All 1471 Pizza Hut stores in China officially started using iBeacon technology on September 3rd. Pizza Hut emphasizes innovation in its approach to providing not only food products and customer service, but also in how it runs its operations.
As a restaurant franchise that tries to break the traditional system of the restaurant businesses, Pizza Hut is leading the industry with iBeacon technology in digital marketing, and is making a change in the landscape of an industry influenced by a high-tech turnover.
Pizza Hut’s customers just need to turn on bluetooth on their mobile devices and open up the “Shake” feature on WeChat to get a chance to receive discounts or gifts such as free movie tickets or prizes. Customers can also easily view the menu by interacting with the iBeacon content, a feature which could challenge the place of the traditional paper menu in an industry where menus are already increasingly being replaced by tablets.
The use of beacon devices in Pizza Hut restaurants is designed to enhance customer experience. Pizza Hut commented, “The comprehensive use of iBeacon technology to create smart restaurants is intended to improve the customer experience and improve customer service, while also upgrading brand image to attract more customers.”
Pizza Hut belongs to the world’s largest restaurant company, Yum!, Brands, Inc. Yum! operates in more than 110 countries and regions and has over 35,000 restaurants. It owns some of the most recognized restaurant brands in the world, including Pizza Hut, KFC, Taco Bell, A&W, and Long John Silver’s, making it a leader in the food industry.