The biggest name in pizza has been riding a downward trend in digital, ceding ground to incumbents and more nimble competitors. Focusing on the customer journey starts with mobile: a pizza made just for you and an experience built around you. From grumbling stomach to post-pizza belly pat.
A new more visual presentation of menu and ingredients, including user generated pizzas with fast flavoriting enabled better discovery and consideration. While shoppable social, preceding its arrival onto the scene, allowed pizza to find you where you are online. A user-centric approach through customer journey was employed as markers for us to craft features that we would weave into a seamless experience:
Streamlined ordering and checkout reduced friction for customers, while a stand alone and in-app emoji ordering keyboard identified a form of group ordering that speaks the language of youth culture—turning them into brand ambassadors. Created for our clients at Pizza Hut, the vision video and strategy was presented to Adcom a group of influential franchisees who control the National Advertising Fund. A new Pizza Hut app is in the works.