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FAST FOOD BUSINESS
Fast food has become an icon in American culture, so
powerful that the average American consumes 4 servings
of fast food every week. Without even thinking of fast food
we happily drive up to McDonalds and Pizza Hut and other
restaurants and order a Big Mac and fries. It's as easy as
brushing your teeth at night.
The restaurant business in the United States is one
whose importance has grown substantially in the last two
decades of the twentieth century. Americans spend a
greater and greater share of their money on prepared food
eaten outside of the home; by the end of the century,
nearly half of Americans consumed at least one meal a day
in a restaurant.
LIMITATIONS OF FAST FOOD
Fast food is bad because it is usually high in fat. Many
fast foods are fried in fat - even if they are heated up in an
oven. Fast food is also high in calories. Indeed, the growth
of fast-food outlets is believed to be a prime cause of
obesity in the USA. However, no matter how concerned we
are about weight and calories, it's difficult to give up fast
food entirely. So if you enjoy fast food, have it occasionally
but choose carefully. Choose salads and grilled foods
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instead of fried foods, and avoid the high-fat, high-calorie
toppings, like mayo, ranch dressing and others.
YUM BRAND HISTORY
Yum! Brands Inc. (NYSE:YUM), based in Louisville,
Kentucky, is the world's largest restaurant company in
terms of system restaurants with more than 33,000
restaurants in more than 100 countries and territories. Four
of the company's restaurant brands - KFC, Pizza Hut, Taco
Bell and Long John Silver's - are the global leaders of the
chicken, pizza, Mexican-style food and quick-service
seafood categories respectively. Yum! Brands is the
worldwide leader in multibranding, which offers consumers
more choice and convenience at one restaurant location
from a combination of KFC, Taco Bell, Pizza Hut, A&W or
Long John Silver's brands. The company and its franchisees
today operate over 2,600 multibrand restaurants. Outside
the United States in 2003, the Yum!
Brands' system opened about three
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new restaurants each day of the year, making it one of the
fastest growing retailers in the world. In 2002, the company
changed its name to Yum! Brands Inc. from Tricon Global
Restaurants Inc. to reflect its expanding portfolio of brands
and its ticker symbol on the New York Stock Exchange. For
the past two years, the company has been recognized in
Fortune Magazine's top 50 "Best Companies for Minorities,"
claiming the number-one spot for "managerial diversity."
The Yum! Brands, Inc. organization is currently made up of
six subsidiaries organized around its five core concepts,
KFC, Pizza Hut, Taco Bell, A&W All-American FoodRestaurants and Long John Silvers..
Each of Yum! Brands' concepts are engaged in the
operation, development, franchising and licensing of a
system of both traditional and non-traditional QSR units.
Non-traditional units include express units and kiosks which
have a more limited menu and operate in non-traditional
locations like airports, gas and convenience stores,
stadiums, amusement parks and colleges, where a full-
scale traditional outlet would not be practical or efficient. In
addition, there are approximately 367 units housing more
than one concept ("2n1s"). Of these, approximately 354
units offer both the full KFC menu and a limited menu of
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Taco Bell products, and approximately 13 units offer both
the full KFC menu and a limited menu of Pizza Hut
products.
In each concept, consumers can either dine in or carry out
food..
Each concept has proprietary menu items and emphasizes
the preparation of food with high quality ingredients as well
as unique recipes and special seasonings to provide
appealing, tasty and attractive food at competitive prices.
YUM BRANDS FIVE RESTAURANTS
KFC
KFC operates in 74 countries and
territories throughout the world under the
name "Kentucky Fried Chicken" and/or
"KFC." It was founded in Corbin, Kentucky
by Colonel Harland D. Sanders, an early
developer of the quick service food business and a pioneer
of the restaurant franchise concept. The Colonel perfected
his secret blend of 11 herbs and spices for Kentucky Fried
Chicken in 1939 and signed up his first franchisee in 1952.
By the time KFC was acquired by PepsiCo in 1986, it had
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grown to approximately 6,600 units in 55 countries and
territories.
KFC restaurants offer fried chicken products and some
also offer non-fried chicken-on-the-bone products,. KFC
restaurants also offer a variety of side items, such as
biscuits, mashed potatoes and gravy, cole slaw and corn,
as well as desserts and non-alcoholic beverages. Their
decor is characterized by the image of the Colonel and
distinctive packaging includes the "Bucket" of chicken.
.
PIZZA HUT
Pizza Hut operates in 84 countries and
territories throughout the world under the
name "Pizza Hut" and features a variety of
pizzas with different toppings as well as pasta,salads, sandwiches and other food items and
beverages. The distinctive decor features a
bright red roof.
The first Pizza Hut restaurant was opened in 1958 in
Wichita, Kansas, and within a year, the first franchise unit
was opened. By 1977, when Pizza Hut was acquired by
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PepsiCo, its U.S. restaurant system had grown to nearly
3,200 units. Today, Pizza Hut is the largest restaurant
chain in the world specializing in the sale of ready-to-eat
pizza products. As of year-end 1996, the concept had
grown to more than 12,300 units.
In 1996, worldwide system sales exceeded $7.4
billion; however, U.S. same store sales at Company-
operated units decreased 4% reflecting fewer transactions.
In contrast, U.S. same store sales at Company-operated
units had increased a solid 4% in 1995 driven by the
introduction of new products, such as Stuffed Crust Pizza. In
the first half of 1997, same store sales at Company-
operated units in the U.S. declined 7% at Pizza Hut. This
reflects an 8% decline in the first quarter and a 5% decline
in the second. In the first four weeks of the third quarter,
however, same store sales were once again achieving
positive growth over the prior year. Average U.S. system-
wide sales per unit in 1996 were $620,000.
For ten of the last twelve years, Pizza Hut was named
Best Pizza Chain in America in the "Choice in Chains"
national consumer survey published annually by
Restaurants & Institutions Magazine. Also, the January 1997
Consumer Reports named Pizza Hut as the best pizza
chain in America.
TACO BELL
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Taco Bell operates under the name "Taco Bell" and
specializes in Mexican style food products, including
various types of tacos and burritos, salads, nachos and
other related items. The first Taco Bell restaurant was
opened in 1962 by Glen Bell in Downey, California, and in
1964 the first Taco Bell franchise was sold. By 1978, when
it was acquired by PepsiCo, the Taco Bell system had grown
to approximately 1,000 units. Today, Taco Bell dominates
the U.S. Mexican QSR segment. Taco Bell units feature a
distinctive bell logo on their signage.
By year-end 1996, there were more than 6,800 Taco Bell
units in 17 countries and territories, with system-wide sales
of $4.7 billion.
LONG JOHN SILVERS
Long John Silver's is America's largest
quick-service seafood chain with more than
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1,200 units worldwide. The concept was developed in 1968
and the first Long John Silver's Fish 'n' Chips opened in
1969. Long John Silver's, whose name was inspired by
Robert Louis Stevenson's classic Treasure Island, found
overwhelming acceptance for this new approach.
While the initial restaurants were small wharfside
buildings, today's restaurants have updated exteriors that
sport a stronger retail identity with bolder colors, accent
stripes, illuminated canopies on drive-thrus, and a new roof
design.
As the concept has grown, Long John Silver's menu
has likewise evolved. Today, we offer a menu that meets
the desire of consumers looking for more variety and great
taste. Our exciting array of flavor profiles and taste
sensations includes a variety of signature batter-dipped
fish, chicken, and seafood; breaded fish; a signature
sandwich line; salads and desserts.
A&W ALL-AMERICAN FOOD
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Eighty years ago in Lodi, California, Roy Allen opened
his first root beer stand and started what was to become
America's first fast food chain. Allen experienced
tremendous success and in 1923, joined in partnership with
Frank Wright creating the name, A&W. In 1925, A&W began
to franchise and by 1933 had over 170 units in the mid-
western United States.
In 1995, Sid Feltenstein recognized the potential of
this American icon and purchased the company. With
America's fondness for nostalgia and the memories of
frosty root beer floats, a rejuvenated A&W emerged and
launched a new era of growth unlike any in its history. Mr.
Feltenstein, a food service veteran of over 25 years, is
continuing to develop new restaurants across the country
and around the world. Today, customers can enjoy A&W
Root Beer floats and hamburgers in over 1100 locations.
ORGANIZATION STRUCTURE
OF YUM BRANDS
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YUM BRANDS
Taco Bell KFC Pizza Hut A & W LongSilver John
India
North West South East
Devyani Dodsal Pizzeria Favourite
Pvt. Ltd. Corp. Foods
Pvt. Ltd. Pvt. Ltd.
YUM BRANDS MISSION
The Mission Statement of Yum! Brands, Inc... pledge to
conduct their business according to this set of truths, which
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they believe to be the foundation for building the best
restaurant company in the world.
People Capability First Satisfied customers and
profitability follow.
Respond to the Voice of the Customer Not just
listen.
The Restaurant General Manager is our #1 Leader
Not senior management.
Run Each Restaurant As If Its Our Only One Avoid
the trap of the averages.
Recognition shows you Care People leave when you
dont.
Great Operations and Marketing Innovation Drives
Sales No finger pointing.
Operation Discipline through Process and Standards
Consistency, not program of the month.
Franchisees Are Vital Assets Operates as one
system, not two.
Quality in Everything We Do Especially the food.
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YUM BRANDS VISION
TO BE THE WORLDS FAVORITE RESTAURANT
BRANDS
YUM BRANDS PASSION
TO PUT A YUM ON PEOPLES FACE AROUND
THE WORLD
YUM BRANDS GOAL
TO GIVE EVERY CUSTOMER A REASON TORETURN
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MANAGEMENT PHILOSOPHY OF YUM BRANDS
Customer Focus - We listen and respond to the voiceof the customer.
Belief in People - We believe in people, trust inpositive intentions, encourage ideas from everyoneand actively develop a workforce that is diverse instyle and background.
Recognition - We find reasons to celebrate theachievements of others and have fun doing it.
Coaching and Support - We coach and support eachother.
Accountability - We do what we say, we areaccountable, we act like owners.
Excellence - We take pride in our work and have apassion for excellence.
Positive Energy - We execute with positive energyand intensity...we hate bureaucracy and all thenonsense that comes with it.
Teamwork- We practice team together, team apart.
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HISTORY & DEVELOPMENT
The legacy ofPizza Hut began in 1958, when two
college students from Wichita, Kansas, Frank and Dan
Carney, were approached by a family friend with the idea of
opening a pizza parlor. Although the concept was relatively
new to many Americans at that time, the brothers quickly
saw the potential of this new enterprise.
After borrowing $600 from their mother, they
purchased some second-hand equipment and rented a
small building on a busy intersection in their home- town.
The result of their entrepreneurial efforts was the first Pizza
Hut restaurant, and the foundation for what would become
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the largest and most successful pizza restaurant company
in the world.
Products of pizza have been voted Number One in
countless consumer surveys nationwide. And our
accomplishments as an innovative business leader have
been cited by such respected publications as Restaurant
Business, Fortune and The Wall Street Journal.
Pizza Hut, Inc., a division of Tricon Global
Restaurants, Inc., has more than 7,200 units in the U.S. and
3,000 units in more than 86 other countries.
Tricon is the parent company to two other segment
leaders, Taco Bell and KFC. When combined with Pizza
Hut, these organizations make up the world's largest
restaurant group, with almost twice as many units as
McDonald's.
Beginning with the original thin crust pizza first served
in 1958, Pizza Hut has made continuing efforts to refine
their products, and to develop new products suited to every
consumer taste.
Today, five major products, Pan Pizza, Thin 'N Crispy
pizza, Hand-Tossed Style pizza, Stuffed Crust Pizza and The
Big New Yorker Pizza are loved by millions around the world
and have become the standard by which all others are
judged.
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They are working together to run great restaurants in
order to be the best at making and serving the best pizza in
America. That means they are willing and able to go to any
lengths to make their customer's experience with Pizza
Hut an enjoyable one. And it means they strive to present
the finest products the industry has to offer, and to provide
those products wherever and whenever people want them.
1958:
The first Pizza Hut restaurant opens in Wichita, Kansas,
started by two college-aged brothers who borrowed $600
from their mother.
1959:
Pizza Hut is incorporated in Kansas and the first franchise
unit opens in Topeka, Kansas.
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1965:
"Putt-Putt to Pizza Hut" musical jingle developed for Pizza
Hut's first television commercial.
1967:
A Pizza Hut restaurant was built in five days by
franchisees at the Oklahoma State Fair.
World's largest pizza (six feet in diameter) is baked andserved at the grand opening of a Fort Worth, Texas Pizza
Hut restaurant.
1968:
International market entered with opening of Pizza Hut
restaurant in Canada.
Pizza Hut serves a million people a week at its 310
locations.
1969:
Red roof adopted for restaurants.
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First Pizza Hut restaurant opens in Mexico. Construction
begins in Munich, Germany and Australia.
1970:
Sandwiches added to basic menu of Thin 'N Crispy pizza,
salad, beer and soft drinks.
First restaurant opened in Australia.
1971:
Pizza Hut becomes the number one pizza restaurant chain
in the world in both sales and number of restaurants.
1972:
Pizza Hut, Inc. listed on New York Stock Exchange under
the symbol PIZ.
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Pizza Hut restaurant number 1,000 opens in Wichita, KS. A
unit opens in Costa Rica.
1973:
Pizza Hut restaurants open in Japan and England.
1975:
Thick'n Chewy pizza introduced.
Chatsworth, CA Pizza Hut restaurant is used in the filming
of "The Bad News Bears."
1976:The 100th international Pizza Hut restaurant is opened inAustralia, while entire system reaches 2,000.
1977:
Pizza Hut, Inc. stockholders overwhelmingly approve
merger with PepsiCo, Inc. for an undisclosed sum.
Super Supreme is introduced nationwide.
Pizza Hut opens its 3,000th unit in Arlington, Texas.
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Pizza Hut employs 10,000 teenagers from 16 to 19 years
old.
1984:
BOOK IT! national reading incentive program is launched
with 200,000 elementary students enrolled.
There are more pizza locations than hamburger restaurants
in the United States. Pizzerias account for 9.9% of all
restaurants in the U.S.
1985:
Priazzo and Calizza are introduced.
1986:
The system celebrates the opening of its 5,000th
restaurant, located in Dallas, Texas.
Delivery service, as a new concept, is initiated.
Fastest construction of a Pizza Hut restaurant takes place
in Wichita, KS --- 39 days from start to finish. The national
average is 85 days.
1988:
Hand-Tossed Traditional Pizza is introduced throughout the
system.
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Pizza Hut celebrates its 30th anniversary with a total of
more than 6,000 restaurants and delivery units worldwide.
President Ronald Reagan awards Private Initiative Citation
to Pizza Hut President Art Gunther for the creation of
BOOK IT! Program.
1989:
The Pizza Hut Jobs Plus program expands nationwide to
employ more than 10,000 individuals with physical and
developmental disabilities. The Jobs Plus program is
recognized as the largest corporate initiative of its kind in
the food service industry.
Pizza Hut opens its 1,000th international unit in Welland,
Ontario, Canada. Pizza Hut now serves 54 countries.
Pizza Hut sells 9.1 million "Land Before Time" puppets.
When released to the public, the movie enjoyed the largest
opening ever for an animated feature.
For the first time in history, Pizza Hut pizza is delivered to
the White House. First Lady Barbara Bush throws a party
for 200 Washington, D.C. children during a "Reading IS
undamental" reception.
1990:
Pizza Hut system sales reach $4 billion.
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Pizza Hut makes its fastest and farthest delivery: 600
large pepperoni pizzas on a 24-hour flight from Dover Air
Force Base to U.S. service personnel in Mogadishu,
Somalia.
Pizza Hut leads the entire restaurant industry in growth
and sets new company records for sales and profits.
Pizza Hut introduces Chunky Style Pizza in September.
Pizza Hut signs contract with 30 hotel companiesthroughout the country to provide delivery service to their
registered guests.
1994:
Pizza Hut becomes the single largest retailer of
basketballs in the United States, selling 3.7 million balls
during its NCAA Final Four promotion.
Pizza Hut opens 9,700 square foot Super Pizza Hut
restaurant and entertainment center in Mexico City.
Pizza Hut in Beirut reopens after being closed during the
Gulf War.
Soccer legend Pele kicks a ball through the door ofPizza
Hut restaurant number 10,000 in Sao Paulo, Brazil on April
13.
1995:
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Pizza Hut launches the "You'll Love The Stuff We're Made
Of" campaign.
Buffalo Wings soar onto Pizza Hut menu. These spicy
chicken wings are served with dipping sauce.
Two Customer Satisfaction programs initiated: a 1-800
Customer Satisfaction Hotline and a Customer CallBack
Program, which takes the pulse of 50,000 customers per
week.
Pizza Hut launches Pizzeria Stuffed Crust Pizza, which
immediately sets company sales records.
The Deliver Me Home program is created by Pizza Hut and
the National Center for Missing and Exploited Children and
is tested at the Dallas/Fort Worth International Airport to
inform the community of an important identification tool in
helping to locate, identify and return missing children to
their families.
Pizza Hut wins the 1995 "Choice of Chains" award for Best
Pizza Chain sponsored annually by Restaurants &
Institutions magazine, making Pizza Hut the "Best Pizza
Chain" ten of the last eleven years.
1996:
Pizza Hut comes to India with a dine in restaurant
Banglore that has special vegetarian pizzas. In additional to
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traditional Italian toppings , it incorporates Indian favorites
such as Chicken tikkas, Lamb korma etc. In its list of
innovative toppings. Along with pizzas, the menu features
appetizers like garlic bread and soups, fresh salads, oven
bakes pastas and choice of ice-cream sundaes.
Pizza Hut airs its first ever ad during the Super Bowl.
Pizza Hut delivers 30% of the 12 million pizzas deliveredon Super Bowl Sunday. This is the biggest pizza delivery
day of the year.
On May 30, Pizza Hut introduces two varieties of chicken-
topped pizza... Italian Chicken and Chicken Supreme.
1997:
Pizza Hut opens a restaurant in the capital's building
bustling M-block market in Greater Kailash-I, Unlike the
existing Pizza Hut at Shanti Niketan which is delivery
counter for just pizzas, this is dine-in where the entire
menu (salads, appetizers, pastas, deserts and of course
pizzas) is available. Letting Delhiites get a taste of Pizza
Hut And getting them to 'Get real!'
Pizza Hut launches a meatier pepperoni.
PepsiCo announces restaurant spin-off.
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ORGANIZATION STRUCTURE
President (Mr. Rohit Amin)
28
President (Mr. Rohit Amin)
V.P.
Finance
Vandana Parkle
C.O.O.
(Chief Operating Officer)
Mr. Narendra Malhotra
V.P.
I.T. Section
Mr. Mainak
Mr. Nainan
(South)
Mr. Naveen
(West)
Baroda
(Mr. Ashish Dogra)
Ahmedabad
(Mr. Deepto Ray)
Surat
(Mr. Amit Jha)
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(2) West Dodsal Corporation Pvt. Ltd.
(3) South Pizzeria
(4) East Favourite Foods Pvt. Ltd.
MOST PREFERABLE PIZZA IN INDIA
In all over India, the sales of non-vegetarian food is
more than the vegetarian food except in Gujarat. The most
preferred pizzas ofPizza Hut in all over India are as under:
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(1) Super Supreme Pizza
(2) Chicken Tika Pizza
(3) Pepperoni Pizza
(4) Chatani Pizza
(5) Tam Tama Pizzas
(6) Tandori Paneer Pizza
PIZZA HUT IN GUJARAT
As Gujarati People are vegetarian & they dont prefer
non-vegetarian food & sometimes avoid to go at thoserestaurants also where both the types of food are available
together, Pizza Hut has focused on this point & opened
pure vegetarian restaurant in Gujarat.
There are 4 outlets of Pizza Hut in Gujarat, i.e. 2
outlets in Ahmedabad, 1 outlet in Baroda and 1 outlet inSurat. out of this 4 outlets, 2 outlets are pure vegetarian.
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In Gujarat, 1stPizza Hut was opened on July 14, 1999
in Ahmedabad. History was created that day, as it was the
first pure vegetarian Pizza Hut in the World. After that two
more pure vegetarian Pizza Hut were opened, one in Surat
& second in Mumbai (Chowapati).
MOST PREFERABLE PIZZAS IN GUJARAT
In Gujarat, majority of the people prefer only
vegetarian food and as a result 1st pure vegetarian Pizza
Hut was opened in Ahmedabad. So, in all over Gujarat,
Pizzas mostly preferred by customers are as under:
(1) Tandoori Pizza
(2) Super Veggie Pizza
(3) Spicy Indian Pizza
(4) Simply Veg. Pizza
INTRODUCTION OF DODSAL
CORPORATION PVT. LTD.
The management of all the Pizza Huts in West Zone
is done by Dodsal Corporation Pvt. Ltd. The Dodsal group is
a 52 year old reputed engineering and construction
enterprise employing more than 1000 engineers /
managers and 10,000 contractual employees. The group
has to its credit several onshore and offshore cross-country
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By the end of the year 2001, we stormed the market
with another Pizza Hut in Bangalore, Surat and Baroda
and DELCO in Jayanagar, Bangalore.
DPCL stand for:
With their aggressive expansion plans, they want to
be the numero uno in the business of quick service
restaurants.
(The association with YUM BRANDS gives the group
access to world class management inputs derived from
running 30,000 restaurants allover the world.)
COMPANY DETAILS
Name
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Pizza Hut
Location
Dodsal Corporation Pvt. Ltd.
Pizza Hut,
Abhijay 8, Adarsh Society,
Swastik Cross Road,
Navrangpura,
Ahmedabad 380 009.
Telephone No.
(079) 656 6730, 656 9734
Fax
(079) 656 9726
E-mail
n
Website
www.pizzahut.com
www.pizzahut.co.in
www.triconrestaurants.com
Head office
Goregaoun, Mumbai
No. of outlets in India
3 Delcos (Delivery & Carry
Out)
9 RBD (Restaurant based
delivery)
Products
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office which is situated in Delhi & from there all the raw
material will be distributed to different franchises of
different zone & from these franchise, all the raw-materials
will be distributed in all the outlets ofPizza Hut in different
cities. In Pizza Hut, SCM chain, i.e. supply chain
management if followed.
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WORLD FAMOUS PIZZAS OF PIZZA HUT
AWARDS & ACHIEVEMENTS
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Only EMPLOYEES OF PIZZA can translate their vision
into reality. Pizza Huts employees are the most important
ingredient in their all recipes.
Our restaurants have people working as:
Full timers:
It is the Full Timers who help them in what they want
to be the Market Leader. They are trained personnel
who are very precious to us. They help as buddy trainers to
train the new people. Needless to say, their life line.
Part timers:
The Part Timers help them to keep alive their young
image. Most of them are college students who take up this
to self-finance their studies or for pocket money. They are a
young enthusiastic lot. It is a win win situation for the
company as well as the students.
MANAGEMENT CREW
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The management crew is made up of team members,
area manager, shift manager, and restaurant General
Manager. The Management Crew extends the morale
support to their crew besides the responsibilities
shouldered by them.
Position: Shift Manager
Position SummaryShift Managers help to manage the
daily operations of the restaurants including customerservice, employee development and food production.
Requirements
At least One year of supervisory experience preferably inFood service.
Enthusiasm and willingness to learn.
Ability to motivate and build teamwork.
Strong communication skills.
Customer Service Orientation.
Core Responsibilities
Control day-to-day operations by scheduling labour,
ordering food supplies and developing the restaurant
team.
Control Profit & loss by following cash control/security
procedures, maintaining inventory, managing labour,
reviewing financial reports and taking appropriate
action.
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Adhere to and follow work schedules.
Position: Restaurant General Manager/Asst.
Restaurant General Manager
Position Summary: Restaurant General Managers
are responsible for all functions of the restaurants. Among
other things, they recruit, screen, hire, train, and develop
employees; do sales forecasting and manpower planning;
conduct risk/safety inspections; manage inventory and
facility; order products; conduct P&L analysis; schedule
crew members; and manage revenue periods.
Requirements
University Degree / Diploma preferred.
At least 2-4 years of supervisory experience in either a
food service or retail environment, including Profit &
Loss responsibility.
Basic business math and accounting skills.
Good oral/written communication skills.
Strong analytical / decision-making skills.
Basic computer literacy.
Ability to motivate and build teams.
Planning/organizational skills.
Customer Service Orientation.
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Core Responsibilities
Control day-to-day operations by scheduling labor,
ordering food supplies and developing the restaurantteam.
Manage the restaurant team.
Control Profit & loss by following cash control/security
procedures, maintaining inventory, managing labor,
reviewing financial reports and taking appropriate
action. Recruit, interview and hire team members; conduct
performance appraisals, motivate and train.
Ensure maintenance of equipment, facility and
grounds.
Ensure food quality and 100% customer satisfaction.
Position: Area Manager
Position Summary: Area Managers are responsible for 5-
7 units within a specified region. Among other things, they
coach the restaurant management team, ensure unit
annual operating plans are established and met or
exceeded, build sales, achieve margin targets, ensure
customer satisfaction.
Requirements
University Degree/Diploma preferred.
5-7 years supervisory experience in either a food
service or retail environment.
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Strong organizational, analytical/decision making
skills.
Customer orientation skills.
Good oral/written communication skills.
Ability to lead & motivate teams.
Core Responsibilities
Work with restaurant general manager to develop unit
specific annual operating plane.
Analyze market place P&L, inventory & controllable to
meet/achieve margin and sales growth targets.
Coach and mentor subordinates.
Drive customer focused culture.
Develop and update market HR plans.
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EMPLOYEES 1ST 30 DAYS IN PIZZA HUT
Starting a new job is exciting, but it can also be very
scary. Just remember its natural too.
Feel a little over whelmed in the beginning
Make mistakes
Worry about adjusting with other team members
Experience 1st week jitter
The restaurant doesnt expect to learn everything
from employees on the 1st day or even the 1st week. It takes
15-30 days to learn their jobs well and to become really
good at what they do.
There are over 2,60,000 Pizza Hut crew members
world wide. Most of them had 1st week jitters and made
mistakes when they started to work. But they survived and
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other new will too. At the time of training the employees
are all time told that be patient, stick with it and dont
discourage. If at any point employees need help, other
members are their to help newer one.
Pizza Hut wants to create an environment where
employees can have an open and honest communication
where new employees can ask and learn things from
already existed employees and these old employees can
ask things of new employees.
ATTENDANCE PROCEDURES
Each employee will have to clock in at the
commencement & clock out at the finish of his or her
respective duty hours.
Never, clock in / clock out for some one elses. it is a
serious violation of the companies rules & a disciplinary will
be taken against you.
Always inform your Manager if you forget to clock in /
clock out by mistake.
ID CARD / NAME BADGES
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Identity cards and name badges will be issued to all
staff on joining. Identity cards should be available for
inspection by security personnel when entering or leaving
the restaurant premises.
Name badges should be worn on the upper left hand
side of the uniform whilst on duty or as specified for your
uniform.
Loss or theft of Name badges / ID Cards should be
reported immediately to the Unit Manager. A new card /
badge may be issued at the applicable cost priced for each
replacement. The ID Cards / Name badges is the property
of the company & should be submitted to the restaurant on
cessation of service.
FACILITIES PROVIDED TO EMPLOYEES
STAFF LOCKERS
Every staff member is provided a locker for his
personal belonging where ever possible; in certain Units
due to space constraint it may not be possible to provide
lockers to the crew. The employee is responsible to keep
the locker allotted to him neat, clean & tidy. No food /
beverages / of any kind of banned publications are allowed
in the locker. The employee must get his own lock &
deposit one key with Unit Manager. Incase of loss or theft
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the company takes no responsibility for the recovery of any
valuables or properties. The security staff or any other
person nominated by the company may inspect the lockers
at any time. On cessation of service the locker is to be
vacated and unlocked.
STAFF MEALS
Employees are entitled to one staff meal per day,
which should be consumed within the premises during their
break time. The Units Manager will give the details of the
staff meal entitlement to the employees.
UNIFORMS
The employees get the uniform sets from the
manager, which they should always wear at work.
Employees need to keep this clean, tidy & in good repair.
The uniform issued to them is companys property. Incase
of damage or loss staff is liable to pay the cost. The dress
code is explained to employees when the uniform is issued
to them.
RESTRICTIONS FOR EMPLOYEES
PACKAGES & PARCELS
The employees are not allowed to bring into the Unit
any packages or parcels without making an entry of the
same in the In-register maintained by the guard on duty,
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incase the guard is not present one has to make sure & ask
the Manager to check the articles before one brings them
into the Unit. Incase of any loss or theft of the personal
property the company is not responsible. Similarly to take
out any articles from the Unit a Gate Pass duly signed by
the Manager on duty will be required.
TELEPHONE CALLS
The employees are not allowed to make or receive
personal telephone calls at work unless in an emergency.
The restaurant has limited telephone lines, by keeping the
telephones occupied; unit may be denying a customers
access to them and he may call the competition instead.
PERSONAL VISIT
The employees are welcome to come & eat at the
restaurant after their duty hours or on their off day, but
ensure that they are not wearing their uniform and are not
under the influence of alcohol and / or any other intoxicant.
The Unit Managers permission is essential prior to their
coming to Unit. Employees are to make sure that they do
not take too much time of their colleagues, as other
customers tend to get ignored. Employees are to pay their
bills immediately. No credit facility is available to the staff,
discounts if any will be accorded to them as per the
companys staff discounting policies. Currently a staff
discount of 30% is being accorded to all permanent
employees within certain guidelines.
5 SERVICE PRINCIPLES OF PIZZA HUT
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There are 5 Service Principles ofPizza Hut
1. Employees are our secret ingredients
2. Show you C.A.R.E.
3. Say Yes to customers
4.Satisfy, capable teams create satisfied
customers
5. Satisfied customers create profit & growth.
PERSONAL GROOMING & HYGIENE
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Hands must be washed with approved anti-microbial
soap in the designated hand sink wash area only.
The employees are needed to wash hands after:
Using restrooms
Smoking
Taking out trash
Handling money
Touching hair or mouth
Hairs should be pulled back & away from
face.
Moustaches neatly trimmed to edge of
mouth.
Side burns extended only to too centre area
of the ear.
Beards are not permitted (Exceptions are
granted for medical & religious reasons).
To have no perspiration odor. Use
deodorants & bath everyday.
Fingernails should be natural, clean,
trimmed & without polish.
Makeup should be in small amounts that is
natural looking.
Not to use very strong colognes.
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Smoking is permitted in the designated
areas, never in customers area.
Employees with infected wounds, cuts open sores,
boils, intestinal illness or other infectious illness MUST NOT
prepare or handle food.
COMPANY RULES & REGULATIONS
Any violation of following rules by employees will be
considered by the company as act of misconduct and
will be dealt with accordingly.
Reporting to work in a state of intoxication or under
influence of narcotics.
Violating any safety rules or practices.
Gambling or betting within company premises at any
time.
Sleeping while on duty.
Quarreling or use of vulgar or abusive language.
Willingful, disobedience of any instruction from
superior. Posing, altering, removing or defacing any
matter from the notice board or Company premises.
Bending, soliciting or collecting contributions for any
purpose whatsoever at any time in the Company
premises, except when authorized by the
Management.
Deliberately working slowly, suspending work and / or
restricting output whilst on duty without justified
cause.
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Provoking, insulting instigating or getting involved in a
fight inside the company premises.
Utilizing any working equipment for the purposes
other than they intended for.
Engaging in any political activities.
Distribution written or printed matter of any
description on the company premises unless approved
by the management.
Late attendance for more than 3 days in a month.
Habitual absence from work without authorized leave,
or overstaying sanctioned leave without sufficient
cause / permission.
Participating in illegal or unjustified strikes, or inviting
any other employees to participate in the same.
Engaging in riots, disorderly or indecent behavior,
within or in the vicinity of the company.
Behaving indecently with fellow employees and / or
guests.
Spreading false rumors or giving false information
which puts the company and its employees to
disrepute.
Demanding, accepting and / or giving bribes.
Refusal by an employee to work in another
department.
Refusing to accept a charge sheet / order or any other
official communication. If an employee refuses to
accept such a communication, it will be put up on the
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notice board and shall be deemed as served / send by
registered AD to the present / permanent address.
Preparing false bills or statements of expenditure.
Remaining within the hotel premises outside working
hours without permission.
Entering or attempting to leave the premises by force.
Entering the restaurant earlier than half an hour from
start of duty except when asked by immediate
supervisor.
Possession of any lethal weapons at company
premises at any time.
Failure to be well attired according to company
specification at all times while at company premises.
Taking notes, drawing, sketching or taking
photographs of any plant, work process, except with
specific permission of the Management.
Drinking alcohol on the premises of the Unit.
Smoking within the premises of the Unit.
Any other act subversive of discipline.
The acts of misconduct, mentioned herein are only
illustrative and not exhaustive.
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EMPLOYEE BEHAVIOURAL NORMS
OBJECTIVE
Guidelines for employee behavior in order for
organization and its employee to grow while being
customer focused & profit driven.
O.L.I.P.
Openness
Loyalty
Integrity
Proactivity
OPENNESS
First Name to be used as a form of address
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Accessibility
The highest levels of the organization to be accessible
to every employee
Diversity of opinions to be valued
Diversity in cultures to be respected
Information to be shared actively with all employees
to promote sense of belonging
LOYALITY
Commitment
o To the organization
o Critique of organization to be objective &
restricted to appropriate internal forums
Confidentiality
o Respect your access to information
Colleagues
o Speak of colleagues in their absence as you
would as if they were present
INTEGRITY
Commitment
o To meet ones commitment
o Under promise & over delivery
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PROACTIVITY
Mindset
o Plan & think ahead
o Be a part of the solution
o Strive to achieve inspite of our environment
CERTIFICATION PROCEDURE
TO BE CERTIFIED!!!!!!!!!!!!!!!!!
CANDIDATES NEED TO SCORE 90% SCORE IN THEIR
ORIENTATION & CHAMPS CERTIFICATION TEST.
THE TEST IS OF OBJECTIVE NATURE AND THEY NEED TO GO
THROUGH THEIR ORIENTATION FOLDERS THROUGHLY.
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MARKETING AS A MAJOR CUSTOMER AS ACONTROLLING
FUNCTION FUNCTION
CUSTOMER AS A CONTROLLING FUNCTION &
MARKETING AS INTELLEGENCE FUNCTION
Change is occurring at an accelerating rate, today is
not like yesterday, and tomorrow will be different from
today. Marketing for most of the people a few years ago
only meant selling. It began and ended with selling i.e.
with finding a customer for your offering. But today,
every companys set of beliefs and practices is undergoing
challenge and change. The business enterprises have
started concentrating on their products, i.e. there is a shift
from profit orientation to product orientation. Marketing
deals with identifying and meeting human and social
needs.
Marketing is typically seen as the task of creating,
promoting and delivering goods and services to consumers
and businesses. Today, marketers are involved in
marketing 10 types of entities goods, services,
experiences, events, persons, places, properties,
organizations, information & ideas. The market place has
changed radically as a result of major societal forces such
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MARKETIN
G MIX
EXPERIENCE
ENDS PROFITS VALUE MUTUALLY
BENEFICIALRELATIONSH
IPSMARKETIN
G
SELLING RECOGNIZ
ED AS AN
IMP.
FUNCTION
EVERYTHING
MARKETING MIX
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Product
PricePositioning
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Packaging, pace, positioning & product portfolio
management are new entrants to the traditional four some
of product, price, place & promotion in any corporate
marketing mix.
Marketers use numerous tools to elicit desired responsesfrom their target markets. These tools constitute a
marketing mix.
Thus, marketing mix is the set of marketing tools that
the firm uses to pursue its marketing objectives in the
target market.
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Product
Portfolio
Mngt.
Promotion
PlacePace
Packaging
Marketing
Mix
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Marketing mix decisions must be made for influencing
the trade channels as well as the final consumers. The 8 Ps
of marketing are : product, price, promotion, place
positioning, product portfolio management and packaging.
(1) Product:
Product is a key element in the market offering. A
product is anything that can be offered to a market to
satisfy a want or need.
Pizza Hut provide a variety of pizzas to its customers.
The Pizza Hut outlets in Ahmedabad and Surat are the
only 100% pure vegetarian outlets in the whole world. The
pizzas are flexible to the taste and preferences of the
customers. They can be divided into three categories:
i. Personal Pan Pizza which serves one person.
ii. Medium Pizza which serves two person.
iii. Family Pizza which serves four people.
Customers can choose from two types of crust Pan
Pizza or the Italian.
No root based ingredients are used an the sauce and
other garnishing do not contain onion and garlic in case of
Jain specialties.
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Promotion includes all the activities that the company
undertakes to communicate and promote its products to
the target market. It is persuasive communication to inform
potential customers of the existence of products, to
persuade and convince them that those products have
want satisfying capabilities. Promotional efforts of a
company act as powerful tools of competition providing the
cutting edge of its entire marketing program. It includes
advertising, publicity, personal selling and sales promotion.
Pizza Hut has been successful in creating an
excellent image of itself as an elite and premium pizza
parlor. The name Pizza Hut itself enjoys word of mouth
publicity. It also sponsors various programs and
tournaments. It was one of the co-sponsors in the one day
series between India and West Indies.
(4) Place:
Place includes the various activities that the company
undertakes to make the product accessible and available to
target customers.
Pizza Hut is franchised globally. It is a milestone in
itself that it has been recognized and accepted round the
world. There are Pizza Hut outlets in all the prominent
cities in India.
(5) Positioning:
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Positioning is the act of designing the companys
offering and image to occupy a distinctive place in the
target markets mind. Pizza Hut positioned as the most
premium class of products, higher the price, higher is the
quality perceived by the customers.
Pizza Hut products hold a distinctive position in
customers mind and it would be hard for a competitor to
claim them. The product is positioned as the leader in its
category and as an offering best quality.
(6) Packaging:
Packaging includes the activities of designing and
producing the container for a product. Packaging has
become a potent marketing tool. Well designed packages
create convenience and promotional value.
In Pizza Hut, mostly the pizzas are served instantly.
Hence, they dont need to be packed. But incase of home
deliveries, they are packed in boxes with aluminum foils
which are then placed in special bags that maintain the
temperature inside, prevents the food from getting coldand eliminates generation of bacteria in them. Then they
are carried in specially modified scooters which have a
container that can accommodate 20 pizza boxes ready to
be delivered at the time.
(7) Pace:
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Todays era is highly competitive. Pace is one of the
differentiating factor and it also acts as a companys USP.
Pizza Huts key to retain its competitive advantage lies in
keeping focused on the basic principles of
Be customer driven
Adopt quickly to the changing environment
(8) Product Portfolio Management:
It is a continuous process of evaluating the product
portfolio i.e., the multiple products or brands of the
company. Through this the company tries to maintain the
most profitable brands and withdraw big products from the
market.
For Pizza Hut product portfolio management has
become a strategic tool to maintain its competitive edge. In
Pizza Hut, product portfolio management is done by YUM
BRANDS INTERNATIONAL.
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MAIN COMPETITORS
Today, competition is not only rife but also growing
more intense every year. Competitors are companies that
satisfy the same customer need. It is a simple task for a
company to identify its competitors.
Once a company identifies its primary competitors, it
must ascertain their strategies, objectives, strengths &
weaknesses, and reaction patterns. Whether competitors
can carry out their strategies and reach their goals depends
on their resources and capabilities. A companys closest
competitors are those seeking to satisfy the same
customers and needs and making similar offers.
A company should also pay attention to latent
competitors, who may offer new or other ways to satisfy
the same needs. A manager needs to conduct a customer
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food, people when thinking of branded international
restaurant, do prefer more Mc. Donalds than Pizza Hut
due to their personal beliefs. So in this way, though Mc.
Donalds doesnt come under the same category as that of
Pizza Hut, it is its one of the competitors.
SOCIETAL MARKETING CONCEPT
Marketing activities must be carried out under a well
thought out philosophy of efficient, effective and socially
responsible marketing. However, there are five competing
concepts under which organizations conduct marketing
activities: the product concept, product concept, selling
concept, marketing concept and societal marketing
concept.
The societal marketing concept holds that the
organizations task is to determine the needs, wants, and
interests of target markets and to deliver the desired
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satisfaction more and effectively and efficiently than
competitors in a way that preserves or enhances the
consumers and the societys well being. This concept call
upon marketers to build social and ethical considerations
into their marketing practices. They must balance the often
conflicting criteria of company profits, consumer want
satisfaction and public interest. Yet a number of companies
have achieved notable sales and profits by adopting and
practicing the societal marketing concept.
Pizza Hut has been successfully practicing the
societal marketing concept. In 1979, it had raised $
3,42,000 for Easter Seals from national promotion. It
launched the BOOK IT! national reading incentive
program in 1984 with 2,00,000 elementary students
enrolled in it. In 1989, the Pizza Hut Jobs Plus Program wasintroduced which employed individuals with physical and
developmental disabilities. It provided 1,20,000 Andrew
wreaked havoc in Florida in 1992. In the same year, the
Pizza Hut were redesigned to save 2,75,000 tree a year. In
1993, the Harvest Program was launched to donate surplus
food to food rescue agencies. The Deliver Me Homeprogram was created by Pizza Hut and the National Center
for Missing & Exploited Children in US and it was tested at
the Dallas International Airport to inform the community of
an important identification tool in helping to locate, identify
and return missing children to their families.
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Perhaps the most distinctive skill of professional
marketers is their ability to create, maintain, protect and
enhance brands. Marketers say the branding is the art and
corner stone of marketing. A brand is a name, term, sign,
symbol or design or a combination of them, intended to
identify the goods or services of one seller and to
differentiate them from those of competitors. A brand is
essentially a sellers promise to deliver a specific set of
features, benefits, values, culture, personality or user of the
product. Br4ands vary in the amount of power and value
they have in the marketplace. At one end there are brands
that are not known by most buyers. Then there are brands
for which buyers have a fairly high degree of brand
awareness.
The result of the entrepreneurial efforts of Grank &
Dan Carney was the first Pizza Hut restaurant in 1958. But
the red roof as a symbol for restaurants was adopted in
1969. Today, Pizza Hut is the worlds largest Pizza
restaurant chain, with nearly 12,000 restaurants and
delivery carry out units in more than 86 countries. In orderto build brand awareness and brand preference, Pizza Hut
gives creative advertisements on TV & newspapers.
Besides the Job Plus Program which employs individuals
with physical and developmental disabilities has been
recognized as the largest corporate initiative of its kind in
the food service industry. Thus, providing such visiblesupport to a social cause like this creates not only
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awareness but also preference for Pizza Hut products
along with the world class quality of food and services that
it provides.
CONSUMERS SERVICES & RELATIONSHIP
MARKETING
More companies today are moving their emphasis
from transaction marketing to relationship marketing.
Relationship marketing has the aim of building long term
mutually satisfying relations with key parties customers,
suppliers, distributors in order to earn and retain their
long term preference and business. Marketers accomplish
this by promising and delivering high quality products and
services at fair prices to other parties over time.
Relationship marketing builds strong economic, technical
and social ties among the parties. Today, a company is not
seeking an immediate sale but rather to build a long term
suppliers customer relationship. The operating principle is
simple: Build an effective network of relationships with key
stakeholders and profits will follow.
The guiding principle behind Pizza Huts success
story can be summed up in two lines: Its all about
customers. Imagine: No Customers No Pizzas No Us.
The goal ofPizza Hut is To give every customer a reason
to return. This goal is achieved through CHAMPS:
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C - Cleanliness
H - Hospitality
A - Accuracy
M - Maintenance
P - Product Quality
S - Speed of Service
Pizza Hut is a customer centered organization which
makes it easy for its customers to deliver suggestions and
complaints. It gives feedback forms to the customers to
know their likes & dislikes. Customers can even give their
suggestions and complaints on its website. The entire work
force is well trained and groomed to serve the customers
better than any one else as satisfied customers ensure
profit as well as growth.
Hence, customer focus is the key word over herewhich has made Pizza Hut the favorite Pizza restaurant
brand in the country.
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PROBLEM SOLVING PRINCIPLES OF PIZZA
HUT
Never argue with the customers.
Never blame other Team Member.
Solve the problem before it becomes a
complaint.
Treat the customer as you want to be
treated.
Never let the customer leave unhappy.
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Writing & Presenting the report
Follow-up
(1) PROBLEM IDENTIFICATION
In this stage the problem is first identified for which
research is to be carried out.
In order to avoid waste in time and money, it is
necessary to define the marketing problem in specific
terms. An early step in the process is a situation analysis or
a survey of available data regarding the company. Through
this we can arrive at a hypothesis or presumption and a
refinement of the problem definition. A problem should
neither be defined too broadly nor too narrowly. A plan may
be prepared for each problem and a master plan cancombine all the plans.
The 2surveys had been undertaken in order to answer
some questions like:
1. To know food habits of Rajkot people. It means thatwhich kind of food people prefer.
2. Which Pizza and Dominos in term of quality, price,
services, infrastructure, etc.
3. What is the level of satisfaction provided by Pizza
Hut to its customers in comparison to their
expectations?
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respondents. Observations can be done by the
researcher himself or through mechanical devices.
(2) In focus group research a focus group is gathered
which consists of 6-10 people who are invited to
spend a few hours with a skilled moderator to discuss
a product, service, organization or other marketing
entity.
(3) Surveys are undertaken to learn about peoples
knowledge, beliefs, preferences and satisfaction and
to measure these magnitudes in the general
population.
(4) Behavioral data, customers leave traces of their
purchasing behaviors in store scanning data, catalog
purchase records and customer data-bases. In this
method, such data is used to solve a problem.
(5) Experimental research is the most scientificallyvalid research. The purpose of experimental research
is to capture cause-and-effect relationship by
eliminating. Competing explanations of the observed
findings.
(3) CHOICE OF METHOD OF RESEARCHMarketing researchers have a choice of two main
research instruments in collection primary data.
They are
Questionnaires Mechanical Devies
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A Questionnaire consist of a set of questions
presented to respondents for their answers,
Mechanical Devices like galvanometers tachistoscope,
audiometer, etc. are occasionally used in marketing
research.
(4) SELECTION OF THE PROCEDURE
After deciding on the research approach and
instruments. Marketing researcher must design a sampling
plan this plan calls for three decisions.
They are
Sampling units Sample Size Sample Procedure
Sampling units answers the question who is to be
surveyed? Marketing research must define the target
population that will be sampled.
Sampling size answers the question how many people
should be surveyed? Large samples gives more
reliable results than small but sometimes even small
provides good reliability, given a credible sampling
procedure.
Sampling procedure answers the questions how
should respondents be chosen? There are two
different types of techniques used for sampling.
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They are
Probability Techniques Non-Probability
Techniques
Probability Techniques sampling allows the calculation
of confidence limits for sampling errors and each
sample has an equal chance of selection. Probability
sampling techniques includes random sampling,
systematic sampling, stratified sampling, area
sampling and multi stage sampling random sampling.
(5) COLLECTION OF INFORMATION
The data collection phase of marketing research is
generally the most expensive and the most prone to error.
In the case of surveys four major problems arise. Some
respondents will not be at home and must be re-contacted
to replace. Other respondents will refuse to co-operate. Still
others will give biased on dishonest answers. Finally some
interviewers will be biased and dishonest.
(6) ANALYZE THE INFORMATION
The next to last step in the marketing research
process is to extract findings from the collected data. The
researcher tabulates the data and develops frequency
distribution. Averages and measures of dispersion arecomputed for the major variables. The researcher will also
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Pizza Hut serves more than 1.7 million pizzas every
day, to approximately 4 million customers worldwide.
Pizza Hut is the world's largest pizza restaurant
chain, with nearly 12,000 restaurants, delivery-carry
out units and kiosks in more than 86 countries. It
employs more than 240,000 people worldwide.
Pizza Hut uses 2.5 percent of all the milk (over 3.2
billion pounds) produced in the U.S. every year for
cheese. That cheese production requires a herd of
250,000 dairy cows producing at full capacity 365
days a year. Pizza Hut uses more than 360 million
pounds of REAL cheese per year; of that, 335 million
pounds is mozzarella cheese. Stuffed Crust Pizza used
approximately 50% of the 35 million pounds of string
cheese produced in the U.S. in 1995.
The highest volume Pizza Hut restaurant in the worldis in Paris, followed by stores located in Moscow, Hong
Kong and the U.K. Outside the U.S., the country with
the most Pizza Hut units is Australia, followed by
Canada and the U.K.
In 1991, Pizza Hut made one of its most historic
deliveries - - to Russian President Boris Yeltsin and hissupporters, who prevailed over an attempted political
coup. When food supplies dwindled in the Russian
Parliament Building, Yeltsin called Pizza Hut delivery.
Pizza Hut uses more than 700 million pounds of
pepperoni per year. If you lay those pepperoni slices
side by side, they would create a paths that wouldstretch around the world twice and go to the moon!
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MY OBSERVATION
During the span of my training on the premises of
Pizza Hut, I observed a lot of things. First of all the
activities were carried out in a thoroughly professional
manner. All the employees were trained very well which
made the customers extremely satisfied with their service
and behavior. There was total discipline among the
employees as far as their timings attire, hygiene and
grooming was concerned. They could easily approach with
their problems to the Restaurant General Manager and Unit
Manager who share an excellent rapport with them.
The kitchen and the dinning space were maintained
up to international standards. The management also
practiced innovative ways of getting feedback from the
customers. They have to be on the toes since their cliental
is the most premium class of the society and they cannot
afford to disappoint them in any way.
The only thing that limits the number of people
coming to Pizza Hut is its highly priced products on which
they are working right now. The outlet gets a very good
crowd on weekends which tend to narrow down during
weekdays. Even than Pizza Hut is the second most
preferred Pizza Parlor in Ahmedabad according to the
survey conducted by me.
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SCOPE OF STUDY
Marketing research in general has a very wide scope.
Scope refers to the various avenues which are covered
under a given field of study. Marketing Research covers
advertising, pricing, sales and distribution researches and
so on. Every research study starts with a problem and the
conclusions derived from the study becomes an information
of paramount importance in making business decisions.
Decisions taken on the basis of research conclusion yields
miraculous results. Objective of the research study is one is
one of the decisions to be taken by the firm. However,
there are indirect implications of any research study. Scope
of the research study directly depends upon the type and
quality of research. Research done with general objectives
will have wider scope as compared to research done with a
specific objective.
As I have done two kinds of survey, Food habits of
Rajkot people and Feedback of customers of Pizza Hut.
The scope of survey conducted by me can be summarized
as follows:
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1. Profile of consumers
2. Consumer Behavior
3. Brand Awareness & Brand Importance
4. Competitive Analysis
5. Product Portfolio Management
6. Modifications in the pricing strategy
7. Advertising effectiveness
8. Level of customer satisfaction for quality, services,
taste & infrastructure.
9. Types of food people prefer
10. Important factors to be considered to visit any
restaurant
11. Opinion about the future of fast food business
12. Reasons to like Pizza Hut
13. Suggestions for better prospectus ofPizza Hut
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LIMITATIONS OF THE STUDY
The limitations of the research study can be
summarized as under:
LIMITATION OF TIME:
The time specified for the way the survey was 15 days
which is a short time to analyze each and every aspect
related to the unit. If the time allowed would have been
more, then the selection and size could have been
improved and thus, degree of accuracy of the findings
would have been higher.
LIMITATION OF SAMPLE SIZE:
The information embodied in the report may not prove
to be perfect and reliable since only a small sample size of
100 was selected for food habits of Rajkot People and 50
people for their feedback as customers of Pizza Hut.
Moreover as the non probability sampling method was
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used, the representatives of the sample selected could not
be determined.
LIMITATION OF AREA:
Hence, the area covered was not Food habits of
Rajkot people, this survey was conducted in Rajkot while
Feedback of customers, this survey was conducted in
Ahmedabad extensive enough. It may so happen that the
information collected in any other city may reveal different
information from what is presented here.
TABULATION OF DATA
Tabulation comprises of sorting of the data into
different categories and counting the number of cases that
belong to each category. The simplest way to tabulate is to
count the number of responses to different variables of
different questions where only one variable is involved in
tabulation, it is known as univariate tabulation. Where two
or more variables are involved in tabulation, it is called
bivariate tabulation. In marketing research project,
generally both types of tabulation are used.
The tabulation may be done by hand or machine
depending on the complexity of the questionnaire. The
number of tabulation will depend on the number of
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variables and the number of responses to a question
depends on the same sample size.
In my research study, the sample size was 100
customers. The limited sample size and the simple
designing of the questions, not involving large number of
variables, made hand tabulation possible and
comparatively easier.
ANALYSIS & INTERPRETATION
OF DATA
The data now collected requires analysis and
interpretation. In order to facilitate interpretation, the
tabulated data has to be framed in the best form of
statistical summarization whether in percentage or average
and so on. The statistical conclusion must then be
converted into recommendations on marketing polices
which tends to prove very useful for the company.
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Q. 1Opinion of 100 people.
Sr. Particul
ars
No. of
Respondents1. Male 46
2. Female 54
Total 100
46
54
40
45
50
55
Male Female
Opinion of People
Male
Female
Interpretation
I have conducted survey of 100 persons, out of
them 54 are females and 46 are males.
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Q. 2Age group
Sr. Age
Group
No. of
Respondents1. 10-18 25
2. 18-25 25
3. 25-35 25
4. 35 &above
25
Total 100
Age Group
25%
25%25%
25% Oct-18
18-25
25-35
35 & above
InterpretationI have conducted survey of 25 people in each
age group.
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Q. 4Financial Status
Sr. Status No. of
Respondents1. Independe
nt44
2. Dependent 56
Total 100
44
56
0
20
40
60
Independent Dependent
Status
Independent
Dependent
Interpretation
In my survey of 100 people, there is majority of
financially dependent people.
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Q. 5Income Group (Average Monthly Income)
Sr. Income No. of
Respondents1. 7500
1500067
2. 15000 30000
18
3. 30000 &above
15
Total 100
67
18 15
0
20
40
60
80
7500
15000
15000
30000
30000
&
above
Income Group
7500 15000
15000 30000
30000 & above
Interpretation
From the above chart, we can see that most ofthe people of Rajkot are from middle class income
group, whose monthly income is between Rs. 7500
to Rs. 15000.
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also often going out weekly, fortnightly and
monthly.
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Q. 7With whom you are going?
Sr. Particular
s
No. of
Respondents1. Alone 4
2. WithFriends
57
3. WithFamily
84
4. Beloved 12
4
57
84
12
0
20
40
60
80
100
Alone With
Family
With whom go ou
Alone
With Friends
With Family
Beloved
Interpretation
From the above chart, we can say that people
usual ly go there with their family members and
friends.
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Q. 8When you go outside, which kind of food
you prefer.
Sr. FoodRanking %
Total1 s t 2n d 3 rd 4 t h 5 t h 6 t h 7 t h 8 t h
1. Gujarati 12 14 14 20 15 15 5 5 13.05
2. Fast Food 21 22 24 21 8 1 2 1 17.03
3. Punjabi 36 19 14 9 14 4 2 2 17.25
4. Chinese 13 24 12 1 23 15 7 5 14.02
5.Continent
al2 6 13 19 17 31 10 2 11.24
6. Thai Food 1 2 4 7 11 12 53 10 9.08
7.SouthIndian
14 12 19 22 12 10 6 5 14.30
8. Others 1 1 0 1 0 12 15 17 4.03
Total100
100
100
100
100
100
100
100
100
Food Preference
13%
18%
17%14%11%
9%
14% 4%
Gujarati
Fast Food
Punjabi
Chinese
ContinentalThai Food
South Indian
Others
Interpretation
From the above chart, I can conclude that
Rajkot people l ike Punjabi food and fast food the
most and after that South Indian, Chinese, Gujarati,
Continental, Thai Food and other food like Mexican
and Italian food, etc.
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Q. 9Which are the important factors for you,
when you visit any fast food center /
restaurant.
Sr.Important
Factors
Ranking %Total1s t 2nd 3 r d 4 th 5 t h 6 th 7 th 8 th
1. Hygienic 20 15 9 12 9 7 17 11 13.56
2. Quality 29 23 24 13 8 0 3 0 17.87
3. Taste 25 26 7 7 8 6 11 10 14.57
4.BrandName
7 10 11 10 11 19 12 20 10.75
5. Service 6 7 16 19 18 11 14 9 11.94
6. Price 6 9 17 12 18 24 10 4 12.35
7. Location 5 5 10 18 19 20 13 10 11.02
8.Internal
Environment
2 5 6 9 9 13 20 36 7.94
Total100
100
100
100
100
100
100
100
100
Important Factors
14%
17%
15%11%12%
12%
11%8%
Hygienic
Quality
Taste
Brand Name
Service
Price
Location
Internal
Environment
Interpretation
From the above chart, we can say that Rajkot
people are more quality conscious and after quality
for them tastes and hygienic are most importantfactors and after that brand name, price, service,
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location and internal environment are important
factors.
Q.10 Which type of Restaurant do you
prefer?
Sr. Restaurant No. of Respondents
1. Vegetarian 79
2. NonVegetarian
6
3. Combined 15Total 100
79
615
020
40
60
80
Vegetarian Combined
Restaurant Type
Vegetarian
Non Vegetarian
Combined
Interpretation
As people of Rajkot are pure vegetarian, they
definitely prefer only vegetarian restaurant.
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Q.11 Which type of taste do you like most?
Sr. Taste No. of
Respondents1. Spicy 59
2. Sweet 14
3. Sweet nSour
21
4. Others 6
Total 100
Taste
59%14%
21%6%
Spicy
Sweet
Sweet n Sour
Others
Interpretation
From the above chart, we can see that most of
the people of all the age group prefer more spicy
taste.
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Q.12 The average food bill, you can afford
per head.
Sr. AverageBill
No. ofRespondents
1. 25 50 10
2. 50 100 53
3. 100 200 32
4. 200 &More
5
Total 100
Average Bill per head
10%
53%
32%
5%25 50
50 100
100 200
200 & More
Interpretation
From the above chart, we can see that as most
of the people are from middle class, they can afford
Rs. 50 to Rs. 100 per head food bill. There are very
less people who can afford per head food bill more
than Rs. 100.
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Q.13 How much brand name is important for
you?
Sr. BrandName
No. ofRespondents
1. Very much 40
2. Not verymuch
60
Total 100
40
60
0
20
40
60
Very much Not very
much
Brand Name
Very much
Not very much
Interpretation
From the above chart, we can see that there
are 40% people for whom brand name is very much
important factor and 60% people for whom brand
name is not very much important. For these people,
other factors are more important than brand name.
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Q.14 Please rank the following brand name.
Sr. NameRanking %
Total1s t 2nd 3 rd 4 t h
1. Pizza Hut 36 41 20 3 27.33
2.Mc
Donalds38 33 22 7 33.47
3. Dominos 19 22 42 17 22.87
4. US Pizza 7 4 16 73 16.33
Total100
100
100
100
100
Brand Names
27%
34%
23%
16%Pizza Hut
Mc Donalds
Dominos
US Pizza
Interpretation
From the above chart, we can say that in the
mind of Rajkot people, both Mc Donalds and Pizza
Hut are having equal posit ion as a international
branded restaurant. Sti ll on the first rank they
prefer Mc Donalds and on the second rank comes
Pizza Hut. For them local branded restaurants,
such as Big Bite, Shiv, Lords Banquette,
Temptation, etc. are also important, but on the last
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rank, when the point is of international branded
restaurant.
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Q.15 Have you visited Pizza Hut?
Sr. Visi
t
No. of
Respondents1. Yes 43
2. No 57
Total 100
0
20
40
60
Yes No
Visit to Pizza Hut
Yes
No
Interpretation
Even though Pizza Hut is not available in
Rajkot City, 43% of the people have visited Pizza
Hut in other cities. This shows that when Pizza
Hut will open in Rajkot they wil l get more market
share.
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Q.15A If yes to above question, then how many
times?
Sr. No. of Visits
No. ofRespondents
1. Once 20
2. Twice 14
3. SeveralTimes
9
Total 43
20
14
9
0
5
10
15
20
Once Twice Several
Times
No. of Visits
Once
Twice
Several Times
Interpretation
From the above question no. 15, we came to
know about peoples craze about Pizza Hut. As
there is no Pizza Hut in Rajkot City, then also 43%
of the people have visited Pizza Hut in other cities.
From the people, who have visited Pizza Hut in
other cities, there are 50% of the people who have
visited it once, 30% visited twice and 20% visited
several times.
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Q.16 The rate of Pizza and other food in
Pizza Hut is:
Sr. Rates No. of Respondents
1. Affordable
52
2. HighRate
48
Total 100
48
52
46
48
50
52
Affordable High Rate
Rate in Pizza Hu
Affordable
High Rate
Interpretation
As most of the people in my survey come in
middle class group, 52% of them are saying that the
rate of food in Pizza Hut is very high.
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Q.17 What can be the market potentiality
for Pizza Hut in Rajkot?
Sr. Potentiality
No. ofRespondents
1. Excellent 23
2. Very Good 35
3. Good 27
4. OK 15
5. Dull 0
Total 100
Market Potentiality
23%
35%
27%
15% 0% Excellent
Very Good
Good
OK
Dull
Interpretation
From the above chart, we can say that the
market potentiality of Pizza Hut in Rajkot City is
very good as people l ike fast food and most of the
young generation really wants this type of
restaurant in their famous