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While the majority of fast-food chains are making menu changes to add the latest and greatest creations (fiery chicken fries at Burger King, all-day breakfast at McDonald's) to their lineups, Pizza Hut has other plans to rise up in the ranks. Instead of focusing in higher quality, the company will focus on convenience.
According to the CEO of Yum Brands, Pizza Hut's parent company, Greg Creed, the days of trying to compete with a better product are gone. He compared his goals for the chain to those of the on-demand car service app Uber, saying "easy beats better."
This announcement comes as a surprise, especially after the restaurant just launched multiple intricate—if not outlandish—products like the pizza encircled with pigs-in-a-blanket and what quickly became known as a three-tiered "dresser for pizza and breadsticks." The company even turned its cardboard take-out box into a movie projector. That doesn't sound very simple to us.
However, the AP reports that prioritizing convenience could mean shorter wait times and adding mobile ordering services. At a recent presentation for Yum Brands' investors, Creed noted that Pizza Hut can benefit from making life easier for customers—in lieu of producing a better product—because people who prefer the chain's pies will only wait about two minutes more for them. Ironically, Pizza Hut delivers, on average, two minutes slower than its competitors.
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