Marketing and Pizza Hut

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MOHAMMAD ALI JINNAH UNIVERSITY MARKETING RESEARCH REPORT

CHAPTER I INTRODUCTION & HISTORY 1.1 INTRODUCTION:
Pizza Hut was started in 1958, by two brothers in Wichita, Kansas. Frank and Dan Carney had the idea to open a pizza parlor. They borrowed $600 from their mother, and opened the very first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut would be serving one million customers a week in their 310 locations. In 1970, Pizza Hut was put on the New York Stock Exchange under the ticker symbol PIZ. In 1986, Pizza Hut introduced delivery service, something no other restaurant was doing. By the 1990's Pizza Hut sales had reached $4 billion worldwide. In 1998, Pizza Hut celebrated their 40th anniversary, and launched their famous campaign "The Best Pizzas under One Roof." Out of all the existing pizza chains, Pizza Hut had the largest market share.

1.1.1

History of Pizza Hut:

In 1958, Frank and Dan Carney had an idea for a great local pizza restaurant in Wichita Kansas. The small 25 seat restaurant only had room for 9 letters on the sign… the building looked like a hut… so 'Pizza Hut' was born! Fifteen years later, we opened the first UK restaurant and since then we've become the biggest Pizza Company on the planet, Let us listen Pizza Hut Story from them!

1958 Frank and Dan Carney open the first Pizza Hut in Wichita, Kansas. In 1972, 1000 restaurants are open throughout the USA. 1973 Pizza Hut went international with restaurants in Japan, Canada & England. The first UK Pizza Hut opened in Islington, London. In 1977 PepsiCo bought Pizza Hut. 1980 Pan Pizza was introduced. 1982 The UK joint venture started between 1

MOHAMMAD ALI JINNAH UNIVERSITY MARKETING RESEARCH REPORT

PepsiCo and Whitbread. In 1984 Over 50 restaurants so far in the UK. 1986 By now, there were 100 restaurants in the UK and 5000 worldwide. In 1987 an average of one restaurant opened each week in the UK. In 1988 The UK's First Delivery Unit was opened in Kingsbury, London. In 1992 there were 9,000 restaurants in 84 countries. In 1993 there were 300 restaurants and delivery stores in the UK. In 1994 10,000 Pizza Huts were open for business. In 1997 PepsiCo decided to focus on their drinks business. As a result, Tricon Global Restaurants was born, creating the largest restaurant brand in the World. Tricon became the partner company with Whitbread. In 1999 Pizza Hut had over 400 restaurants, employing 14000 people. In 2002 Tricon Global became YUM! Brands Inc. in 2006 Whitbread sold their share of the joint venture to Yum! Brands Inc. Pizza Hut UK Ltd was now 100% owned by Yum! In 2008 We bought Godfather's Pizza in Ireland with 28 stores.

1.1.2 Pizza Hut Operational Strategies And Goals:
A business's strategy is the pattern of decisions and actions that are taken by the business to achieve its goals. A business has a variety of goals and objectives. As part of the food industry, Pizza Hut’s Goal is to present its products when and where the customer wants, refining its products and develop new products to suit their customer’s tastes. With this goal, Pizza Hut gives emphasis on customer service. The company uses the term ‘Customer Mania’ to describe the importance that customer satisfaction impacts on the success of the company. All businesses need to organize their business activities in order to achieve their business objectives. Running a business involves planning the current as well as future activities. Hence, in order to achieve the business objectives, all business organizations adopt different strategies:

2

MOHAMMAD ALI JINNAH UNIVERSITY MARKETING RESEARCH REPORT

These strategies are: -

(i) Functional Strategies: These are strategies designed to improve the efficiency of a business's operations. They often focus on an area, such as marketing, human resource, Finance and operations etc. All business organizations adopt strategies at functional level as once the...
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