01

Pizza Hut Case Study

 Market Research
• Geographic of Pizza Hut is world wide. And now Pizza Hut is serving more than 80.

• The first Indian branch of Pizza Hut was open in Bangalore in June 1996.

• Main target audience is the young generation of age between 12 to 30 years.

• Pizza Hut’s behavioral segmentation is the class where people like to spend more.

• Pizza Hut is targeting the audience by two types which is dine in tokened aways.

• The red roof in Pizza Hut’s logo was incorporated to their logo to make a good brand image.

• Pizza Hut is an American restaurant and the most popular franchise is in Poland.
 SWOT Analysis

Strength

• Huge popular brand name and high brand loyalty.

• Innovative range pizza under one roof.
• Good financial situation and international turnover of the brand.
• Good advertising and marketing through TV, prints online ads and OOH media.
• Over 15000 franchises around the world.
• More than 150000 people are employed with Pizza Hut.
• Apart from pizzas it also offer pasta, wings etc.
 SWOT Analysis

Weakness

• Franchise management and service quality is a massive challenge.

• Many options for customer means high brand switching and limited market for Pizza Hut.

Opportunities

• New pizza and food preparations with different flavours can help Pizza Hut grow.
• Venture more into home delivery. They can venture into new market.
• Pizza Hut has the opportunities to introduce new flavours, sizes and serve best pizza. The new
innovative pizzas. according to the location of the outlet will guarantee higher revenue.
 SWOT Analysis

Threats

• Threats from competitor can decline the market share of Pizza Hut.
• Health conscious people avoiding pizzas.
• Constant vigilance of food regulatory bodies can effect operation of Pizza Hut.
• The rising prices of special ingredients like cheese is used in Pizza
 Research Methodology
Explorative Research Phase
• Develop a deeper understanding of the research topic and industry for our research team.

• Understand consumer tastes, preferences, consideration, factors develop hypothesis.

• Identify important variables

Descriptive Research Phase

• Test variables identified in the exploratory phase.

• Gets Qualified responding

• Test hypothesis
02
Logo Study
"No one out pizzas the hut".
 Logo Study

• The original Pizza Hut logo was created in 1958 was composed of scarlet-red lettering in all capitals,
executed in a modern and sharp serif typeface with pointed ends and thick lines of the symbols. The
letters of the wordmark were jumping, which added a sense of playfulness and passion to the image.

• The redesign in 1973 switched to monochrome and started placing two parts of the nameplate one
under another. Though this logo was only used by the brand for one year, its two-leveled structure got
kept by the company for all the further redesigns.
 Logo Study

• In 1974 a new logo was introduced which was created by San Moyer. This was when red hat appears
in the logo. The smooth black in a title case had some of the lines elongated and waved, while the
bright red hat was abstractly executed with straight lines and angle.

• Next redesign was organized by the company in 1999, and this is when the most long-lasting and
recognizable Pizza Hut emblem was introduced. The lettering was redrawn in a fancy and modern
style, placed slightly diagonally and underlines by a yellow touch, while the red hat gained a thick black
outline and got its contours also a bit modified. This logo was designed by a famous design bureau,
Landor Associates.
 Logo Study

• The logo which was used by Pizza Hut for its North American location in 2014 was actually the same
as its international version which was created in 2010, but one thing was missing here — the yellow
underlined. In a simplified color palette, the emblem looked stronger and stricter, evoking a sense of
professional and traditional approach.

• The new concept was taken by the company in 2014. Though the typeface and the iconic hat remained
untouched, the elements were now drawn in white and placed on a solid red circle, repeating the
shape of a pizza, with its contours a bit uneven. The strong contrast and confident lines of the logo
look stylish and eye-catching.
 Logo Study

• The script wordmark utilizes a unique custom typeface. As the current version of the logo was
introduced as a part of the Flavor of Now campaign, It is an industrial-looking font family: simple, sans-
serif, all-cap type.

• Throughout most of its history, the Pizza Hut logo featured red, black, and yellow. From time to time,
green was also included in the restaurant chain’s color palette.
Logo Study
03
Questionnaire
 In Qualitative research the Questions were asked as follows

1. Gender
2. Marital Status
3. Age
4. Occupation
5. What time do they prefer to order?
6. How frequently they visit or order?
7. The information on the website is clearly written and easy to under stand?
8. What do they usually order?
9. What mode they use?
10. Ratings for online service
11. How easy was it to modify points in your shopping cart ? e.g to change the pizza in the meal?
12. How easy it is to navigate to Pizza Hut?
13. How difficult it is to track the order status?
14. How do you grade online service?
15. What changes can be done in the online platform?
16. Website recommendation
 Gender Age
10%
10 to 20
Male
20 to 30
Female
50% 50% 20% 30 to 40
0.5 40 to 50

20%

Marital Status Occupations

5%
Student
Single Teacher
40% Married 20% Software Engineer
Other
60%
15% 60%
Have you ever been to Pizza At what time you Go to Pizza
Hut? Hut?
Morning
0.1
Yes Afternoon
20% No Evening
20% Night
50%
80% 20%

Marital Status How often you go to Pizza Hut?

10%
Once a week
Single Twice a weel
40% Married 15% Once a month
once a year
60%
15% 0.6
 In Quantitative research the Questions were asked as follows

1. Gender
2. Marital Status
3. Age
4. Occupation
5. Do you use Pizza Hut service in the area?
6. Specify your satisfaction with Pizza Hut according to following parameter.
7. Rate Pizza Hut for keeping promises.
8. How satisfied are you with your Pizza Hut Experience?
9. How you got to know about Pizza Hut?
10. Compare Pizza Hut with the following food chains and rate them on a scale of 10.
11. In your view what suggestions you have for Pizza Hut?
12. What is your preferred way for ordering food?
13. Was your order complete when you received it?
 Gender Age
10%
10 to 20
Male 20 to 30
Female 30 to 40
50% 50% 20%
0.5 40 to 50

20%

Marital Status Occupations

5%
Student
Single Teacher
40% Married 20% Software Engineer
Other
60% 60%
15%
  How satisfied are you with your
Do you use Pizza Hut service in
your area? Pizza Hut Experience?
18
12
6
0
ity ss e r r ss
Yes l e rd de e
40% ua y n o or i n
No Q dl o f of a nl
za rie
n e y
cl
e
P iz F Ti
m rac
u
A cc
60%
Dissatisfied Neutral Satisfied
Rate Pizza Hut for keep-
ing promises

1 How you got to know about Pizza

15%
10% 2 Hut?
3
4 12
10% 10
5% 5 10
6 8
7 6 5
10%
8 4 3
9
2 1 1
25% 10
10% 0
TV Newspaper Pamplets Billboard Others

8%
5%
2%
 Compare Pizza Hut with the following
What is your preferred food chains and rate them on a scale
way for ordering food? of 10.
14
20%
12
Online
Offline 10
Dial in
8
50%
6

30% 4

0
Pizza Hut Dominos Insta Pizza Pizza Express

Quality Store Service Ambience

04
User Persona
Low Fidelity
wire frame
High Fidelity
wire frame