|
|
Article: Why pizza giants want customers to click, not call, for delivery; Pizza Hut, Papa John's, others hope to boost online orders to 50%.
- Article from:
- Advertising Age
- Article date:
- April 20, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: EMILY BRYSON YORK
The major pizza chains now do 20% to 30% of their business online, but they want that figure to climb a lot higher, to 50%. Getting there will take some doing, but the journey offers lessons for other marketers also seeking to build their business online: Know your customers, make it easy and offer incentives.
There are good reasons for pizza purveyors to move buyers to web ordering. Online customers spend more and are more satisfied, and serving them is more efficient for each individual store. People who order online are also more likely to jump on the promotions that marketers use to drive interest in new products. Bob Kraut, ...