Technology Category
- Sensors - GPS
Applicable Industries
- Transportation
Applicable Functions
- Logistics & Transportation
- Sales & Marketing
Use Cases
- Indoor Positioning Systems
- Last Mile Delivery
About The Customer
The customer in this case study is Pizza Hut Delivery, a branch of the well-known pizza brand, Pizza Hut. Despite being a much-loved pizza brand in the UK, Pizza Hut Delivery was less recognized for its delivery services due to its historic association with restaurants. The company wanted to elevate its brand and make sure everyone knows that Pizza Hut delivers. They also wanted to position themselves as a benchmark in delivery and compete effectively with their main competitor, Domino’s.
The Challenge
Despite being a well-known pizza brand in the UK, Pizza Hut was facing a challenge in its delivery sector. The brand was less recognized for its delivery services due to its historic association with restaurants. The challenge was to elevate the brand, their pizzas, and their customer experience, and to ensure that everyone knows that Pizza Hut delivers. The company also wanted to position itself as a benchmark in delivery, and to compete effectively with its main competitor, Domino’s.
The Solution
A new brand platform, 'Now That’s Delivering', was introduced to position Pizza Hut as a benchmark in delivery. The company chose to highlight five key messages: the choice and flexibility to enjoy delicious restaurant-quality pizza delivered to your home, its taste credentials, its Hut Rewards loyalty scheme, favourites from £5 value proposition, and its Thirty Minute Speed Guarantee. To promote these messages, 20-second spots were created for each message, along with a hero film that combined all five messages. The hero film was launched on Boxing Day 2018, supported by 20-second and 6-second films, on Facebook and YouTube as targeted, timely interventions to disrupt consumers’ Domino’s habit.
Operational Impact
Quantitative Benefit
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