1. How Pizza Hut Restaurants use a personalised online
experience to whet users’ appetites
A case study
2nd October 2013

2. Hello!
Victoria Clarke: Head of Marketing CRM & Digital – Pizza Hut Restaurants
UK
Andy O’Brien: Creative Director Amaze

3. Who are Amaze?

4. PIZZA HUT RESTAURANTS
• 40 years old this year
• Over 300 restaurants
throughout the UK
• Both new and traditional
style
• Located in both city
centres and retail and
leisure parks

5. PIZZA HUT RESTAURANTS
• Pizza Hut Restaurants now a separate
company to Pizza Hut Delivery
• Need to (re) communicate who we are:
- Food credentials
- Value for Money
- Great Service
• Traditionally an ATL TV-led marketing
model
• Moving into CRM and digital and more
localised marketing

6. PREVIOUSLY…

7. NOW…

8. The challenge

9. One offer – whatever the weather

10. One price, one menu

11. The Guest dines elsewhere too!

12. The solution

13. Content Management System

17. Regional news and offers

18. Localisation

20. Not forgetting (Re)Communcating our Brand

21. 75%
INCREASE IN PAGES
SEEN PER VISIT
(MOBILE = 49%)

22. 25%
INCREASE IN VISIT
DURATION (MOBILE =
17%)

23. 48%
DROP IN BOUNCE
RATE(MOBILE = 38%)

24. 32%
INCREASE IN
RESTAURANT
BOOKINGS

25. And finally…

26. Victoria.Clarke@pizzahutrestaurants.co.uk
aobrien@amaze.com