Pizza Hut has always looked to reinvent the concept of a restaurant as well as the menu. The locations themselves are split into several dining formats such as the traditional family restaurant, delivery locations, lunch buffets with all one can eat, red roofs with extended menus, and several others. As for new culinary experiments, the restaurant enjoyed huge popularity by introducing pizza with stuffed crust, a thin and crisp dough or a pizza as small strips that can be dipped in different sauces. The company has also delivered to space with a pizza specially developed as a space food which was eaten by Yuri Usachov. As of recently, the restaurant wants to entice Millennials through their new pair of smart shoes.
Pizza Hut wanted to come up with an innovative way to order food without restaurant visits, without calls, and without the need to connect to the online world. By stripping the ordering system of all traditional and modern methods, they managed to come up with something unique. Thus, their new product is a pair of smart shoes that are non-edible, but they can get you food through an unconventional way. They are called Pie Tops and come in white with red stripes, and the logo of the restaurant on the high tops. To order a delicious pizza, all sneaker owners have to do is pushing a button on the footwear.
However, the system is a little bit more complex than that, so the mistake of ordering pizza involuntarily is avoided. The owners of the smart shoes have also to download an app mobile. From there, people can set up their default order and change the requirements for the button push. Thus, a delivery won’t be processed until people give their consent to it on their phone application.
The company worked with the basketball player, Grant Hill, on a special 30-second commercial about the new concept. However, not everyone can get their hands on the new pair of sneakers. There are just 64 pairs available. The vice president of advertising and media at Pizza Hut, David Daniels, stated that the assets would head towards media and influencers to create awareness.
On the other hand, there will be several pairs left for customers too, but there’s no information on how the selection is going to work. The company hopes to revive its sales that decreased by 4% last quarter in the face of tough competition coming from Papa John and Domino.
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