A Project Report on Whether the Decreasing Sales of Pizza Hut Can Be Increased Through Promotional...

7/31/2019 A Project Report on Whether the Decreasing Sales of Pizza Hut Can Be Increased Through Promotional Activities

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A STUDY WHETHER THE DECREASING SALES OF PIZZA HUT CAN BE

INCREASED THROUGH PROMOTIONAL ACTIVITIES

Industry

Overview


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INDUSTRY PROFILE

Fast food

A fast-food restaurant is a restaurant characterized both by food ready to eat

quickly after ordering, and by minimal service. One trait shared by all fast food

establishments is that the customer pays for the food prior to consuming it. Often this

food is referred to as fast food. In response to increasing backlash against fast food, the

industry has been trying to move the public away from that term over the past ten to

fifteen years, shifting to the term quick service restaurant (QSR for short). Despite the

industry's efforts, consumers continue to refer to them as "fast-food restaurants"

The food in these restaurants is often cooked in bulk and in advance and kept

warm, or reheated to order. Many fast-food restaurants are part ofrestaurant chains or

franchise operations, and standardized foodstuffs are shipped to each restaurant from

central locations. There are also simpler fast-food outlets, such as stands or kiosks,

which may or may not provide shelterorchairs for customers.

Because the capital requirements to start a fast-food restaurant are relatively

small, particularly in areas with non- existent or poorly enforced health codes,

small individually-owned fast-food restaurants have become common throughout the

world. Restaurants such as Culver's and Noodles, where the customers sit down and
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H istory of Fast food

Although fast-food restaurants are often viewed as a representation of modern

technology, the concept of "ready-cooked food to go" is as old as cities themselves;

unique variations are historical in various cultures. Ancient Roman cities had bread-and-

olive stands, East Asian cultures feature noodle shops. Flat bread.

Popular Indian "fast" food delicacies include Vada pav, Chaat, Bhelpuri,

Panipuri and Dahi Vada. In the French-speaking nations of West Africa, meanwhile,

roadside stands in and around the larger cities continue to sell- as they have done for

generations- a range of ready-to-eat, char grilled meat sticks known locally as

"brochettes" (not to be confused with the bread snack of the same name found in

Europe).

The modern history of fast-food in America began on July 7, 1912 with

the opening of a fast food restaurant called the Automat in New York. Automats

remained extremely popular throughout the 1920's and 1930's. The company also

popularized the notion of take-out food, with their slogan Less work for Mother.

The American company White Castle is generally credited with opening

the second fast-food outlet in Topeka, Kansas in 1921, selling hamburgers for five

cents a piece. Among its innovations, the company allowed customers to see the food

being prepared. White Castle was successful from its inception and spawned
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Mexican-style food like tacos and burritos, as well as pizza, has also

become staples of fast food culture.

McDonald's, the largest fast-food chain in the world and the brand most associated

with the term "fast food," was founded as a barbecue drive-in in 1940 by Dick and

Mac McDonald. After discovering that most of their profits came from hamburgers,

the brothers closed their restaurant for three months and reopened it in 1948 as a walk-

up stand offering a simple menu of hamburgers, French fries, shakes, coffee, and

Coca-Cola, served in disposable paper wrapping. As a result, they were able to

produce hamburgers and fries constantly, without waiting for customer orders, and

could serve them immediately; hamburgers cost 15 cents, about half the price at a

typical diner. Their streamlined production method, which they named the "Speedier

Service System, was influenced by theproduction line innovations ofHenry Ford.

The McDonalds' stand was the milkshake machine company's biggest customer and a

milkshake salesman named Ray Kroc traveled to California to discover the secret to

their high-volume burger-and-shake operation. Thought he could expand their concept,

eventually buying the McDonalds' operation outright in 1961 with the goal of making

cheap, ready-to-go hamburgers, French fries and milkshakes a nationwide business.
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The "fast" in fast food

Fast-food outlets are take-away ortake-out providers, often with a "drive-thru"

service which allows customers to order and pick up food from their cars; but most

also have a seating area in which customers can eat the food on the premises

Nearly from its inception, fast food has been designed to be eaten "on the go" and

often does not require traditional cutlery. Common menu items at fast food outlets

include fish and chips, sandwiches, pitas, hamburgers, fried chicken, French fries,

chicken nuggets, tacos,pizza, and ice cream, although many fast-food restaurants offer

"slower" foods like chili, mashed potatoes, and salads.

Other major brands

McDonald's, a noted fast-food supplier, opened its first franchised restaurant in

the US in 1955 (1974 in the UK). . He introduced uniform products, identical in all

respects at each outlet, to increase sales. At the same time, Kroc also insisted on

cutting food costs as much as possible, eventually using the McDonald's Corporation's

size to force suppliers to conform to this.

Other major American fast food chains are Wendy's, What burger, Hardee's,
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Louisville, KY-based Yum! Brands, including A&W Restaurants, Long John Silver's,

Pizza Hut, and Taco Bell

How did pizza originate

The evolution of Pizza was quite a long and many Mediterranean cultures contributed

to it. There exists historical evidence that citizens of ancient Egypt, Greece and later

Rome had recipes similar to modern ones. The Egyptian had a tradition to celebrate

the Pharaohs birthday with spicy flat loaves (by the way the world owes ancient

Egypt the appearance of yeast and sour dough). Herodotus, an ancient Greek historian,

mentioned baked flat cakes among the Babylonian recipes and the Greek themselves

called their baked flat bread plakuntos. It is supposed that this bread sometimes served

for the plate

The word Pizza appeared in printing at the end of the X century for the first time. In

Neapolitan dialect the word pizza was used to denote the way of snatching something

from the hot oven. Though long before that Romans used the word picea to describe

the bottom of the loaf blackened by ashes after baking in the oven. There is the verb

pizzicare denoting to pinch in modern Italian. On the other hand etymology suggests

the relation to the Near-Eastern pita; e.g. in Calabria they sometimes say pitta (flat)

instead of pizza, though tomatoes are seldom used for cooking in this case.

So, the short definition for pizza may be as follows: a round and a very thin layer of

yeast dough with different delicious stuff on top baked in the oven. In century pizza

was already the most popular snack of the Spanish soldiers to have occupied Naples

and Tavern a Cerriglio was their favorite place to visit. They often folded the flat cake
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tomatoes in the middle of the century. It took the Italian more than 200 years to get

used to this strange vegetable and rid them selves of fear of it. Having been brought

from South America at the beginning of the century tomatoes were considered to be

poisonous at first and were grown as an ornamental plant. They were called golden

apples, evidently because of their small size and the yellow colors, which was typical

of them. Those were the poor from Naples who started adding tomatoes to their bread

trying to make it more appetizing. To their fortune tomatoes grown on San Marzano

farms not a far from Naples were particularly sweet! At the end of the century the

Neapolitan distinguished several settled recipes of pizza to be stated next. Those were

pizza with garlic (either rare or baked) and olive oil, pizza with small cicinielli fish and

pizza with anchovy and cheese of the particular sort (mozzarella) brought to Italy

shortly before (it had been invented by the Hindu in the VII century and they had made

it of cow (buffalo species) milk only).

Attica Pizzeria PortAlba was the first ever pizzery proper opened in 1830 (18 Via

PortAlba). It has been working to this very day!!! It is interesting that before that

pizza had been sold alfresco (in the open air): either from stands situated in immediate

proximity to the ovens or from tin baskets on barrow boys heads. There was a perfect

oven of fire brick in PortAlba. Later volcanic lava was recognized surpassing as it

allows reaching the required temperature of 400 C as well as retaining the heat. Here

the Vesuvius proximity came in handy! The marble stove for cooking pizza and

shelves with ingredients were of importance as well, not only the oven. Pizzery

equipment remained the same in modern Naples. And let it be quite hot there in

summer. Never mind! This agreeable warmth combined with the unique aroma makes

up that miraculous and unmatched atmosphere in winter especially when one is lucky

to watch the master pizzaiolo at work Later PortAlba pizzeria became the favorite


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The absolute majority of Americans (19 of 20) buys takeaway pizza or orders it to

home. Three regional standards have already formed. They follow the Neapolitan

tradition in the Eastern Coast (preferring thin pizza with crispy edges, tomato sauce,

mozzarella and vegetable and meat adding to predominate). In the west of the USA

they prefer exotic varieties of pizza like pizza with asparagus or pineapple etc. The

Middle West invented its own version of pizza with rich and fluffy base and quite

massive components on top. Such pizza is often cooked for more than half an hour and

frankly speaking has very little in common with the Italian pizza (the traditional pizza

needs several minutes cooking.


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PIZZA

There are several rules to be obligatory followed for pizza to claim to the status of pizza

Pizza Dough contain Flour, Baker yeast (brewers yeast allowed), salt and

water. No kind of fat permitted;

The diameter of pizza should not exceed 30 cm;

The dough should be made by hands or by means of certified mixers

preventing it from overheating;

Pizza should be rolled out by hands only. All other methods including

rolling-pin application are forbidden;

Pizza should be baked in the immediate bottom of the oven. Neither frying

pans nor baking trays permitted;

The oven should be bricked and lined with fireproof materials similar to the

volcanic rock. The oven should be burned with natural wood;

Temperature in the oven should not be less than 400 C;

How was Pizza made in ancient times

Babasabpatilfreepptmba.com Page10


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Pizza pie is the name of an oven-baked, flat, usually roundbread covered with

tomato sauce with optional toppings. It is a typical dish ofNeapolitan cuisine.

The crust is traditionally plain, but may also be seasoned withbutter, garlic, orherbs,

or stuffed with cheese. In some pizza recipes the tomato sauce is omitted (termed

"white pizza"), or replaced with another sauce (usually garlic butter but can be sauces

made with spinach or onions). Pizza is normally eaten hot (typically at lunch or

dinner), but leftovers are often eaten cold forbreakfast or as a snack. And apparently

came to mean flat bread with a cheese topping by the 14th century in some Italian

dialects. Pizzo, which means "point" in Italian, may have been an influence. Many

languages around the Mediterranean have similar words meaning flat bread or

unleavened bread, seepita.

The Italian word for a person with talent for making pizza is pizzaiolo. A

restaurant that serves pizza is called a pizzeria (from Italian); the phrase "pizza parlor"

is also used in the United States and Canada. Pizza can also be purchased in grocery

stores or supermarkets (usually, but not always, frozen); in many countries, pizza can

also be ordered by telephone (or, increasingly, via the Web) to be delivered, hot and

ready to eat, to almost any address within range of the restaurant.

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History of P izza

Crusts and Baking methods

The bread base of the pizza is called the crust. Its thickness may vary widely

according to style: thin as in hand-tossed pizza, thick as in pan pizza

In restaurants, pizza can be baked in a gas canister (stone bricks above the heat

source) oven, an electric deck oven, a conveyor belt oven or, in the case of more

expensive restaurants, a wood- or coal-fired brick oven. On deck ovens, the pizza can

be slid into the oven on a long paddle called a peel and baked directly on the hot bricks

or baked on a screen (a round metal pan that has holes in it like a screen). When

making pizza at home, it can be baked on a "pizza stone" in a regular oven to imitate

the effect of a brick oven. Another option is grilled pizza, in which the crust is baked

directly on a barbecue grill. Greek pizza, like Chicago-style pizza, is baked in a pan

rather than directly on the bricks of the pizza oven.

In home-made pizza, there are many variations on the bread used for crust. In

some countries, creations such aspitapizza,bagel pizza, matzo pizza and tortilla pizza

are popular, especially with children. In Japan, where full-size ovens are a rarity in the

home, pizza toast is a popular version.

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Profile



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COMPANY PROFILE

Pizza Hut world wide

Pizza Hut

Type: Subsidiary ofYum! Brands.

Founded: Wichita Kansas, USA (1958).

Headquarters: Dallas, Texas, USA

Key people: Dan and Frank Carney (founders) David C. Novak(CEO)

Products: Pizza,Pasta, soups, pastry.

Pizza Hut is a restaurant chain and international franchise based in Dallas, Texas, USA,

specializing in American-style pizza along with side dishes including buffalo wings,

breadsticks, and garlic bread. Pizza Hut is the world's largest pizza restaurant chain and is

part of the YUM! Family of restaurants. YUM! brand restaurants total approximately

restaurants, delivery-carry out units, and kiosks in 100 countries.

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History of Pizza Hut

Typical small town location in the U.S. Midwest

Pizza Hut was founded in 1958 by Dan and Frank Carney in Wichita, Kansas.

It was named Pizza Hut because they wanted the word "pizza" in the title and because

there were only three spaces left after "Pizza" in the sign, and the facility was shaped

like a hut. The company gained national recognition in its first-ever advertising

campaign, called "Pizza Putt to Pizza Hut," which first debuted on American television

in 1965. That first TV commercial was directed by Randall Parker. The company was

purchased by PepsiCo, Inc. in 1977

Pizza Hut was spun-off from Pepsi Cola, in October1997, into Tricon Global

Restaurants, which has been renamed Yum! Brands, Inc.. The most distinct symbol of

Pizza Hut is the trademarked design of the restaurant's roof, which is a red painted

Mansard roof; It is incorporated into the logo. The current design was adopted in 1969,

and updated in 1999.

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Speed. Our focus is to execute CHAMPS with passion, urgency and excellence, so that

we will drive same store sales growth in every restaurant.

Yums passion

To Put Yum on Peoples faces around the world

PIZZA HUT IN INDIA

Indias largest restaurant chain with over 123 restaurants across 32 cities, pizza hut is the

highest flying brands of Yum! Restaurant international, which also has KFC, in India

under its umbrella is famous Red Roof is recognized as the universal symbol of the best

and the most distinct pizzas. The acknowledged leader of the pizza industry world wide,

pizza hut has established its self as the market leader of the category in India.

We made its foray into India with a dine-in restaurant in Bangalore in June 1996. It

was the first international restaurant chain to enter this category and in being the

pioneer it created the pizza market in India. In line with its commitment to offer great

customer experience, Pizza Hut recently involves its brand positioning to treat you

cant Beat.



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Different franchise of Pizza Hut in India. :

Dodsal corporation private limited.

Pizzeria

DIL (Devyani India limited

Pizza Hut came to India in 1996 with dine-in restaurant Bangalore that had special

vegetarian pizzas. In additional to traditional toppings, it incorporates Indian favorites

such as Chicken tikkas, Lamb korma etc. in its list of innovative toppings. Along with

pizzas, the menu features appetizers like garlic bread and soups, fresh salads; oven bakes

pastas and choice of ice-cream sundaes.

Now Pizza hut is available in many major Indian cities like Chandigarh, Ludhiana,

Jalandhar, Jaipur, Lucknow, New Delhi, Mumbai, Kolkatta, Chennai, Pune, Surat,

Coimbatore, Amritsar, Cochin and Hyderabad (with multiple branches in many of those

cities), Ahmedabad .Hubli, Mangalore, Mysore, Indore, pandichery vishakapatanam,

vapi, Bhuvaneshwar,Baroda jodhpur,faridabad, guragaon ,mathura, Agra, Kanpur,

Ghaziabad, Meerut, Dehradun

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Top 24 Markets by Unit Countfor Full-Year 2006

2006 Top 24 Markets KFC PH TB A&W LJS TOTAL

United States 5,310 6,210 5,070 406 1,12118,117

Mainland China 1,822 291 2 - - 2,115

Japan 1,149 348 - - - 1,497

Great Britain 649 674 - - - 1,323Canada 728 326 68 - - 1,122

Australia 550 293 - - 1 844

Malaysia 362 147 - 34 2 545

Indonesia 256 135 - 144 - 535Korea 162 336 - - - 498

Mexico 320 175 - - - 495

South Africa 442 - - - - 442

Thailand 296 74 370

Philippines 166 136 4 - - 306

Taiwan 127 140 - - - 267

New Zealand 95 105 - - - 200

Saudi Arabia 80 105 - - - 185

Puerto Rico 86 47 31 - - 164

Spain 41 117 - - - 158

France 44 112 - - - 156

India 21 127 - - - 148Singapore 73 39 - - 28 140

Pizza Hut - Hubli


Brands


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Hubli: Pizza Hut, the largest pizza chain in the world, has opened its restaurant in Hubli.

With the opening of this restaurant, Pizza Hut restaurants in India have risen to 125 across

31 cities: The brand enjoys the status of market leader in its category for the last 10 years in

the county, according to a press release.

Situated at Kalburgi Square here on IB Road, this 136-seater restaurant promises a unique

dining experience to its customers combined with its range of sumptuous mouth-watering

pizzas, in a friendly and delightful ambience, the release said. To achieve an exponential

growth rate and to broaden the brand's appeal amongst existing market and small towns,

Pizza Hut has introduced 'Treat Bundles' at an unbelievable price of Rs 75 per head. The

treat for one option offers a persons pan pizza, a beverage of choice and a desert - an

abundant, satisfactory and complete meals at Rs 75 per head. This move is in line with the

brand's belief in providing the highest value for money to its customer.

RANGE OF PRODUCTS AND SERVICES



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APPETISERS

VEGETARIAN NON-VEGETARIAN

Garlic bread

Garlic bread with cheese

Garlic bread spicy supreme

Garlic bread exotica

Hara kebab lollies

Veggie spin rolls

Garlic bread platter

Garlic bread with chicken

Shammi kebab lollies

Tandoori chicken spin rolls

BEVERAGESCOLD BEVERAGES HOT BEVERAGES

AERATED DRINKS

Pepsi

Miranda

7up

Mountain dew

Iced tea

Lemonade Masala Lemonade

Tea

Coffee

SOUPSVEGETARIAN NON-VEGETARIAN

Tomato and basil soup

Cream of mushroom sop

Cream of chicken soup

SALADSVEGETARIAN NON-VEGETARIAN

Pasta mint salad

Garden salad

Tropical chicken salad

Chicken Caesar salad



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PASTAS

VEGETARIAN NON-VEGETARIAN Pasta with mushroom sauce

Pasta with arabiatta sauce

Pasta with chicken arbiattasauce

PIZZA [PAN PIZZA]VEGETARIAN NON-VEGETARIAN

Simply veg

Veggie crunch

Spicy veggie

Double cheese

Veggie taka tak

Teekha paneer makhani

Veggie lovers

Exotica

Country feast

Veggie supreme

Fiery chicken

Chicken Hawaiian

Chick n spicy

Chicken tikka makhani

Malai seekh kebab

Chicken supreme

PIZZA [FRESHIZZA]VEGETARIAN NON-VEGETARIAN

Double cheese Veggie taka tak

Teekha paneer makhani

Veggie lovers

Exotica

Country feast

Veggie supreme

Chicken Hawaiian Chick n spicy

Chicken tikka makhani

Malai seekh kebab

Chicken supreme

DESSERTS

Chocolate fudge sundae Mango ice cream

Strawberry sundae

Ebony and Ivory

Brownie fudge sundae



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Products

Pizza Hut's Pan Pizza

The most commonly sold food at the restaurants is the "Pan Pizza", which

usually comes in four different sizes including Personal Pan (which is an individual

serving), Small, Medium, and Large, in a variety of toppings, including "specialty"

styles. Pan Pizza has a thicker crust than most other commercially available pizzas.

In addition to the Pan Pizza, Pizza Hut also sells "Stuffed Crust" (with the outermost

edge wrapped around a coil of mozzarella cheese), "Hand-Tossed" (which is more like

traditional pizzeria crusts), "Thin 'N Crispy" (a thin and crispy dough which was the

original crust), and the "4 for All" (a medium sized pizza that has been divided into 4

individual serving sized squares). The purpose of the "4 for all" is so 4 people could

enjoy separate recipes for the price of one medium pizza.



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great service and ambiance but did not venture till now for want of a more familiar taste

menu.

With the introduction of great Indian treat menu. Pizza hut will now able to provide these

consumers best of the both worlds. Three kind of food in our kind of place.

In terms of market

Indian treat will be promoted through an exciting communication campaign across a media

mix of satellite television print and radio. a specially created TVC depicting the of the

product was on air. Indian treats leaflets showcasing the entire offer in all the out let in

India

More over the entire delivery pilot having a new uniform with Indian treat logo to create

visibility on road and create on ground awareness.

Apart from above activity we had putted a new Indian treat hoarding showing Indian menu

item which give them a visual attraction across the India its also supported by news paper

aids.Jawed Jaffery was a manic RGM to promote the Indian treat.

Its not only the food part its has a Indian theme. On that a customer could play chaser, and

win any thing from the menu. Even he could spin up the meal for fortune and win any thing

out of the menu even a treat in pizza hut. Which is completely on house

Indian treat had given the sales growth of 27% of the sale.

Menu mix of Indian menu had a maximum of 87.5% of Delhi.

Rest of India had also a great menu mix.



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SERVICES



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pay the amount. Later on the customer gave the phone no to him and also had taken

manager number they called the manager next day asked the bill and deposited the amount

to his account. This was a small incident of customer mania apart from this there was lot of

instances of customer mania.

C.H.A.M.P.S

Champs are a set of customer expectations which includes Cleanliness, Hospitality,

Accuracy, Maintenance, Product quality, and Speed of service.

1. Cleanliness- which include immediate exterior and outside area cleaning restaurant

interior area cleaning and rest room is clean and free from offensive odor

2. Hospitality This includes friendly greeting thank you for visiting pizza hut resolving

all the concern of the customer their grooming and professional behavior.

3. Accuracy it includes availability of product with correct portion size garnish and

accompaniments of the product and bill amount with the correct changes

4. Maintenance This includes exterior and interior items which need to be repaired

restaurant temperature and music volume too.

5. Product Quality- which includes appetizing appearance of the product, taste,

temperature,

6. Speedwhich includes greeting timing, service timing, cash out timing

Every month one mystery customer is going to do a CHAMPS check which includes a 100

mark questions which cover all above mentioned points

Cleanliness 18 points

Hospitality 22 points



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Accuracy 16 points

Maintenance 6 points

Product quality 20 points

Speed 18 points

If a restaurant is going to score 4 consecutive CHAMPS they will get a award thats called

YUM ELITE.

If restaurant is going to score 8 consecutive CHAMPS they will get a award thats called

CLUB MILLENIUM

If a restaurant is going to score 12 consecutive CHAMPS they will get a award thats called

YUM OSCOR

In India prestige center point pizza hut got a record of 27 consecutive CHAMPS.

Pizza hut hubli has scored 100% CHAMPS till date



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Delivery

Pizza hut delivers the pizzas within 30 minutes for the specific distance. They also have thesame time bound services dispatcher or home delivery manager is entirely responsible for

home service business. Home service business is divided in two parts that is home service

order taking and dispatching. Home service order taking includes attending the phone calls

taking down the order and resolving all the concern. Pizza hut has a standard script for

order taking which changes as per the offers but they got standard telephonic slandered

which needs to followed by the order taker

1. Always pick-up the call before 4th ring.

2. Never put the customer on hold if its necessary then take prior permission and get

back to him within 30 second

3. T hank the customer for holding.

4. Suggest the additional item from the menu

5. Repeat the order

6. Inform the total amount due and time for the delivery

7. Thank the customer by name

Dispatching is nothing but sending the order to the customer and guiding the pilot and

following the order with the make table, pasta and common runner.

Dispatcher needs to send the pizza from the store within mention in store time that is 14

min. He is also responsible for cashing out the order for the order.

Delivery services also follow the same set ofCHAMPS.

In every month delivery also got champs and they treat delivery as separate channel.

They got different employee p&l for delivery business so they could measure the service

standard. In terms of satisfaction its really difficult to satisfy the customer the only way is

to deliver the pizza on time and every time.



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Pizza hut delivers the pizzas in 30 minutes but they never compromise in terms of safety

and security of their pilots. A pilot needs to follow a standard which is called rider service

essentials. They are

1. Always hustle of the bike not on the bike.

2. Verify the order at the door step

3. Be polite and professional

4. Cash out correctly and quickly.

Take Away

In term of take away the service is very easy as customer who places the order they are

mostly transit customer. They also need the same hospitality what the other customer gets.



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As customer is in hurry so they needs to greet within 30sec. and they are suppose to get the

order within 14 minutes. In term of slandered measure there are chances that champs is not

going to happen in delivery but its going to happen in Take away. In terms of busy hour or

high volume restaurant its always suggested to the server to suggest the customer for take

away. There are some out let in India that has only taken away business.

Like sigma in Bangalore. They are gone to come up with lots of Take Away business out

let as cost of investment is less as well as operating cost is also less. In abroad they got lots

of Take away out let. Take away run with the same offer what delivery has but Dine in got

different offer.

In terms of different service problem they also follow two rules

1 Apologize and show concern

2. Offer a solution

3. Inform the manager.

4. Check back on satisfaction and thank the customer

And the other rule is

1. Never let the customer go unhappy.

2. Solve the problem before it becomes complaint

3. Treat the customer as the way you wanted to be treated.

4. Never argue with customer.

5. Never blame other crew member.

6. Thank the customer.



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The above mentioned rules are used in all the channels to satisfy the customer.



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Pizza Hut Becomes First Company In History To Deliver Pizza

To Residents Living In Outer Space

Landmark "Space Race'' Delivery Made To International Space Station Pioneers

Adding another chapter to the decades-old "space race" chronicles, Pizza Hut

has become the first company in history to deliver pizza straight to the pioneers living

in outer space on the International Space Station (ISS). The creation and delivery of

the world's first space-consumable pizza was the culmination of nearly a year of

collaboration between Pizza Hut and Russian food scientists. After months of rigorous

testing, the Pizza Hut pizza made the landmark, trans-atmospheric journey to become

the only pizza ever delivered to and eaten by people living in space.

"Pizza Hut is known for quality, innovation and category leadership. Having recorded

numerous 'firsts' on Earth, we also wanted to make history by becoming the first

company in the world to deliver pizza to space," said Randy Gier, chief marketing

officer, Pizza Hut, Inc. "From this day forward, Pizza Hut pizza will go down in

history as the world's first pizza to be delivered to and eaten in space."



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"As a leader in the pizza delivery business, we're determined to give customers what they

want, when they want it and where they want it, even if they are in space. Wherever there

is life, there will be Pizza Hut pizza," said Gier. "After checking and re-checking the

address, we made a few minor route adjustments to ensure that the pizza would

successfully make it to the ISS. If space tourism is going to be a reality, Pizza Hut pizza

will make the trip even better.



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Customer Mania

Customer Mania is our operation philosophy where we treat each and every .customer as

an honored guest. This sets us apart from the competition. Around the world, our

customer maniacs are striving each and every day to put a Yum !On our customers faces.

We train our team members constantly on how to be customer maniacs.

Our customer mania translation into a focus on CHAMPS which is a 6 point

measure including cleanliness, hospitality, accuracy, maintenance, product quality and

speed.

CHAMPS are centered on the exceptional basis that delivers great customer

service. Our focus is to execute CHAMPS with passion, urgency and excellence, so that

we will drive great service in every restaurant.

We know that if we put the customers first in every thing we do, then were

running great restaurants.

Our more than 900,000 worldwide customer maniacs are dedicated to

providing the best possible service to our billions of annual guests. Our goal is to

providing the best possible service to our billions of annual guests. Our goal is to put a

Yum! On peoples faces around the world.



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Management levels/ organizational chart

Pizza hut organization functions are divided in different channels like

Restaurant division, finance, development, procurement, HR and PR

Restaurant division

Restaurant division is divided into different zones all the zonal manager reports to COO

COO reports to CEO and CEO to MD and chairman each zonal general manager is

responsible for entire business of that particular zone operation manager is directly reports

to general manager area manager reports to operation manager. Each restaurant

Head reports to their respective area manager in terms of one unit hierarchy go like team

member --- shift manager ---assistant restaurant manager--- restaurant manager

Restaurant division is the main revenue generation division as all the money is generated

by different restaurant across India each restaurant got their own P&L and restaurant head

is entirely responsible for their healthy or unhealthy P&L rest all the departments act as

supporting body like marketing department is responsible launching of new product for

supporting in market promotion all the restaurant have a certain amount of money which is

spent on local sales and marketing for any money spent on account head of local sales and

marketing needs to approved by marketing manager and area manager pizza hut follow

double way of marketing that is one from head office and another one is called local

marketing. The marketing done by head office is gone to support entire India. They think

that all the place got different marketing issue as per clientele and sexual and geographical

demography, now a days economical back ground and average money spent capacity also

varies as per the city structure so they cant promote all the store in same promotional . For

example home service marketing got a different marketing promotion for the entire store

has different clienteles. Delivery service promotion is most important as delivery business



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totally depends on new promotion. All the restaurants head give their .requirement to home

service dept. home service dept coordinate with marketing team and with agency and give

the requirement for the leaflets and then they distribute the leaflets to their respective

restaurant.

Restaurant division is also supported by training dept where training is responsible for

development of team maintaining the standards doing a regular check on standards,

procedure by conducting team member training structure [TMTS]

Pizza hut fallow quarters training plan that is they plan the training schedule well in

advance for 3 months. All the store has one training coordinator who coordinate with

central training dept and reports to him. Training coordinator is responsible for

development of team. Training coordinator create a network of body trainer who will fulfill

his desire in terms of scoring a good marks on TMTS.

Restaurant division is also supported by training division. Marketing division and

maintenance department

Finance division

Chief finance officer is responsible for all the financial activities which is supported by two

secretaries it is legal firm relationship and secretary finance and accounts senior manager

finance and accounts hold all the financial matters by the help of manger finance and

accounts, executive finance and accounts and assistant finance and accounts

Finance division also looks the activities of IT department. Manager IT is responsible for

all the IT related issues its is supported by engineers and assistant IT person. All the

restaurant head needs to report to their zonal account office for all the accounting purpose.

All the bills need to send it to account department for their approval. It needs to be signed

and sealed by the restaurant head. All the statement

Development



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While Yum! Brands support hundreds of community activities and charities across the

globe, efforts are primarily focused on nourishing the bodies and minds of children in

need through programs such as hunger relief, creation of after-hour day-care, reading

incentives and mentoring at-risk teens. Our community outreach also includes diversity

and educational programs as well as exposing children to the arts. From America to

Europe, Asia and all around the globe, we're committed to improving the lives of the

customers we serve.



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Project Details



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Project Details

I] INTRODUCTION OF THE TOPIC:

The study undertaken had a major subject, Sales. The competition has made ever one to

think on how do manage sales in the versatile market. Every organization has their cutting

edges to increase sales they have USPs to make the magic of sales. But to our surprise

some times many things may not do magic of sales.

We took up the study to understand has promotional activities impacts the sales.

Main Objective:

1. To study whether the Decreasing sales of Pizza Hut can be increased through

promotional activities.

Sub objectives

1. To find out the reason for decrease sales.

2. Whether promotional activities motivate customers to visit Pizza Hut.



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II] RESEARCH METHODOLOGY

Data collection instruments

Primary Data : Questionnaire

Secondary Data : Internet, company profile of Pizza Hut

Sample Size : 30

Sample Frame : Customers who come to pizza hut

Sampling Method : Convenient sampling

Pilot survey is done on the basis of questionnaire which helps me to frame validity and

reliable of the Instrument used in collecting the data.

Sales promotion is any initiative undertaken by an organization to promote an increase in

sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other

elements of the marketing communications or promotions mix). Sales promotions are

varied. Often they are original and creative, and hence a comprehensive list of all available

techniques is virtually impossible (since original sales promotions are launched daily!).

Here are some examples of popular sales promotions activities

a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating

promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to

manufacture, if you sell two for $1, you are still in profit - especially if there is a

corresponding increase in sales. This is known as a PREMIUM sales promotion

tactic.



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b) Customer Relationship Management (CRM) incentives such as bonus points or

money off coupons. There are many examples of CRM, from banks to

supermarkets.

c) New media - Websites and mobile phones that support a sales promotion. For

example, in the United Kingdom, Nestle printed individual codes on KIT-KAT

packaging, whereby a consumer would enter the code into a dynamic website to see

if they had won a prize. Consumers could also text codes via their mobile phones to

the same effect.

d) Merchandising additions such as dump bins, point-of-sale materials and product

demonstrations.

e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each

sandwich purchase. Once the card was full the consumer was given a free

sandwich.

f) Discounted prices e.g. Budget airline such as Easy Jet and Ryan air, e-mail their

customers with the latest low-price deals once new flights are released, or

additional destinations are announced.

g) Joint promotions between brands owned by a company, or with another company's

brands. For example fast food restaurants often run sales promotions where toys,relating to a specific movie release, are given away with promoted meals.

h) Joint promotions between brands owned by a company, or with another company's

brands. For example fast food restaurants often run sales promotions where toys,

relating to a specific movie release, are given away with promoted meals.

i) Vouchers and coupons, often seen in newspapers and magazines, on packs.

j) Competitions and prize draws, in newspapers, magazines, on the TV and radio,

on The Internet, and on packs.

k) Cause-related and fair-trade products that raise money for charities, and the less

well off farmers and producers, are becoming more popular.



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Analysis&

Interpretation

Analysis & Interpretation



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1. Cross tabs for Age Groups and How often they visit Pizza Hut

Interpretation:

From the above cross tabs, it can be interpretated that different age group people

prefer to visit Pizza Hut at different intervals. The major fractions (14) of the customers

who visit Pizza Hut are in the age group ranging from 15-25. But the intervals at which

they visit Pizza Hut differ from each other. But this is not the only target group of

customers, there are even other target groups from 25-55 and also above 55 who prefer to

visit Pizza Hut at different intervals. But it can be known that the major Part of respondents

visit Pizza Hut once in a month This may not work out for the company, having

customers visiting once in a month or occasionally. Therefore company has to take

initiative to strengthen the customer base and also to improve the existing one.

2. Cross tabs for Occupation and How often they Visit Pizza Hut .


Count

1 1

4 2 7 1 14

3 1 2 6

2 1 2 1 6

1 1 2

1 1

5 5 4 9 7 30

Less than15

15-25

25-35

35-45

45-55

Above 55

Age

Total

More thann

Once a week wOnce a week

once afortnight

once in amonth occasionally

Visit pizza hut

Total


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Interpretation:

From the above analysis it can be interpretated that that the major people (14) who

visit Pizza Hut are the Students or Youth. The other sections of the society also do visit

Pizza Hut, but not very frequently. Therefore care must be taken to promote Pizza Hut to

other sections of the society. It can also be noticed that Major part of the customers visit

pizza hut once in a month


Count

1 1 1 2 5

1 4 5

1 1 1 1 4

1 6 2 9

2 2 1 2 7

5 14 4 2 5 30

more than once a week

once a week

once a fortnightonce in a month

occasionally

Visit

Pizza hut

Total

Business Student Service profession Others

Occupation

Total


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3. Do you think the excitement & Interest in Pizza Hut is decreasing for you?

a. Yes

b. No

Interpretation:

The major part of the Sample i.e. 77% agrees to the fact that the interest &

Excitement for the consumers is decreasing. This may be due to various reasons, but the

company should consider the above fact seriously and try to work on the reasons to keep

customers coming back for more.

4. If yes, why do you think the Interest & Excitement in consumers is decreasing?

a. Lack of Promos


Do you think the interest and Excitement in

Pizza Hut is decreasing for you?

Yes, 23, 77%

No, 7, 23%

Yes

No


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b. Lack of Events

c. High prices

d. Local competitors

e. Others, please specify

Interpretation:

The major part (35%) of the respondents feels that Lack of any promotionalactivities done by Pizza Hut is the major reason for Decreasing Interest & Excitement. Thecompany can implement some of the well designed promos and also certain Events toincrease the Interest and Excitement in Consumers and to keep them coming back formore. This can ensure higher customer satisfaction to a certain extent

5. Cross tabs Whether Promos influence consumers to visit Pizza Hut and why is interest

and Excitement decreasing for consumers


Why do you think the interest and

Excitements are decreasing?

35%

26%

26%

9% 4%

Lack of promos

Lack of events

High prices

Local competitors

Others


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Interpretation:

It is very interesting to conclude from the above analysis that major respondents are

influenced by promotional activities to Visit Pizza Hut. Very less people denied to this

fact, standing out as the obvious exceptions.

The respondents also agreed to the fact that the interest and excitement for the

consumers is decreasing. And this was mainly due to Lack of Promos in the pizza hut . The

other reasons being Lack of Events and High Prices of the Products.

6. Which Promo influences the most to customers to Visit Pizza Hut ?


Yes

No

Promos influence

Pies show counts

Yes

73.33%

n=22

No

26.67%

n=8


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0

1 0

2 0

3 0

4 0

5 0

6 0

7 0

8 0

P e rc e nt

P e rc e n ta g e6 0 8 0 3 0 3 0 1 0 1 0 5

A d v e r ti P r i c e d

C o m b

O ffe rs E ve nts

M e m b e

h ip D J

R o a d

sh o w



to

Interpretation:

80% of the Pizza Hut customers chosen price discounts as the most influencing

factor for them that would inspire them to visit Pizza Hut.

This may be influencing to consumers because of the high priced products would not be

within the reach of the pockets of every customer. Regarding to this response of the

customer, Pizza Hut has take an initiative to promote more price discounts during day timethat are within the reach middleclass so that people feel that within their Affordability

7. Which Age group Preferred Price Saving?



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After analyzing the pilot survey, it was very much clear that the consumers were seemed to

be more influenced by price discounts. Therefore in accordance to customers response, it

was decided to implement a Price discounts for a week and to check out for the Customer

satisfaction regarding the new offer.

This was when OFFER was introduced.

PRICE DISCOUNT OFFER includedpromoting of non selling hours

TIMING 2 PM TO 7 PM ONLY IN DINING

ABOVE 1000RS 18% RS600 - RS1000 16% RS400 - RS 600 15% RS300 RS 400 12%

.

Drop in at our store for mouth watering pizzas

Valid only at pizza hut HubliCONDITIONS APPLY

VALID ONLY IN DININGTAXEX EXTRA

The customers feedback about how they felt about the Offer was collected through a feed

back form at the end to know the satisfaction level of the consumers.

Details of the Offer :



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After seeing the response of pilot survey it is been clear that customers prefer to pricediscounts. On that basis a price discount offer was introduced on the month of March .it

was introduced for a week i.e. on march 4th

to march 11, 2008.By seeing last 8 week figure it is clear that there is a low sale but after

introduction of offer there is a hike in sales. There is an increase of 37% of sales comparedto last 8 weeks.

Analysis of the Feedback of Discount Offer

1. cross tabs between how often consumer visit Pizza Hut & What was their purposeof visit during Offer Timing

How often do you Visit Pizza HutWhat is your purpose to visit Pizza Hut today

Cross tabulation


82,765

0

25,000

50,000

75,000

100,000

8 jan -

13 jan

15 jan -

20 jan

22 jan -

27 jan

29 jan -

3 feb

5 feb -

10feb

12 feb -

17 feb

19 feb -

24 feb

26 feb -

2

march

4

march-

11

march

Series1


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Interpretation:

From the above cross tabs, it can be interpretated that major respondents (19) visit

restaurant once in a Month. Having a Customers visiting hardly once a month will

definitely not work out outstanding for pizza hut.

It is also noticed in above cross tabs that the majority of the respondents agreed that

PRICE DISCOUNTS was the Purpose of their visit to Pizza Hut. But at the same time

there were exactly samenumber of people whose purpose was a casual visit, but not to

forget that they too also preferred the combos and appreciated.

2. What was the Purpose of customers visit to Pizza Hut?


Count

1 1

1 4 3 1 9

1 5 1 7

11 8 19

2 2

16 4 16 2 38

More than Once a week

Once a week

Once a fortnight

Once a month

Occasionally

How often

do you Visit

Pizza hut

Day

Total

Just a

casual visit

I visit on

Every sunday

Happy

Price discounts wasthe purpose Others

What is your purpose to visit Pizza hut today

Total


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Interpretation:From the above graph it can be interpretated that the majority (21) of the

respondents agreed that PRICE DISCOUNT was the Purpose of their visit to Pizza Hut.This is an extremely good sign for the offer. This clearly indicates that given an

opportunity, consumers are willing to visit Pizza Hut. This evidently proves that well

designed offers can fetch a good amount of customers and also increase the sales.

. Therefore Pizza Hut must take an initiative to organize such more discount offersto satisfy the customer.

3. How would customers rate the Price discounts?


Bars show counts

Just a casual visit

I visit on Every Sunday

Price discounts was the purpose

Others

0

5

10

15

20

Count

n=10

10

n=5

5

n=21

21

n=2

2


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Interpretation:

The major part of the respondents said that they felt the offer was [71.05% ] good

and to some extent consumers even responded as Excellent[23.68 ] to offers. In fact, therewere very few people who denied to the fact that offer were good and rated it as being

Average. This clearly depicts that offer had been leaded the road where it has been

flourishing to create a positive impact in the minds of the customer. This can be evidence

for consumers are willing to visit Pizza Hut, but the interest amongst consumers is to be

stimulated


Excel lent

Good

Average

how would you rate the price discount pro

Customers rating about the Price discount"

Pies show counts

Excellent

23.68%

n=9

Good

71.05%

n=27

Average 5.26%n=2


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4. Would Customers Expect Pizza Hut to organize such more Promos in the future?

Interpretation:

A greater part of the respondents strongly agreed [97.37%s ] that the Pizza Hut

must organize such more promotional activities in the future. A very less

percentage[2.63%] of the respondents denied to this fact, standing out as the obvious

exceptions.

5. Would Promotional Activities inspire the customers to Visit Pizza Hut?


Yes

No

Would Customers expect Pizza HUT to Organize such more Offers in the future

Pies show counts

Yes

97.37%

n=37

No2.63%

n=1


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Interpretation:

Approximately 97% of the respondents notified that Promotional activities inspire

them to visit Pizza Hut. When its crystal clear that Promotional activities inspire people to

Visit Pizza Hut, Pizza Hut must take this opportunity to attract more customers through

promos which can build a trust and commitment amongst people towards Pizza Hut .

6. Are the customers satisfied with the PRICE DISCOUNTS?


Yes No

Does Promos of this type inspire you to visit Pizza HUt

0

10

20

30

Count

n=37

37

n=1

1


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Interpretation:

97% of the consumers were satisfied by the Promo that they were a part of. Several

consumers even suggested keeping PRICE DISCOUNTS forever in the restaurant so that

they could avail it anytime. These positive outcomes of the People prove that Consumers

were highly satisfied with the offer done and expect Pizza Hut to organize such promos in

the Future. Therefore it can evidently be proven that a good Promo can attract consumers

and can also increase the sales to some extent.

Findings:


Yes No

"

0%

25%

50%

75%

100%

Percent

n=37

97%

n=1

3%


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The things that consumers feel that needs to be improved in the Restaurant are:

1. Smoking Zone2. Music

3. Keep changing the interior for new look and experience

4. Advertisements and Events

5. Promotional Activities

6. Furnitures.

7. Birthday celebrations

8. Service of Tea and Coffee



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Suggestions

&

Recommendations



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Suggestions & Recommendations

After interacting with consumers, it was found out that though Pizza Hut is a

popular brand but the interest and excitement among the customers for the band isdecreasing in Hubli City. And the general feedback from the consumers is that restaurant

should be made more exciting with additional Promotional Activities.

To Pizza Hut:

1. To organize at least a few promotional activities in order to build up the customers

Interest and also to attract customers towards pizza hut.

2. Pizza Hut should also organize certain events in the restaurant like contests, in

order to keep consumers coming back for more. To organize events help pizza to

attract customers there by sales can be increased to certain extent.

3. In order to increase sales, Pizza Hut can also have corporate tie ups within their

reach in the city.

4. The company should also concentrate on Low price promotional strategy.

5. Variety of Food and smoking zone is also the need of the hour



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Conclusion



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Conclusion

The study helped me gain valuable insights in Understanding how promotional

activities help the companies to increase its sales. This project titled To study whether the

Decreasing sales of Pizza Hut can be increased through promotional activities has been a

knowledge gaining experience for me.

By interacting with the respondents I have been able to understand that designing

promotional activity is an art and it takes a very strong brand image for a company to

successfully increase its sales through Promotional activities. The results of the surveyproved to be both disappointing and encouraging. The respondents are well aware of the

brand which is a good sign but the brand lacks interest & awareness and to add to it the

brand still has a long way to go in terms of competition.



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Questionnaire

Personal DetailsName: Age: Sex:

Occupation: Income:

1. How often do you visit pizza hut?

More than once a week

Once a week

Once a fortnight

Once a month

Occasionally

2. For what purposes would you like to use the pizza hut? Rank 1 for the most important

purpose, 2 for next and so on. Rank

Social & Family -------

Refreshments & light snacks -------

Private parties -------

Business meetings -------

Others, please specify -------

3. Do Promotional Activities influence you to come to Pizza Hut?

Yes

No

4. Do you think the excitement & Interest in Pizza Hut is decreasing for you?

Yes

No (If No, go to Q.6)

5. If yes, why do you think the Interest & Excitement in consumers is decreasing?

Lack of Promos

Lack of Events

High prices

Competition

Others, please specify Why?

6. Which of the following factors would influence and interest you if it were to be carried

out by Pizza Hut?

I. Promos II. Events III. High Prices

Advertisements Music/DJ Shows Price Discounts



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Memberships Road shows Price saving Combos

Others Contestss

7. Which is one thing that you would like to improve in the Pizza Hut (Hubli) and Why?

A Project Report on Whether the Decreasing Sales of Pizza Hut Can Be Increased Through Promotional...

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