AUDIENCE
In order to reach the goal of 75% of consumers’ orders being placed digitally, this campaign will convert current Pizza Hut customers to use digital ordering methods. Research revealed that the best way to segment the targets by the circumstances in which they most often consume pizza.
PROVIDERS PRIMARY AUDIENCE
16.7 %
5
18 -24 4 5+ 25 - 4 4
INDULGERS
PIZZA INDUSTRY SALES
Typically between the ages of 18-24, Entertainers are the remaining 16.7% of the Pizza Hut sales. They are young adults who are likely single. They order pizza for company as a low-key solution to feeding groups. Born in the digital era, Entertainers are digitally intuitive and more apt to convert to digital methods of ordering because they are more likely to avoid talking on the phone and to resort to other options.
PROVIDERS
INDULGERS
ENTERTAINERS
% OF THOSE SURVEYED WHO CLAIM TO BE PIZZA HUT CUSTOMERS
18 -24
5
10.5%
ENTERTAINERS
31.8%
4 5+
% 57.7
Indulgers make up approximately 36.1% of Pizza Hut sales. These, typically, are empty nesters 45 and older. They see ordering pizza, and Pizza Hut specifically, as a way to indulge. They show a strong preference for Pizza Hut over other pizza restaurants and are likely the easiest segment to convert. They like the ease and convenience that digital ordering options provide. Though this segment is not seen as the most tech-savvy, interview/focus group results suggest that this segment is very willing to use digital ordering but has very low awareness rates.
47.2%
This segment represents roughly 47.2% of the current Pizza Hut sales. They are typically 25-44 with children at home and are tech savvy. Often leading a fast-paced life, Providers see pizza as a way to easily take care of dinner when they don’t have time to prepare anything. They accept technology into their lives and use it as a way to make life more convenient. In addition to being the largest segment, they are likely the hardest to convert simply because they order pizza habitually and in a context where there is little purchase consideration. For that reason, Providers will be considered the primary audience for this campaign.
PIZZA HUT SALES
36.1%
TARGE T
THE BREAKDOWN
25 - 4 4
6