is added, Pizza Hut fans and followers will be offered coupons to come in and try the new items. The winners will receive free Pizza Hut for one year, limited to one pizza/pasta/wings per day or (7) orders per week. The contest will begin in October 2010, one of Pizza Hut’s three peak months.
7. Campaign Objectives Draw people to become fans of Pizza Hut on Facebook Get people to follow Pizza Hut on Twitter Get people to be thinking about Pizza Hut while they’re on YouTube Draw more attention to PizzaHut.com itself Draw attention away from Pizza Hut’s competitors This campaign is designed to increase the amount of attention Pizza Hut receives, through social media sites as well as just overall It’s designed for as many people as possible to get involved, as contestants and as voters. Contestants and voters, who have to be fans and followers (via Facebook and Twitter) have the incentive of receiving coupons and special deals for being involved, which in turn, will draw even more people in. Also, the campaign brings exciting new menu items one a month to everyone else, and allows Pizza Hut to stay fresh and on people’s minds all year round. This whole campaign is designed around increasing customer loyalty, hence the name “It’s Your Hut”.
8. Campaign Advantages The campaign will be run entirely through social media sites, such as Twitter and Facebook, as well as on Youtube and PizzaHut.com, so it will essentially be free to run, along with the cost for the monthly winners The YouTube videos that people submit will be available to watch on Pizza Hut’s Facebook page, which will link directly to Twitter as well, where fans and followers can engage in discussion about the contest Pizza Hut will most likely create television commercials every time a new item is added to the menu, however this is not included in the campaign budget This campaign will promote Pizza Hut as a fun brand who clearly takes what the customers want and applies it to their brand. It is designed to show Pizza Hut as the pizza company that does more than just create value items for $5, but actually listens to the customers and uses the ideas that they have to offer
9. Budget/Measure of Success The budget consists solely of the cost of supplying the winners with one year of free pizza. 12 (winners) * 365 (days) * $3(wholesale)/pizza = $13,140 The success of the campaign will be visually measurable through the increase of followers on Twitter and Facebook, as well as the contest activity created and increased activity on both sites Also, because of the interactive nature of the campaign, there should be a large increase in the average amount of pizza sold, through loyal customers as well as through new customers.
