Iris Case Studies IoT Transformation of Pizza Hut Delivery

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	IoT Transformation of Pizza Hut Delivery Iris

IoT Transformation of Pizza Hut Delivery

Iris

Technology Category	Sensors - GPS
Applicable Industries	Transportation
Applicable Functions	Logistics & Transportation Sales & Marketing
Use Cases	Indoor Positioning Systems Last Mile Delivery
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Technology Category

Sensors - GPS

Applicable Industries

Transportation

Applicable Functions

Logistics & Transportation

Sales & Marketing

Use Cases

Indoor Positioning Systems

Last Mile Delivery

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.

About 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.

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.

Impact #1	The 'Now That’s Delivering' campaign was successful in elevating the brand and increasing its recognition for delivery services. The campaign was effective in promoting the five key messages, and the hero film, in particular, was successful in reaching a large audience. The campaign was also successful in disrupting consumers’ Domino’s habit, as evidenced by the significant increase in sales growth year over year. The high average view through rate and the large number of views in a short period of time also indicate the effectiveness of the campaign.

Impact #1

The 'Now That’s Delivering' campaign was successful in elevating the brand and increasing its recognition for delivery services. The campaign was effective in promoting the five key messages, and the hero film, in particular, was successful in reaching a large audience. The campaign was also successful in disrupting consumers’ Domino’s habit, as evidenced by the significant increase in sales growth year over year. The high average view through rate and the large number of views in a short period of time also indicate the effectiveness of the campaign.

Benefit #1	5.4% sales growth YOY
Benefit #2	80% average view through rate
Benefit #3	6M views in 6 weeks

Benefit #1

5.4% sales growth YOY

Benefit #2

80% average view through rate

Benefit #3

6M views in 6 weeks

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Overview

IoT Transformation of Pizza Hut Delivery

Operational Impact

Quantitative Benefit