How Pizza Hut gets Products to its Customers
This is a map showing where the Pizza Hut in Chichester is situated.
Pizza Hut’s location is suitable as it accessed easily from the dual carriageway, if it were situated in the city centre it would be harder to find to find somewhere park, also there might be more traffic. It is easily recognisable from the carriage way and it looks easily recognisable as you can see the neon lights spelling out Pizza Hut and it looks quite enticing as you can see all the people eating from the road.
Another way that Pizza Hut attracts customers is its wide range of facilities. The Pizza Hut in Chichester has a free car park and toilets/baby changing room, these attract people because they make it easier for families (Pizza Huts main target group) to have a good time with these facilities at hand.
Pizza Hut is decorated in quite warm colours like red or orange this makes it more inviting and welcoming, the walls also contain lots of pictures that are quite modern and abstract, Having these colours on the walls make it seem more homely and give more of a proper restaurant feel though it is really a fast food restaurant I think this attracts families as it is quite homely whilst still being a restaurant. The pictures emulate this even more and attract a younger consumer as they make it trendier. The layout of Pizza Hut is quite affective as it allows the costumers and waiters to have access to the tables easily the basic layout is that of several tables in the middle then a ring surrounding them. This layout encourages people to spend as they always in view of the ice cream factory and salad bar also as there is a window into the kitchen you can always see something being cooked, seeing and smelling food all around will make people spend more. The Pizza Hut in Chichester offers both ‘eat-in’ and ‘take-away’, you can order take-away by phoning ahead and going to collect, ordering online and going to collect or ordering and waiting at Pizza Hut.
Promotion Methods used by Pizza Hut
Another media that Pizza Hut uses to advertise its product is T.V, their most recent advertisement that I have seen is the twisted crust pizza advert where in line with pizza base everything was all twisted around and upside down. Another advertisement for Pizza Hut stars Pamela Anderson she says,” I love coming here it’s the only I don’t get hit on”, therefore e suggesting that Pizza Huts food is better than Pamela Anderson. They also Their website to advertise their products and promotions.
The Pizza Hut brand is used to promote their products by using the name Pizza Hut in their advertisements, for instance instead of saying,” try our new stuffed crust pizza”, they say “ try Pizza Huts new stuffed crust pizza” , the brand name is used to grab the attention of the audience, also the Pizza Hut logo is always visible so you immediately know what the advert is for and your attention is grabbed.
Pizza Hut Survey
1. Are you male or female?
- Male
- Female
2. What is your age range?
- 11-12
- 13-14
- 15-16
3. What is your monthly income?
- £0-10
- £11-20
- £21-30
- £31-50
- £51+
4. Which of these Pizza restaurants do you prefer?
- Pizza Hut
- Pizza Express
- Dominoes Pizza
- Perfect Pizza
5. Do you think the quality of their food is?
- Very Good
- Good
- Average
- Poor
- Very Poor
6. Do you think their range of toppings is?
- Extensive
- Average
- Could be better
- Poor
7. How much would you be willing to pay for a medium margarita?
- £1-3
- £4-6
- £7-9
- £10+
8. Do you think Pizza Hut is good value for money?
- Yes
- No
9. Would special offers tempt you to buy at Pizza Hut?
- Yes
- No
10.If you go to Pizza Hut do you usually:
- Eat in
- Take out
11. Do you think their advertising coverage is?
- Extensive
- Good
- Could be better
- Poor
12. Do you feel that you are fully informed about the latest Pizza Hut offers?
- Yes
- No
13. Have you ever visited the Pizza Hut website www.pizzahut.co.uk?
- Yes
- No
Task 3-Present and Analyse your Finding
Results Table
This first results table shows how many people gave answers for each question.
This results table shows the percentage of answers for each question.
Important Findings
This is quite an important finding because it shows that Pizza Hut is the most popular pizza restaurant among teenagers and this is an age group that Pizza Hut doesn’t even specifically target. I think this may be because the prices are quite a lot cheaper than their main competitors as shown in the table of prices in Task 1.
These results show the extent of Pizza Hut’s marketing Campaign’s. The majority of people think that Pizza Hut’s marketing could be better. 2/3 of people also don’t think they are informed fully informed of Pizza Huts latest offers.
Task 4-Conclusions and Recommendations
From the research I have collected I can make a number of recommendations to Pizza Hut as to what parts of their marketing strategy are succeeding and which need to be improved.
Pizza Huts pricing strategies are the part of their marketing mix that is working the most successfully. From our survey I can gather that the price of Pizza Huts Pizza’s is at what it should be for their quality and to undercut their rivals. Though we can also say from our research that Pizza Hut is over priced in other areas e.g. salads, pasta, drinks etc. To improve this area of their marketing mix they could try reducing the price of other products not Pizza. Though doing this may lose some profits in the short term, in the long term an increase in customers should occur increasing Pizza Huts profits.
Currently Pizza Hut’s Products are good; we found that only 7% of the people we surveyed thought that the quality of Pizza Huts products were poor or very poor, only one 1% of the people we surveyed thought that Pizza Huts range of toppings was poor. Pizza Huts products are very good at the moment and the only way I can see from our research to improve their products is to extend the life cycle of some of their products and some of their limited time only products, e.g. The Twister and The Sicilian, from my experiences by the time I’ve heard about these promotions they’ve ended. They could also try targeting other segments of the market, their current target group are families, they target families by having a children’s menu and low prices, nice atmosphere etc. They could try targeting other segments like teenagers or twenty-something’s, they could do this by offering student discounts or running promotions that specifically target these age groups. To improve the products area of their marketing mix they should try to extend the life cycle of some of their products and try targeting other market groups.
The way Pizza Hut gets its products to its customer is also working well. Their restaurants are in suitable locations offering easy access, and their take-away service is good. The ways I can see of to improve this from our research are to offer special take-away only offers to improve numbers of people, also to increase numbers of visitors to their website they could use an internet ordering service and give Internet only offers. Another way of improvement would be to increase the size of some of the busier restaurants to allow more customers therefore increasing income.
To improve this area they should introduce take away/internet only offers and increase size of some of the busiest restaurants. Doing this would increase numbers using the take away service and ordering over the Internet at little cost. Increasing the size of the restaurants would be expensive but in the long run would increase customers and profits.
The last segment of their marketing mix is marketing. This part of their marketing mix is the least successful one. We have found that 67% of people think that they aren’t fully informed about Pizza Huts latest promotions and the majority of people think Pizza Huts advertising could be better or poor. Pizza Hut could improve their advertising by using clearer advertising and putting more adverts on T.V, the Internet, on the street etc. When I saw the advert for their twister promotion I didn’t understand what it meant by twisted crust, as there was no picture of the Pizza itself. Increasing the amount of advertising would mean people were better informed of Pizza Huts latest offers. To improve Pizza Huts marketing they should use clearer advertising and more of it. Though doing this could prove costly it would inform more people of Pizza huts latest promotions.
Priorities
The most important thing that needs to be improved is the promotions part of Pizza Hut, which is pretty bad at the moment. This would be a long-term measure because they would need to make sure that they continually kept their marketing up to date. The next most important is to reduce the price of their salads, pasta and rinks etc. This is a long-term measure because it would a long time for an improvement to be seen. Next would be to increase the size of some of their restaurants and introduce take-away/Internet special offers. This would be a short-term measure because in improvement in takeaways and customers should appear straight away. The least important change would be to target other market groups, this isn’t very important because they are already very successful with their current market segment. This would be a long term measure because it would take a while for other these people to go to Pizza Hut.