Professional Documents
Culture Documents
Marketing Plan
Marketing Plan
Prepared By:
CABORNAY, RACHEL
DIZON, CAROLINE
HRDM 4A
Statement of Confidentiality and Non-disclosure
This document contains proprietary and confidential information. All data submitted
to (?) is provided in reliance upon its consent not to use or disclose any information
contained herein except the context of its business dealings with Pizza Hut. The
recipient of this document agrees to inform it’s present and future Employees and
partner who views or have access to the document's content of confidential nature
The recipient agrees to instruct each employee that they must not disclose any
information concerning this document to others except to the extent that such
matters are generally known to, and are available for use by, the public. The
distribute any material contained herein without Pizza Hut express written consent.
Pizza Hutretains all little, ownership and intellectual property rights to the material
During the past four decades Pizza Hut has built a reputation for excellence that
has earned the respect of consumers and industry experts alike. Building a leading
pizza company has required relentless innovation, commitment to quality and dedication
to customer service and value. The qualities of entrepreneurship, growth and leadership
have the strength of its heritage, its culture and its people and franchise. Pizza Hut
looks forward to more success in future. There are different objectives of every
organization. In order to achieve these objective different target are set. Targets pass
are divided into many subparts and are useful for the running of the business. The
employees and the management know what they have to achieve through the targets
which have been set to them and the strategies they have adopted help them know the
way they will achieve the objectives. Similarly, Pizza Hut has different targets set to
them and they have adopted different strategies to successfully achieve the target set.
These targets arrest by the RSC i.e., the restaurant support centre in Karachi. These
targets re passed on to the RGM (restaurant general manager) and he passes them to
the workforce. These targets fall within the organizational structure in which there are
many people who have different targets to achieve. In order to successfully achieve the
The mission of the Pizza Hut is to improve the wellbeing of their customers by creating
a family atmosphere and a family dining experience. They promote family values and
OBJECTIVE
Q is Quality
S is Service
C is Cleanliness
V is Value
1. SITUATION ANALYSIS
When compiling this year’s Pizza Power Report, three themes kept appearing again and
again: quality ingredients, technology and the youth culture. Consumers are
younger segments of consumers, who also demand the highest technology available to
But, despite evolving approaches and consumer demands, the state of the pizza
industry is strong. According to a Technomic study, 83% of consumers eat pizza at least
once per month. According to PMQ’s 2018 Industry Census, 60.47% of respondents
reported an increase in sales over the previous year. Internationally, pizzerias are
China continues growing, and everyone wants a piece of the pie. PMQ China projects
that Pizza Hut will open a whopping 1,000 new units throughout the country in 2019,
while Papa John’s and Domino’s are estimated to open 50 new units each. Other
projected players include Sazeriya (Japan), Mr. Pizza (South Korea) and Dodo Pizza
Even in a market as well addressed as the pizza industry, opportunity abounds. There
are a number of key trends to keep in mind if you’re thinking about taking the plunge:
lifestyle. They are exercising more, shopping for more natural and wholesome foods,
and frequenting restaurants that offer the same. Pizza parlors that provide a diverse
menu – most offer robust salad options already – will continue to benefit.
are looking to frequent establishments that want to do more than make a buck – or
Fast casual restaurants are the fastest growing segment of the restaurant market,
and the “step-up from fast food” is finding great success in the pizza market. Fast
casual pizza is focused on winning the lunch crowd, while traditional pizza stores
focus on dinner and delivery. These new chains are thought to compete more with
robust online presence and providing easy online and mobile ordering.
Of course it all depends on your local market – if you’re interested in pursuing a pizza
business make sure you understand the local tastes and or course the competition.
1.1.3 Legal, Political and Economic Factor
Political issues include regulatory frame work operating in judicial system which may
affect the business in different ways. There are not many political factors in London
employment, pollution and taxation apply on the organization which it has to follow
If the county’s economy is better so the GDP of the country will be good, this is a green
signal for the business as the per capita income of the people will be increased and they
will spend more money. In our survey we came to know that most of the people in the
beginning of the months spend more and they visit pizza hut very often. When the
inflation rate increases the cost of raw material also increases and this leads towards
organization is overwhelmed by western culture. There are social forms of society which
consist of Upper class, middle class, middle upper class, lower class and lower class.
Every country has cultural norms, values, beliefs and religion which can affect the
organization.
1.1.5 Technological Factors
Now a day’s technology is improving so as baking and heating ovens will be of new and
efficient technology and will provide efficient service. Due to new technology there are
new ways of marketing like internet; telemarketing and the organization can advertise
their products with much more faster pace. Computer based customer data that is MIS
future forecasting and decision making. New vehicles will make their service more
efficient.
1.2 Sales Analysis
Global pizza chain Pizza Hut’s average sales per unit reached approximately 878
thousand U.S. dollars in 2017, down from 900 thousand the previous year. Sales per
store have remained reasonably steady over the years, with the lowest figure being 725
thousand U.S. dollars and the highest at 900 thousand. Pizza Hut is owned by YUM!
Brands, which is also parent company to restaurant chains Kentucky Fried Chicken
(KFC) and Taco Bell. Out of all the quick service chains in the U.S. Pizza Hut ranked
thirty ninth in terms of sales per unit in the U.S. - placing after its sister companies,
which had average sales per unit of 1.6 million U.S. dollars (Taco Bell) and 1.21 million
(KFC). Topping the list was chicken chain Chick-fil-A with average sales per unit of 4.17
million U.S. dollars. Pizza is a popular dish with people all over the world - especially
U.S. consumers. In a 2018 ranking, Pizza Hut placed second in terms of pizza chain
sales, having generated 5.53 billion U.S. dollars. While this was a valiant effort,
Domino’s Pizza ultimately ranked first with over six and a half billion U.S. dollars in
sales in 2018.
1.3 Competitors Analysis
Domino’s Pizza
Domino’s Pizza is apparently one of the direct competitors of Pizza Hut. The reason for
this is because they both offer more or less similar product and service in the industry.
Domino’s also majors in providing pizza delivery and takeaway to its customers. With an
operating income of approximately $455 million per year, it demonstrates that it is indeed
It is estimated that Domino’s Pizza has a total worth value of about $720 million as of the
end of 2016. It continuous expansion in the last decade again is a clear indication that
the potency of this particular fast food chain of restaurants should never be
underestimated. Domino’s Pizza is without a doubt the biggest Pizza Hut Competitors.
McDonalds
Statics in the quick service industry shows that McDonald’s is the leading fast food outlet
in the world considering all aspects. It covers quite a considerable percentage of the
market share both locally and internationally. Its efforts to expand to more and more towns
have also been fortunate making it the leading fast food joint with the highest number of
units worldwide. McDonald’s net income as of the end of 2016 was estimated to be over
$4.7 billion per annum, making it the highest earner of all these restaurants. McDonald’s
also has more than 37,000 restaurants worldwide making it the largest fast-food chain in
One particular element that the Kentucky Fried Chicken, popularly referred to as KFC has
perfectly mastered is the art of creating brand awareness. It was founded in Kentucky,
but the level at which it has spread its operations to a wide range of towns and cities in
As a matter of interest, KFC invests a considerable amount of money in doing its ads that
help it much in acquiring new locations for their units and subsequently new customers
for its products. It is a strong competitor in the fast food industry and on many occasions
often ranked second after McDonald’s in some aspects including sales volume, units, and
Starbucks is another quick service competitor based in the US and specializes in offering
coffee. Actually, Starbucks covers over 40% of the US market share as far as coffee
chain industry is concerned. It is not a direct Pizza Hut competitor since it majors in
serving coffee and other breakfast menu but nonetheless offers competition on the basis
Starbucks has a total assets worth of about $14.5 billion, which clearly illustrates how big
its muscles are in the industry. Starbucks also invests handsomely in ads hence making
it easy for its brand visibility to increase in many parts of the world.
Subway
Subway is apparently the largest QSR sandwich in the US. It has continually expanded
since its inception to become a significant competitor in the quick service sector. In the
US alone, Subway had been able to generate sales value of approximately $11. 5 billion
This is attributed to several facts that it has been consistent in creating its brand
awareness through ads, which it has really invested on to a tune of over $500 million in
the 2016 fiscal year. Its number of store especially in the foreign market has also been
industry.
Burger King
Burger King is another competitor in the fast food service industry that has come out
strongly to create a solid foundation. It has progressively grown to become a famous fast
food joint that serves burger both in the US and global market. As of the end of 2016, the
worldwide revenue for this particular company was approximately $1.2 billion making it
among the top-ranked in the market. he company also spends a relatively vast amount of
money every year as a way of establishing more and more locations for eventual
increased revenue and expansion. In 2016, its net income was $234 million, which is
slightly lower than what they’d spend but a projection of higher figure in 2017 was
inevitable.
Dunkin Donuts
Dunkin Donuts is also another strong competitor in this quick-service industry that
specializes in offering donuts and coffee. It has also become among the top competitors
in this sector by virtue of its sales volume, which has increased in the recent past. This
particular company has opened a wide range of stores in American towns and cities as
Many people are associating with it since it not only serves coffee but also offers
breakfast meals, cold and hot beverages and an array of baked goods. It is thus a strong
People from different walks of life have a preference for the ideal type of food to eat at
varied times. It is this particular idea that Taco Bell capitalized on and chose to specialize
in serving Mexican dishes. So far, it has succeeded vehemently in the industry going by
a wide range of stores that it is opening as well as the amount of revenue collected every
Taco Bell has severally been ranked in different years as the leading fast-food outlet in
the US, which apparently demonstrates that it is a big brand worth watching out. Its net
Similar to Taco Bell, Chipotle also identified a gap that was left in the fast service industry
and took advantage of it to make hay. Since its establishment, it has continuously served
its customers with a wide range of Mexican dishes including tacos, burritos and other
Chipotle has also expanded and has established quite a number of its stores in major
cities across the world. What that implies is that it tries to reach out to its potential
customers in some of the areas that the demand for their products may be necessary. As
such, Chipotle is also regarded as one of the principal competitors in this industry.
Wendy’s
Wendy’s started as a small quick service restaurant in Ohio. However, it is the sheer
determination which the founder had that drove it to where it currently stands. Its upsurge
in the American market happened so fast, and within the shortest time possible it had
Wendy’s have over the past served a wide range of fast food dishes including burgers,
baked products, ice and hot beverages and fries among others. This array of products
served is one of the elements that has made it possible for the brand to grow and become
It is an open fact that Tim Horton’s has made a name as the leading quick service
restaurant chain serves coffee in Canada. What is nonetheless, little known about this
success is that several businesses dealing with other competitors have played major roles
in ensuring that the dominance of this particular company in this sector become a reality.
The amount of money invested in creating brand awareness for this company every year
is also significant and has played a role too in ensuring that the brand is marketed
efficiently and acquire a new customer base. Tim Horton’s therefore still remains a key
player in the industry primarily in the Canadian market, where it apparently enjoys a
One aspect that makes Papa John’s Pizza a worthy competitor in the quick service
industry is the fact that it has been consistent with delivering quality service to the
customers. What we got to understand is that customer loyalty can on many occasion
And for that matter, it is what happens to Papa John’s Pizza, which ultimately makes it a
strong competitor in the quick-service industry. Papa John’s Pizza kind of approach to
serving its customers is innovative, and it has seen it expand to different locations not
Pizza Hut has the first mover advantage in the pizza chains because of which it has
developed a strong customer base which is one of its strengths. In the Pakistani QSRs
industry, the delivery service of Pizza hut is clearly a competitive advantage that it
enjoys. Pizza hut’s delivery service is one of quickest and the pizzas delivered are oven
hot in the real sense of the world. Pizza Hut is often referred to as „Pizza Innovation
Leader‟ because it is constantly coming up with new varieties of pizzas to appeal the
different audiences and at the same time, people at the pizza hut have a really good
idea about which varieties are appealing to the customers and they are thus retained
in the menus. The first mover advantage is an advantage that Pizza hut was born with
but time, Pizza hut has been successfully creating competitive advantages like a
traditionally strong brand name for itself and the quality service that it provides.
(S)trengths
Strong Brand Name
 Brand recognition is major strength for Pizza Hut. Pizza hut has the strong brand
name and a market leader by providing large range of pizzas that strong image of pizza
hut will make it easy to launch new pizza in the market.
Loyal customers
Loyalty of customers is strength of Pizza Hut. The loyal customer will also help the Pizza
Hut to launch new pizza in the market.
Pizza Hut has excellent international turnover and strong financial position will also help
in new pizza’s financial matters.
Specialized in pizzas
Pizza Hut is specialist in pizza making and this specialty will create a strong perception
in customers mind for our new pickle pizza.
Yum is the world’s largest restaurant company and Pizza Hut is subsidiary of Yum brand.
Pizza Hut provides a full service restaurant and delivery services which some of the pizza
Hut’s competitors are not doing. Because of restaurant facility Pizza Hut can market
some other segments like families that other pizza chains cannot.
(W)eaknesses
High priced
Pizzas at Pizza Hut are high priced. This is the greatest weakness Pizza Hut has in the
market as compared with others.
Higher overhead costs
Pizza Hut has higher overhead costs, due to the restaurant services and extra facilities
that other competitors do not have to deal with.
Fewer outlets:
Pizza Hut has the lesser number of outlets and consumers feel difficulty to find pizza
Hut. The Pizza Hut chains are not spread as compare to the other fast food restaurants.
Pizza Hut is more focused on western taste and less on others. The new arrival will also
helpful to overcome that weakness.
(O)pportunities
New Pizzas with different sizes and taste
This opportunity is always open for pizza hut to come with new tastes and sizes and
served the better than others. We can generate more revenue with our new innovative
pizzas. Pickle pizza will help us to take full advantage of that opportunity.
Halal pizza
Pizza Hut has the opportunity to provide the Halal pizzas and capture a new segment
which will increase the market share of pizza Hut.
Number of outlets
Pizza Hut has the opportunity to expand the business so Pizza Hut should open more
outlets to increase market share and compete will with others like McDonalds.
(T)hreats
Increased completion
The competitions in fast food industry is increasing day by day, this increased
competition reducing the profit margins in the industry and also cause a great decrease
of market share.
Frozen pizzas:
Other competitors to take into consideration are frozen pizzas that are available in super
stores and grocery stores.
Marketing Mix
As with all businesses, the most important goal of a company is to increase revenue and
profits. With the introduction of this new product we hope to increase the overall sales
of the company as well as the services and quality of the products.
Product
The reason behind our success in all over the world is uncompromising drive in
providing customers the best in terms of product quality, service, cleanliness and value.
Pizza Hut pizzas are made with fresh dough baked daily and smothered with our very
own 100% pure imported Mozzarella cheese. Pizza can be part of a well-balanced meal.
Ingredients in our pizza include mixed pickle, mushrooms, mixed peppers, black olives
(customers can add any other available topping of their choice). “Pickle supreme pizza”
will be available in all sizes in which other pizzas are available such as individual (4 slices)
– medium (6 slices) – large (8 slices). Pizza Hut has built a strong brand name that
means quality products and services. Since Pizza Hut will be introducing “Pickle supreme
pizza” customers will automatically think this is a high quality product.
Price
Pizza Hut is successfully using the high/low pricing strategies when setting the retail
price of its products. This high/low pricing strategies will help to serve more segments in
the market. The price of “pickle supreme pizza” should be set as
Price skimming strategy will be used as Pizza Hut sets high initial prices for its products
to send a signal to customers that its products are quality and the service is excellent.
The medium and large pickle pizza will be available in deals as well by paying £2.99
extra; customers can add salad of their own choice.
Place
At present we are using the direct distribution channels because our markets are very
large and geographically dispersed. Other reason of direct distribution is that we have a
large number of buyers, but a small amount purchased by each. Different methods of
distribution will be used for “pickle supreme pizza” as company is currently using for
other products.
Home delivery is the first distribution method by pizza Hut. Pizza hut provide the pizza
for those who want to stay at home and eat pizza.
Customers can go to the nearest Pizza Hut and can sit and eat there Pizza Hut provides
an excellent sitting facilities to customers where they can sit and enjoy the variety of
pizzas.
This is the most useful distribution method for our pizza. Our new pickle pizza will be
available in all distribution channels. This is One of Pizza Hut’s largest competitive
advantages is its restaurant style facility.
Promotion
This objective of the promotion is to create awareness of the new product, Stimulate
demand and change the short term behaviour of the customers. We will use different
advertisement methods to introduce ”Pickle supreme pizza” such as
Advertisement on television
Billboard in the main areas to get our customers
Leaflets distribution in colleges and universities
Door to Door distribution of leaflets
In store promotions
Banner ads
Advertisement in Foot ball grounds
E-mails
Advertisement on the Web sites
These methods are used to promote our product in the market. We use different types
of advertisement to create awareness in our target market, we use leaflet distribution in
universities to create awareness in student about our product. Advertisement on
television in very expensive but we will use that method in the introduction stage of the
product where intensive marketing in required. The objective is to create awareness
among 90% of our target consumers about the new product.
People
Pizza Hut’s providing a very comfortable working environment and our employees are
very flexible and they can adopt any change in product with great ease. We will arrange
training sessions for employees to upgrade their skills according to the new product. We
will put all our efforts to satisfy our employees.
Process
We will not compromise on quality and services in our restaurants. Our process will
remain up to the mark for our new product as well. We have sufficient space for our new
product to deal with. We will provide quality food, efficient services with on time
deliveries. So our processes will continue without any problem.
Physical Evidence
Physical evidence is the place where the services being delivered. We are providing full
service restaurants with family environment and excellent services. Our new product will
also be available in restaurant’s menu and we have enough space to cover them.
Marketing Research
We will identify the market trends and the reaction of the target market towards the
product with the help of different types of research methods. This marketing research
will help us to identify the positioning of the product in the costumers mind. We will use
the following methods to conduct our marketing research
Questionnaires
We will prepare a questionnaire that will help us in collecting primary data from the
customers. The questionnaire will be consisting of different question which will cover all
the points that will required to get the accurate research results.
Surveys
Surveys will keep us up to date about our customers’ expectations and make us fulfils
their needs and wants more effectively. For this we would have to conduct a marketing
survey of our market and try to find out that what our customers want and what they
feel about new product. Whether they are satisfied with our product or want any up
gradation in it.
Live market test will work in two ways such as survey and promotions at one time. In
store advertisement, promotions and distribution will be done and free samples will be
offer to the people and feedback back will be taken from them. This feedback can
positive or negative but will help us in future planning of the products.
Feedback Form
Feedback forms are also very important method of survey which will provide quick
information with very low cost. Costumers will give information about their experience
about products and services which help us to remove deficiencies if any.
6. PERFORMANCE EVALUATION AND MONITORING
Pizza Hut is the world's largest pizza chain, with more than 12,500 restaurants in 91
countries. To remain relevant to its vast customer base, the company had to improve its
approach to capturing, structuring, and leveraging its customer data. The company
businesses engage with customers through mobile, social, and in-store channels.
Capillary's Lifecycle Marketer has created more than 6,000 customer behavioral groups
for Pizza Hut, helping the brand predict future purchases and execute campaigns at the
Since implementing the solution in March 2018, Pizza Hut has noticed successive
increases in campaign performance, sales, and overall customer experience with the
brand. In comparison to Pizza Hut's former bulk promotions, automated life cycle
marketing with personalization has yielded a 200 person jump in average campaign hit
The Payoff
average campaign hit rates grow by 200 percent across customer segments;
customer retention rates improve by 38 percent;
customer visit and purchase frequency grow by 9 percent in just seven months; and
sales grow by 6 percent every month since the program was started.
Outdoor
popularity among
millennials. Our
millennials commute to and from work. Furthermore, these ads will be placed on digital
billboards and the ads will run between 3PM to 9PM on weekdays, these schedule is
idea for targeting people who would rather order pizza than have to cook dinner when
Social Media
Social Media is one of the main focuses of our campaign. We’ve designated a hefty
portion of the budget towards mediums such as Facebook, Instagram, Vine, Twitter,
Snapchat and other platforms. The perks of using social media as a marketing vehicle is
Television is a great way to engrain the brand’s idea and the concepts into the minds of
consumers through repetition. Streaming services such as Hulu and Sling TV are
give Pizza Hut a chance to reach it’s secondary audience – those in other generations.
Internet Radio
Services like Spotify, Radio, Pandora and others are very popular among millennials.
These services offer free music streaming by requiring users to listen to short
New Sites
Millennilas are surprisingly up-to-date with world news. Site such as BuzzFeed,
UpWorthy, New York Times, Yahoo! News and Huffington Post are popular among
millennials.
6.1.2 Advertising Costs
6.2 Sales Analysis
2013
239.2
2014 247.4
2015
233
2016 179
2017
210
2018 135
The timeline presents data on Pizza Hut's advertising spending in the United States
from 2013 to 2018. The pizza restaurant chain invested 135 million U.S. dollars in
measured media advertising in the United States in 2018. The chain is popular in the
United States - approximately a third of the population visits it at least once every six
months. Beside the U.S., Pizza Hut operates in 111 countries worldwide.
6.2.2 Sales Breakdown
Sales Territories
This statistic shows the countries with the largest number of Pizza Hut stores per million
people worldwide in 2018. The United States ranked second, with 24.8. Pizza Hut outlets
In 2018, Pizza Hut was the leading pizza restaurant chain in the United States in terms of
sales.
Customers type
Couples
Family
1.52million
Groups
1.68million
49% women
51% men
73% like to treat themselves to food that is not good for them
58% spend a lot of their spare time with friends every day
23% TV programmes
to get it in the shape of the box. Then the design on the box shows in big letters PIZZA
HUT so everybody knows where this pizza is from. Then it tells people that they can
The packaging is good and allows the company to transport its product to the customer
efficiently and the design on the box is an advertisement that indicates “Thank You”
message in different languages all over the world. Telling how much they appreciate
Product version
Pizza Hut offers more than two billion different topping combinations which includes
fresh vegetables and lean meats. The brand is committed to continually improving the
CHOICE
With more than two billion different topping combinations, Pizza Hut’s pizza is one of the
Crispy® pizza with less cheese and toppings that are lower in fat (lean meats such as
chicken or ham and fruit/vegetables), can mean consumers enjoy a great tasting pizza
with up to 25 percent less fat than the regular Thin ‘N Crispy® pizzas. Customization is
made simple through the “Create Your Own” ordering feature at PizzaHut.com and
New to Pizza Hut’s menu are Gluten Free Pizzas and the option to Skinny It Up. Pizza
Hut now offers cheese and pepperoni Gluten Free Pizzas in select locations throughout
the U.S. These pizzas are made with Udi’s® gluten free crust that is prepared following
a strict preparation process certified by the leading gluten free certification program, the
Skinny It Up Pizzas are delicious pizzas made with smarter portions, so you get the
same great flavor, with fewer calories per slice. You can order any recipe on Skinny It
Up crust or create your own Skinny It Up Pizza with select toppings for 300 calories or
Meeting the USDA’s National School Lunch Program and All Foods Sold in Schools
nutrition standards, Pizza Hut offers kid-approved pizzas made of 51 percent whole
wheat crust, lite mozzarella cheese, and reduced fat and sodium pepperoni.
Real and fresh ingredients are important to Pizza Hut. That’s why they offer an array of
toppings including fresh vegetables like green peppers and mushrooms, naturally-
preserved Italian sausage, 100 percent white meat chicken, and 100 percent real beef,
pork, and ham. Further, Pizza Hut’s Pan, Thin ‘N Crispy®, Hand-Tossed Style, and
No artificial colors/dye
No artificial flavour
In Australia, Pizza Hut offers a gluten free base that is a permanent option on the menu.
They have also added a list of gluten free ingredients on their website for consumers
interested in a gluten free alternative. In 2016, Pizza Hut Australia will introduce medium
and family sized bases to offer consumers more choice. A new plain, uncoated wing will
also be introduced into the range of sides in 2016 with a choice of three flavored sauces
Pizza Hut Europe launched new balanced options in 2013
Tuscani pizza range with salad on top in Poland (Prosciutto & Arugula, Chorizo &
Spinach)
Fresh fruit beverages, including grapefruit, cucumber and basil, and watermelon
lemonades
Pizza Hut Canada launched a range of balanced pizza and pasta options.
Pizza Hut India provides more than 15 percent of meals with less than one-third RDA,
TRANSPARENCY
In addition to bringing more balanced choices to the menu, Pizza Hut U.S. made
nutrition, allergen, and ingredient information easier for customers to access in 2015.
Available via web and mobile platform, Pizza Hut now offers three nutrition tools that
allow consumers to obtain specific nutrition, ingredient and allergen information for all
menu items, including customized pizzas. To use Pizza Hut’s new digital tools go to
www.pizzahut.com/nutrition.
In 2013, Pizza Hut Australia was the only pizza chain to partner with the government on
formulating QSR guidelines. They also have kilojoule (KJ) information on menu panels
nationwide. Full nutritional information for their Traditional large pizzas is available
online. KJ information for medium and family pizzas is available online. Allergen
Pizza Hut India proactively discloses the nutritional values of food on its website. Pizza
Most of the franchisees in Pizza Hut Europe communicate full nutritional information on
their websites
NUTRITIONAL IMPROVEMENT
SODIUM
Amid rising concerns of Americans sodium intake, Pizza Hut successfully removed over
half a million pounds of salt from its menu in 2012 and has removed another 1.5 million
pounds of salt from core ingredients in 2015. The brand is committed to continually
In India, Pizza Hut continues to look for ways to reduce sodium in its menu options by
Since 2008, Pizza Hut has been testing significant sodium reductions in core products,
which have been rolled out in Korea, Canada and Australia. Reductions of up to 50
percent have been achieved and their goal is to roll this out globally. The brand has also
developed a broader global menu for the dine-in business including pastas, individual
pizzas, plated salads, an enhanced salad bar and beverages broadening the brand’s
Pizza Hut Australia has had a continual sodium reduction program running for a number
of years and has targeted sodium reduction in dough, meat toppings and side items.
Pizza Hut Europe has reduced the salt in its mozzarella cheese by 15 percent and in its
dough by 17 percent.
PALM OIL
Pizza Hut Australia does not cook in any palm oil. There are products containing palm
oil as a sub-component and where possible these are sourced from a RSPO, or
contain:
No artificial colors/dyes
No artificial flavors
MSG
Pizza Hut India is monosodium glutamate (MSG) free while KFC India continues to
explore ways to reduce MSG in menu items, particularly in grilled and vegetarian
options
Product flavors
Viva Lasagna
Super Supreme
Meat Lovers
Hawaiian Supreme
and pineapple.
Method of sale
Pizza Hut uses three different methods of selling its products directly to the market. The
first method of distribution used by Pizza Hut is delivery. Customers can call Pizza Hut
ahead of time, place an order, and the order is delivered to the customer's home.
nearest Pizza Hut, place an order, and either leave with the order or eat at the
restaurant. One of Pizza Hut's largest competitive advantages is its restaurant style
facility. Pizza Hut offers a clean place to sit down and enjoy the variety of pizzas,
salads, and sandwiches in a fun, family atmosphere. The third method of distribution is!
online ordering. Customers can now go on the Internet and place an order. This method
is useful because it allows customers to view the entire menu, download any special
coupons, and order without having to disclose any credit card numbers. The market
coverage for "The Extreme" will be nationwide. Customers all over the country will be
Base- 10 11 12 13 14 15 16 17 18 19 Previous
line Year
%
Change
Chick-fil-A NM NM NM NM NM NM 86 87 87 87 86 -1.1
All Others 73 76 81 82 82 84 81 81 82 82 82 0.0
Panera Bread NM NM NM NM NM NM 80 81 82 81 81 0.0
Papa John's NM 80 79 83 82 82 78 82 82 80 80 0.0
Arby's (Inspire NM NM NM NM NM NM 74 80 80 79 80 1.3
Brands)
Chipotle Mexican NM NM NM NM NM NM 83 78 79 79 80 1.3
Grill
Pizza Hut (Yum! 69 78 81 78 80 82 78 77 76 80 80 0.0
Brands)
Subway NM NM NM 82 83 78 77 80 81 80 79 -1.3
Domino's 67 77 77 77 81 80 75 78 78 79 79 0.0
Starbucks NM 78 80 76 80 76 74 75 77 78 79 1.3
Limited-Service 69 75 79 80 80 80 77 79 79 80 79 -1.3
Restaurants
KFC (Yum! 67 75 75 75 81 74 73 78 78 77 78 1.3
Brands)
Dunkin' NM NM NM 79 80 75 78 80 79 78 78 0.0
Wendy's 72 77 77 78 79 78 73 76 76 77 77 0.0
Little Caesars 72 78 80 82 82 80 74 81 78 77 77 0.0
Burger King 66 74 75 75 76 76 72 76 77 76 76 0.0
Sonic Drive-In NM NM NM NM NM NM NM NM NM NM 76 N/A
(Inspire Brands)
Taco Bell (Yum! 66 74 76 77 74 72 72 75 76 74 75 1.4
Brands)
Jack in the Box NM NM NM NM NM NM 72 74 75 74 75 1.4
McDonald's 63 67 72 73 73 71 67 69 69 69 69 0.0
6.2.4 Performance Index
Interest Capitalized - - - - -
-
Pretax Income Growth - -11.63% 6.66% 69.07%
19.13%
Equity in Affiliates - - - - -
Cumulative Effect -
- - - - -
Accounting Chg
Preferred Dividends - - - - -
Characteristics
Middle
Major Cities all over Student or young
10-40years, male, and
Pizzas the world where professional,
female Upper
Pizza Hut established 20,000/month
Class
Middle
Major Cities all over Student or young
10-50years, male, and
Pastas the world where professional,
female Upper
Pizza Hut established 20,000/month
Class
Middle
Major Cities all over Student or young
Meal 10-40years, male, and
the world where professional,
Deal female Upper
Pizza Hut established 20,000/month
Class
Middle
All but Prefered Major Cities all over
Hot n Young professional, and
more than 25 years the world where
Cold Executives. 10,000/month Upper
male, female Pizza Hut established
Class
Financial Matters
We are financially strong enough to introduce a new product in the market. The
advertisement budget will be 5% of the projected sale. We are expecting that the “Pickle
supreme pizza” will increase our sale by 6%, this forecast is based upon pervious
products sale by Pizza Hut. This 6% increase in sale will bring £600 million in revenue. It
means advertising budget will be of 30 million. No other plant and equipment expenses
will be accrued because the existing plant and machinery is used for the production of
“Pickle Supreme Pizza”.
We will use different techniques to monitor quality and customer service satisfaction.
This will help us to react very quickly in correcting any problems at the beginning. We
will implement the following method to determine the effectiveness and customer
satisfaction from our new product.
In this method will monitor that whether company is achieving the targets and goals
that are expected from the new product. Different are used monitor this such as Sales
analysis, market share analysis, balance scorecard etc.
Efficiency Control
With the help of this will control on spending efficiency and marketing expenditures. In
this we will analyze the sales force efficiency, advertising and sales promotions
effectiveness as compare to expenses on all these things.
Customer’s feedback
This method will be used to collect information from the customers because this will
help us to take immediate actions against any problem. Customers are the primary
source to check the success of the product. Customer’s feedback will help us in taking
further steps if required.
Marketing Organisations
Marketing director will hold overall responsibility for all of the company’s marketing
activities and all managers in the marketing department will report to the director.
Marketing Audit plan will also executed enter the supervision of the marketing director.
CONCLUSION
I have critically analysed the Pizza hut and its current market situation and found that
the fast food trends are changing; customers are demanding high quality food with
excellent services and sitting arrangements. Pizza hut is offering large range of pizzas
with salads, desserts etc, under one roof. Pizza hut also provide restaurant facilities to
the customers. With the help of deep research of the market i found that the Pizza hut is
losing large market share by ignoring a rapidly growing market of Asian Customers in
the UK. These customers are less served by Pizza Hut but now it’s time to fill that gap by
introducing a new “Pickle Supreme pizza”.
The market environment of fast food industry in UK is very competitive. Pizza Hut is
facing direct completion as well as in direct competition in the market in the form of
Domino’s, McDonald’s, and KFC. Pizza Hut is a high price restaurant as compare to its
competitors but providing high quality food and sitting facilities. Pizza hut has fewer
number of outlets which is a weakness of pizza hut
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