The only disadvantage when using secondary data is that it may be expensive to the researcher. For example the internet a moderately expensive source of getting research because the more yours it the more expensive it costs.
Recommendations
Product
I feel that pizza huts range on the menu is relatively sufficient .But pizza hut do need to increase it to interest a wider range of customers.From my
primary research we can see that 60% of people feel that the product of pizza hut was good this is a rather high percentage and pizza hut need to maintain this percentage by reviewing what they have done right, and try to influence the other 40% of customers to also say the product of pizza hut is good. Responding to the graph (national data)20 % of the people interviewed felt that the product was average this is not a high percentage which is a good thing for a company like pizza hut because pizza hut would want the customer to be more satisfied than “average” so that they would return to the restaurant.
I feel that pizza hut offer a satisfactory range of products on the main menu but they could offer a little bit more to the customer. When looking through the main menu I found that pizza hut do not offer a wide range of sidelines. The sidelines that they offer are Garlic bread which may be to strong for some people, Salad bowl which many people don’t like salad and a platter dish which is rather expensive for a customer wanting a starter.
I feel to attract more customers pizza hut need to come up with another sideline on the menu. The recommendation that I thought of was to do a potato sideline such as potato croquettes with a dip. I chose this sideline because if pizza hut chose a sideline like chips customers might associate pizza hut with McDonalds. This is something that pizza hut don’t want because it would bring down the name “Pizza Hut” that they have been working for, for a long time with families especially chose this so hat is rather cheap for the customer and maybe not very profitable making for pizza hut. I recommend this because if a customer comes into pizza hut regularly for a pizza and doesn’t usually order a sideline then this would be a good idea because the customer would think that its only another £1.49 (psychological pricing) but it would effect pizza huts figures in the long run and pizza hut will be attracting more customers and make a profit at the same time.
The evidence to support my recommendations is that pizza hut lack a variety of sidelines in their menu.
Prices
I feel for pizza hut to gain maximum profits they need to raise their prices on certain products and lower them on others.
Based on the replies to the graph reading ”How do people rate the prices at pizza hut” (national survey) 45% of people replied that the prices at pizza hut were average. This is a relatively good figure but I feel that pizza hut could improve this.
One of the ways that pizza hut could improve on this percentage I feel is to raise the prices on some products and lower them on others so there profit figures aren’t changing dramatically. One of these products that I feel that they should raise the prices on is the soft drinks. I feel this because when visiting pizza hut every customer purchases a drink and if pizza hut were to raise their prices slightly there would be a dramatic increase instantly. Customers wouldn’t notice this increase if it was done in proportion with lowering other products to.
Another way to increase the profits is to lower the prices on pizzas. This is because when consumers are looking at the menu/s they mainly look at the prices for the pizzas and if they were slightly lower the customer would be attracted into the restaurant. Then pizza hut could encounter a profit by customers buying drinks and sidelines that are at higher prices but the consumer wouldn’t notice this dramatically as everywhere else offers this drink service at a maybe slightly lower price but the difference would be that the pizzas prices are lower. So pizza hut would come out on top as a leading resturant. The profit figures would also be evenly balanced if they were to make this change.
The evidence to support my recommendations is that not every body that was interviewed in the questionnaire replied that pizza huts prices were good/very good.
Promotions
When interviewers were asked “do advertisements and promotions affect your visit to pizza hut” (national survey) only a minority percentage of 16% replied yes.43% replied that advertisements and promotions affect there visit to pizza hut sometimes, and 41% replied advertisements and promotions do not affect them at all. This reviews the situation that pizza hut promotion status is in at the moment
The promotion that I feel is working well is one promotion that is not very publicised. This promotion is were you buy any large soft drink and the refills are complimentary of pizza hut. I feel this is working well because the customer feels that they are getting a good deal but in perspective pizza hut are making money because pizza hut buy it in bulk so pizza hut aren’t losing out on a lot of money. They could be making money because the promotion is attracting customers and the more customers they attract the more profit they will receive I feel this should be kept for these reasons.
Another promotion that I feel that is working well is the “all you can eat buffet”. This is working well because the customer is paying a set amount for an unlimited amount of food. This way the customer feels that they are getting a good deal and that they will return to the restaurant in the future. I feel that this promotion method should be kept because it is attracting customers at the least busiest periods that pizza hut face during the week.
I feel that pizza hut should introduce a new promotion. This is because at the moment pizza hut aren’t really coming out in the market with good promotions. The promotion that I feel pizza hut should undertake is were they offer any pizza, any size for a set price of £8.99. This promotion, I feel would be simple yet effective because it would target the customers that haven’t visited the restaurant before it would also be a chance for the existing customers to use the restaurant more often then they do already.
The promotion above I feel should be targeted at all age groups therefore pizza hut would be able to receive all the profits from the different groups that visit pizza hut. For example Couples, families and friends.
Place
I feel that the locations of pizza hut are very well placed to bring in the maximum profits needed for the continuation of successful business like pizza hut.
The locations that pizza hut place there restaurants are rightly placed for all types of customers,which proves that they do very detailed primary research to find these key locations that attract people from all over the citie. The customer that the location may not be right for is the elderly and disabled. For this area should be targeted by the delivery service which pizza hut offer.
The delivery service that pizza hut offer is new to the company. I feel that with this delivery service they will be able to approach customers that cant get out such as the elderly and disabled. They will also be able to compete for more profits as in this area they have competition. I recommend that pizza hut maintain this service even if it is not a hit at the start due to the popularity and demand that is expected of this very successful and growing company