With over 100,000 apps available for the iPhone, it’s no longer a surprise when you hear the phrase, “There’s an app for that!?!”. Sure, games will always chew up most of the real estate on the top paid app charts, but we’re finding more and more companies who are utilizing apps as a way to build brand loyalty. Starbucks, Kraft , Walmart and even Gucci can be found in the App Store. While many of these apps allow you to browse through their catalog, find the closest store located near you etc., Pizza Hut’s in-app ordering functionality has helped the food giant rake in more than $1 million in sales in just 3 months.
Like many companies who previously made use of WAP mobile sites to help drive and promote their brand, Bernard Acoca, senior director of digital marketing at Pizza Hut, has told Mobile Marketer that the iPhone app platform can offer so much more:
“Overall we’re tremendously excited with the momentum the app has and the attention it’s received—it is featured in Apple’s recent television commercial campaign, which is any app developer’s dream scenario.
“We always saw a steady level of growth with our mobile business via our WAP site, but to be candid it wasn’t the explosive level of growth we’ve seen with the iPhone app. IPhone applications capture consumers’ imagination in a way that WAP sites simply can’t do, so the decision to expand to the iPhone was as good one for us.”
Utilizing many of the iDevice’s features, users of the Pizza Hut app are able to pinch ‘n zoom and drag ‘n drop their way in creating their very own virtual pizza – all of which of course can be ordered right from within the app (with a 20% discount offered to boot). Did I mention you can even play the included ‘Hut Racer’ mini game while you wait for your order to arrive?
With the success of Pizza Hut’s app that is instrumental in boosting sales figures and building brand loyalty at the same time, don’t be surprised to see other large companies playing catch up and offering apps with similar functionalities. Anyone up for some pizza?
imc2 LLC, Pizza Hut, FREE, 20.1 MB