Pizza Hut is determined to take a tasty bite out of Domino’s Pizza’s market share.
A subsidiary of the sweet Yum! Brands, Inc. (NYSE: YUM), Pizza Hut is known for delivering more pizza, pasta and wings than any other restaurant in the world. Well now, the famous company is on a mission to increase it’s online presence by 20%.
Instead of relying on bread and butter TV ads to reach customers, the chain will soon be delivering some mouth watering social content. The company is looking to create a more intimate and responsive relationship with its customers that isn’t as possible with TV ads’ comparatively glacial feedback pace. Betting against prolonged product engagement via television, these online outlets are more conducive to “more frequent, shorter bursts” whereby consumer response is instantaneous. This dramatic shift isn’t totally out of left field, given that more than 40% of Pizza Hut sales are now made through online means.
The decision also comes fresh off the heels of a relatively successful string of PR stunts, all of which managed to grab headlines and attention. One such stunt, just in time for Valentines Day, saw the pizza parlor open an account on the dating website OK Cupid. Essentially, the pizza people binge on to get over a tough breakup could actually cause it! But before you get on one knee and ask that special slice to be your one and only, know that you’re not alone. According to Pizza Hut’s PR team, online hopefuls from Twitter spill their cheesy guts out with proposals every day.
The company really hopes to take a solid bite out of it’s long time rival, Dominos.