Long gone are the days when famished diners had to go to the trouble of flipping through a phone book to order a pizza for delivery. Instead, the abundance of smartphones is changing the way that diners think about food and the way that restaurants and fast food joints think about diners. These days, smartphone owners have plenty of food and dining related apps to choose from. And it doesn’t matter what device they own – whether it’s an iPhone, iPad, iPod, Android phone or tablet there are lots of apps to explore.
In 2009 Pizza Hut launched its first mobile ordering app for iphone in 2009. The app was a winner, ranking in first place on Forbes’ list of “10 best branded mobile apps of 2009” and garnering two Mobile Marketing Association (MMA) 2009 Global Awards. In May, 2011, Pizza Hut launched free mobile ordering applications for the Android smartphone and the Apple iPad, as well as an updated version of its award-winning Apple iPhone app. The app trio makes Pizza Hut the leader in points of access among national pizza chains and continues the company’s commitment to utilizing digital and social media tools to get customers their favourites faster and easier than ever. The features of the latest app include-
- Full Pizza Hut menu offering all pizzas, pasta, WingStreet wings, drinks, sides and desserts
- Guest Checkout allows customers to order without signing in
- Orders are automatically saved to a customer’s account for easy reordering
- Most Popular items section provides quick and easy access to a customer’s Pizza Hut favourites
- Specials section provides updates on new products and deals
- Customers can add credit card options without creating an account for easy checkout
The newest addition to Pizza Hut’s mobile line-up of order food apps, the new ‘lifestyle’ iPad order food app presents each of the menu items in mouth watering, high-definition colour; has great sound-effects; and comes with a fun, new pizza-builder feature that lets iPad users drag-and-drop individual toppings on part or all of the pizza to create their “own delicious pizza masterpieces” and see what their personalized pizza creation looks like before placing their order.
It has been observed that people are becoming more and more tech savy and demand more convenience and ease of shopping. Seth Goin, the author of 'The Purple Cow (2003)' says that “Everything that can be invented has already been invented” which means everything that we do in the world of marketing has been overused and has been rendered almost useless. The world and its consumers look for something out of the ordinary. He says that cows, no matter how perfect or attractive, are still boring and commonplace, but a ‘purple cow’ would be interesting and intriguing. A purple cow is defined as something worth making a remark about. The concept has one fundamental belief - one person giving another person genuine reviews about something they believe in. The idea is to target the early adopters and let them spread the word about the product or service. The players in the fast food industry should focus on creating purple cows by going beyond just TV advertising and manufacturing and technology would be a great enabler for achieving this.
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