Hell Pizza vs Pizza Hut

July 20, 2008

I read a really good case study today done by First Rate, a New Zealand Internet Marketing service company, that really highlighted the important aspects of running a successful online business. The case study compared the online presence in New Zealand of Hell Pizza, a new entrant to the pizza market, to established brands like Pizza Hut.

Here are the highlights of the study:

Hell’s website is:
- Fun and interactive
- Branded around a cult theme: “hell” - in strong contrast to safe and mundane branding done by other pizza outlets
- Excellent online ordering system - 25% of all orders come from online
- Flexible ordering: customers can create their own pizzas from myriads of toppings and view a summary of their order at any time
- Estimated pick up or delivery times are updated every 30 seconds on the site, so you can follow the progress of your pizza
- Customer details can be viewed and edited at any time
- Customers can pay by check, credit card, cash and account

Pizza Hut on the other hand have been around for years and are an established brand. They have an online ordering system, but it has some draw backs:
- Customers are shown large pop ups of gourmet pizzas, but cannot click on them to order - instead, a telephonic order number is displayed
- Online ordering seems to be a secondary feature on the site
- The site gives no list of Pizza Hut stores
- Visitors have to sign in to view the online ordering system - a tedious process involving a phone number and street address check as well as a verification email

Conclusions:
Hell Pizza takes the lead with imaginative branding, innovative marketing and a quality product. Flexibility and usability on its website have contributed to its online dominance over Pizza Hut. Pizza Hut’s ordering system is hard to use and it hasn’t focused on providing its large customer base with a truly fun and efficient online experience.

Hell Pizza

For more information on this and other case studies, contact First Rate at www.first-rate.co.nz, email reports@first-rate.co.nz or call +64 9 920 1350.


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Written by Tony Lopes · Filed Under Miscellaneous 

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