PIZZA HUT
In 2012 and in coordination with YUM (the firm that
franchises the Pizza Hut brand), we began the process
of separating the brand’s two business lines: restau-
rants and delivery.
This move will enable more specialization of pro-
cesses involving services and team skills, as well as
a clearer and more competitive positioning of both
value proposals.
In 2012 we determined the parameters for both busi-
nesses. The goal is to implement the concepts in a clear-
er manner by end 2013.
This definition makes clear the separation of 25 restau-
rants and 17 delivery units. Due to their greater com-
plexity and contribution to both businesses, other units
are still under analysis.
Besides streamlining the inherent operational and ser-
vice processes, this approach will help assure more cus-
tomer satisfaction in both consumption contexts.
In this reorganization process, Pizza Hut finished finan-
cial year 2012 with sales of 49.4 million euros.
Continuing its investment policy by reworking the
stores, the image of the Funchal and Centro Vasco da
Gama units was remodelled, the Maia Plaza unit was
converted into the new Maia Parque restaurant and
four units were closed: Amadora Continente, Vila da
Feira, Quinta Lambert and Tapada das Mercês. At end
2012 there were 95 units.
RESTAURANT
In line with the Fun and Friendly positioning, the branch
launched in January a new pizza eating experience called
Rodízio de Pizzas
, doubtless the great success of 2012.
To celebrate this event, Pizza Hut launched at year’s end
the Rodízio All Stars, whereby it gathered all the brand’s
star pizzas in one single
rodízio
, raising the experience
to a new level.
The two major TV appearances, both with strong cus-
tomer recognition, were marked by the launch of the
Rodízio de Pizzas in January and February, and in June,
September and October by the Portuguese Ultimate
campaign, in which customers have access to the Roll-
ing Pizza specialty with the traditional Portuguese ingre-
dient,
chouriço
sausage, at an affordable price.
The innovation programme was strengthened by the
launch of a new restaurant menu image, by expanding
the offer of salads, pastas and calzones, the success of
the new Cookie Dough dessert specialty and the Tuscani
pizzas – thin and crispy in true Italian style.
To strengthen the family restaurant positioning with in-
troduction of the first kid’s menu, Pizza Hut launched
the Hut Aprender (Learn Hut) programme, which pro-
moted in schools a unique experience enabling children
to become true ‘pizza experts’. This experience allowed
children to become more familiar with the brand, creat-
ing lasting ties of affection.
Pizza Hut continued to pay attention to the youth seg-
ment and was again present with its mobile unit at the
Burning of the Ribbons in Porto and at the Optimus
Alive, Optimus Porto, Marés Vivas and Paredes Coura
summer festivals, as well as at the Sapo Codebits event,
as a food area partner. In 2012 the brand enhanced
some spaces in various restaurants to provide different
experiences to its customers. We installed goals and sta-
diums in five brand restaurants, with the aim of raising
the football fest to another level for people watching Eu-
ropean Cup games in a Pizza Hut restaurant. Examples
of this dynamic approach included the summertime ac-
tivities for kids, with balloons, magic and acrobats every
Sunday afternoon in some brand restaurants.
Regarding internal processes, note the maintenance of
ISO 22000 standard certification at the Foz, Norteshop-
ping, Matosinhos, Dolce Vita Antas and Colombo units,
Financial Year Activity | PORTUGAL
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