Pizza Hut UK​

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Challenge

Thr brief was to turnaround ailing delivery sector of Pizza Hut UK. Lindsay Howard, founder of Brand Essence, was employed as Head of Marketing to drive growth- a simple KPI... yet...whilst working within the constraints of the Global Pizza Hut Family.



Approach
I conducted a comprehensive review of consumer insight and the delivery market, to quickly establish that the UK pizza market dynamics were at complete 'odds' with that of the restaurants and the USA homeland.

A brand plan and business proposal convinced the Board of the following which I then executed:

• A seperate marketing function, insight trackers, and budget for the Delivery business

• A independent brand plan encompasing menu rationalisation, NPD, alliance partners and ATL investment.

• A DM strategy with CRM planning potential

• Pioneered the sector's '30 minute hot delivery guarantee'  to turnaround declining standards and customer experience scores

• Upselling and promotional strategy

• Define the brand Essence and cusomer proposition, namely, restaurant Quality pizza in YOUR home with a unique brand personality, which symbiotically supported the Global Master brand



Achievement​​​

• Turnaround from -20% LFL to 3%LFL sales growth.

• Improved spontaneous brand awareness scores

• A move from managed to franchised estate over 3 years