PROJECT PROPOSAL

The Pizza Hut Project An e-business remodeling

MOHIT JAIN, MAYANK JAIN, AJAY SINGH

3/18/2011

INTRODUCTION Pizza Hut is one of the flagship brands of Yum! Restaurant Int. which also has KFC, Taco Bell, A&W and Long John Silver’s under its umbrella. It is the world’s largest pizza chain with over 12,500 restaurants across 91 countries. Pizza Hut was started in 1958,by two brothers Frank and Dan Carney in Wichita, Kansas. Pizza Hut entered India in 1996, and opened its first restaurant in Bangalore. Since then it has captured a dominant and significant share of the pizza market and has maintained an impressive growth rate of over 40 per cent per annum. Pizza Hut now has 139 outlets across 36 cities in India. Yum! Has invested about US$ 25 million in India so far; this is over and above investments made by franchisees.

MARKET SHARE

As seen above, pizza hut, though having the largest market share, is losing quite a lot of market share to competitors particularly Domino’s . With recent entry of Papa Jones (renowned pizza makers) in India they face the threat to lose even more of the market share. Thus, it is in the interest of Pizza Hut(India) to bring about a change.

Currently Pizza Hut is leading because of its superior quality pizza suiting the ‘palates’ of Indians as well bringing the Italina zing. They have achieved rapid Indianisation of Pizzas. Chicken tikkas, tandoori range and spicy range were welcomed by pizza lovers. In addition Pizza hut takes pride in having the only 100% pizza outlet at Ahmedabad, Surat and Mumbai’s chowpati. It also has a special Jain friendly menu without any root based ingredients. It is also known for its ambience. In exchange the customers pay more. But because of low priced pizzas Dominos has become a hangout spot for youngster the major consumers of pizzas in India. Pizza hut also have less no. of outlets as compared to Dominos. Our group felt, after visiting their websites, that they can increase their ‘sales through home delivery’ by using a better e-business model. The emerging threat and opportunity for improvement has led our team to take up this project.