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Pizza Hut Inc. has joined the network of preferred restaurants in the business-to-business (B2B) marketing channel of Dinova LLC, Atlanta.

The chain joins Dinova's network of restaurants, spanning fine dining, casual dining, fast casual, and quick-serve restaurants. The objective is to increase their business clientele with the patronage of employees of corporations in Dinova's network. Those employees spend $800 million annually on business dining, according to a news release.

"We view this B2B marketing program as an exciting and strategic complement to our general consumer marketing mix," said Kurt Kane, CMO, Pizza Hut. "We anticipate that this partnership will have a significant impact on our corporate clientele and traffic. We are pleased to be able to offer our great pizza to such a large audience in a very efficient way."

Once selected for the Dinova network, all administration and tracking is handled by Dinova. Dinova works with its corporate clients to integrate the program into their travel policies, steering employees to the preferred restaurants.

"We're in demand right now, because restaurateurs understand that being part of our preferred network means that corporate dining dollars are being directed to them when they most need incremental business, on work days, Monday through Thursday," said Vic Macchio, Dinova founder and CEO. "Our clients also represent a huge catering opportunity as well, with working lunches, training sessions and employee events."

Read more about marketing initiatives.

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