Submitted By:

Affan Manzoor M. A. Hanan Sarah Zaheer Syed

Ayyaz Tanveer Mir Arooj Hasan
Hussain Iftikhar Raja Shakir Khan
MBA II, Sec A
AT LAUNCH
• Pizza hut was launched in Pakistan in Karachi with
several outlets
1992 • Later, they expanded to Lahore and Islamabad, and
then slowly spread to other major cities in the country

Market • SEC A
Segment

• Quality food chain which provides the best value for

Image money to its customers

• Sole pizza franchise in the country

• Dominated the market nationally
Competition • Market leader
TODAY
Modes of
Competition Distribution
service

Internationally
acclaimed fast food
44 branches in
chains like KFC, Dine-In
Pakistan
McDonalds and
Subway

Direct competitor and

Plans to reach the
international pizza
target of 88 branches Take Away
restaurant chain-
within next 5 years
Dominos

Special home-delivery
and take away centers
Local fast food chains (HDCs) have been set- Home Delivery
up across Lahore and
Karachi
SCENARIO
Changing consumer preferences

Customized menu to incorporate

local flavors

Tap into a bigger market segment

Customer inflow shifted from

SEC A to SEC B

Competitive long-term strategy -

shift focus from SEC A to SEC B
SCENARIO
Pizza Hut is experiencing above average growth
and plans on expanding its operations 2-fold
Dine-in Sales
60%
Revenue
Home
Delivery
40%

Opportunity to
The home Understand the
develop and
delivery segment true market
capitalize on this
was more a potential of this
rapidly emerging
premium facility segment
segment
Mr. Rasikh Ismail (DCOO Pizza Hut)

“The management, at present, believes that the

initial shift observed in the dine-in segment
from SEC A to SEC B has not resulted in lapsed
users of SEC A as was previously assumed, but
was rather the function of a trend shift in the
consumer preferences of SEC A from dine in to
home delivery”.
Marketing • Has SEC A fallen into lapsed users or has a
shift in trends occurred causing SEC A to
Problem move from dine-in to delivery?

• What measures and modifications can be

Business administered (mainly menu) to capitalize on
the opportunity that a high SEC A
Decision concentration in the delivery segment has
presented?

Research • Identify the prevalent and/or changing

consumer preferences, tastes and trends of
Problem the SEC A consumer segment (pertaining to
fast food category).
Research Objectives

Primary
• Determine whether SEC A has indeed shifted
preferences from the dine-in to the home
delivery segment

Secondary
• Identify key fast food consumption patterns of
SEC A
• Check price sensitivity of the SEC A consumer
segment with respect to home delivery
• Gauge Pizza Hut’s brand perception among
SEC A)
Research Methodology

Exploratory Research Phase Descriptive Research Phase

• Develop a deeper • Test variables identified in

understanding of the the exploratory phase
research topic and • Get quantifiable responses
industry for our research • Test Hypothesis
team
• Understand consumers
tastes, preferences, consid
eration factors
• Develop a hypothesis
• Identify important
variables
Exploratory Research Design
Literature Survey(Secondary Data)

• Serve as a good starting point for our research

• Lifestyle and social magazines, newspapers and online resources

Focus Group Discussions (Primary Data)

• Information sought is not very personal to individuals, can be

easily shared and entails no technical details for which an expert
may be required
• It is cost effective
• It is time effective
• Enables us to receive various point of views at the same time,
encourage interesting discussion and help us extract a bundle of
information
• 8 respondents
• 3 FGD’s – Approx. 1.5 hours each
Exploratory Research Design
• Education • User
and • Lapsed User
Occupation • Non-user

User
SEC A
Status
Selection
Criteria
Age
Gender
Groups
• 13-19 years • Males (50%)
• 20-25 years • Females
• 26-35 years (50%)
Discussion Guide Outline
Consumption Avg.
Consideration expenditure
Habits
factors (where to
dine-out)
Brand
Price Sensitivity
Preferences

Consumption Brand image of Pizza

Preferences Hut vis-à-vis its Customer
competitors Satisfaction
Consideration
factors (what
to order)
Restaurants/Fast food Occasions vs.
joints considered spontaneous
decisions
Decision Making
Process (Dining-out &
home delivery) Competitors of Pizza
Hut
Descriptive Research Design
Sample Sampling
Sample
Size Technique
Non probability
150 sampling
SEC A
respondents • Convenience
sampling
• Snowball sampling
Users and
Lapsed
Users

• Cross-sectional study (Gathering primary data)

Age Bracket •Screener questions based on sample specifications
(13-50)
•Self administered questionnaires

Males and
females
Exploratory
Research
Findings
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years

Fast Food
Fast food and
Continental Food
„handy‟ food with Fast food (pizza
General Food Good
friends and burgers)
Category Likes understanding of
Desi Food with Desi food
why it is called fast
family
food and the
purpose it serves
Mood Mood depends
Budget (some Money upon whether you
What to eat depends
cuisines are Distance or are dinning out
on:
considered accessibility with friends or
expensive) with family
Budget
Food category
(mood)
Budget Mood
Which restaurant to Consultation with
Location Quality
order from depends friends
Consulting with Time taken for
on: Time taken for
friends delivery
delivery
Delivery Charges
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years
Wasabi
Pizza Hut
Any restaurant McDonalds
KFC
Restaurants for with good „paratha Ginos
Mc Donald‟s
home delivery rolls‟ Pizza and Pasta
Hot „n‟ Spicy Pizza Time
(friends): Hot „n‟ spicy
Gino‟s Hot n Spicy
Hardees
Red Apple

Salt n Pepper
Desi Food Joints Hot n Spicy
Restaurants for Pizza hut BBQ
BBQ Joints
home Delivery Nando‟s (mutual Consensus
Parents choices
(family): Hot and spicy Is done among the
kept in minds family before ordering
for family)
Hip crowd
Comfort
Lively “fun”
Decent Crowd
Consideration environment  Comfort
(for girls only)
Factors for Eating Emphasis is  Decent Crowd
Hip Place
out with friends: more on the  Ambience
Lively
experience
Environment
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years

Mood Mood depends

Budget (some Money upon whether
What to eat depends
cuisines are Distance or you are dinning
on:
considered accessibility out with friends
expensive) or with family

Budget
Food category
(mood)
Budget Mood
Which restaurant to Consultation with
Location Quality
order from depends friends
Consulting with Time taken for
on: Time taken for
friends delivery
delivery
Delivery Charges
Quality of food
Wasabi
Pizza Hut
KFC Any restaurant with McDonalds
Restaurants for
Mc Donald‟s good „paratha rolls‟ Ginos
home delivery
Hot „n‟ Spicy Hot „n‟ spicy Pizza and Pasta
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years
Salt n Pepper
Hot n Spicy
Desi Food Joints BBQ
Restaurants for Pizza hut
BBQ Joints (mutual Consensus
home Delivery Nando‟s
Parents choices Is done among the
(family): Hot and spicy
kept in minds family before
ordering for
family)
Hip crowd
Comfort
Lively “fun”
Decent Crowd
Consideration environment  Comfort
(for girls only)
Factors for Eating Emphasis is  Decent Crowd
Hip Place
out with friends: more on the  Ambience
Lively
experience
Environment
Decent place

Formal Formal
Formal environment Decent Family
Consideration Restaurant Calm, and clear comforting
Factors for Eating Decent Crowd and a clean environment
out with family: Lively experience Place that can
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years

Pearl
Freddy‟s
DHA Club Continental
Restaurants for Aylanto
YUM Defense Club
dining - out with Nando‟s
Freddy‟s Café Tabaq
family: Restaurants on
Gourmet Grill BBQ
M.M Alam road
Dynasty

Cosa Nostra
Aylanto
Nandos
Restaurants for Hot and spicy
Espresso
dining - out with Espresso
Arizona Grill
friends: Cosa Nostra
Freedy‟s
English Tea House
Zouk

15-20 times a
15 – 20
Home delivery month ( with
times/month with 3-4 times a week
frequency: friends and
friends and for self
family)
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years
10 – 15 times/
month for guys
5 – 10 times/ 3-4 times a
Once a week,
Eating-out month for girls month
hence 3-4 times a
frequency: 3 – 4 times/ Others order
month.
month with regularly (daily)
family for both
genders
Spontaneous
Mood
Spontaneous
Don‟t like what is
Home Delivery Mood Spontaneous
cooked at home
Occasions: Don‟t like what is Mood
Did not get
cooked at home
permission to
go out

Any time with When out with

Most of the time
friends for guys friends
its dinner with
Mostly Breakfast/ When they get
family
Timing of eating-out: Lunch with friends time off from
Lunch is more a
for girls college or after
friends and
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years

Did not give a

definitive
Average pocket Rs. 4000/month to
answer but Self Earning
money Rs. 6000/month
spend about RS
(300-400) daily

Paid by self through

Paying for home
pocket money for Paid through
deliveries and Paid by self
home deliveries and pocket money
dining-out by:
eating-out

Avg. Expenditure Rs 700-1000

Rs.1150 (Rs.1500
per head (eating Rs. 500 – 700 Rs 1000 maximum
– 900)
out): limit
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years

Avg. Expenditure
Rs 300-500
per head (home Rs 300 – 350 Rs.400 – 700
Maximum Rs 500
delivery):

Great setting and

ambience
Good Taste
Ambiance Ambience
Economical
Quality Food Quality of the
Ideal Restaurant (especially for guys)
Service food
should have: Location should be
Economical Healthy
close by (especially
Location ingredients
for guys)
Decent crowd
(especially for girls)
Qualitatuve Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years
The first thing that
comes to mind for
Gino‟s,Pizza Hut
almost all teenagers
and Pizza Time
when they hear the
are the places
word ‘pizza’ is Pizza
that comes to
Hut. Perceive pizza
their mind when
„Pizza Hut se dil hut as an old man
asked about
bhar gaya hai‟ who is past his
pizza.
Would not go there prime and about
Pizza Hut is not
even if they change to die.
a top notch pizza
Pizza Hut Specific the menu Already very
provider in the
Opinion: Order the same expensive
town.
pizza whenever Deteriorating
Dough is very
they go to Pizza Hut quality.
heavy, pizza is
Thin crust is Oily pizza‟s
very oily, cheese
preferred but Pizza Have less cheese
concentration has
Hut‟s thin crust is and are “doughy”
decreased and
too thin and too
the amount of
hard; thick crust is
topping also
too thick and gives
reduced
a feel like they are
Qualitatuve Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years

Gino‟s
Gino‟s
Gino‟s Pizza Time
Pizza Time
Restaurants Pizza time Pizza Hut
Pizza Hut
Considered for Pizza Pizza and pasta Kings and Queens
Kings and Queens
Domino‟s Domino‟s
Domino‟s
Pizza and Pasta

Crowd stares Crowd is “cheap”

(aunties, uncles and females find it
other families give Do not provide unpleasant over
judgmental looks) value for money there
Too much of family Have more Pizza Hut is all
Reasons for not crowd substitutes boys place
going to Pizza Hut: „Backward‟ crowd Deteriorating Their service is
Will ONLY go with quality not consistent as
friends, NEVER Too many flavors there are many
with family Rectangular pizza delivery issues
Oily and fattening regarding the
pizza (for girls) order and timing
Qualitatuve Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years

Average Expenditure
Rs. 250 – 300 per
of Home Delivery of Rs 400 - 600
head
Pizza Hut:

If there is a
marginal price
hike, for example
of Rs. 100, this
age group would Price increase
still order Pizza dosen‟t matter
Marginal price hike
Hut home delivery unless the quality is
vs. Eliminating deals
If deals are good and deals are
perception:
discontinued then considered very
majority of this important
age group would
stop ordering
Pizza Hut home
delivery
Qualitative Research Findings
Variables 13 – 19 Years 20 – 25 Years 26 – 35 Years
Facebook (most
preferred)
Pamphlets
Billboards
TVC‟s Texts Facebook
Preferred Medium of
Texts are Facebook Magazines
communication:
considered Billboards TVCs
IRRITATING
No one visits the
websites for deals
and promotions
Survey Questionnaire
Preferred
Dine-out vs. Frequency of
Food
home delivery purchase
Category

Price Top of mind

Promotion
sensitivity recall

Customer Brand Consideration

satisfaction preference set

Consideration
Average factors Meal Deals
Expenditure (purchase)
Descriptive
Research
Findings
Gender Segmentation
Dining Preference
60.0% 56.7%

50.0% 47.5%

40.0% 38.8%
34.3%

30.0%

20.0%
13.8%
9.0%
10.0%

0.0%
Dining out Home Delivery Both
Male 56.7% 9.0% 34.3%
Female 38.8% 13.8% 47.5%

•Majority of the males prefer Dining out

•Females opt for Home delivery rather than dining out
Importance of Meal Deals
60.0%
53.8%
50.0%
44.8%

40.0% 35.8%
30.0%
30.0%

19.4%
20.0% 16.3%

10.0%

0.0%
Dining Out Home Delivery Both
Male 19.4% 35.8% 44.8%
Female 16.3% 53.8% 30.0%

•Females go for Home Delivery deals more than Males

•Females also go for Meal Deals when dining out
•Males prefer both Dine in and Home delivery meal deals
Frequency of Home Delivery
50.0%
45.0%
45.0%
39.7%
40.0%
35.3%
35.0% 32.5%
30.0%
25.0%
20.0% 16.2%
15.0% 12.5%
10.0% 5.9%5.0%
5.0%
5.0% 2.9%
0.0%
Less than 4
21 or more
times in a 5 - 10 times 11 - 15 times 16 - 20 times
times
month
Male 39.7% 35.3% 16.2% 2.9% 5.9%
Female 45.0% 32.5% 12.5% 5.0% 5.0%

The General trend here suggests that the frequency of ordering for Males is
more than Females in a month.
Reasons for Home Delivery
70.0%

60.0% 57.5%

50.0%
41.2%
40.0%
32.4%31.3%
30.0%

20.0% 17.6%

10.0%
3.8% 2.9% 5.0%
0.0%
I can‟t go out (no
Don‟t like what is Friends / family
Spontaneous mood driver, permission
cooked at home gathering at home
problems etc.)
Male 41.2% 32.4% 17.6% 2.9%
Female 57.5% 31.3% 3.8% 5.0%

Females tend to order home delivery in spontaneous mood, where as males

tend to order more when they don’t like food cooked at home and when guests
are over
Importance of Factors Affecting
Home Delivery Choices
100.0% 94.1%
86.3% 86.3% 85.0% 86.3%
90.0% 85.3% 83.8% 85.3%
80.0% 76.3%
63.2% 70.6%
70.0% 66.3%
60.0% 60.3%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
.0%
Freshness
Quality of Variety of Speed of Delivery Deals
Price (Hot) of
Food Menu Delivery Timings Offered
food
Male 63.2% 94.1% 60.3% 85.3% 83.8% 85.3% 70.6%
Female 60.0% 86.3% 66.3% 86.3% 85.0% 86.3% 76.3%

For most of the respondents Quality of food is the most important criteria when
ordering Home Delivery, second speed of delivery is kept in mind when
ordering Home Delivery
Preferred Joint for Pizza
70.0% 64.9%
60.0% 52.2%
50.0%

40.0%

30.0%
20.3%
20.0% 13.9%
11.7% 10.1%
8.5% 8.3%
10.0% 6.7% 4.2%
2.8%
0%
.0%
Kings & Pizza and
Pizza Hut Pizza Time Domino's Gino's
Queens Pasta
Male 52.2% 11.7% 6.7% 8.3% .0% 20.3%
Female 64.9% 10.1% 8.5% 2.8% 4.2% 13.9%

Males and Females prefer Pizza Hut the most as a preferred joint to dine
in, but females prefer more dine in than males
Dining In vs. Home Delivery
Preference for Pizza Hut
60.0%
53.8%
50.0%
44.1%
40.0% 36.8%
Axis Title

30.0%
23.8%
21.3%
19.1%
20.0%

10.0%

.0%
Dining Out Home Delivery Both
Male 44.1% 19.1% 36.8%
Female 53.8% 21.3% 23.8%

For most Dinning out is prefer than home delivery, but females prefer more
than males to dine out
Ala Carte Vs. Delivery Deals
80.0% 75.0%
70.0% 67.7%

60.0%
50.0%
40.0%
29.2%
30.0%
20.0% 17.2%

10.0%
.0%
Ala Carte Menu Special home delivery deals
Male 17.2% 75.0%
Female 29.2% 67.7%

Both Males and Females prefer deals as opposed to Ala Carte when ordering in
Home Delivery Avg.
Expenditure/person
60.0%
54.7%

50.0%

40.0%
32.3%
30.0% 27.7% 26.6%
20.0%
20.0% 16.9%
12.5%
10.0% 6.3%
3.1%
.0%
.0%
200 or less 200 to 500 500 to 800 800 or 1000 .1000 or more
Male .0% 12.5% 54.7% 6.3% 26.6%
Female 3.1% 27.7% 20.0% 16.9% 32.3%

For Most of the males the budget is Rs.500- Rs 600, For most of the females
the budget is Rs. 1000 or more when ordering in.
Satisfaction with Pizza Hut Home
Delivery Service
90.0%
78.1%
80.0% 71.9% 71.9%
70.0% 63.5% 64.1%66.7% 63.5%
60.0%
50.0%
50.0%
40.0%
30.0%
20.0%
10.0%
.0%
Freshness (Hot) of
Speed of Delivery Delivery Timings Deals Offered
food
Male 78.1% 64.1% 71.9% 71.9%
Female 63.5% 66.7% 63.5% 50.0%

Majority of the males are satisfied with the speed of delivery, majority of the
females are satisfied with the freshness of the food when ordering in, But
majority of the females are less satisfied with the deals being offered for
ordering in
If Deals Were Eliminated:
80.0%
69.2% 71.2%
70.0%
60.0%
50.0%
40.0%
30.8% 28.8%
30.0%
20.0%
10.0%
.0%
Continue to order from Pizza Hut Discontinue to order from Pizza Hut
Male 69.2% 30.8%
Female 71.2% 28.8%

Majority of the respondents will still order from Pizza Hut if the deals were
eliminated, But males would probably discontinue more than females if deals
were discontinued
User & Lapsed User
Dining Preference
60.0%

50.0% 48.1%
45.1%
40.3% 40.8%
40.0%

30.0%

20.0%
14.1%
11.7%
10.0%

0.0%
Dining out Home Delivery Both
User 48.1% 11.7% 40.3%
Lapsed User 45.1% 14.1% 40.8%

There is no apparent difference between preferences users and lapsed user when
it comes to dining preference, most prefer to dine out
Importance of Meal Deals
50.0% 47.1%
45.0% 42.3% 42.9%
40.0%
35.0% 33.3%
30.0%
24.4%
25.0%
20.0%
15.0%
10.0%
10.0%
5.0%
0.0%
Dining Out Home Delivery Both
User 24.4% 42.3% 33.3%
Lapsed User 10.0% 47.1% 42.9%

Majority of the users dine out, while majority of the lapsed users order home
delivery, for both users and lapsed users majority of the lapsed users meal deals
are important when dining out and when ordering in
Frequency of Home Delivery
60.0%

50.0% 47.9%

40.0% 35.9% 37.2%

32.4%
30.0%

20.0% 15.4%
12.7%
10.0% 7.7%
3.8%4.2% 2.8%
0.0%
Less than 4
21 or more
times in a 5 - 10 times 11 - 15 times 16 - 20 times
times
month
User 35.9% 37.2% 15.4% 3.8% 7.7%
Lapsed User 47.9% 32.4% 12.7% 4.2% 2.8%

Lapsed users have ordered in the least as compared to users in the last
month, Users order in more frequently as compared to lapsed users in the
month
Reasons for Home Delivery
60.0% 54.9%

50.0% 46.2%
39.7%
40.0%

30.0%
22.5%
20.0% 16.9%

10.0% 5.1%
3.8% 2.8%
0.0%
I can‟t go out (no
Spontaneous Don‟t like what is Friends / family
driver, permission
mood cooked at home gathering at home
problems etc.)
User 46.2% 39.7% 3.8% 5.1%
Lapsed User 54.9% 22.5% 16.9% 2.8%

The main reason for ordering in for users is that they don’t like what's cooked
at home, where as for lapsed users it depends on their mood when ordering
in
Importance of Factors Affecting
Home Delivery Choices
100.0% 91.5% 93.6%
88.5% 85.9%89.7%
90.0% 83.3% 81.7% 75.6%
77.5%
80.0% 70.4% 71.8%
66.2%
70.0% 61.5%
60.0% 53.8%
50.0%
40.0%
30.0%
20.0%
10.0%
.0%
Freshnes
Quality of Variety of Speed of Delivery Deals
Price s (Hot) of
Food Menu Delivery Timings Offered
food
User 53.8% 88.5% 61.5% 93.6% 83.3% 89.7% 75.6%
Lapsed User 70.4% 91.5% 66.2% 77.5% 85.9% 81.7% 71.8%

The main factors relevant for ordering in for users are, speed of delivery and
quality of food, where as for lapsed users quality of food and freshness are of
utmost importance
Preferred Joint for Pizza
80.0% 75.0%
70.0%
60.0%
50.0%
41.8%
40.0%
30.0% 27.3%

20.0% 15.9%
10.0% 7.8%
7.6% 7.5% 7.2%
4.6% 3.0% 4.7%
.0%
.0%
Kings & Pizza and
Pizza Hut Pizza Time Domino's Gino's
Queens Pasta
User 75.0% 4.6% 7.6% 7.5% .0% 7.2%
Lapsed User 41.8% 15.9% 7.8% 3.0% 4.7% 27.3%

For both users and lapsed users the most preferred Pizza joint is Pizza Hut
Dining In vs. Home Delivery
Preference for Pizza Hut
60.0%
53.5%
50.0%
43.6%
40.0% 38.5%

30.0% 26.8%
19.7%
20.0% 16.7%

10.0%

.0%
Dining Out Home Delivery Both
User 43.6% 16.7% 38.5%
Lapsed User 53.5% 26.8% 19.7%

Majority of the Lapsed users prefer to dine out as well as opt for home delivery
where as, majority of the users preferred to dine out and order in
Ala Carte Vs. Delivery Deals
100.0%
90.0%
80.0% 76.1%
70.0% 66.1%
60.0%
50.0%
40.0%
28.8%
30.0%
18.3%
20.0%
10.0%
.0%
Ala Carte Menu Special home delivery deals
User 18.3% 76.1%
Lapsed Used 28.8% 66.1%

Most of the Users prefer special deals for home delivery.

Home Delivery Avg.
Expenditure/person
60.0%
49.2%
50.0%
39.4%
40.0%

30.0% 25.4%
21.1% 18.6% 20.3%
20.0%
11.3% 11.9%
10.0%
2.8%
.0%
.0%
200 or less 200 to 500 500 to 800 800 or 1000 .1000 or more
User 2.8% 21.1% 25.4% 11.3% 39.4%
Lapsed User .0% 18.6% 49.2% 11.9% 20.3%

For majority of the users the average expenditure per person is more than Rs
1000, where as for lapsed users the average expenditure ranges betweeen Rs.
500-800
Satisfaction with Pizza Hut Home
Delivery Service
80.0%
70.2%
69.0% 69.0% 68.4%
70.0% 64.8%
57.9% 60.0% 59.6%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
.0%
Freshness (Hot) of
Speed of Delivery Delivery Timings Deals Offered
food
User 69.0% 69.0% 64.8% 60.0%
Lapsed User 70.2% 57.9% 68.4% 59.6%

For Users the speed of delivery and the freshness of food are the two most
important factors where as for lapsed users speed of delivery and delivery
timings are the most important factors
 If Deals Were Eliminated:
80.0% 71.7%
70.0% 66.7%
60.0%
50.0%
40.0% 33.3%
28.3%
30.0%
20.0%
10.0%
.0%
Continue to order from Discontinue to order from
Pizza Hut Pizza Hut
User 66.7% 33.3%
Lapsed user 71.7% 28.3%

Majority of the users would discontinue to order from Pizza Hut if deals were
eliminated and most of the lapsed users would continue to order from Pizza Hut
as deals are not so important for them.