Pizza chains are probably one of the last types of companies you would expect to integrate new technology. Technology hasn't advanced far enough that we can teleport pizzas, but pizza chains can do a lot with recent technology to improve customer satisfaction, increase efficiency, and boost sales. Although many pizza companies are experimenting with new technology, we'll use Pizza Hut as the main example in this article.
Visible Promise Time
After months of testing new technology they refer to as Visible Promise Time, Pizza Hut is officially launching this feature (the rollout started April 27th). Visible Promise Time informs customers what time their pizzas will be prepared, ready, and delivered BEFORE they place an order. This is convenient for customers because they will know when to expect their pizzas. If they decide they don't want to wait that long, they can change their mind since they haven't already ordered.
Visible Promise Time will also prevent customers from becoming frustrated while waiting on their pizza to arrive. They don't have to wait in the living room because they know exactly what time to expect the pizza. According to Pizza Hut, they are the first pizza chain to provide an estimated timeline before customers order.
GPS Tracking for Their Pizzas
Pizza Hut is testing a new technology that shows customers where the pizza delivery guy is on the map. At any moment, customers can check the map to see how close the delivery driver is to their house. This is helpful because customers will be prepared to pay for the pizza. Or they will know whether or not they should take a bathroom break before the pizza arrives as they will have a better idea of how much longer it will take for the delivery driver to knock on the door.
“Easy Beats Better”
Pizza Hut's new motto is “easy beats better.” Executives at Pizza Hut realized that they were placing too much emphasis on improving the quality of their pizzas. Customers didn't want better pizza; they wanted a more convenient experience. It might boggle your mind at first that customers desire ease over quality, but it makes sense.
When you order a pizza for dinner, you don't feel like cooking or going out. You just want a quick meal that arrives in a timely manner. The more convenient the process, the better. You don't need the best pizza in the world to enjoy it. As long as it tastes good, you're happy with it. Therefore, Pizza Hut management has wisely shifted their focus to making purchasing and delivering pizza more convenient for customers.
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Other Pizza Chains are Dabbling with New Technology
It's not just Pizza Hut that's adopting new technology. Overall innovation in the pizza industry is being centered around technology. Domino's, for example, has tested a “no touch” ordering app and a delivery robot in Australia. There's no doubt that new technology is critical to keeping up in the pizza industry. Pizza chains that don't embrace new technology may find themselves in a difficult financial situation because their customers will flock to other companies that make ordering a pizza easier.
To set themselves apart from other pizza chains that are integrating new technology, Pizza Hut is focusing on personalization and ease of ordering. Pizza Hut's new strategy has been working for them so far. As reported by the company, their U.S. same-stores sales increased 5% in the first quarter of 2016. Baron Concors, the chief digital officer of Pizza Hut, expressed that one major reason they had an increase in sales is due to their new technology because it has improved customer loyalty. Their competitors must embrace technology as well to remain in the game.
