Pizza Hut as a Leader in Social Media

Pizza Hut, Inc. is the world's largest pizza chain, with more than 13,000 outlets in 92 countries. The brand was recognized as one of Interbrand's "2010 Global 100 Best Brands" and also ranked in the top half for social media engagement. Pizza Hut uses social media as a way to interact with fans. Bernie Brennan and Lori Schafer use Chapter 10 of Branded! to discuss how Pizza Hut uses social media.

Pizza Hut has made ordering a pizza easy, via their Web site and Facebook app. Typically, to order a pizza to eat at home, you have to call the restaurant and place your order. Pizza Hut's Web site shows customers how to order online. Customers are able to save items, so it is simple to reorder in the future. It is quicker for customers to order online and there is less chance for error. In additon to ordering on the Web site, Pizza Hut created an app where customers can order a pizza without leaving Facebook. With Facebook's popularity, the company wanted to have a presence so they could be involved in the conversation.

The Facebook page of Pizza Hut provides a lot of information. There are positive comments from customers and customer service issues. Company posts are about the latest marketing campaign and corporate initiatives, such as the BOOK IT! program. The page also has a link to an iPhone app, as well as a discussion forum, polls, videos and upcoming events. These features allow fans to interact with the company and share information from the company with their friends. By sharing content, more people could become interested in Pizza Hut. In addition, Pizza Hut could get more customers.

At first, Pizza Hut's Twitter page was not as successful as Facebook. That changed when the company hired its first "Twintern," a summer intern who focused on communication on Twitter. In June 2009, Alexa Robinson became the first Twintern for Pizza Hut. She tweeted about giveaways, the iPhone app, new products and more. When she first started, the page had 3,000 followers. That number increased tenfold in just a few months. Robinson was very successful and became a "Tweetologist," a Twitter specialist for Pizza Hut.

Forbes Magazine named Pizza Hut's "Killer App" as the top branded mobile application of 2009. Users can order pizza, pasta and wings. While users wait for their food, they could play the Hut Racer game, where they navigate a course to get the best time. The app is practical and fun, combining the ability to order food and play games in one. The app was downloaded more that one million times in its first year. It has also received a number of awards.

Through their use of social media, Pizza Hut has been very successful. The ordering process is easier, which may result in more repeat customers. The Facebook and Twitter pages provides fans with information they can share with their friends. The "Killer App" not only lets users order food, but they can also play games. Pizza Hut has been a leader and continues to use social media to interact with fans and get them involved in the conversation.