As Pizza Hut explores the use of The Hut in marketing its brand, an integral part of the effort is an in-store digital video network designed to engage customers.
Called Hut TV, the new video net has already been installed in 20 stores in Jacksonville, Fla., and four in Dallas. The chain plans to roll out the network to more locations into 2010.
The largest player in the fast-food pizza category, Pizza Hut is looking to offset stagnant same-store sales by positioning itself as a solution for home meals with new menu items such as lasagna and WingStreet-branded wings, and enhancing the in-store experience for the customer.
“We’re in the middle of the transformation of the Pizza Hut brand, both in terms of how our store looks and creating a different consumer experience we’re calling The Hut,” said Bob Kraut, vp of marketing for Pizza Hut. “Hut TV is a way to engage and entertain customers and make those who own our stores feel better about Pizza Hut.”
Hut TV’s video content is designed to enhance the in-store experience by entertaining customers, decreasing perceived wait time, increasing frequency of visits and promoting specials. Split into three sections, the largest section features entertainment (trivia or games) or short customized segments from CBS-produced brands such as Wheel of Fortune or Entertainment Tonight. CBS also provides a news ticker at the bottom of the screen. The right-hand portion of the screen is devoted to Pizza Hut’s menu, from information about ingredients to special promotions. Eventually, Pizza Hut may sell ad space to its suppliers, but for now Hut TV is all about engaging the customer.
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