Casual dining group Pizza Hut is to introduce software designed to improve its profitability across pricing, marketing, operations, and investments.
The company has enlisted the software packages APT (Applied Predictive Technology) Test & Learn, and Menu Analyzer, to help it improve decision-making strategy using data. It has already introduced the software in some stores to optimise its menu and new remodelling plan, which has seen some of its London restaurants receive a "hipster makeover" incorporating new design alongside improved food and drinks menus.
Henry Birts, deputy managing director of Pizza Hut Restaurants, explained that the software would show the direct profit impact of changes such as restaurant décor, store layouts, and new menus.
The software is also intended to help the company enhance the guest experience, introduce new menu items, increase value for money, and build profitability and loyalty.
The new software package comes after Pizza Hut trialled a new approach to customer orders, which led to interactive menus that "read" customers' eye movements and within seconds can help to guess what they want to order.
Birts added: "We constantly need to innovate and drive value for our guests. By using APT's software, we are able to test ideas quickly and accurately, enabling us to make important business decisions with confidence."
Andy Platt, strategy director of Pizza Hut Restaurants, said: "The APT software suite will help us to understand which [menu] items build brand loyalty and how to best structure our value meals and bundled offerings."
Originally US-based, Pizza Hut first opened in the UK as a franchise in 1973, and now runs to more than 280 sites across England, Wales, and Scotland.
Cloud-based firm APT aims to enable companies to "harness Big Data", and allow them to accurately measure how their actions impact profit. Its global clients include companies such as Hilton, Coca-Cola, and Boots, while other UK casual dining companies to use the technology include Costa, Subway and Starbucks.