ANNUAL REPORT 2016
Pizza Móvil ended the year with 50 units (one refurbished) and 521 employees.
2016 was marked by the technological revamping of the brand and by the invest-
ment in increasing the home-delivery channel, as the sharpest drops in consump-
tion and the economic crises that have affected Spain over the last 8 years seem
to have been replaced by an improvement in the macroeconomic environment.
We would highlight two events:
- the launch of a new responsive website in September, which provides the consu-
mer with an improved browsing and ordering experience, which led to an increase
in orders through this channel, demonstrating its acceptance by the customers;
- the performance of neuromarketing surveys aimed at redefining the brand’s
communication based on codes enjoyed by the consumer. The brand’s communi-
cation was therefore renewed, investing in more modern codes and adapting the
message to the perceptions obtained in the neuromarketing survey.
The range of pizzas was increased with new launches, such as Pizza Criolla and
Pizza Tijuana, for example, with new ingredients and based on recent consump-
tion trends.
The value proposition offered to the customer was improved, extending the option
of a Buffet Service.
The brand awareness was increased through a strong communication campaign
(outdoor, radio, trains, digital, flyer and point-of-sale), very closely linked to the
Euro 2016.
The brand continues to promote itself to a younger audience by sponsoring the
Galiza and Asturias football federations.
With regard to social networks, the brand continues to grow, having reached
130,000 fans on Facebook at this time, and digital communication was boosted
through contests, prize draws and promotional communication.
At the end of the year, it was decided that the Pizza Hut brand of restaurants
would be converted, a process that will take around two years and which began
in March 2017.
SPAIN
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