We selected Episerver as the content management system and, in the process, created the UK’s first fully responsive site in Episerver 7. The new site allows Pizza Hut Restaurants to vary messaging and even pricing by location, enabling a hyper-local marketing approach. By integrating with the in-store till system, it can even direct diners to the restaurant with the most capacity if there is more than one in the area – an important factor as a significant number of casual dining decisions are made 30 minutes before arrival.
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Given the demographic of much of Pizza Hut Restaurants’ audience, social is a key element in the brand’s communications. Establishing both content and channel strategies, we have ensured that every piece of communication is relevant, consistent and focused. We’ve moved from the stock-in-trade ‘deal’ based communications to a mix of strategies and campaigns to both acquire, convert and retain followers. Entertaining and engaging video plays a significant part of our delivery through long-form You Tube videos to short-form Vine that appeal to humour-hungry younger audiences.
CRM is key for Pizza Hut Restaurants – given the instantaneous nature of the casual dining market, regular and targeted connections provide that prompt to remind potential diners about the brand and encourage frequency and loyalty.