ASSIGNMENT: 2

Gap Model of Pizza Hut

Subject-Service Marketing

Date of Submission: 20/04/2022

Submitted to: Akansha Ma’am

Submission By:
- Ananya Rai

MFM BATCH (2021 – 2023)

NIFT KANGRA
 DECLARATION:

I Ananya Rai hereby declare that the Assignment entitled (Service Gap Model of Pizza Hut) is
my original work and no part has been copied from any other project.

However,theories taught in class are also used here to do the assignment and help is also taken
from Google.All this has been suitably referred to and acknowledged in the references.I sincerely
express my gratitude to Akansha Ma'am who guided and permitted me to carry out this
assignment successfully.

Students Name: Ananya Rai.

Course: MFM (Master of Fashion Management)
Date:20/04/2022.
Campus- NIFT Kangra

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 INDEX

S.NO TOPICS PAGE.NO

1. Introduction To Pizza Hut 3

2. The Gap Model Of Service Quality of Pizza 4-7

Hut

4. Pizza Hut 3 extended P’s of Marketing 8-9

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 ABOUT PIZZA HUT

Pizza Hut was founded on 15th June 1958 in a small town of Kansas, America called Wichita by two brothers,
Dan Carney and Frank Carney. Along with their partner John Bender, they borrowed $600 from their mother
to start a business. Pizza Hut was acquired by PepsiCo in 1978.
In June 1996, Pizza Hut made its way into India and inaugurated its first restaurant in Bangalore. It was
the first international restaurant chain to begin operating in the Food Service Industry in India.
Pizza Hut has been recognised as the ‘Most Trusted Food Service Brand’ by Brand Equity for 11 uninterrupted
years. It remains the most favoured pizza brand in India due to its affordable pricing, fresh & tasty food, and
homey ambience. Currently, Pizza Hut has more than 16000 franchises and 350,000 employees in more than
100 countries.
The Gap Model of Service Quality

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 The Gap Model of Pizza Hut

Gap 1: Knowledge Gap

The knowledge gap is the difference between the customer’s expectations of the service and the company’s
provision of that service.

Essentially, this gap arises because management doesn’t know exactly what customers expect. There are a
number of reasons this could happen, including:

● Lack of management and customer interaction.

● Lack of communication between service employees and management.
● Insufficient market research.
● Insufficient relationship focus.
● Failure to listen to customer complaints.

Example:If Pizzahut were to suffer from this gap then it could be because they don’t offer many varieties in
dessert . Pizza Hut only offers Choco Volcano Cake but when we see Dominos they offer 4 varieties in dessert. In
this case customers expect these things but they simply aren’t offered.

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Pizza Hut has only one Dessert in their Menu

Dominos has 4 Dessert in their Menu

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Gap 2: The Policy Gap

The policy gap is the difference between management’s understanding of the customer needs and the translation
of that understanding into service delivery policies and standards.

There are a number of reasons why this gap can occur:

● Lack of customer service standards.

● Poorly defined service levels.
● Failure to regularly update service level standards.

Example:

If Pizzahut were to suffer from this gap then it could be that they offer Butterscotch and Red Velvet Cake but the
quality isn’t as good as people expect.This gap causes customers to seek a similar service elsewhere but with
better service like in this case customer can easily shift to Dominos .

Gap 3: The Delivery Gap

The delivery gap is the difference between service delivery policies and standards and the actual delivery of the
service.

This gap can occur for a number of reasons:

● Deficiencies in human resources policies.

● Failure to match supply to demand.
● Employee lack of knowledge of the product.
● Lack of cohesive teamwork to deliver the product or service.
Example:

If Pizzahut were to suffer from this gap then it could be that when the customer orders the Butterscotch or Red
Velvet Cake but they are informed that the kitchen has run out. In this case, supply hasn’t been adequately
matched to demand.

Gap 4: The Communication Gap

The communication gap is the gap between what gets promised to customers through advertising and what gets
delivered.

There are a number of reasons why this can happen:

● Overpromising.
● Viewing external communications as separate to what’s going on internally.

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 ● Insufficient communications between the operations and advertising teams.
Communication gaps lead to customer dissatisfaction. This happens because what they receive isn’t what they
were promised. In the worst case, it may cause them to turn to an alternative supplier.

Example:

If Pizzahut were to suffer from this gap then it could be because the Butterscotch or Red Velvet Cake was good
but it wasn’t as large or delicious as it looked in the advert.

Gap 5: The Customer Gap

The customer gap is the difference between customer expectations and customer perceptions. This gap occurs
because customers do not always understand what the service has done for them or they misinterpret the service
quality.

Example:

If Pizza Hut were to suffer from this gap then it could be because at the time of delivery the Butterscotch Cake
packet was open and when customers complained to the store they did not get any reply from the company.
This simply happens if the customer perceives the quality of the service incorrectly. In a worst-case scenario, it
could lead to a business losing a large proportion of their customers overnight.

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 THE 3 EXTENDED MARKETING MIX OF PIZZA HUT

5. People Strategy of Pizza Hut

Every outlet of Pizza Hut has skilled employees. They have standard uniforms, they appear clean and
well-groomed and work in a hygienic environment. Employees seldom maintain good relationships with
customers and deliver consistent standards of hospitality.

The traditional highlight of Pizza Hut, since the start, has been THE BELL, which is rung after the meal, to thank
and appreciate the employees and the company. Anyone who rings the bell is greeted with a loud thank you from
the waiters.

6. Process Strategy of Pizza Hut

The food manufacturing process at Pizza Hut is known for its complete transparency. They only serve freshly
made food. The raw materials are semi-cooked and are fully prepared as and when the orders are received. After
Covid sometime if a customer wants , customers are invited to the kitchen to check the ingredients used in their
food. The company also imports several ingredients from international vendors across all outlets to maintain
identical quality standards.

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Moreover, they also introduced a Hot Mark on all home delivery packaging. If the mark is not red when the
pizza is delivered, it can be returned. Pizza Hut has also introduced Pizza Emoji as a method to order pizza from
their app.

7. Physical Evidence Strategy of Pizza Hut

Pizza Hut maintains stringent quality control standards and a hygienic working environment. The pleasant
ambience with appropriate lighting and music appeals to the customers. The cutlery used by the company also
plays its role in delivering an experience of luxury dining to the customers.