DALLAS -- Pizza Hut Inc., a unit of Yum Brands Inc., has introduced a new downloadable application that allows customers to place pizza orders directly from their computer desktops. The widget, dubbed the "Pizza Hut Shortcut," provides customers the fastest way to order their pizza online.
"More and more customers are finding that ordering from our website is fast and easy," said Brian Niccol, Pizza Hut chief marketing officer. "Now with the Pizza Hut Shortcut, we are taking our customer focus to the next level with the fastest way to place an order in the national pizza chain category."[image-nocss]
To set up the Pizza Hut Shortcut, customers register online and visit www.pizzahut.com/pizzahutshortcut to view a demonstration and download the desktop application. Once the Pizza Hut Shortcut is installed, orders may be placed directly from a user's computer desktop with just a few clicks. Customers can place an order from their computer at work before leaving and have their order delivered for when they get home.
In future versions, customers will be able to check out the latest deals from Pizza Hut and be notified of specific specials in their area.
The Dallas-based chain introduced online ordering in 1994, available nationally in 2007. A Pizza Playlist allows customers to create and store a collection of up to four favorite orders. The favorite orders can be named making repeat purchases quick and easy. Pizza Hut customers can order from 6,200 restaurants nationwide.
The chain also offers "total mobile access." Leveraging consumer research and insights, Pizza Hut worked closely with QuikOrder Inc., an Internet technology company, to develop a system that required as little effort as possible by customers, while still providing a full array of ordering options.
After registering, text message ordering is accomplished with two steps. Using any cell phone, customers first send a text order to "MYHUT" (69488), which is then followed by a confirmation text from Pizza Hut. Customers with a web-enabled phone seeking flexibility also can use their Pizza Playlist to order through the Pizza Hut mobile website, which will automatically be modified to fit to a phone's screen. The mobile website has a simplified menu featuring popular orders and a store locator.
Separately, Louisville, Ky.-based Papa John's, which introduced systemwide online ordering in 2001 and text message ordering in 2007, has launched myPapa, a set of widgets that streams exclusive product discounts, personalized favorites and incentives to customers' desktops. The suite of widgets can also be embedded on favorite personalized startpages and available where consumers log on to receive up-to-date information.
Downloadable at www.papajohns.com/widgets, myPapa users now have access to a number of features not available through Papa John's traditional online and email channels.
Every day, myPapa customers will receive as many as 12 custom discounts and product offers, accessible by clicking on the myPapa widget installed on their desktop. These discounts and online coupons will be restaurant-specific and streaming 24-hours a day.
"MyPapa will offer deals that are relevant to each individual customer…. No sifting through emails, newspaper coupons or online offers necessary—it's all right there on your desktop, start page, social network page or blog," said Jim Ensign, vice president of marketing communications for Papa John's. "Does your family order the same two pizzas every week? Then you will love the convenience of ordering a Favorite with a click. Or are you always the first to try Papa John's new specialty pizzas and side items? Then you'll be the first to hear about new additions made to our menu."
According to Papa John's, citing eMarketer, widgets are implemented by many of the 69 million adults and 15 million teens who will use social network sites in 2008. That represents 43.5% of adults and 77% of the teen Internet population.
As with www.papajohns.com, advance online ordering is also accessible via myPapa—letting customers place their order up to 21 days in advance of their preferred delivery or pickup date and time. In addition, myPapa provides direct access to the Papa John's menu and nutritional information, restaurant locator and catering menu, and allows users to send Papa John's gift cards.
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