After 25 years, Pizza Hut is to change its telephone number in a multi-million dollar move. The pizza franchise has held the 9481 1111 banner for a quarter of a decade. However it’s now changing to phone name 1300 PIZZA HUT, following in suit of rival pizza chain Dominos, who trade under the number 1300 DOMINOS.
Angela Richards, marketing director of Pizza Hut, confirmed that some franchisees were speculative about the change in the long standing number. "There was some concern. It is such a heritage item, but they understand what we will be able to do.”
Richards believes the change in number will work in the brand’s favour. "With a brand as strong as Pizza Hut's, enlisting a phone name will allow us to further capitalise on the strength of our brand name as well as providing a simple number for customers to remember.”
The fast food franchise formerly traded under three different telephone numbers, however having one national number will not only make it easier to remember, but will also enable customers to order via text message.
It is estimated that this change will cost Pizza Hut more than $2million, including marketing and changing the number on all boxes, flyers and delivery cars. "There is an element of cost, but in the longer term there are significant savings," said Richards.
The new number will be active from 9 December, but the old number will remain in use until calls dwindle. Richards claimed that Pizza Hut's decision to move to a phone name had not been influenced by Domino's decision earlier this year.
This article appears courtesy of Franchising Magazine Newsletter