How Pizza Hut Has Become a ‘glocal’ Brand?

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MKT445

Sec: 01

Faculty: Qudrat-E-Elahi Asif

Semester: Spring’18

Submission Date: 11.03.2018

Group: 06

Case Assignment:

A Case Study on Pizza Hut:

Competitors’ Envy, Consumers’ Choice

Group members :

1. How Pizza Hut has become a ‘Glocal’ brand?

Ans: The pizza industry among the fast food cuisines seems to have caught the fancy of consumer’s world over since it allows for innovations based on local tastes and preferences by way of toppings which is placed on the base of the pizza made of dough.

Pizza Hut: the Backdrop Pizza Hut is an American restaurant chain and an international franchise that offers different styles of pizza along with side dishes, including, salad, pasta, buffalo wings, breadsticks, and garlic bread .Pizza Hut is a subsidiary of Yum! Brands, Inc., the world's largest restaurant company As of 2012, there were more than 6,000 Pizza Hut restaurants in the United States and more than 5,139 store locations in 94 other countries and territories around the world.

Pizza Hut is split into several different restaurant formats, such as, the original family-style dine-in locations; storefront delivery and carry-out locations; and hybrid locations that offer carry-out, delivery, and dine-in options. The oldest continuously operating Pizza Hut in the world is in Manhattan, Kansas, in a shopping and tavern district known as Aggie Ville near Kansas State University.

Pizza Hut is well known worldwide for its culture to fulfill the objective of satisfying each and every customer.

Pizza Hut is well known worldwide for its culture to fulfill the objective

of satisfying each and every customer. The Mission Statement of Pizza Hut says, "We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says, "I'll be back!" It also aims to take pride to be the employer of choice offering employees opportunities for growth, advancement, and rewarding careers in a fun and safe working environment. Pizza Hut now a days has become a global brand and has a lot of franchise around the world.

2. Explain core values of Pizza Hut from organizations perspective.

Ans: Pizza Hut holds a value that helps them to satisfy their customer and create a long term relationship with them. Pizza Hut core value include passion about everything they do, do it with passion. They encourage the employers to create a positive vibe and do the work with intrinsic energy. They do their duty with tenacity which makes the service better. Pizza Hut believes that their workers should be accountable for their duty on both individual and team level. As it will help them to grow as a responsible employee and make them a great team worker. This thing exists in their core value and because of it customer get a great service from Pizza Hut. As workers are responsible for their duty as a team member and as an individual, all try to give the customer a great service as an individual employee and also provide the best being in a team.

Eventually the customer satisfaction helps them to create a long term relationship and make them loyal customer. This value of Pizza Hut makes their customer coming back again and again and increases the profitability of the company.

Their core value also includes find out reasons to recognizing the achievement of fellow workers. By finding out why they should recognize other employees achievement they can create a bonding which will cause the enjoyment in the working atmosphere. According to their core value the workers should support each other and, find reasons to acknowledge each other’s achievement and by doing it workers should have fun. Working environment of Pizza Hut try to make the employees comfortable with each other and be happy at each other success which helps to make the organization like a family.

They are also very careful about listening to their customer. Customers demand fulfilling is one of the core values of Pizza Hut. They do not let to come any listening gap between the service provider and customers. They want to know what customers want from them, and they want to provide customers with the best experience when they come to Pizza Hut. When dealing with customers they try to understand customers mind.

Their core value also includes safety. Safety is very important part of their value. Not just for employees but also for customers. They are well aware of the impact of environment also. They try to keep their workers safe as they are working for Pizza Hut. All the core values helps them to build their image and increase their profitability in long run.

3. Key points of Pizza Huts Strategy in India: Operational strategies in India 

Ans: Pizza Hut is one of the profitable food industries in the India. Pizza Hut had 131 outlets in India and plans to double the number outlet in India by 2015.Pizza Hut has several drivers which provide opportunities for this sector, such as

• Segmentation the market to make the products more affordable to a varied range of customers.
• Increase the number of offerings in the menu at affordable cost from appetizers to pizzas, pastas, and desserts.
• Further to enhance its strategic hold and intern in the Indian market, The Company has launched a new adverting campaign particularly to celebrate its 15 years in India.
• The campaign focuses on people who have been visiting the brand-outlets have also grown up over the [past 15 years.
• The campaign focuses on people who have been visiting the brand-outlets have also grown up over the [past 15 years.
• The campaign highlighted the sweet and sour moments of life, when the “irresistible” taste of Pizza Hut acted as a catalyst to maintain the emotional bond among people.
• Pizza Hut use popular actor such as Rajat kapur and shernaz patel at their campaign .The actors have face value to the general audience.
• Pizza Hut planned to launch a new range of 15 different pizzas, which have been inspired from regional cuisines and flavors from around the country.

Pizza Hut Glocalization Strategy made for India:

Pizza Hut has taken some strategy to compete their big competitor Domino’s Pizza.

• Pizza Hut wants to focus on more than just Pizzas. It has offering
•  Like pasta, appetizers and a larger collection of beverages, this part of its strategy to make the transition from a quick service restaurant (QSR) to a casual dining restaurant.
• The introduction of wine and beer in few outlets is a part of the strategy.This strategy also acts a differentiator from their rival Dominos whose core strength has been home delivery.
• Pricing strategy: Pizza Hut is making consumers try new products and gradually move them over to high price points. The price strategy rest upon a simple dictum hook the customer, make them get used to the product, so that they become a habitual buyer.
• Moreover Pizza Hut offering snacking option rather than a full-meal by Pizza Hut. It piloted the project in Chennai in recent past and is taking the product nationally across 30 cities as Pizza Hut delivery outlets.
• Home delivery of Pizza: A recent innovation of Pizza hut has been to cater to the home delivery of pizzas, and this has been done by the company by aggressively focusing on their sub brand-PHD. by 2015 the Pizza Hut aims to gain turnover of $100 million only from the delivery segment and has plan to set up 300 stan

4. Discuss the management structure of Pizza Hut.

Ans: Pizza Hut’s organizational structure is well arranged and useful at the same time. Each employee knows about their job responsibility clearly. The administrational work and business functions are managed by four managerial posts designated by Pizza Hut. They are: