Pizza Hut's Innovative Approach to Promote Plant-Based Pizzas
Applicable Industries
- Food & Beverage
- Transportation
Applicable Functions
- Logistics & Transportation
Use Cases
- Last Mile Delivery
About The Customer
The customer in this case study is Pizza Hut Delivery, a global leader in pizza delivery services. Pizza Hut operates in over 30 markets across Europe and is known for its innovative approach to pizza making and delivery. The company is constantly looking for ways to expand its offerings and cater to the changing tastes and preferences of its customers. In this case, Pizza Hut was looking to tap into the growing market for plant-based and meat-free alternatives, and partnered with Beyond Meat to offer a new plant-based pizza to its customers.
The Challenge
Pizza Hut, a leading global pizza delivery company, was looking to tap into the growing market for plant-based and meat-free alternatives. The challenge was to convince their customer base, which is largely accustomed to meat-based pizzas, to try out their new plant-based pizza made in partnership with Beyond Meat. The company needed to ensure that the new product would still deliver the full Pizza Hut experience and meet their uncompromising standards for taste. The challenge was to effectively communicate this to their customers and convince them that the plant-based pizza is as delicious and satisfying as their regular offerings.
The Solution
To address this challenge, Pizza Hut launched an innovative marketing campaign called 'Approved by Carnivores'. The campaign was designed to illustrate that the Beyond Meat Pizza would still deliver the full Pizza Hut experience and meet their uncompromising standards for taste. The campaign was launched in July and included a 30-second film and audio spot that showed one of the world's greatest carnivores, Clarence the lion, enjoying the new plant-based pizza. The film showed Clarence stealing the new pizzas from a Pizza Hut delivery driver, demonstrating the high demand for the new product. The campaign was extended through a supporting social campaign in the UK and amplified by a partnership with LadBible. Influencers Sam Thompson and Pete Wicks also participated in the campaign, sharing comical content related to the campaign on their social media channels.
Operational Impact
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
The Kellogg Company
Kellogg keeps a close eye on its trade spend, analyzing large volumes of data and running complex simulations to predict which promotional activities will be the most effective. Kellogg needed to decrease the trade spend but its traditional relational database on premises could not keep up with the pace of demand.
Case Study
Airport SCADA Systems Improve Service Levels
Modern airports are one of the busiest environments on Earth and rely on process automation equipment to ensure service operators achieve their KPIs. Increasingly airport SCADA systems are being used to control all aspects of the operation and associated facilities. This is because unplanned system downtime can cost dearly, both in terms of reduced revenues and the associated loss of customer satisfaction due to inevitable travel inconvenience and disruption.
Case Study
HEINEKEN Uses the Cloud to Reach 10.5 Million Consumers
For 2012 campaign, the Bond promotion, it planned to launch the campaign at the same time everywhere on the planet. That created unprecedented challenges for HEINEKEN—nowhere more so than in its technology operation. The primary digital content for the campaign was a 100-megabyte movie that had to play flawlessly for millions of viewers worldwide. After all, Bond never fails. No one was going to tolerate a technology failure that might bruise his brand.Previously, HEINEKEN had supported digital media at its outsourced datacenter. But that datacenter lacked the computing resources HEINEKEN needed, and building them—especially to support peak traffic that would total millions of simultaneous hits—would have been both time-consuming and expensive. Nor would it have provided the geographic reach that HEINEKEN needed to minimize latency worldwide.
Case Study
IoT-based Fleet Intelligence Innovation
Speed to market is precious for DRVR, a rapidly growing start-up company. With a business model dependent on reliable mobile data, managers were spending their lives trying to negotiate data roaming deals with mobile network operators in different countries. And, even then, service quality was a constant concern.
Case Study
Digitize Railway with Deutsche Bahn
To reduce maintenance costs and delay-causing failures for Deutsche Bahn. They need manual measurements by a position measurement system based on custom-made MEMS sensor clusters, which allow autonomous and continuous monitoring with wireless data transmission and long battery. They were looking for data pre-processing solution in the sensor and machine learning algorithms in the cloud so as to detect critical wear.
Case Study
Cold Chain Transportation and Refrigerated Fleet Management System
1) Create a digital connected transportation solution to retrofit cold chain trailers with real-time tracking and controls. 2) Prevent multi-million dollar losses due to theft or spoilage. 3) Deliver a digital chain-of-custody solution for door to door load monitoring and security. 4) Provide a trusted multi-fleet solution in a single application with granular data and access controls.
