Domino's Explores Drive-Thru Strategy to Tempt Customers Away from Burgers

New Cheesy Indulgence from Pizza Hut

Pizza Hut is inviting you to stray from your usual cheeseburger and try their latest creation, the Cheeseburger Melt. This new menu item features a parmesan-crusted thin crust that is folded and filled with a delicious combination of beef, bacon, onions, mozzarella, and cheddar. To top it off, it comes with a side of "Burger Sauce" for dipping. Sounds like a cheesy delight worth trying!

The fast-food chain is promoting their product by sending delivery drivers to burger-chain drive-thrus in Chicago and Miami. These cities are the headquarters of McDonald’s and Burger King, respectively. The drivers’ cars are equipped with a QR code on the back windows along with a message asking consumers if they want a better burger.

Customers who scan the QR code will have the chance to redeem a coupon for a free Cheeseburger Melt and a Pepsi drink. This promotion is part of PepsiCo's long-standing "Better with Pepsi" campaign. The strategy highlights how quick-service restaurants are revisiting older tactics like geoconquesting and competitive sparring.

Exciting News from Pizza Hut:

Pizza Hut is stepping up their game by introducing a new cross-category offering to compete with burger chains. They are using QR code-enabled delivery drivers to make it easier for customers to order. This bold move is a return to the competitive spirit the quick-service restaurant industry was known for before the pandemic, as they aim to conquer competitors' drive-thrus, even in their hometowns.

“We wanted to start our burger journey with a bold move,” shared Lindsay Morgan, Pizza Hut's chief marketing officer. “That's why we're causing a stir in burger chain drive-thrus."

This strategy is also clever. By encouraging customers to use QR codes for the promotion, the company can gather valuable consumer information. For example, a recent campaign by Coca-Cola’s Innocent Drinks collected over 25,000 consumer profiles through digital out-of-home advertising that utilized scannable QR codes. This campaign utilized Digiphy's platform to help gather essential consumer data such as name, email, address, and birthdate.

Pizza Hut is known for its creative marketing strategies. During Valentine's Day, they allowed consumers in certain areas to send a free "Goodbye Pie" to a future ex, while helping others draft breakup texts. Last holiday season, they gave delivery drivers welcome mats with QR codes for a chance to earn a free pizza. Additionally, they tested pizza delivery in underground subway stations as part of a promotion for the "Teenage Mutant Ninja Turtles: Mutant Mayhem" movie.

Pizza Hut has partnered with PepsiCo and their "Better with Pepsi" promotional platform, which challenges traditional burger chains. Initially launched in 2021, the campaign targeted the top three burger chains for not having contracts with PepsiCo. Research showed that consumers preferred Pepsi over Coca-Cola, prompting the challenge.

Editor's P/S:

Pizza Hut's latest marketing strategy is a bold and innovative move that shakes up the fast-food industry. By targeting burger-chain drive-thrus in the heart of their competitors' territories, Pizza Hut demonstrates a competitive spirit and a willingness to challenge the status quo. The use of QR codes on delivery driver vehicles not only offers convenience to customers but also provides valuable consumer data for future marketing campaigns.

This strategy aligns with Pizza Hut's history of creative marketing initiatives, such as the "Goodbye Pie" and free pizza delivery in subway stations. It also leverages the power of the "Better with Pepsi" campaign, which pits PepsiCo against traditional burger chains that lack Pepsi contracts. By offering a free Cheeseburger Melt and Pepsi drink, Pizza Hut entices customers to try their new product and potentially switch allegiances. Overall, Pizza Hut's latest campaign is a testament to the evolving nature of the quick-service restaurant industry and the ongoing battle for consumer loyalty.