IBERSOL Annual Report and Consolidated Accounts 2017

Restaurants The year of 2017 was a year of consolidation of the Brand’s overall grow- th strategy, with a commitment to operational excellence, both in terms of service, focusing on comprehensive, qualified and consistent teams, and in terms of product, providing new and differentiating experiences. Investment in innovative and high quality products is one of the business priorities. In addition to producing three different types of pizza crust on a daily basis, using fresh ingredients and 100%Mozzarella cheese, during 2017 Pizza Hut invested in new ingredients, compositions and pizza for- mats, as in the case of the launch of the new Traditional, fine and crispy crust produced daily in the kitchens of the various restaurants, the lau- nch of the Rolling Pizza Stuffed Crust 3 Cheeses, of the Cheesy Bites Super Cheesy or of the Cookie Dough dessert, a typical American biscuit with large chocolate nuggets. The Brand continued with its multi-platform communication strategy, with a constant presence in above the line means, and strengthened its position in the digital area. The year of 2017 was also marked by a partnership with the Continente Card, offering customers another tool of interaction with the Brand with unique and differentiating promotional advantages. Pizza Hut customers can order in the outlets, via the call centre or on the Pizza Hut website and, since May 2017, Pizza Hut launched its new customer service platform through the television store (@TV) available on the three major cable television operators. This launch reinforces the brand’s presence in digital order media, which has been growing as a re- sult of customers’ preference for remote order means. In the field of social responsibility, special emphasis on the renewed sponsorship of the “Ski4all” event, organised by the Portuguese Win- ter Sports Federation, which enabled more than 2.100 children to have their first skiing experience in the snow in Serra da Estrela, as well as on the “Pizza Safe Operation” project which materialises the concern with social responsibility and with health and safety in the workplace, with 50