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Pizza Hut reinvents casual dining experience with all-new digital concept store
By Michael Low - on 10 Oct 2017, 2:45pm

Pizza Hut reinvents casual dining experience with all-new digital concept store

(From L-R) Jean Ler, Chief Marketing Officer, Pizza Hut Malaysia; Merrill Pereyra, Chief Executive Officer, QSR Brands (M) Holdings Bhd; Eric Leong, General Manager, Pizza Hut Malaysia; and Sally, one of two greeting robots at Pizza Hut's new digital concept store in Sunway Pyramid.

Pizza Hut Malaysia today unveiled its first digital concept store in Sunway Pyramid. The newly refurbished store offers a first-of-its-kind digital casual dining experience in Malaysia. From cute greeting robots to tablet-equipped wait staff, the new digital concept store is all about making the customer experience better through fast, accurate orders without changing the essence of its business: delivering freshly baked pizzas.

The RM2 million investment that went into Pizza Hut’s digital strategy resulted in a 107-percent increase in web traffic and 31-percent increase in online sales for its revamped website in less than six months.

Dine-in customers can also look forward to interacting with an augmented reality (AR) menu, which brings the food and drink offerings to life as they browse the menu with the accompanying tablet in tow. The tablet also provides fun AR games to keep the younger ones entertained as they wait for the meal to arrive.

But that’s not all, as the digital take-away kiosks outside the digital concept store represent a Pizza Hut’s first in Asia Pacific. Three large touch display panels are in place for customers to place their orders in just a few taps. Payment can either be made via credit card or cash, which helps to reduce wait times in Pizza Hut outlets with high take-away traffic.

The app, which was soft-launched in early September, has been downloaded 37,432 times to date.

Also launched was Pizza Hut’s new mobile app, which has been designed to make pizza ordering an easier and rewarding experience. Available as a free download for iOS and Android devices, the app can determine the customer’s location using built-in GPS, while also remembering past orders, delivery address and preferences to minimize the number of taps needed to place their order. Furthermore, pizza points are awarded with every order, which can be used to redeem complimentary side dishes, drinks, and even pizzas in future orders.

Pizza Hut is giving away 35,000 pizzas as part of the ‘You Download, We Belanja’ promotion when you order a regular pizza via the mobile app from now till October 30.

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