Pizza Hut has launched a loyalty app offering rewards for consumers based on the frequency of their visits to the company’s restaurants. Amaze, the digital agency which Pizza Hut worked with on the app, claims it is the first loyalty and reward app to be launched by a casual dining restaurant in the UK.
In phase one, the app will allow customers to book tables, order take-away food and collect rewards when dining in. Rewards include a choice of free food, such as free sides or pizza, after three and six visits respectively. Additional offers like free desserts and money-off vouchers are also available. The app forms part of a wider strategy to appeal to the millennial market.
The app is also the latest development in the brand’s move toward a ‘single customer view’ – looking at guests’ digital behaviour across digital and CRM. It is also the first digital execution of Pizza Hut’s new look and feel, featuring a neon pallet of colour, designed specifically to appeal to a younger market.
“Developed with millennials in mind, the app has a striking new design and offers loyalty rewards, which we know this audience particularly values,” said Pizza Hut Restaurants head of marketing, Victoria Clarke. “The new app will play a key role in supporting our business needs as we progress with our integrated campaign and new website launch.”
Amaze has worked with Pizza Hut Restaurants for the last three years, initially launching its website in 2013. In this latest initiative Amaze was responsible for the design and user experience, working in conjunction with Adactus, who were responsible for the app build.
Source: Mobile Marketing Magazine