Daily Insights

Pizza Hut’s Digital Ploy

By: Alizah Asif Farooqi | Apr 17, 2019

Pizza Hut wants to burn rivals with a new app, “Deal Jacker,” which turns online deals from other brands (read: Domino’s) into cheaper ones for itself.  As competition in the fast food industry heats up, it’s clear that Pizza Hut is hungry for an edge. But will its latest initiative deliver?

Starting off with a few strikes at the typical uses of mobile phones, such as “boring” face filters and too many cat photos, Pizza Hut’s ad for Deal Jacker then goes on to depict a blurred out image of Domino’s deals. The augmented reality app then asks users to scan “You Know Who”‘s offers in order to transform them into even tastier deals on delivery. If the app doesn’t recognize a deal, Pizza Hut takes half off customers’ next purchase.

Pizza Hut and Domino’s rivalry is one of the cheesiest of all time. Domino’s has taken direct digs at Pizza Hut before, so it makes sense that the latter would want to retaliate. In fact, Domino’s just rolled out a promotion that promised users reward points upon scanning pictures of rival brand pizzas, including Pizza Hut’s, that’s still in effect until the end of April. Pizza Hut and Domino’s have often been pitted against each other, but because Pizza Hut’s new app asks users to scan for pizza in a similar fashion as Domino’s most recent move, things just got digital.

The pie peers have a history of being neck and neck on several platforms in the US according to Gartner L2’s Digital IQ Index: Restaurants. Digitally, Pizza Hut tasted disappointment as it fell from Genius to Gifted in Gartner L2’s rankings while Domino’s has only gotten hotter.  That said, because Deal Jacker makes its debut in the UK, it’s possible that Pizza Hut is waving the white flag in the US in favor of a fresh opportunity to become the favorite across the pond.