Pizza Hut


Building a Strategy for CX Excellence in Global Markets

During a period of rapid growth, Pizza Hut expanded to more than 18,000 restaurants in more than 100 countries. In order to maintain the integrity of its experience and continue to gain market share, Pizza Hut needed to redefine its long-term customer experience strategy and focus on the most critical areas of the customer journey. Pizza Hut selected Material to help it understand the current state of the global customer experience – including underlying motivations and mindsets – and establish a data-driven foundation for a unified global strategy.
  • Embarked on a multi-phase engagement that included a current state assessment followed by qualitative and quantitative research conducted in local languages

  • Created multi-channel journey maps to highlight key drivers, measures of success and customer mindset

  • Prioritized key insights and action items with executive stakeholders to secure alignment and buy-in

  • Synthesized feedback into foundational themes and priorities within a CX strategy blueprint

Our partnership enabled Pizza Hut to unify different markets under one view of the customer and develop a rallying cry that served as its North Star for customer experience. Most importantly, Pizza Hut was able to confidently prioritize investment in the business based on a customer-informed fact base. As a result, the company saw year-over-year reductions in dissatisfied customers for six years in a row, beginning with a 23% reduction in the first year. Due to the success of the partnership, Pizza Hut later re-engaged Material to reset the brand’s post-covid global customer experience and team member experience strategies.

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