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FINANCIAL YEAR ACTIVITY
PIZZA HUT
In line with the brand’s international strategy, in 2013
Pizza Hut Portugal separated the management of its as-
sets into two segments: restaurants and delivery.
PIZZA HUT RESTAURANT
The Pizza Hut restaurant business ended 2013 with 63
restaurants and 1086 employees.
Continuing its investment policy of redoing its network
of outlets, the company remodelled the image of the
Ponta Delgada in the Azores and opened a new site at
the Funchal airport.
In line with the Fun and Friendly positioning, two new
specialties were launched during the year: the Super Pan
Pizza in March and Crown CheeseBurger in November.
Two important media campaigns were carried out, with
television time for Super Pan Pizza in April and billboard
and Internet advertising for Crown CheeseBurger in the
last two months of 2013. Both campaigns achieved high
customer recognition levels.
The drive to innovate and to provide customers with new
and different experiences was further strengthened by
the Rodizzio All Star campaign in the summer and Christ-
mas holiday seasons, as well as the partnership with Zon
Cinemas, in December, with the “Free Birds” children’s
film, and with the much applauded presence of Pizza
Pooch in the parade of mascots in downtown Lisbon.
The summer months saw a new edition of the Salad
Season with a wide variety of compositions and unbeat-
able prices, which won strong customer acceptance.
In its positioning in family restaurants, in response to
the difficult economic circumstances, in January the
brand launched Pizzas Primo, five pizza combinations
with a single fixed price. June was designated as Chil-
dren’s Month and we launched a Kids Free campaign
in which children who visited the restaurants accompa-
nied by their parents received free meals. Several new
menus were created during the year: the Super 4 Menu,
Super Pan Pizza Menu and CheeseBurger Menu, which
allow customers to get the Super Pan Pizza and Crown
CheeseBurger specialities at unbeatable prices.
In September the brand surprised its fans with a digital
campaign to mark its 23rd anniversary, featuring an An-
niversary Pizza for €2.3, generating strong buzz on its
page and bringing in many friends.
Always actively targeting the youth market, Pizza Hut
renewed its presence with a mobile service unit at the
Burning of the Ribbons in Porto and at the Optimus
Alive, Optimus Porto and Marés Vivas festivals.
In the internal processes area, mention should be made
of continued certification to the demanding ISO 22000
standard for the Foz, NorteShopping, Dolce Vita Antas
and Colombo units, which exemplify the brand team’s
demanding attention to food safety.
According to the “2013 Restaurant Market Study”, Piz-
za Hut attained 95% recognition among the Portuguese
population during the year, consolidating its position as
Portuguese leader in the ranking of Portuguese pages
in Facebook’s restaurant section. In fact, Pizza Hut is the
only brand in Portugal with more than 275,000 fans in
Facebook.
