Having already embarked on its new brand direction 'Taste Freedom', Pizza Hut Restaurants has now digitised that positioning with a revamped website to let consumer know the brand is about more than pizza.
It has already launched a new TV and display ad campaign to promote its extended range of food and drinks, and following the push turned to long-term digital partner Amaze to translate this to its online offering.
Aimed at the millennials market, the new site responds to the increasing competition in the casual dining market with the objective of boosting brand image and driving commercial revenue.
Speaking to The Drum Amaze creative director Andy O’Brien said that the new site will offer a personalised user experience and utilises “bold imagery” to challenge current perceptions of Pizza Hut Restaurants.
“The re-brand design required us to unpick the key elements before we translated it online. It features a lot of movement, big bold imagery and neon text – a technique which is often difficult to reproduce online whilst remaining SEO friendly.
"We achieved this by looking at the font choices carefully and applying neon styling dynamically to retain as much live copy as possible... We also had to make sure that the copy and tone of voice was adapted to bring the brand to life. Now it is more informal and chatty which is very much in-line with the new 'Taste Freedom' campaign.
“[The] personalised user experience has allowed us to bring the brand to life even more as the site has been built and designed in such a way to support campaign messages at a Hut, regional and national level,” he said.
For example, once a location is selected it can offer tailored offers as well as restaurant and menu information, relevant to a customer’s nearest Hut, given that menus and price points can differ depending on where you are in the country.
This personalisation can also be rolled out either at a regional or Hut-level offers and also at specific times of day.
Amaze has also helped to develop and launch Pizza Hut Restaurants’ new loyalty app, which allows customers to book tables, order take-away from the restaurant and collect rewards when dining in. Rewards include a choice of free food, such as free sides or pizza as a reward after three and six visits respectively. Additional offers such as free desserts and money off vouchers are also available.