Oven Hot Pizza

with $7.99 Large 2-Topping, Online Only

ARL/RGM Action: Ensure restaurants begin using the new pouches immediately upon arrival and discard all old black pouches immediately. View the Management Guide and Job Aids (also arriving at all drop locations by September 8) on the right side of this page.

Overview

Our brand mission is to make it easier to get a better pizza. However, our “better” title is in jeopardy as our competitors have been closing the gap on quality perceptions over the past five years. If our quality perceptions continue to decline at the same rate, we will be at parity to, or lower than, competitors by 2020. The Hot Pizza communication objective will drive customer reappraisal by reinforcing the belief that Pizza Hut always has the hottest–and therefore, most desirable–pizza in the category. 

The marketing window will include full 360 media support and will leverage our best delivery deal, $7.99 Large 2-Topping Online Only, to drive immediate transactions. As part of our focus on being Hot, Fast, and Reliable, we have some great new tools to help deliver on this promise of Hot Pizza. Delivering Oven Hot pizza is one of our most important goals, and to help us achieve this goal we have re-engineered the delivery pouch and are adding Crisp Sheets™ under every medium & large pizza. These tools will be featured in messaging to customers through TV, PR, Social, Pizzahut.com, and email communications.

1. The re-engineered Delivery Pouch has three layers of advanced insulation that allows us to deliver pizzas up to 15°F hotter, and the pouches are lab tested to last significantly longer than previous pouches. 
2. The Crisp Sheet will crisp the bottom of pizzas the same way a cooling rack does for cookies and further insulates the pizza by trapping air (an excellent insulator) underneath the pizza. The box will no longer have an oil barrier on the inside liner, so inclusion of the Crisp Sheet is critical!

• August 25–September 25: 3-pie pouches arrive in restaurants; begin using immediately upon arrival and discard all old black pouches immediately. The new Red Pizza Pouches are the only brand approved pouch; no other pouch should be used. 
• By September 8: Training materials arrive at all drop locations
• September 12: PCA download for Crisp Sheets
• September 4–14: Crisp Sheets arrive in restaurants
• Beginning September 25: New Boxes begin to supersede (no oil barrier and new graphics; outer plastic wrap will be yellow) as DC quantities of current boxes are depleted
• October 9–November 26: National TV Live Promoting Oven Hot Pizza with $7.99 Large 2-Topping, Online Only
• By October 20: 6-pie pouches arrive in restaurants