Social Media Strategy Review: Pizza Hut

This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.

Introduction:

Pizza Hut, an American restaurant chain, was one of the first players to bring the pizza trend in India. It has taken place in the lives of Indian consumers as the brand that had made them taste their first pizza.

Pizza Hut has always been a casual dining restaurant which acts as a catalyst to inspire social conversations around it.

Overall Strategy

Pizza Hut has been trying to build an online community of pizza lovers. However, the scenario doesn't look as good owing to its half-baked efforts on social media.

While it has a good presence on Facebook, it seriously needs to look at platforms such as Twitter and YouTube. Putting all your eggs in one basket is not a good idea.

Source: SImplify360 - A Social Media Analytics Tool

Platform-wise Strategy

Facebook

The Pizza Hut India Facebook page boasts of more than 900k fans.

The page consists of more and more picture updates that entice growling stomachs, placed strategically in the evening time.

However, the page is not attempting to engage in a conversation with its community. Most of the updates are 'broadcasts' and there are not many attempts at asking questions and interacting with people.

The huge gap between the number of likes and comments in the image below is an indication of the same.

Source: SImplify360 - A Social Media Analytics Tool

Twitter

Pizza Hut India's website has no mention about an official Twitter channel. But there is by then handle @PizzaHut_India. It doesn't look authentic and is simply cross posting the updates from the official Facebook page.

But they should seriously look into having a Twitter because people have been talking about “Pizza Hut” on Twitter. Imagine a world where people are talking about you but you are not there to lend them your ear.

Source: SImplify360 - A Social Media Analytics Tool

Twitter could have been an important channel for efficient customer service, contests, conversations, offers, promotions and to helps customers locate outlets.

YouTube

The YouTube channel of Pizza Hut is customized well, but it lacks good content. The channel is not updated and has only 3 videos

I believe, Pizza Hut could have done a better job here.

The Crown Pizza Campaign

The “Crown Pizza” Campaign is currently active on its Facebook Page

The campaign introduces and promotes the all new crown pizza. Users have to choose wacky crowns for their friends from our wide range of crowns like – Talli-Raja, Make Up-Maharani, BakBak-Badshah, etc that suits their friends best. 

The campaign has a great potential of virality, as the app notifies friends have who been bestowed upon with a crown and automatically shares updates on their walls. You can send a crown to as many friends. It is an engaging activity.

Source: SImplify360 - A Social Media Analytics Tool

Source: SImplify360 - A Social Media Analytics Tool

The daily Rs. 500 voucher winner is declared at 11 am IST every day on the Pizza Hut Facebook page. This ensures that fans keep coming back to the page every day.

Comparison with Competitors

Domino's not only has a bigger share of fans on Facebook, but it also has a much bigger share in engagement 

Source: SImplify360 - A Social Media Analytics Tool

Although Pizza Hut is one of the oldest players in the market, it is clear that Domino's have been doing relatively better when it comes to online engagement.

Source: SImplify360 - A Social Media Analytics Tool

While on Twitter, Domino's is conversing with its fans regarding Customer Service and following them back on Twitter unlike Pizza Hut which has no presence whatsoever.

Comments on Strategy

It has been trying to position itself as an informal family restaurant that creates great memories and conversations while sharing good food.

The age group of its fans and followers reflect that it has successfully positioned itself as a family restaurant. Friends, Family, good times, celebration, happiness, get-together has been effectively replicated in their online communication as well.

Source: SImplify360 - A Social Media Analytics Tool

Feedback on Strategy

Lackluster content and half-baked presence has led to brimming of discontent amongst its fans. When there is no proper channel to address their issues, the negativity starts fostering and becomes tough to tackle.

Source: SImplify360 - A Social Media Analytics Tool

Here's hoping that Pizza Hut takes a hard look at its social media strategy.

Analytics support courtesy: Simplify360