Ordering food just got a whole lot easier. In the near future, Pizza Hut will be introducing a new platform that allows customers to order food via Facebook Messenger or Twitter direct message. Conversable will be the technology powering this exciting new initiative, as they enable “transactions through conversations on messaging and voice interfaces”
“The general concept is just, there’s a lot of these new technologies and we’re just finding the ones we think will be most relevant to make it easier for customers to order,” says Pizza Hut’s Chief digital officer Baron Concors.
The new strategy makes sense, too. Nowadays, especially with the younger generation, people don’t necessarily like making phone calls or even spending any time on the phone at all. Everything is going digital and if you can make it easier and more appealing for customers to order food, then that will no doubt lead to a boom in sales.
“Today’s consumer would rather do almost anything than pick up the phone and call somebody,” says Concors. “We’ve found that there are four apps where people are spending the vast majority of their time: SMS or text, email, Facebook, and Twitter. Why not make it easy for people to order pizza through the experience they already interact with?”
For Pizza Hut, it’s all about making it as simple as possible for people to get what they want. With the new platform, customers will be able to chat directly with the company through Facebook and Twitter, with the system storing their orders for next time so that it remembers personal preferences.
“My wife gets a veggie loves pizza every time she orders from Pizza Hut, so why would we present her with a bunch of meat options?” asks Concors. “So, the next time she orders, she will be presented with items we know are relevant to her. Everyone has their favorite kind of pizza so with the new platform, they have the ability to re-order something in two or three clicks. I think that particularly in our business, the phone call has been the primary means of interaction. But people like to order on their own terms. With these new platforms, you don’t have the pressure of being on the phone with somebody. You don’t have to worry about being put on hold. People can take their time. Once they use it a couple of times, it becomes second nature.”
With 70% of their business now being digital, Pizza Hut is well aware of the changing habits of their customers. Research has shown that people are more comfortable making orders through digital means, and are more inclined to add more food to the order or increase it to a larger size if they’re not doing so through a human being.
Pizza Hut‘s new platform will officially launch in August, and with many other fast food chains also starting to offer up more and more digital ways for their customers to order, you can bet that this trend won’t be dying out anytime soon. In fact, at this point, it’s really just a question of when these restaurants will replace their human staff entirely.