It’s a digital world with social media platforms being so much more than just entertainment for consumers. It’s where they get their news, engage with brands and even where they can order pizza.
Pizza Hut is the latest quick-serve chain to jump on the social food ordering bandwagon. With the fall launch of the social ordering platform, “chatbot” pizza craving customers can order pies and other menu items through Twitter or Facebook messenger.
This service will be debuting at the 2016 Venturebeat MobileBeat Conference in San Francisco when Baron Concors, the chief digital officer at Pizza Hut will be given a demo of how to use the “chatbot.”
"The new Pizza Hut social ordering platform is another example of making it easy for our customer to order their favorites from Pizza Hut," said Concors in a press release. "We are constantly pursuing ways to simplify our ordering experience. This platform allows our consumers to quickly order or get information where they are already spending a great deal of their time."
The brand is emphasizing that Pizza Hut will be on call 24/7 on social to help their customers order, while answering questions in real time.
The pizza chain is incorporating this feature to offer another way to order online through platforms that users are already extremely comfortable using. Customers will be able to connect their Facebook messaging account to their Pizza Hut account, where most of their personal information will be pulled, reducing order times. The receipt and order confirmation of an order will be sent directly through the Facebook messenger and Twitter exchange.
"We are committed to servicing our customers in the most convenient way and meeting them in the channels they already prefer," said Concors. "This launch reinforces our goal of being the most customer-centered pizza company with an emphasis the simplification and personalization of our digital experience."
Protecting Customers’ Sensitive Information
Since guests will be sharing sensitive personal information to pay for the orders, it’s important that the payment exchange is done in a secure environment.
Chatbot is in collaboration with Conversable, a company that enables transactions through messaging and voice interfaces and protects the information transmitted via Twitter and Facebook.
"We could not be more excited to demo and launch this new Pizza Hut social ordering experience," said Ben Lamm, CEO and Co-Founder, Conversable in a press release. "Giving instant, conversational access to Pizza Hut lovers in all social channels is pretty amazing and powerful. By enabling those customers to find deals and reorder their favorites all without leaving their messaging channels versus stopping what they are doing and going to download an app is incredibly seamless."
Ordering Pizza via Social Will Become the Norm
With competitors like Domino's allowing guests to order on social, it was time for Pizza Hut to offer a similar service. It’s all a matter of time until other restaurant brands offer this feature.
Domino’s Pizza launched a social campaign last year on Twitter where their customers could tweet a pizza emoji and the brand would immediately be prompted to start their order. It was a clever move because each pizza tweet was a shout-out to the brand that they could share and encourage others to do same. So, this cultivates more engagement.
Also, the users have to be following the brand and the brand have to be following the customer to continue the ordering process. So the brand can interact with a customer, while gaining a follower and showcasing the exchange for the rest of their audience.