Pizza Hut VP addresses consumer confidence crisis at marketing conference
Oct. 28, 2009
Bob Kraut, vice president of marketing communications with Pizza Hut, offered solutions for what he called the crisis of consumer confidence at yesterday's Forrester's Consumer Forum in Chicago.
"Whatever we can do to lessen anxiety, give more choices, and give more value, Pizza Hut is prepared to do," Kraut said, as quoted by Lauren McKay of the CRM blog.
Kraut shared the company's strategies for increasing consumer confidence. They included addressing value (exemplified by the chain's $5 price point "big eat, tiny price" campaign); improving/increasing menu variety; leading in access (expanding different and new points of contact and ordering in markets, like via smart phone applications) and getting in on the new media conversation.