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<ul><li>To cash in on a pandemic-led surge in online ordering, <keyword id="58553" type="General" weightage="100" keywordseo="pizza-hut" source="Orion">Pizza Hut</keyword> altered its business model last year. As a result, 60% of its revenue came from in-home delivery.</li><li>However, consumers continue to associate Pizza Hut with its dine-in experience and remember it as a legacy restaurant brand.</li><li>To change its image in the market and establish itself as a delivery-first platform that delivers ‘Dil Khol Ke,’ Pizza Hut has onboarded a new brand ambassador, <keyword id="191218" type="General" weightage="20" keywordseo="anuradha-menon" source="Orion">Anuradha Menon</keyword>, and has begun its marketing blitz with her today.</li><li>Neha, Chief Marketing Officer, <keyword id="878165" type="General" weightage="20" keywordseo="pizza-hut-india" source="Orion">Pizza Hut India</keyword> shares the brand’s thought behind pivoting from a dine-in to delivery brand and the steps being taken to achieve this transformation, idea behind bringing back Lola Kutty, what the revamp entails and larger vision for the brand.</li></ul>When India announced its first lockdown after COVID hit, a lot of consumers rushed to supermarkets to buy groceries, refill ration for at least a month and ordered food online from their favourite local restaurants. Gradually, the pandemic sparked a paradigm shift in the marketing landscape and altered the way consumers shop. People grew fond of ordering inside the safety of their four walls and in-home delivery leap-frogged. From medicine to food, consumers prefer ordering everything online from trusted brands. According to imarc, the Indian online food delivery market reached a value of US$ 4.35 Billion in 2020 and revenue in the Online Food Delivery segment is projected to reach US$11919m in 2021, predicts Statista. Multinational food platform Pizza Hut, which was otherwise known for its dine-in experience, also saw a spike in demand for in-home deliveries as 60% of its annual revenue comes from contactless delivery as of now. However, despite this shift in its modus operandi, consumers continue to perceive Pizza Hut as a legacy restaurant and dine-in brand. So, to alter its image and reposition itself as a contemporary brand that is spontaneously associated with delivery, Pizza Hut has planned an advertising blitz. The brand has onboarded Anuradha Menon aka Lola Kutty as its face and rolled out a quirky, new campaign. Titled ‘<keyword id="12291136" type="General" weightage="20" keywordseo="dil-khol-ke-delivery" source="Orion">Dil Khol Ke Delivery</keyword>,’ the campaign and revamp exercise aims to position it as a delivery-first platform that pours its heart into serving its consumers. <div type="Youtube" id="JeGzGB-Gsb4" title="Pizza Hut is now dil khol ke delivering!" thumbUrl="https://i.ytimg.com/vi/JeGzGB-Gsb4/mqdefault.jpg"></div> Telling us more about the campaign and rebranding exercise, Neha, Chief Marketing Officer, Pizza Hut India said, “Firstly, the entire platform is not just about delivery. We have done a smart play or a cheeky play on words by using the word delivery, but when we say Dil Khol Ke Delivery, we are talking about many different aspects of the brand that we are delivering to the consumer. We are talking about Dil Khol Ke satisfying taste and quality. So, whether it is our dough made freshly in stores every day, whether it is all our wonderful topping combinations, our flavorful sauce, our 100%, mozzarella cheese and safety and hygienic practices that we use to deliver a quality product at your doorstep, or in our stores. The second piece is around Dil Khol Ke delivering deals or value -- being able to give something for everyone and that’s how we define our Dil Khol Ke delivering deals of value to the consumer. The other aspect is how do we ensure that we are making things easy for the consumer. Today's consumer doesn't want complex options. So how do we make the brand easy and accessible is the fourth bucket. We felt that just associating the brand with delivery for such a strong brand as ours, such a loved brand as ours, was not enough and therefore, the articulation we had come up with is Dil Khol Ke Delivery.” This new avatar will be visible across all consumer touchpoints from opening the website to dining in any of its food chains. To convey this message, Pizza Hut was looking for a ‘magnetic’ brand ambassador that could create high recall value and stand out. “When we started this journey and we started looking for who would be the right personality to fit this storytelling, we kept our mind open and didn't keep filters. The only filters we kept I would say was who would marry with the brand personality. We wanted somebody authentic, we wanted somebody who would be friendly, approachable, but at the same time, was a little cheeky, was modern, was able to not take themselves too seriously and therefore had a good sense of humor and was able to deliver this entire new conversation we are trying to have with the consumer in a very confident manner because we believe that this person had to for consumers literally be the brand. When people saw the person, it should be literally like yes, I can believe this is a Pizza Hut magnetic ambassador and therefore, when we started interacting with Anuradha and we saw her and heard her. She has a lot of freshness and naturalness about her. She is definitely a great actor and therefore, a lot of versatility to be able to carry off some of the more crazy things that some of this advertising will demand because as we go forward. We want to make it fun for the consumer. It has to be something they enjoy watching while they also get the brand's message and we believe that Anuradha Menon does a fabulous job at that,” shared Neha. Pizza Hut recently completed 25 years in India and launched its 500th store in Moga, Punjab and has aggressive growth plans to expand its presence across the country, including tier-2 and tier-3 markets.Its expansion focus will be on the Fast-Casual Delco (FCD) format, which is a delivery-first store, but also offers dine-in and takeaway under the same roof. Pizza Hut also aims to achieve growth in delivery through both owned and aggregator platforms which are growing at a healthy pace. Sharing Pizza Hut’s larger vision, Neha said, “At the end of two years of this campaign, where I would love to be at is for people to recognize that Pizza Hut is also a delivery brand, but is not just a delivery brand. So the strong equities that we have built with the consumer in dine-in, which differentiates us from a lot of other dine-in brands, I hope that we will be able to achieve the same with the consumer and delivery. And our quarter 4 is looking very exciting. We have an innovation lined up, which will be revealed shortly, but that innovation is something that nobody's seen before in this category and therefore, we believe it's also our way of introducing the Dil Khol Ke platform to the country because it's doing things in a large-hearted manner, doing things in a different manner and that's how I hope that the brand will continue to remain relevant, easy and distinctive with the consumer.”

Pizza Hut launches a new campaign with its first-ever brand ambassador Anuradha Menon; aims to rebrand itself as a delivery-first brand that offers value ‘Dil Khol Ke’

<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>As <keyword id="58553" type="COMPANY" weightage="20" keywordseo="Pizza-Hut">Pizza Hut</keyword> starts offering <keyword id="9210349" type="UNKNOWN" weightage="20" keywordseo="contactless-takeaway">contactless takeaway</keyword>, we catch up with Neha, Marketing Director, Pizza Hut India to find out what else the brand has planned for this month. </li></ul>Signing for deliveries is a thing of the past now. <keyword id="8919748" type="UNKNOWN" weightage="20" keywordseo="contactless-delivery">Contactless delivery</keyword> and distant dining are becoming the new normal. Brands are trying to come up with new innovative ways to deliver their products to consumer’s doorstep. One such brand is Pizza Hut that has started offering Contactless Takeaways across all its operational stores in India. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> After Contactless Takeaways, Neha, Marketing Director, Pizza Hut told us that the brand is now preparing for the future when consumers start stepping out. They are equipping all restaurant staff with gloves, masks and installing sanitizers in all stores to deploy a contactless dining model. The brand has also seen an uptick in the demand for group deliveries. To make sure its consumers continue relying on them and to help them remain optimistic, Pizza Hut launched a campaign called #QualityTimeNotQuarantine. Neha further shared with us a few measures they have taken to ensure the safety of their employees and consumers, what kind of tone a brand should go for to help their consumers trust them, where they should put their marketing monnies, and how Pizza Hut is contributing to society in these unprecedented days. Excerpts: Q. How have the past few weeks been for the brand, considering the country has been in a lockdown? Pizza Hut has been a trusted brand for over 24 years in India, and we have spent the past few weeks ensuring that we retain that ‘trust in every bite.’ Hence, we have upgraded all our existing stringent safety and hygiene processes across India. We have stringently implemented all regulatory protocols and guidelines issued from time to time by the government, WHO and FSSAI, such as thermal screening of employees and visitors, mandatory use of face masks, gloves, washing hands every 30 minutes and sanitizers and disinfecting all kitchen surfaces, food packing boxes, delivery bags and bikes. Our pizzas are baked at over 240 degree celsius for a minimum of 6 minutes which eliminates all viruses and bacteria. We have also put in place an oven-to-home Contactless process, wherein the cooked food is packed directly from the oven into disinfected boxes, without being touched by hand. The box is sealed with tamper-proof safety stickers. A Contactless Delivery system is then followed, wherein the Pizza Hut delivery executive places the packed food on a clean surface, near the doorstep of the customer and waits at a distance of 6 feet to make sure that the customer has picked up the order and no direct contact is established at any point ensuring safety of our customers and employees. We have also launched Contactless takeaway option, which will allow our customers to place orders on the Pizza Hut app/m-site/website or visit us at our stores and order via menu board or disposable leaflets. The staff will place their order on the designated pre-sanitized Contactless Takeaway tables from where the customers can pick it up and exit. Our packaging includes sealing of every food box with tamper proof stickers which has become so relevant during these times. No direct contact will be established at any point in this process, ensuring safety of customers and employees. With entire households being confined to their homes, we have seen a significant increase in cheque size on delivery orders, especially on orders meant for groups of people living together – in response, we have introduced great Value deals and combos on our delivery channel. We are also taking this time to gear up for servicing consumers across dine-in, takeaway and delivery once the lockdown lifts. We are expecting a surge in deliveries and will introduce some new combos and deals on the delivery channel. Dine-in will pick up too as consumers will want to experience the sheer joy of eating out after a long time. In preparation, we are equipping all restaurant staff with gloves and masks and installing sanitizers in all stores at key touch points. Contactless dining model is also under consideration. Our long-term focus is on delivering a modern pizza experience to our customers by making our brand relevant, easy and distinctive. Q. How are you training your employees to fight the current challenges? We have a sizable training team which is using several in-person and digital tools to train employees as per the upgraded Safety and Hygiene norms. In addition, daily checks by store leads and quarterly inspection by area coaches are done to ensure that food safety, restaurant hygiene and brand standards are understood and implemented by all working staff. Q. What kind of changes in demand have you seen lately? As mentioned, we are seeing an uptick in delivery orders, especially on orders meant for groups of people living together. Consumers are aware of new best practices like Contactless Deliveries. They are relying on trusted brands like ours to offer them an oven-to-doorstep contactless process, right from placing the order digitally to receiving it at their doorstep, while ensuring the highest levels of Safety and Hygiene throughout. Q. What is your marketing strategy right now? How have you been trying to continue building a connect with your audience? These are uncertain times and consumers are expecting their concerns to be echoed in a relevant manner by brands that they rely on. We want consumers to uphold their trust in Pizza Hut, hence our marketing strategy is to be open about the safety and hygiene protocols being followed by the brand. We have been transparent about how the food is prepared, packed and delivered via our oven-to-doorstep Contactless Process, which in turn gives much needed assurance to customers that the food they are consuming has not been touched by any other hand. We have also been running our #QualityTimeNotQuarantine campaign since the start of the lockdown to communicate the importance of staying indoors and urge people to look at the brighter side of being at home for an extended period. We even launched pizza-themed wallpapers to make video chats even more delightful and memorable. Q. How is your brand making a difference in terms of spreading awareness? Have you taken any initiative to help the community? Pizza Hut is committed to serve meals to medical and frontline staff at government hospitals across cities as part of COVID-19 relief initiatives in India. We have taken end-to-end responsibility of sourcing raw material, preparing, and delivering meals directly to 3 renowned government hospitals every day in Delhi, Pune, and Bangalore. We are exploring possibilities to expand the free meal service at government hospitals in other parts of the country. We have also been working in a similar way with on-ground authorities in a few cities to provide fresh and hygienic food to the frontline workers and people in need. Contributing to the society is not just our responsibility but we also feel joy when even our smallest contribution brings a smile on everyone’s face like recently Pizza Hut staff was delivering meals at hospitals in Bangalore, a few kids infected with COVID19 also requested for pizzas. Pizza Hut staff then took permission from supervising doctors and surprised the kids with their favorite pizzas. Seeing those kids smile gave us a sense of accomplishment Q. TV viewership and digital engagement continue to increase, where are you betting your money? Our focus is going to be entirely on digital channels as currently, millions of people are confined to their home and are craving to have the meal of their choice from their trusted brand. We have seen a 50% increase in cheque size on delivery orders, especially on orders meant for groups of people living together. We are geared to handle that surge with technology upgradations, oven-to-home contactless processes and delivery centric value deals. Given the situation, we have also enhanced our technology handles- Pizza Hut’s official website, M-site and the Mobile app. Q. What are a few key learnings for you as a brand in the last few weeks? We have seen this microbe levelling the playing field like never before, and irrespective of where your brand was placed in the pre-pandemic consumer perception curve, the quest to earn back the loyalty of consumers will start from ground zero. The big question, therefore, is how do we implement business models and communicate in a way that makes our customers feel safe, valued, and heard during this critical time and beyond. In my opinion, the answer lies in understanding and responding to the changed priorities of consumers, ensuring that our communication is sincere and not superficial or tone deaf, and most importantly, proving that we as a brand have adapted to meet the new expectations, and new ideas that will define the meaning of trust for the consumers of tomorrow.

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Pizza Hut launches a new campaign with its first-ever brand ambassador Anuradha Menon; aims to rebrand itself as a delivery-first brand that offers value ‘Dil Khol Ke’

Karuna Sharma

Marketing in the times of COVID-19: Pizza Hut

Karuna Sharma

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