where the brand team’s care and attention to food safe-
ty for its customers is evident.
According to the 2012 Restaurant Market Study, Pizza
Hut attained 98% recognition among the Portuguese
population during the financial year and is Portugal’s
leader in the ranking of Portuguese pages in Facebook’s
restaurant section, with more than 200,000 fans.
DELIVERY
Pizza Hut’s delivery business finished the year with 53
stores, with home delivery service covering 1,563,212
homes in markets with the most population concentra-
tion.
Continuing the policy of reworking the number of stores,
units were closed at Galerias Lambert and Tapada das
Mercês, with coverage of the distribution area neverthe-
less assured by the units at Avenida de Berna, Telheiras,
Odivelas Deltas, Retail Parque and Sintra CP.
Assuming the Product Sharing and Innovation position-
ing, in year 2012 the brand created the new Full Meal
experience and in March launched the All-in-the-Box
product, comprising a medium pizza with one ingredi-
ent, a mixed-meat lasagne, garlic bread and chicken
wings, with a new packing – a two-level box.
Also in the Product Innovation field, Ultimate Rolling (as-
sociated to the 2012 European football championship),
Rolling Hot Dog and Rolling Creamy Cheese (specialty
with cream cheese on the edges) were stars in com-
munication with customers, especially via door-to-door
distribution of flyers in the service coverage area. The
brand also followed up on the strategy of differentiating
from the competition in the communication of a Price
Point for the Target of two people. Parallel to this, the
menu for 2 and Christmas menu were examples of an
offer recognized by consumers.
Continuing the commitment to communicating in the
different available sales channels, 10% of recorded or-
ders to the telephone attendance centre were placed
via alternative platforms (internet and SKYPE).
Regarding internal processes, we maintained the ISO
22000 standard certification. The Matosinhos unit (as
specialist store devoted to home delivery) manifested
the delivery business’s care and attention to food safety.
ANNUAL REPORT AND CONSOLIDATED ACCOUNTS 2012
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