The Client: Pizza Hut restaurants and take-away huts throughout the UK
The Challenge: To give all huts the opportunity to create their own bespoke menu in 4 colour via an online artwork solution, manage their data, print their leaflets and prepare them for distribution.
Setting the scene: Pizza Hut had over 600 huts and were getting a generic leaflet with the same deals for all. The print run was in excess of 6 million, but hut managers believed that the public responded better to specific deals in different regions.
The Process: We built an artwork system where individual managers could go on line and create their own bespoke menu without having to type anything. Each selection brought in the relevant picture and head office approved offer. The system then automatically sent them a pdf for approval. We set up the system to remind them of this if we had not had anything back within a certain period. Once approved it was planned up with other versions creating up to 400 or 500 different 4 colour versions planning them by quantity or by Royal Mail distribution dates. If huts did not respond or did not want their own version a generic leaflet was produced for them so that there was no occasion where a hut did not receive any leaflets.
The Result: The up take was tremendous and quantities soared to in excess of 9 million for some promotions. All huts were able to get out to the public the deals they believed were relevant for the area. They were able to put other messages on the leaflet like drivers wanted or new opening times. We got up to 75% of their estate taking part in this process each promotion.
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