PAPER INSTRUCTION FROM THE CUSTOMER
Assignment topic: Pizza Hut
Format: APA
Number of pages: 10 pages 2750 words
ESSAY WRITTEN SOLUTION
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Pizza Hut
Organizations around the globe, in most cases, develop strategies that help them in achieving customer trust in their services and products. Capturing the customer’s trust leads to customer loyalty which then becomes a very good strategy for the organizations to increase their sales. Customers play a very big role in any organization’s success. The organizations make their production, and the customers consume the products or services. Lack of customers could therefore be fatal to the survival of the origination. Organizations have a big responsibility of ensuring that they keep a close relationship with their customers. Poor customer service could lead to customer defection leading to a drop in sales and profitability. However, good customer service will always keep the customers coming for more in the organization. No matter the situation, whether hard economic times or other challenges, customers will always remain loyal to the organization that treats them well and offers quality services and products. The current COVID-19 pandemic, which hit the world, affected many organizations, big and small businesses, and the world’s economy. With its unexpected effects, some organizations did not know how to operate or serve their customers, given the strict measures taken by governments worldwide. However, for Pizza Hut Company, the pandemic wasn’t that bad for its pizza business (Weinstein et al., 2020). With the company’s e-busi9ness strategy, the company served its customers during the pandemic. An organization such as Pizza Hut can successfully survive pandemics such as the current COVID-19 pandemic with effective strategies.
Element 1
Impact of the Pandemic on the Adaption of Technology in the Industry of My Organization
Pizza Hut is a multinational restaurant chain and a franchise American company. This company operates as a pizza company and offers other dishes such as desserts. The company runs various restaurants worldwide and is very successful in its pizza chain business. The COVID-19 pandemic, however, had a great impact on the industry’s operation. The whole world has come to a stop as the coronavirus was highly contagious. The World Health Organization (WHO) gave various directions and measures that governments could implement to curb Coronavirus disease spread (Ullah, 2020). This move saw the governments taking measures such as the closure of public places such as restraints, markets, and other places which might be highly populated. Due to the government directives on social distance, the food industry turned into digital technologies to do their business.
The pandemic led the food industry to develop online applications and ordering system which enabled customers to make their order online. Pizza Hut, for instance, developed a mobile application that enabled its customers to place an online order from their homes (Creating the perfect pizza-digitally, 2015). The consumers in this industry did not have to be physically present in the various stores or restaurants to receive their favorite products through smartphones. The industry made it easier for the consumers to request the food product they want from their homes’ comfort. COVID-19 accelerated digital technology to sell products in this food industry. Pizza Hut is a perfect demonstration of how technology made it easy to do business during the pandemic.
Due to the COVID-19 pandemic, the food industry organizations, such as Pizza Hut, adopted cashless payment technology. Governments worldwide encouraged using cashless payment to minimize the virus’s spread. To adhere to this directive, organizations in this industry adopted digital payment technologies whereby their customers could pay for the products and services electronically. This move ensured that the industry has advanced in using technology to receive payment. Consumers were not expected to give cash payment for the services offered. In Malaysia for instance Pizza Hut introduced the concept of digital store where customers get a new experience when getting service (Pizza Hut launches digital concept store in Malaysia, 2017). Service has become very efficient faster and easier. Introduction of greeting bots and an AR menu gives the customers an entirely new the customers. This technology gave a chance to self-service and choice for their customers.
Before the pandemic hit the world, most of the food industry organizations had not adopted any form of technology in their business activities. The organizations only served their clients in their physical outlets. However, the impact of COVID-19 on these organizations led to digital technologies to make sales of the food products. The outbreak of the disease changed operations in these organizations. It led to more innovation and creativity in digital platforms to make sales for the food products. For instance, social media platforms use assisted very much in advertising for food products. Online marketing technology and customer care were also adapted in the industry. The pandemic led to a change in business strategy in the industry. Organizations such as Pizza Hut had to market their products through the internet and convince their customers to purchase their food products.
The impact of COVID-19 also led to employee development and increased skills. Pizza Hut company, for instance, had to train its employees on digital marketing and the proper utilization of digital technology. The employees in this industry got the skills necessary to make effective production, marketing, delivery, and electronic customer service. The pandemic revolutionized how business is done in this industry. The employees experienced the new technology’s reality, which hi taking over the way business is done around the globe. The pandemic led to the industry exploring more technologies to enhance production and increase customer experience. This move led to increased service delivery to the consumers trying to prevent the spread of the virus.
The move to adopt and utilize digital technologies in the marketing and delivery of food products in my organization’s industry helped reduce the pandemic’s impact (Haq, 2020). Due to the home delivery strategy, the customers did not crown restaurants and outlets to get their product. Using technology to choose order, pay and get their product delivered to them. The pandemic led people to work from their homes which gave the food industry, such as Pizza Hurt, a higher number of customers whom they got through digital advertisement. The pandemic gave the originations a chance to taste the suitability and reliability of using technology in their business activities. It was also a chance for organizations such as Pizza Hut to taste its customer’s loyalty to its products. The consumers continued to purchase the products online, making the organization operational during the pandemic. The utilization of technology proved to impact the industry positively and could be used to drive more sales in the food industry.
Element 2
How the Organization Coped, Survived, Or Adapted To the Pandemic
When the first case of Coronavirus disease was reported in China, life has never been normal again. This fact was accelerated because the virus was highly contagious, spreading at an alarming rate that threatened the whole world. Before the world knew what was happening in China, the disease had penetrated most parts of the world. It now became a global pandemic. Many lives have so far been lost, with millions of business activities coming to a stop. As part of the mitigation measures, lockdowns and movement restrictions were imposed by almost all world governments. Business activities dropped significantly. Due to the loss of jobs and restrictions on movement, organizations lost most of their consumers. Pizza Hut was one of these multinational organizations in the food industry most hit by the pandemic. As a restaurant chain, the company could not serve its consumers in its various restaurants due to the ban on physical interactions. On the other hand, the consumers also feared for their lives and could not risk their lives going to the restaurants. However, the organization managed to adapt to the new normal during the pandemic.
One of the most significant ways the company could survive the pandemic was through adapting online marketing and an ordering system. Pizza Hut realized that the only way to serve its consumers was by introducing an online ordering system that allowed the consumers to make purchases through the internet. The introduction of the company’s mobile application was instrumental for the consumers to make purchases and have them delivered to them at their homes. With the lockdown and restriction of movements, the company could take advantage of the new technology to accept orders from their consumers. Delivery was made to the particular consumers concerning the WHO’s health measures. The mobile application and the company’s website were very instrumental when marketing its products. Consumers could select a product of their choice, pay for it electronically, and have it delivered to their homes.
Pizza Hut company has also managed to cope with the pandemic by adopting effective strategies to enhance its business activities (Haq, 2020). The company did not stick to its original strategies but decided to be flexible with its strategies to adapt to the new normal. The company decided to create more awareness of the pandemic through its increased advertisements. The advertisements made by the company helped very much in capturing more consumers who were willing to purchase the Pizza and other offerings from the company. The company’s strategy of increasing awareness and advertisements was very effective. Pizza Hut had discovered that most people were at home, and they consumed advertisements more often. Through advertisements, the company got more customers, made sales online, and delivered them to the clients.
Another way I can say my organization has been able to survive the pandemic is patience and creativity. Despite the hard economic times and fear of the organization’s collapse due to a reduced number of customers and revenue, the company generally has been very patient with the situation. The employees have shown high levels of patience and determination. Creativity, especially from the marketing department, has led the company to survive and adapt to the new normal during the pandemic. The marketing department came up with creative strategies of adverting the company’s products through various media advertisements and making consumers purchase the products and have them delivered to their destinations.
Pizza Hut also survived the pandemic by getting the trust of its consumers. Although most people are not sure about the safety of foods delivered to them, Pizza Hut took the opportunity to capture its consumers’ trust in its food products’ safety. The company reassured the consumers that its food products were safe. This move gave the consumer confidence to purchase its products during the pandemic. Pizza Hut, therefore, made profits and can survive the pandemic.
Implications for the Organization Operating In This Industry
On its supply chain, the organization is going to digitalize its operation. It will embrace technology in sourcing raw materials, processing its products, and using online marketing and distribution to reach its consumers. In the food industry, Pizza Hut will track down its supply chain more easily and efficiently. It will receive each data from the flow of the products from the company to the final consumer. The supply chain is very important in achieving the objectives of the organization.
It was hard for the company to have physical conduct with its customers during the pandemic. However, with online marketing adaption, consumer interaction has become more efficient. The company has adapted the eCRM, enabling it to manage its consumers electronically. Pizza Hut has managed to create an effective customer relationship strategy by using its online customer service. Through its interactions on its website and customer portal, the organization has effectively served its customers through its eCRM strategy. The organization has enhanced customer care in this industry via this strategy. The consumers can effectively interact with the organization. The company has introduced a Chabot in its social media platforms and online ordering system as one of its eCRM strategy. The Chabot makes it for customers to communicate with the company and place an order for the pizza or other product of choice. In turn, the company can improve customer services and increase sales and profitability in its industry. Customer management is a very important aspect of the organization. The employees are committed to ensuring that they are given the best services and get the best experience. Opinions or complaints raised by the customers are looked into as quickly as possible and feedback sent to them.
By introducing the technology in its business activities, the company has taken steps to deal with reintermediation in the industry. Introduction of intermediaries like door dash and Ubereats is costly as they charge a delivery fee. The organization can therefore deal with its customers without introducing intermediaries in the business activities. On the other hand, the organization is also making sales directly to its customers, doing away with disintermediation in the industry. This move has made it easier for the industry to do away with long retail chains, making it expensive for the customers to purchase the products. With the direct interaction between the customers and the company, it is easier to sell directly to the consumer. The organization can make a lot of profits, offer customized services and prevent delays in delivery of the product ordered by the consumers. This move revolutionizes the industry as the customers are offered the best services.
Element 3
How Customer Behavior Is Addressed By Social Media and Social Commerce
It is with no doubt that COVID-19 posed several difficulties to most organizations around the globe. Consumer behavior changed very much. Most people lost their jobs, interaction becomes limited, and people could no longer purchase their favorite products from the market. Due to the situation worldwide, organizations exploited every possible media of advertisement to make their products known to the consumer. Organizations widely used social media platforms to market their products (Kaldy, 2021). Social media is very effective in influencing consumer behavior towards the purchase of certain products. Social media platforms and social commerce could be very effective in making consumers make purchase decisions. They could also help companies during the post-COVID-19 period. Pizza Hut could also use social media or social commerce to address consumer behavior and Post-Covid-19.
The organization can use social media first to create awareness of its products. Many people worldwide are using social media to interact, communicate and even check out what their companies are offering in the market. Due to the large audience on social media platforms such as Facebook, the organization will reach as many people as possible. Creating awareness about a product can make the customer change their behavior. The organization should be able to talk about the importance of consuming its products, the nutritional value, and the safety of the consumer’s health. The creation of awareness through social media draws the attention and interest of the consumer who might want to try the company’s product. Social media offers that chance to this organization to influence the customer behavior towards purchasing its offering. Creating awareness on social media also makes the company prepare for post-COVID-19. Awareness among the customers will make the company recover significantly after the pandemic, as consumers already know about its products.
Social media or social commerce can also help asset Pizza Hut in addressing customer behavior by making the consumers purchase the products when they see them being advertised by a famous person. The use of social media gives the company a chance to use a social influencer who can influence consumers to purchase the company’s products. The company could use this opportunity to address consumer behavior towards purchasing its products on social media platforms (Ullah, 2020). Through the influencers, the company will gain more consumers who change their purchase behavior after they see it being advertised by a popular social media influencer.
The organization could also use social media for advertising special discounts and offers on the products. The use of social media in this manner will help capture social media users’ attention. After they see the offers and special discounts, the consumers will be interested in the company’s products, and they will be willing to purchase the products. Social media use to offer discounts makes the consumers change their purchase behavior towards the products (Kaldy, 2021). Social media will make the consumers want to visit the company’s website and enjoy the discounts and offers given.
Social commerce is also another very effective strategy by the company in addressing consumer behavior. Social commerce will help the company address consumer behavior by allowing the consumers to purchase through a third party rather than visiting the company’s website or online ordering system. Consumers might feel safe purchasing the products through a third party, for instance, purchasing Facebook instead of the company’s online system.
The use of social media will also help the company address post-COVID-19 issues (How industry is using technology during the COVID-19 pandemic, 2020). By using social media platforms, such instagram, the company will enhance its presence and brand among the consumers. This move will help address the effects of post-covid-19. This move is by gaining more customers, increasing sales and profitability. Consumers on social media will follow its link to its website and explore its products. If the customers are interested in the products, they will purchase the products. On its instagram platform Pizza Hut put advertisements on its products. It posts pictures and videos and a link on how to order the products. The organization is already doing well during the pandemic. Through social media comments and reactions from its various consumers, it will know how well it needs to perform after the pandemic. Instagram will help the company communicate more with its clients and increase its sales in the market.
Social media can also help the organization know how to prepare for the future once consumers are back to their normal lives (Santoso et al., 2018). Social media proves a perfect platform where consumers make comments about various organizations’ products. As part of the preparation for the post-COVID-19 experience, the organization cans engage the consumers in a conversation or a debate on what they expect from the company after the pandemic is over. With consumer comments and messages, the organization will know how to change its production to suit its expectations. Social media includes diverse people who can give the company a clearer picture of making production. After the pandemic is over, it is unclear how the consumers might behave. However, using social media can help the company make an effective prediction on post-COVID-19 consumer behavior.
Using twitter as one of the social media platforms is effective for the company. Pizza hut twitter account has a lot of followers giving the company a chance to advertise to the large following on this social media platform. The use of twitter account has assisted the company to communicate important information to all its customers during the pandemic. With this platform the company will also be able to communicate after the pandemic and keep its customers updated about its services (Pizza Hut® announces new social ordering platform, 2017).
In general, coronavirus disease had very adverse effects on the world’s economy. The majority of the world’s organizations were forced to close down due to the impact of the virus. Customers changed their behavior due to the harsh economic times occasioned by the virus’s spread. Sectors like the tourism sector were hit because transport across the world had been suspended. Pizza Hut is one of the major restraints chain companies affected by the spread of the virus (Kaldy, 2021). Lockdowns and social distance regulations made it hard for the consumers to visit the various restaurants. This affected the company financially. However, through the company’s e-business strategy, the company could market and sell its products to its customers. This move involved consumers placing their order and delivering the order to the clients. The cashless payment method was encouraged to prevent the spread of the disease. Using technology and the internet helped the company operate even during the pandemic. The pandemic came as a warning to organizations to always have contingency plans in crisis, such as the coronavirus pandemic. Developing effective customer relationship management is very important in promoting loyalty and customer trust. Happy customers will always come back to purchase from the organization they receive customized services.
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References
Haq, M. N. (2020). Impact of covid 19 on the global economy. COVID-19 Pandemic update 2020, 208-213. https://doi.org/10.26524/royal.37.20
How industry is using technology during the COVID-19 pandemic. (2020). https://doi.org/10.46220/2020all001
Kaldy, J. (2021). Not a pizza party: How to help frontline staff during the COVID-19 pandemic. Caring for the Ages, 22(1), 19. https://doi.org/10.1016/j.carage.2020.12.007
Pizza Hut launches digital concept store in Malaysia, features greeting robot. (2017, October 13). Marketing Interactive is Asia’s leading source of advertising, marketing & media news. News coverage includes Singapore, Malaysia and Hong Kong, reaching out to all marketing & advertising related professionals. https://www.marketing-interactive.com/pizza-hut-launches-digital-concept-store-in-malaysia-features-greeting-robot
Pizza Hut: Creating the perfect pizza-digitally. (2015). Branded!, 189-209. https://doi.org/10.1002/9781119200567.ch10
Pizza Hut® announces new social ordering platform. (2017, December 14). Hut Life – Official Pizza Hut Blog. https://blog.pizzahut.com/pizza-hut-announces-new-social-ordering-platform/
Santoso, R. K., & Dewi, N. F. (2018). The influence of social media against customer retention (Case study on J.Co). KnE Social Sciences, 3(11), 1436. https://doi.org/10.18502/kss.v3i11.2860
Ullah, N. (2020). The world after covid -19. COVID-19 Pandemic update 2020, 248-253. https://doi.org/10.26524/royal.37.25
Weinstein, A., & Johnson, W. C. (2020). Pizza Hut® — A customer loyalty program*. Designing and Delivering Superior Customer Value, 261-270. https://doi.org/10.4324/9780429277979-2
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