Pizza Hut 2002 Annual Report Download - page 19

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17.
another. Remember, the concept should be able to offer the customer a great dining experience that encourages
more frequent visits.
Aylwin: What do your customers think of it?
Jackie: This is what our customers tell us: They say they love it, that they enjoy the variety, and that it helps satisfy
everyone in the family. It’s convenient for them because you’ve got two restaurants instead of one, and it’s fast.
That’s because you’ve got a new store with the latest in equipment so you’re able to do things faster. We are work-
ing to maximize the service time on the drive-thru to make sure customers get their food quickly. That brings the
focus to everyone that quick-service is important to the customer. And when you co-brand with A&W, you can see
people heading to the table with those big, frosty mug Root Beer Floats. The kids can’t get enough of them. The
jukebox plays nostalgic music and it’s free. They love it. They can pick their own music if they want, but it plays all
the time anyway. We’ve done some consumer insight surveys and the people interviewed have given multibranded
restaurants higher ratings than just the single brands.
Al: Customers want and in most cases demand uncomplicated menu variety. Focus groups have told us that time
and time again. An old, redundant, or boring menu offering does not connect with today’s lifestyle. The concept of
Multibranding is much more relevant. But the true measure of customer acceptance and enthusiasm for
Multibranding can be experienced through increased restaurant sales and more frequent core customer traffic.
Customers have told us that they appreciate a quick-service concept that offers not only quality food but also a
restaurant with established brand integrity
Larry: What I tell you is anecdotal. When you open a multibranded restaurant and the volume doubles, then your cus-
tomers have told you all they can tell you. It overcomes the “veto”
—
there’s something for everyone under one roof.
Aylwin: How do you think Multibranding is being received in the greater franchise community?
Jackie: I think most franchisees are open to and excited about the opportunity Multibranding brings to them.
Franchisees I have talked to are happy with the results they have experienced with Multibranding and can see more
opportunity with future growth. Multibranding helps us protect our return on investment. I’m sure that’s very impor-
tant to all franchisees.
Larry: I think it’s like anything else. There are people in any franchise community who are entrepreneurs by nature.
People who are entrepreneurial, like me, are probably going to go after this kind of idea hammer and tong and
“Typically, sales
rise at least 20%
when a second
brand is added to
another Yum!
Brand.”
“Yum! is focusing on
improvements to both our
exterior and interior image,
concepting, back-of-the-
house throughput systems
and speed of service.”
“MULTIBRANDING IS THE BIGGEST INNOVATION IN THE QSR INDUSTRY SINCE THE DRIVE-THRU WINDOW!”