Pizza Hut is elevating its customer loyalty program with advanced technology and data-driven strategies. We spoke to David Möller from Pizza Hut to learn more about their approach to customer loyalty.
Pizza Hut is elevating its customer loyalty program with advanced technology and data-driven strategies. Since launching loyalty in spring/summer 2023, Pizza Hut has utilized a sophisticated platform to deliver personalized discounts, push notifications, and insightful customer data. With seamless integration through Future Ordering, Pizza Hut collects and analyzes real-time data to create more targeted campaigns. This approach has led to increased customer satisfaction and retention.
We spoke to David Möller, responsible for Channel Sales at Pizza Hut, do dive deeper into this strategy. Here's a summary of our conversation:
The main reason we chose to implement a loyalty program was to strengthen our customer relationships and, in turn, increase our sales. We wanted to gain a better understanding of our customers and their purchasing behaviors to improve their experience and encourage them to return.
By collecting data on who buys what, from where, age, and gender, we can build a strong customer base and offer more relevant deals. Como was able to meet all our needs with features like discounts, unique codes, and push notifications.
Currently, we are running a campaign tied to the movie Beetlejuice, which is in cinemas now. The campaign features a 'Spin the Wheel' competition through Yum Brands, where customers can win discounts and free products in our app, like ice cream buffet or garlic bread.
This past spring, we ran a successful campaign during our sponsorship of Melodifestivalen, offering 50% off for new app registrations. The campaign brought in 5,000 new registered customers, with 1,350 purchases—a strong result, as 21% of the new customers made a purchase.
We also regularly use push notifications to remind customers of our offers and encourage purchases. We aim to send these notifications twice a week, and they have generated positive responses. For instance, we’ve run '2 for 1' pizza deals on weekends and promoted special offers on themed days like 'Kebab Day.'
All of these initiatives are made possible through our loyalty program.
So far, we’ve been able to measure the number of new users through campaigns like Melodifestivalen last spring. We’ve also tracked how well different discount codes work and, for example, found that 30% discounts perform better than 20% discounts. This data helps us understand what works and allows us to experiment with different strategies.
The combination of the loyalty program and Future Ordering’s digital channels has helped us draw new customers to our own platforms. This gives us confidence in tracking our customers and better understanding their behaviors and needs.
It has become significantly easier to run campaigns when discount codes are available. For example, we had an influencer campaign with Coca-Cola, where customers who bought a thin-crust pizza received a free Coca-Cola. This also simplifies future collaborations with suppliers, such as Ben & Jerry’s.
We’ve also been able to send out emails through the loyalty program and run campaigns there. One example is a campaign with TV4 last winter, where customers received a discount code for TV4 Play if they registered for our app. All these features give us more opportunities to create fun and seamless collaborations.
In the future, I look forward to implementing features like digital stamp cards and a point system. For example, a customer could buy four pizzas and get the fifth one for free, or collect points for a specific product and eventually earn a free item. This will make shopping even more enjoyable for customers and drive sales growth.
Gamification would also be exciting to explore in our loyalty strategy. We’ve previously had games via external partners but integrating them into our own app would make things easier for both customers and us. It would be a great way to increase customer engagement and strengthen our brand.
Absolutely! Loyalty programs help track customer behaviors, improve the digital experience, and increase sales. Features like birthday codes can make customers feel appreciated, and the program is an excellent tool for gathering customer data and better understanding their needs. We use it continuously to follow up on statistics and customer behaviors, and there’s a lot more we could do if we had the resources.
We chose Future Ordering because, in our opinion, they offer the best customer experience on the market. We were drawn to the user-friendly design, and it also gave us the opportunity to integrate other systems like the loyalty program Como, which was important to us. We didn’t want everything to be managed by a single company, as that often results in missing features on the platform. The goal was to have specialists for each part, and that’s why Future Ordering felt like the perfect match for our needs.
In addition to the positive customer experience with Future Ordering’s omnichannel solution, the personal contact I’ve had with the company’s internal team has exceeded expectations. For me it has been priceless to have someone to bounce ideas off and get quick help when needed. The same goes for Como, where we’ve also received quick and accommodating feedback.
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