Pizza Hut Delivery is currently rolling out an aggressive expansion plan which presents exciting opportunities for new and existing franchisees in the UK.
The brand has evolved dramatically since its inception but its popularity endures, and its impressive rate of growth over the past three years especially suggests a bright future for Britain’s most popular casual dining chain.
Opening its first UK store in 1988, Pizza Hut initially built its Delivery offering on the strong reputation of its long-established dine-in business, which had successfully popularised the Pizza Hut brand in the UK. In 2001, the first franchised store was opened and since then almost 300 outlets across England, Scotland and Wales have expanded the business, nearly all following this franchising model.
One of the secrets to Pizza Hut Delivery’s success is the extensive support network for franchisees, helping them throughout the process of setting up and running their outlets. There is a dedicated team available on the phone 24/7 to offer support and guidance to franchisees, and franchisees are an extremely important and appreciated asset to the business. Acting through member-run initiatives such as the Pizza Hut Delivery Franchise Council, the requirements and benefits of a globally renowned brand can then be translated to the world of small- or large-scale franchise businesses.
Franchisees play an active role in shaping the brand’s future, and their feedback is always highly valued. Pizza Hut Delivery has stayed abreast of the changes in the industry largely by taking on board the concerns and suggestions of its front-line outlet managers. It is keen to support ambitious storeowners expand their own networks, and flexible in its approach to new store locations and ideas.
Despite the economic downturn, the UK pizza market is expanding and so is the delivery sector. There is an ever-increasing demand among UK consumers for affordable takeaway options. Thanks to innovation and a dedicated customer-centric business strategy, Pizza Hut Delivery has strengthened its position and remains the second biggest player in a fast-changing market, and is keen to capitalise on this over the next few years with a nationwide expansion programme.
One such innovation has been in response to the leap in the number of online and mobile sales, with around 48% of all delivered sales now coming from ecommerce. With technological developments such as 4G affording convenience and simplicity to customers and potential customers, the business sees ecommerce as an important growth area and is adapting its offer accordingly.
In August, a new mobile version of the UK website was launched, which has been hugely successful – within only a few months of the launch, mobile ordering already accounts for 20% of online sales. Pizza Hut recently won the award for most effective mobile site at the Effective Mobile Marketing Awards, beating household names such as Mercedes Benz and Hotels.com. With more innovation in the pipeline around digital accessibility and ease of use, Pizza Hut Delivery aims to make its digital products even easier and more convenient to use in the coming year.
Innovation in product development has also helped Pizza Hut retain its dominance in a competitive market. With the introduction of new products like the Hot Dog Stuffed Crust and tasty sides like pasta or cheese triangles, the menu remains varied and interesting, while still providing many of the old favourites for which the brand is famous. For example, Pizza Hut Delivery is also the only brand in the market to offer salad with its takeaway option.
In addition to new products, creative marketing campaigns such as the launch of the Halo 4 Stuffed Crust Pizza with its accompanying microsite (www.legendaryprizes.com), voucher booklets and bespoke pizza boxes, have helped fuel excitement and engender brand loyalty. Current and potential franchisees will also benefit from an increase in marketing spend in 2013, which will increase the visibility of Pizza Hut Delivery and thereby also the opportunities for rapid business growth.
Now is an exciting time to join the Pizza Hut Delivery business as a franchisee. Through a new £4.5 million franchise incentive scheme and a goal to open 100 new stores in 2014, the business is committed to creating exciting prospects for entrepreneurs keen to start or grow their own businesses. The franchise incentive will support franchisees opening a new store before 30 November 2013, and comes as part of a wider £20 million investment plan.
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