Im Juli hatte ich kurz die iPhone Applikation von Pizza Hut vorgestellt. Sehr originell gemacht und der Erfolg gibt den Machern (IMC2 (Squared) und QuikOrder) Recht. Nach drei Monaten wurde mit der App eine Million US$ Umsatz generiert, bei einer Million Downloads. Dies veranlasst Pizza Hut, die Applikation auch auf Blackberry, Android und dem Palm Pre umzusetzen.
Bernard Acoca, Senior Director of Digital Marketing bei Pizza Hut:
IPhone applications capture consumers’ imagination in a way that WAP sites simply can’t do, so the decision to expand to the iPhone was as good one for us.
In terms of Pizza Hut’s mobile business, over the next three to five years, more and more online transactions are going to migrate to smartphone usage. We always want to be where are customers are going, so we’re going to make the necessary investment to help customers order in ways they are comfortable.
We see it as being highly incremental, as much for the reason that people have a genuine need to order pizza and they want to engage with a really cool app that says something about them. The app has show-me factor making people want to engage with it and it also fulfills a functional need of ordering pizza.Just speak to any iPhone user, and the passion with which they describe and speak about their phone is incredible. If they’ve taken the time to download an app, they perceive it as valuable, because it’s taking up coveted real estate.
Apple has managed to create not just a functional device, but a tool that reaches an emotional level with consumers that most handset manufacturers haven’t’ been able to achieve.
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