I read today that Pizza Hut has booked $1 million in sales in 3 months via it’s I Phone App.
But some perspective needs to be shed on this. First of all Pizza Hut is a $6 billion company. So the amount is very small. But that being said the key to success for Mobile is getting people to Adopt using mobile devices in ways that benefit your firm. So today Pizza Hut has a clear cut advantage over other pizza delivery companies because I Phone users can easily order from them on the way home from work, or while in transit to watch football at a friends house. That will change over time and eventually there will be applications that collate all delivery places including private one off local pizza places into one App so you can compare all prices and specials and make your decision. But until then Pizza Hut has an edge.
Now for the reality. Pizza Hut can not tell how much of the $1 million was added sales vs sales they would get anyway via traditional phone call or the internet. Obviously Mobile and Online reduce over head because a person does not have to answer the phone. But the fact is I will guarantee more than half the sales were sales they would of gained anyway. So the impact as of now is minimal for ROI, but huge in terms of being a trend setter and conditioning customers to order via their phone. This benefits not only Pizza Hut but the entire Mobile Ecosystem.
It is very important that firms and agencies relay proper measurements. Often in the news ‘success’ is touted without any data to back it up. They conveniently omit the number of people, or the true bottom line impact of their activities. While this is great PR investors should be wary of buying stock in companies that do great PR without the substance to back it up. In this case the jury is out, but we will give Pizza Hut some kudos on their efforts and progress!