Pereyra (middle), Pizza Hut Malaysia chief marketing officer Jean Ler (left) and Pizza Hut Malaysia head Eric Leong officiating the launch of Pizza Hut’s first digital concept store and mobile app yesterday.
KUCHING: Pizza Hut Malaysia (Pizza Hut) yesterday announced a new digital frontier for the brand – its newly refurbished digital concept store in Sunway Pyramid and a new mobile app.
Both initiatives propel Pizza Hut forward in its digital transformation. Speaking at the event, Merrill Pereyra, Chief Executive Officer of QSR Brands (M) Holdings Bhd said: “In developing Pizza Hut’s digital strategy, we went back to the essence of what the food industry is about.
“This is why Pizza Hut embarked on a digital transformation journey, starting with our website revamp and now, our mobile app and very first digital concept store.
“We’re hoping to provide customers an entirely new digital experience from the moment they walk into the store, order and enjoy their dining experience. This is just the beginning. We’re looking to expand our digital concept to more stores, bringing an easier and better digital experience to all our customers.”
Pizza Hut’s new digital concept store gives customers an entirely new digital experience from the moment they set foot in the restaurant, order and enjoy their food to the moment they exit.
From the ordering and queue management digital panels outside the store to the greeting robots, the store was designed to be innately digital in nature.
In the newly launched digital concept store, all Pizza Hut servers are equipped with tablets for faster and better accurate orders to the kitchen.
The new store is also Pizza Hut’s first in Asia Pacific to feature Digital Take Away Kiosks.
The kiosks allow customers to make orders and pay more quickly, increasing efficiency and reducing wait times to place an order.
Customers will also get to experience an Augmented Reality menu, bringing food to life in greater vividness than ever before as they select their dishes.
The digital experience continues after the order is made, with an engaging digital game to keep customers entertained while they wait for their freshly baked pizzas.
For customers who prefer to enjoy pizza delivered, Pizza Hut started making the experience better with a revamp of its website earlier in May this year, with easier and more convenient ordering, navigating and tracking mechanisms.
The investment paid off with an 107 per cent increase in website traffic, while online sales transactions increased by 31 per cent.
Today, Pizza Hut is taking this one step further by officially launching its mobile app. The new app makes ordering pizza an easier and more rewarding experience.
The app remembers customers’ last order and preferences – including previous delivery address, so repeat customers don’t have to enter data over and over again. With built-in GPS and location data available on many mobile phones today – the app can detect the customer’s location and make ordering as simple as a click.
Delivery status monitoring makes it easy for customers to check how soon their pizzas will arrive.
Since the app has been introduced in early September, it has been downloaded 37,432 times to date, with a steady increase in sales coming in through the mobile app.
Pereyra concluded, “Our investment into our digital strategy is not driven just by a blind need to stay “in-trend.” Instead, we are using technology in a deliberate and strategic manner to make our customer experience richer, better and ultimately more enjoyable.”
“We believe this is what puts a smile on our customers faces and this is why we are so committed to embracing technology to make our customer experience easier and better,” he added.