Pizza Hut’s deep digital tests create new recipes for success

Pizza Hut, the quick-service restaurant chain, is using digital testing to make sure the new online tools and features it develops serve both consumers and its business.

Digital channels have come to play a vital role in helping Pizza Hut take a larger slice of the quick-service restaurant category.

“Today, more than half of our orders are placed online,” Rachel Lorraine, director/strategic pricing at Pizza Hut, explained to delegates at The Market Research Event (TMRE) 2018, an event held by KNect365 in Phoenix, Arizona.

Rachel Lorraine, director/strategic pricing, Pizza Hut

“So, clearly, online is important for us. And, effectively, because so much of our business is done online, our website is basically our biggest storefront.”

Even those consumers who ultimately place an order via the comparatively old-school...

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