Pizza Hut Case Study

2625 Words Aug 14th, 2007 11 Pages
Executive Summary Pizza Hut started out as a pizza parlor opened up by two brothers in Topeka, Kansas. Today, the company has restaurants all over the world and its annual sales are in the billions. The growth of the company was due to a good product being delivered at a good price and offering perceived value. The company has adjusted to new entrants into the market and has managed to stay ahead of the competition. The philosophy for growth is simple: Take care of the customer, and the customer will take care of you. Pizza hut focused on providing good customer service in order to create customer loyalty. In return, the customer will return and more importantly, the customer will become an advocate. Customer feedback programs …show more content…
They were trying to offer many different food items for customers who didn't necessarily want pizza.
Another strategy they used in the past and are still using is the diversification of their pizzas. Pizza Hut is always trying to come up with some innovative way to make a pizza into something slightly different. In 1983, Pizza Hut introduced their Pan Pizza, which had a guarantee of being ready to eat in 5 minutes when dining at Pizza Hut restaurants. In 1993, they introduced the "BigFoot," which was two square feet of pizza cut into 21 slices. In 1995, they introduced "Stuffed Crust Pizza," where the crust would be filled with cheese. In 1997, they marketed "The Edge," which had cheese and toppings all the way to the edge of the pizza. Currently, they are marketing "The Big NewYorker," trying to bring the famous New York style pizza to the whole country.
II. Customer Loyalty Program
Pizza Hut has always valued customer service and satisfaction. In 1995, Pizza Hut began two customer satisfaction programs. A 1-800 number customer hotline was set up to hear from customers who visited dine in restaurants. Customers would receive the hotline number on the back of receipts and offer coupons for participating in surveys and also for expressing comments about experiences good or bad. A customer call-back program was put into place to get feedback from customers of Pizza Hut delivery stores. Customers were called back within 36 hours of purchase and asked about…

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