Pizza Hut orders slice of big data

Pizza Hut Restaurants is implementing a new big data software suite to improve data-driven decision-making to drive pricing, promotion, marketing and operations.
The company has chosen to license APT’s Test & Learn and Menu Analyzer software suite and joins other leading restaurant chains – including Costa, Subway, Starbucks, Wendy’s and Dunkin’ Donuts – that adopted APT’s cloud-based software to improve customer experience and profitability.
Pizza Hut Restaurants has already been using APT’s software to optimise its menu and store remodel programmes.
“As the UK’s largest pizza chain, we constantly need to innovate and drive value for our guests,” said Henry Birts, deputy managing director of Pizza Hut Restaurants. “By using APT’s software, we are able to test ideas quickly and accurately, enabling us to make important business decisions with confidence.
“Understanding the profit impact of every action taken is crucial in the restaurant industry where small changes can often impact guest loyalty and overall profitability. APT’s software allows us to distil the incremental profit impact of a new store layout and menu strategies amid the ‘noise’ inherent in day-to-day restaurant operations.”
The chain recently trialled interactive menus that let customers order with their “minds”. By tracking eye movements when ingredients pop up on a screen, the app promised to make a decision based on your subconscious pizza desires “within 2.5 seconds”.