Analytics to help Pizza Hut earn its crust

Analytics to help Pizza Hut earn its crust
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


As a business Pizza Hut is going through massive change as the company repositions itself for the future but one of the biggest drivers for change is likely to come from its use of analytics.

The company, which has more than 280 dine-in restaurants across the UK, has partnered with APT (Applied Predictive Technologies) in order to improve data driven decisions across its business – from pricing to capital investment – that will decide the course of the business for the future.

Last month the company announced a makeover of some of its London restaurants – introducing a new interior design and revamped menu partly based on data derived from APT’s analytics tools which include APT’s Test and Learn and Menu Analyzer software suite.

“We are building a menu with new items to drive and enhance the guest experience but we also need to ensure that the items we add will build our profitability and drive business performance,” said Andy Platt, strategy director for Pizza Hut Restaurants. The company has also introduced new interactive menus that are able to read customers’ eye movements and understand what they want to order within 2.5 seconds.

Henry Brits, deputy managing director of Pizza Hut Restaurants, said the software will allow the company to “distil the incremental profit impact of a new store layout and menu strategies amidst the ‘noise’ inherent in day to day restaurant operations.”

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