pizza hut
...opping malls and office settings. As a result, Pizza Hut is greatly expanding its share of the off-premise, fast-food market, one of the fastest-growing segments in their industry. During the past four decades they have built a reputation for excellence that has earned the respect of consumers and industry experts alike. Building a leading pizza company has required relentless innovation, commitment to quality and dedication to customer service and value. The qualities of entrepreneurship, growth and leadership have characterized their business through more than four decades of success. Through the strength of their heritage, their culture, their people and their franchisees, we can’t help but look forward to even more success in the decades ahead. Pizza Hut serves more than 1.7 million pizzas every day, to approximately 4 million customers worldwide. Pizza Hut uses 2.5 percent of all the milk (over 3.2 billion pounds) produced in the U.S. every year for cheese. That cheese production requires a herd of 250,000 dairy cows producing at full capacity 365 days a year. Pizza Hut uses more than 360 million pounds of REAL cheese per year; of that, 335 million pounds is mozzarella cheese. Stuffed Crust Pizza used approximately 50% of the 35 million pounds of string cheese produced in the U.S. in 1995. The highest volume Pizza Hut restaurant in the world is in Paris, followed by stores located in Moscow, Hong Kong and the U.K. Outside the U.S., the country with the most Pizza Hut units is Australia, followed by Canada and the U.K. In 1991, Pizza Hut made one of its most historic deliveries - - to Russian President Boris Yeltsin and his supporters, who prevailed over an attempted political coup. When food supplies dwindled in the Russian Parliament Building, Yeltsin called Pizza Hut delivery. Pizza Hut uses more than 700 million pounds of pepperoni per year. If you lay those pepperoni slices side by side, they would create a path that would stretch around the world twice and go to the moon! There are 4.2 billion pizza purchases made every year, which equates to 11.5 million purchases every day. Half of these purchases are done on Friday and Saturday. A national survey commissioned by Pizza Hut revealed that 18-29 year-old males preferred pizza to ice cream, cookies and candy when indulging their palates and nearly one-third of those surveyed rank pizzas as their favorite indulgence food over cookie, cake and candy. Marketing Pizza Hut Incorporated a division of Yum! Brands, Incorporated is the world’s leader in the pizza industry and is also the world’s largest pizza chain with over 12,000 restaurants across 100 countries, serving1.7 million pizzas everyday to more than 7 million customers. (www.pizzahut.co.in) Pizza Hut is one of the world’s most well known and valuable brands and holds a leading share in the quick service restaurant segment of the informal “eating out” market in virtually every country in which it does business. Pizza Hut currently has 74 restaurants in 19 Indian cities and holds a 35 to 40 percent share in the pizza restaurant market. (Global News Wire India Business Insight Nov 23, 2004 LexisNexis) Place The Pizza Hut in Bangladesh, India is a franchise of the Transcom Foods Limited Group. The restaurant has a seating capacity of 220 persons and is located on South Avenue, Gulshan-1. In the next three years, Pizza Hut plans to roll out another 4 outlets in Bangladesh to further its marketing footprint in the region. (www.pizzahut.co.in) The phrase "Location, location, location" is very often used to describe the most important aspect of any hospitality business. This is especially true for a premier brand that has to be located in the best positions appropriate for its market. Nevertheless, one needs to be realistic with respect to the market position. Appropriate prime locations for the Pizza Hut marquee in India will be general consumer shopping areas such as out of town shopping malls at busy intersections as well as America. As far as the location for the delivery service is concerned, location is not important, but it has to be close to customer residential areas or near offices. The busy American life differs from life in India. Americans are always looking for more service and easy meal preparation. For instance, in the United States, trying to get three kids to get in a van to go to Pizza Hut is not as easy as picking up a phone and having the pizza delivered to your door in 30 minutes. Indian culture is a bit different in this respect. It is a pleasure and treat to get away from the house to eat a meal and the entire family enjoys going to the restaurant. Promotion In the United States, Pizza Hut targets the senior citizen segment doing some advertising on local radio stations and television. Nevertheless, the main part of advertising in radio and on television of Pizza Hut is its traditional focus on a large audience of potential fast customers, ranging from children to adults at the effective time and in the right place. Television and radio work very well in all of the United States markets. These mediums are not as affective in India, as only 1 in 4 families in India will have a television. In the Bangladesh market and other major cities the ratio of televisions goes to 1 in 3 and has a major role in marketing new products. The target segment of advertising in India is to families with small children and to young adults. This is because the religious roots of refraining from meat are not as institutionalized in this section of the population as in past generations. The Direct mail form of advertising is widely used in the United States and India. Direct mail is used to advertise new products, new Pizza Hut Restaurants or new delivery units. Included in the mailing are promotional discount coupons or tokens to encourage use of the new establishments on products. Direct mail is Pizza Hut’s primary form of advertising in India. Pizza Hut can directly target their desired audience. Pizza Hut uses another form of promotion in both countries called "personal selling". Personal Selling involves training all the Pizza Hut staff to engage the customers, persuading them to purchase the most suitable products in that moment. This is done in both countries very successfully. The positive words from a happy customer will bring more clients and has the best return on investment. Product-Service There are several things Pizza Hut must do to gain a foothold in the Indian market place: Pizza Hut must maintain and enhance a high quality product, create value and provide excellent service. (www.pizzahutbd.com) Like their adaptation to new trends in the U.S., Pizza Hut must stay in touch with the customer and adapting quickly to new preferences showing a conscious effort to blend into the culture. This cultura...