056 Pizza Hut DSAP 29/10/07 10:14 Page 1
Franchisor Interview
Enjoy Customer
mania with a
Global Brand
By leveraging its huge national network and growing online customer database, Pizza Hut is offering UK
entrepreneurs the opportunity to become multi-site owners enjoying a unique customer reaction. Stuart
Anderson finds out more from Franchise Director Sanjiv Razdan
I
f you have an interest in operating a business the best practices, innovations, deals and
under one of the world’s biggest brands, then customer insights developed through
the news that Pizza Hut is targeting the 34,000 restaurants across the world,” says
opening of 30 to 40 new delivery stores next year Sanjiv. “We provide franchisees with an
will certainly be of interest. That the company is innovative product pipeline as well as
committed to offering the “lion’s share” of those strong consumer insights. We work with
opportunities as franchises may serve to our franchisees in a collaborative and
compound that interest. engaging manner to create high impact
“We’re restricting company growth to existing advertising and an effective marketing
pockets because we find that franchisees are calendar. We are also able to leverage the
better placed to help us exploit growth scale of our business across Pizza Hut
opportunities the lengths and breadth of the worldwide when it comes to supply chain
country,” reveals Sanjiv Razdan, the company’s and sourcing giving us a significant
new Franchise Director (pictured, right). “We are buying advantage.
definitely looking to bring in more and more “‘Customer mania’ is all about
operators who have the ability to operate a encouraging behaviour within our team members that delights customers and
minimum of three to four stores. While we will exceeds their expectations. We are placing a lot of emphasis and effort around
welcome single unit operators, our focus is on building the ‘customer mania’ mindset within our internal teams, and our
bringing people with multi-site ambitions into our franchisees have access to that entire service platform.”
franchise family.” Pizza Hut franchisees receive a huge boost to their businesses through the
Sanjiv’s background with Pizza Hut stretches company’s online orders, which allows customers to order deliveries
back 13 years, most recently overseeing the immediately or in the future directly from the nearest delivery store. “The
smooth running of 75 Pizza Hut delivery stores in online ordering service is increasingly driving strong sales performance for
Greater London with a focus on growing sales us,” reveals Sanjiv. “It was launched less than a year ago and already accounts
and profits. Sanjiv is bringing this same focus to for up to 15 per cent of our sales - in the first six months we took over £5
his new responsibility overseeing the national million. We have also just launched the Direct Mail which allows franchisees
franchisee network. “From a business to tailor specific offers for individual customers relevant to them and their
perspective our primary objective is to drive ordering history.”
profitable sales growth,” he reflects. “We want to Pizza Hut’s support for its franchisees extends to assisting in site
do that in a manner where we continue to improve acquisitions, project management, IT support for hardware and software,
our customer service and differentiate our operations training and coaching staff. “We have a one system approach,
offering from the competition. Our ability to do making available all our services and support to our franchisees as we would
that is incumbent on our recruitment of passionate to company-owned restaurants,” says Sanjiv. “Of course the biggest benefit to
franchisees capable of connecting with all of our franchisees is our very strong ‘brand halo’ - customers have grown
the brand.” up with us and accessed our brand for their whole lives, enabling them to
Pizza Hut has invested in consumer research emotionally connect with us.”
to identify how to strengthen its pizza delivery
offering, and the company has built a product
offering and service platform around that insight
FURTHER INFORMATION:
to deliver what it terms ‘customer mania’. “One
Visit:
www.pizzahutfranchise.co.uk
of the benefits of belonging to the world’s largest
restaurant chain (as a 100 per cent subsidiary of
the Yum! Brands group) is that we have access to
Register for more information online at
www.thefm.net/46894
56 ©2007 The Franchise Magazine
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156