The mobile phone screen—not the restaurant table nor even the square deep-dish pie—is the rectangle that matters most in the pizza business these days. The spoils are going to the giant brands that do the best job of making digital ordering as easy and seamless as possible for their customers.
That’s why Pizza Hut just updated its online “pizza builder” with what Pizza Hut Chief Commerce Officer Chris Dargis told NRN.com is a “mobile-first approach.” More than 70 percent of the chain’s digital orders come through mobile channels, so the makeover includes several new options, including “reorder fucntionality” with one-button touch, social media sign-in and several fast-pay options.
The new mobile ordering options:
• Reorder functionality: Added ability to reorder with only 5 clicks
• The full Pizza Hut menu offers all your favorite deals, specialty pizzas, pastas, WingStreet wings, drinks, sides, desserts and limited time offers
• Guest checkout allows you to order without creating an account
• Fast access to new menu items and local deals
• Place future orders up to 7 days in advance
• Find Pizza Hut locations near you
• Ordering functionality for U.S. residents only
• Pay with cash, credit card or gift card
• Amazon Alexa: In December, Pizza Hut expanded ordering capabilities to include Alexa Voice Service for Amazon Echo, Echo Dot, Amazon Tap, Fire TV and Fire tablets.
• Chatbot: Last year, Pizza Hut introduced a social ordering platform, or “chatbot,” for conversational ordering via Facebook Messenger and Twitter.
• Social Sign-In: Customers can log in to their Pizza Hut account with Facebook.
• Quick Service and Easy-Pay: Pizza Hut also offers Visible Promise Time, Save Credit Card info
• Popular Pizzas and Visa checkout fast-pay options.
“Convenience is a major factor for customers when they choose where their next meal will come from, and people expect transparency and easy ordering options every step of the way,” Chris Dargis, Chief e-Commerce Officer for Pizza Hut, stated. “As digital and online ordering continues to change, Pizza Hut is focused on technology innovations that will provide an easier and more reliable experience.
Domino’s staked an early lead in digital ordering, but Pizza Hut has been rolling out one innovation after another in this arena as it seeks to break out of a sales slump. In December, for instance, Pizza Hut expanded its ordering capabilities to include Alexa Voice Service on a variety of Amazon platforms.
Some of these twists are clearly meant for visibility rather than ease, however. Pizza Hut’s March Madness campaign include a pair of sneakers that were capable of placing an order with the press of a button on the shoe’s tongue.