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Compact case
Authors: M Vasudha
Published by: Amity Research Centers
Published in: 2019

Abstract

Pizza Hut was testing a new service along with Brightloom, formerly Eatsa, which enabled customers to pick up their order from a cubby system in its Hollywood, California outlet. The pizza chain had plans to expand the test to other West Coast cities in 2020. The new feature unveiled in March 2019 was aimed at attracting guests who did not have time to wait in line to pick up their orders or customers who were not in the mood for small talk. This move by Pizza Hut escalated the already intense competition with Domino's which called itself a tech company that also delivered pizzas. As more and more competitors were becoming tech savvy, the stakes were high for Pizza Hut, which struggled with weak sales, closing locations, struggling franchisees and a difficult shift in assets from dine-in to takeout. Will this move to focus on 'completely frictionless storefronts' targeted at city-dwellers in more densely populated areas, help the pizza chain?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Pizza Hut
Type:
Public company
Industry:
Restaurant Chain

About

Abstract

Pizza Hut was testing a new service along with Brightloom, formerly Eatsa, which enabled customers to pick up their order from a cubby system in its Hollywood, California outlet. The pizza chain had plans to expand the test to other West Coast cities in 2020. The new feature unveiled in March 2019 was aimed at attracting guests who did not have time to wait in line to pick up their orders or customers who were not in the mood for small talk. This move by Pizza Hut escalated the already intense competition with Domino's which called itself a tech company that also delivered pizzas. As more and more competitors were becoming tech savvy, the stakes were high for Pizza Hut, which struggled with weak sales, closing locations, struggling franchisees and a difficult shift in assets from dine-in to takeout. Will this move to focus on 'completely frictionless storefronts' targeted at city-dwellers in more densely populated areas, help the pizza chain?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Pizza Hut
Type:
Public company
Industry:
Restaurant Chain

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