Remixing the typical pizza menu

Hong Kong

Pizza Hut

Mini Plates for Mega Treat

Objective

How do we keep people excited about Pizza Hut’s regular menu items?

Solution

Pizza Hut created collectible mini plates of its eight most popular dishes. These mini plates doubled as digital coupons for free dishes and were exclusively for Pizza Hut members. This promotion was powered by the Pizza Hut app, promoted on the Pizza Hut Facebook page, and included a branded activation where users could sign up to be a Pizza Hut member and get a mini plate.

Results

12.2% YoY sales growth

61.8% Increase in
frequency of visits

29.2% Increase in
transaction value