MARKETING RESEARCH

Pizza Hut

EXECUTIVE SUMMARY

The research report includes our research about Pizza Hut to analyze the most
important element for its profitability. In this research i conducted a customer
analysis in which I asked the customers their preferences for going to any fast food
restaurant. I also asked them about their experiences in Pizza Hut, every time they
visit there. This helped us making a broad perception about the future sales and
profitability of Pizza Hut and what Pizza Hut needs to do to maintain its image and
retain the customers.

INTRODUCTION

Pizza Hut takes great pride and care to provide its customers with the best food and
dining experience in the quick-service restaurant business. The first New Zealand
Pizza Hut restaurant opened in New Lynn (Auckland) in September 1974, and
recently celebrated our the 30 year mark with a huge makeover for the place that
first introduced New Zealanders to the tastiest, freshest pizza bar none!

There are 100 Pizza Hut stores throughout New Zealand – made up of dine-in
restaurants and delivery and takeout ‘delco’ stores. Nearly everyone, anywhere can
enjoy a Pizza Hut pizza!
Pizza hut have a team of over 2,700 people dedicated to making your pizza the best
you’ll have, ever! Pizza hut has been a renowned restaurant since 1958. it has
maintained its quality and Good will since then. It has also been awarded as the
best restaurant chain internationally.

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The history of Pizza Hut comes a long way from 1958. On May 31st 1958, the first
Pizza Hut restaurant opened in Wichita, Kansas, started by two college aged
brothers who borrowed $600 from their mother. In 1959, Pizza Hut got
incorporated in Kansas and the first franchise unit opened in Topeka, Kansa.In
1964 The basic freestanding design of Pizza Hut was adopted. In 1966 Pizza Hut’s
first Home Office was built in Wichita, Kansas to handle the business of now 145
Pizza Restaurants. In 1967 Nine- inch tall Pizza Pete dolls became available at all
Pizza Huts restaurants. In 1969, the familiar top roof was adopted for Pizza Huts
restaurants.

In 1971, Pizza Hut became the number one Pizza restaurant chain in the world in
both sales and number of restaurants. In 1972, Pizza Hut Inc. was listed on the
New York Stock Exchange under the symbol PIZ, and restaurant number 1000
opened in Wichita, Kansas. Pizza Huts goes International as a restaurant opened in
Costa Risa. In 1976, The 100th International Pizza restaurant opened in Australia
while the entire number reaches 2000 restaurants. In 1977, Pizza Hut Stakeholders
merged with Pepsi Co. In 1983, Pizza Hut celebrated its 25th Anniversary. In
1986, Pizza Huts started its Home Delivery service. In 1995, Pizza Hut launched
its Stuffed Crust Pizza, which immediately set company’s sales records. In 2007,
Pizza Hut offered online ordering at all of their 65,000 locations. In 2008, Pizza
Hut introduced Total Mobile Access- the ability for customers to order by text
messaging or using their web enabled cell phones.

This research is designed for Pizza hut in Christchurch.

OBJECTIVES

Pizza Hut has always been successful in delivering the best fast- food. It has gained
many customers throughout the world and has always been working on customer-
retention. This research is conducted as Pizza Hut wants to know the preferences
of their current valued customers so that they can serve them in a more satisfactory
way and improve their overall performance.

RESEARCH

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It was a pioneer research that conducted and there was no secondary research
available.

RESEARCH DESIGN

• Data collection:

It is a Quantitative Research. Quantitative research is used to measure how many

people feel, think or act in a particular way. These surveys tend to include large
samples - anything from 50 to any number of interviews. Structured questionnaires
are usually used incorporating mainly closed questions - questions with set
responses. There are various vehicles used for collecting quantitative information
but the most common are on-street or telephone interviews. . For example, a bank
might ask its customers to rate its overall service as either excellent, good, poor or
very poor.

This will provide quantitative information that can be analyzed statistically. The
main rule with quantitative market research is that every respondent is asked the
same series of questions. The approach is very structured and normally involves
large numbers of interviews/questionnaires.

Perhaps the most common quantitative technique is the ‘market research survey’.
These are basically projects that involve the collection of data from multiple cases
– such as consumers or a set of products. Quantitative market research surveys can
be conducted by using post (self-completion), face-to-face (in-street or in-home),
telephone, email or web techniques. The questionnaire is one of the more common
tools for collecting data from a survey, but it is only one of a wide ranging set of
data collection aids.

We collect data from our customers who comes to our Pizza hut. Our target is
collecting data from atleast 15 people daily for 4 days a week upto 3 week period.
We choose customers cz it is easy to get information from them while they are
waiting for their order so they have enough time to read our questioner and give
their kind views.

• Questionnaire Development:

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While developing the questionnaire, we focused mainly on questions that showed
the preference of the fast-food customers with respect to food quality, price,
environment, services, etc. and could give us a clear impact of the most preferred
element.

Questioner for research:

Dear Customer,

As a Marketing Researcher for Pizza Hut, we want to thank you for giving Pizza
Hut the opportunity to serve you. Please help us serve you better by taking a
couple of minutes to tell us about the service that you have received so far. We
appreciate your cooperation and want to make sure we meet your expectations.
Kindly fill the following Questionnaire so that we may serve you better.

“QUESTIONNAIRE”

1. Do you like Fast Food?

• Yes

• No

2. How do you rate the following Fast Food restaurants?

• Burger King

• KFC

• Mc Donald’s

• Pizza Hut

3. Have you ever visited Pizza Hut?

• Yes

• No

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4. How often do you visit Pizza Hut?

• Once in a week or more often

• 2 to 3 times a month

• Once a month

• Every 2 to 3 months

• 2 to 3 times a year

5. Which factors affect your preference while choosing any place for hoteling?

• Physical environment

• Interior

• Service

• Food Quality

• Price

6. Do you think that Pizza Hut offers enough variety of food?

• Yes

• No

7. You visit Pizza Hut as it has a good Brand Image?

• Yes

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• No

8. Do you think Pizza Hut delivers the best food in town?

• Yes

• No

9. Are you satisfied with the ingredients used in its food items?

• Yes

• No

10. Do you think Pizza Hut is consistent in its food quality whenever you go?

• Yes

• No

11. Are you satisfied with the service of Pizza Hut When you dine in?

• Yes

• No

12. Do you think that the preparation process of food in Pizza Hut is hygienic?

• Yes

• No

13. Are you satisfied with the prices charged by Pizza Hut?

• Yes

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• No

14. Are you satisfied with the Home Delivery Service of Pizza Hut that the food
delivered is of the same quality as when you dine in?

• Yes

• No

15. If you switch to another fast food restaurant in place of Pizza Hut, the reason

would be………………………………..

Cost & Research Period

I had plan to research for 3 weeks period, in which I will work for 4 days a week
i.e. Monday, Tuesday, Friday and Saturday. Because these days include both busy
as well as quiet time period for the restaurants business. Therefore I had prepared
up with a questioner from which we can able to get customer opinion. I planned to
get feedback from 15 customers daily. That is total 180 people will complete our
questioner while they are waiting for their order. They will give us their valuable
feedback to get $5 coupan that they will use on their next visit. Because nobody
wants to give their time for free to anybody. By giving coupan that can only be
used on their next order we are also able bind that customer for future and also we
are able to get back some amount of our $5 coupan from customers from their next
order.

According to me cost of this research is about $900 for coupans and $1200 is my
research fees.So total reesearch cost for you is $2100.

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