Canadian Pizza Magazine

Pizza Hut dumps Australian phone number


Features Business and Operations Marketing

Dec. 9, 2008, Australia–After 25 years, Pizza Hut
is changing its Australian telephone number in a multi-million dollar move. The
pizza franchise has held the 9481 1111 banner for a quarter of a decade.
However it’s now changing to phone name 1300 PIZZA HUT, following in suit of
rival pizza chain Domino’s, who trade under the number 1300 DOMINOS.

Angela Richards, marketing director of Pizza Hut, confirmed
that some franchisees were speculative about the change in the long standing
number. "There was some concern. It is such a heritage item, but they
understand what we will be able to do.”

Richards believes the change in number will work in the
brand’s favour. "With a brand as strong as Pizza Hut's, enlisting a phone
name will allow us to further capitalize on the strength of our brand name as
well as providing a simple number for customers to remember.”

Pizza Hut formerly traded under three different telephone
numbers, however having one national number will not only make it easier to
remember, but will also enable customers to order via text message.

It is estimated that this change will cost Pizza Hut more
than $2 million AUD, including marketing and changing the number on all boxes,
flyers and delivery cars. "There is an element of cost, but in the longer
term there are significant savings," said Richards.

The new number will be active from Dec. 9, but the old
number will remain in use until calls dwindle. Richards claimed that Pizza
Hut's decision to move to a phone name had not been influenced by Domino's
decision earlier this year.

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