Popular pizza chain gives consumers the ability to track their pizza from restaurant to door.
Pizza Hut is introducing an Uber-like app that allows users to track their delivery driver.
The pizza brand is testing out the new feature, dubbed Pizza Hut Nav, in the Dallas-Ft.Worth area, allowing customers to track their delivery drivers en route on a map until the product arrives at their doorstep.
Pizza Hut’s new program may be a tactic to hone in on Dominos' wild success with delivery. Consumers –especially Millennials –demand accessibility, transparency and instant information, so fast food chains are aiming to deliver on those areas.
"Millennials and Gen Z are so completely comfortable with the instant info-sharing of text, Twitter, Instagram and Snapchat that it is inconceivable to them that delivery info is not built in to any system they use," Christopher Muller, professor of hospitality at Boston University, told USA Today. "It's less about total transparency than it is about expected technology — not doing this makes a process appear very dated."
Pizza Hut has already tested the Uber-like delivery option in parts of Russia and Israel. After the brand’s three-month test period in Dallas, executives hope to roll it out nationally.
"They've [Uber} not just disrupted the transportation industry — they've disrupted commerce," said Baron Concors, global chief digital officer at Pizza Hut. "This is what consumers want: 100 percent transparency about where their order is."
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