Pizza Hut Marketing Brief

Marketing Brief of Pizza Hut

1.) The Company

Brief History of the Company

Pizza Hut® is the family pizza place.

As a matter of fact, we are rooted in family--literally. Two brothers, mom, and $600 turned into the recipe for the world's largest pizza company in 1958, when a family friend with the idea of opening a pizza parlor approached the two college-age brothers in Kansas. The concept was relatively new at the time, and the brothers quickly saw the potential of this new enterprise. Borrowing $600 from their mother, they purchased second-hand equipment and rented a small building on a busy intersection in Wichita, Kansas. The result of their efforts was the first Pizza Hut and the foundation for what would become the largest and most successful pizza restaurant in the world.

How far Pizza Hut came to be

Pizza Hut franchisees exemplify the entrepreneurial spirit, which launched our system back in 1958. Through interest and initiative, the Pizza Hut system was able to develop new territories in the United States and overseas.

Today, franchisees and joint-venture partnerships account for more than half of the Pizza Hut system's total units. Our development on the international front is a good indication of the growth that has characterized our system. Following the opening of the first international restaurant in Canada in 1968, Pizza Hut restaurants quickly appeared in Mexico, South America, Australia, Europe, the Far East and Africa. Today, Pizza Hut operates in more than 100 countries and territories throughout the world.

How they do their best

Family ties. Another important step in our growth came in 1977 when Pizza Hut was acquired by one of the true giants of international business: PepsiCo, Inc. As part of the PepsiCo corporate family, Pizza Hut shared its leadership position with such fine products as Pepsi-Cola® brand soft drinks and Frito-Lay® brand snack foods.

In October 1997, PepsiCo spun off the restaurant businesses (Pizza Hut, KFC and Taco Bell), and Tricon was founded. May 16, 2002, Tricon officially became YUM! Brands with the addition of two new brands, Long John Silver's and A&W. YUM! Brands is now the parent company of Pizza Hut, Taco Bell, KFC, A&W and Long John Silver's and is the world's largest restaurant company with more than 34,000 restaurants in more than 100 countries and territories.

How they've earned their reputation

During the past four decades we've built a reputation for excellence that has earned us the respect of consumers and industry experts alike. Building a leading pizza company has required relentless innovation, commitment to quality and dedication to customer service and value. The qualities of entrepreneurship, growth and leadership have characterized our business through more than four decades of success. Through the strength of our heritage, our culture, our people and franchisees, we look forward to even more success in the decades ahead.

Welcome to Pizza Hut Philippines!

Philippine Pizza Inc., the franchise owner and operator of Pizza Hut, has 138 restaurants and still growing, here in the Philippines since it began in 1984. Its locations are strategically located from Baguio to Mindanao & are now the country's most popular pizza restaurant, with its dine-in restaurants, delivery units and express counters. For the more discerning food enthusiast, there's Pizza Hut Bistro. A breakthrough concept in dining, Pizza Hut Bistro concept offers the best of casual dining, giving you the chance to enjoy the best Italian-American, along with classy ambience and first class service.

Today, Pizza Hut serves over a million pizzas a day in more than 12,689 restaurants in 88 countries making it the No.1 pizza brand in the world.

In the Philippines, Pizza Hut began in 1984. It is now the country's most popular pizza chain serving Metro Manila and surrounding provinces, as well as Visayas and Mindanao with its Dine-In Restaurants, Delivery Units and Express Counters.

The Home of Pan Pizza has indeed come a long way. It is still delighting millions of customers with pizza that is like no other - no wonder it's the world's favorite. So why don't you take home to your loved ones one of our world-famous pizzas today?

Vision & Mission

Integrity is their Core Value

At Pizza Hut, our culture reflects our values. This includes a shared vision of who we are and where we're headed. And it encompasses everything from the way we treat our customers to how we deal with our competitors.

One of the most important values within the Pizza Hut culture is integrity. Our people are committed to providing uncompromising quality and to providing service that is personal. In fact, our people strive each day to provide what we call "customer mania." We want to give the kind of service that will make our customers tell stories to their family and friends about Pizza Hut.

Our commitment to integrity extends to the role we play in the communities we serve. Wanting to instill a lifelong love of reading in children, we created the BOOK IT!® National Reading Incentive Program in 1984. This unique program awards a complimentary Personal Pan Pizza® and special recognition to elementary school children who achieve set reading goals. Former U.S. Secretary of Education Richard W. Riley cited BOOK IT!® as the model for corporate/education partnership. Today, 65% of public, private and parochial schools use BOOK IT!® in more than 910,000 classrooms. In 2005, more than 22 million children in the U.S. were enrolled in BOOK IT!®.

Our integrity is also exemplified by how we treat our employees. We invest heavily in our people through skills training and management development. We encourage them to think unconventionally, to take prudent risks to achieve results. And we provide an informal environment with open communication to give them the freedom to make contributions on their own initiative. This is a part of our culture we value highly. We call it "ownership." It's the feeling that comes from knowing you can affect the company's direction through your expertise, innovative ideas and hard work. And because we give our employees a stake in the company's success, they take on the kinds of challenges people in other businesses only dream of.

Core Competency

For me, Pizza Hut's