Pizza Hut Stresses Value, Online Ordering

Pizza Hut is counting on lower prices, new advertising and two-click ordering to woo consumers in the reinvigorated pizza wars, vp-marketing Kurt Kane tells Emily Bryson York. It has prioritized online ordering in recent years and expects to surpass $2 billion in online sales by the end of this year, he says.

But the No. 1 issue, as far as customers are concerned, is value, Kane says. "We've got insight-led advertising now that is bringing to life how value from Pizza Hut fits in their everyday lives," he says, praising the work of its new shop, The Martin Agency. A $10 large-pizza promotion and 50-cent wings certainly helps drive home the message.

Pizza Hut's two main consumer groups are families that may or may not have kids and young adults. Kane says that consumers are still "very conservative" about spending and have come to believe that "getting great value is part of everyday life."

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