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Pizza Hut iPhone Application 61

Results

Measuring the results of something so ground-breaking can be tricky, because
there’s no real benchmark against which to compare them. Nothing like this
had ever been done before.

Objective 1

Increase brand engagement.

Result

Over 1.2 million downloads in eight months; 100,000 downloads within two
weeks of release.

The Pizza Hut iPhone app appeared as the featured icon in the iTunes app
store Lifestyle category, consistently ranked in the Top 15 apps in this
category and has hit the number one spot in the category. It also featured in
the top 25 of all free apps in the App Store, and won several industry awards
(see below). The coup de grâce was Apple choosing to feature the app in its
iPhone TV commercial and in Apple retail stores across the country.

Objective 2

Increase mobile sales by 20 per cent within six months of launch.

Result

The Pizza Hut iPhone app generated more than US $1 million in sales in three
months, which far exceeded the objective in terms of annualized sales.

Brian Niccol, CMO of Pizza Hut, described the application as ‘game-changing’
and ‘an innovation that continues to be talked about’.