Yum! Brands CEO Wants Pizza Hut to Focus on ‘Easier,’ Not ‘Better’
Yum! Brands CEO Greg Creed, of brands many know well (KFC, Pizza Hut, Taco Bell), thinks Pizza Hut can learn a thing or two from Uber. Creed says, “If you think about the Uber experience, it's easy to use, it's easy to pay, it's very easy to track.” In a presentation, Creed says there was a time when having the better product was the way to win business, but now convenience trumps quality and, “nothing beats making better easy.”
Creed believes this approach of ‘easy’ meets ‘better’ will help to reenergize Yum! Brands. Examples include decreasing drive-through waiting times and expanding catering, delivery, and mobile ordering opportunities for customers, according to The Associated Press.
To Creed, Pizza Hut serves as a prime example for opportunity to work on ‘easier’ rather than ‘better.’ Its competitor, Domino’s, had a 7.5 percent increase in sales following a growth of 5.4 percent in the previous year, attributing the growth to the convenience of online ordering and its mobile app. In contrast, Pizza Hut’s sales had a three percent decrease, following a two percent drop in 2013. According to Creed, Pizza Hut is often cited as a customer favorite, however customers are only willing to wait two minutes more for it.