Pizza Hut has acquired QuikOrder, a provider of YUM! Brands’ digital ordering system of 20+ years for an undisclosed amount. The global pizza chain will now have full access to consumer data that will allow Pizza Hut to increase growth by accommodating and refining their online delivery service based off of consumer behavior and habits. Part of the new online functions will include improving current delivery tracker with text alerts and voice-enabled digital assistants.
The technology war between pizza chains continues, especially after Dominoes’ identified itself as a ‘Technology’ company. Still, this new acquisition gives Pizza Hut an advantage as it will be able to utilize first party data to aide and inform their business needs and boost sales.
The QSR/technology merge had been tremendous this year – it’s assumed that we can order via DoorDash, GrubHub, or Postmates, or even have their own people delivering to homes. While most players are answering the “Who can do it better?” question, there remains the after question “What are we learning?”. Having access to first party data allows this question to be answered and takes in truly the impact online delivery has had to the QSR industry.
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