Yum! | Company Profile, Marketing Contacts, Media Spend, Brands
YUM Brands operates or licenses various quick serve restaurants globally. These restaurants include Pizza Hut, KFC, and Taco Bell. The company is one of the largest quick-service restaurant chains in the world
|Main Telephone||01483 717 000|
|Main Fax||01483 717 152|
Yum! ContactsContacts (2)
|Monica P.||Marketing Manager, KFC - UK&I||Surrey|
Sample of Associated Brands
|Nick D.||General Manager, Taco Bell - UK & Europe||Surrey|
|Yum! - Corp||*|
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A look at Pizza Hut's CMO after one year: A struggle to win over millennials and a digital defici...
Subject: Millennials, Digital, Mobile, Branding, Video, Display, Sponsorship.
Company: Pizza Hut UK & Ireland, owned by Rutland Partners since 2012 but still trademarked and franchised by , also behind the delivery business in the UK.
Opportunity: Almost a year in, Pizza Hut UK & Ireland’s CMO Andrienne Berkes has pushed to balance its appeal to both Millennials and mainstream pizza customers for its delivery service with a “built-in movie projector on its pizza boxes.
But still, Pizza Hut fell off the top 100 most valuable brands list this year when Paypal, Mini, Moët & Chandon and Lenovo were added. The brand has had trouble in the UK since 2007 criticisms of high salt content led to an unhealthy brand image, not to mention several years of profit losses and soft results.
Even though the pizza brand has finally seen two straight years of after-tax profits and was able to open its first new locations since 2011 this year, Ms. Berkes still faces pressure to win over those 20-somethings. Maybe playing it safe between two broad audiences isn’t the way to go anymore.
With more focus in digital and advertising this year, particularly in the UK, agencies and media should reach out. Competition is rising in digital advertising, with mobile strategies and Pizza Hut could fall behind.
Upcoming Sale: Now that the end of the year is right around the corner, stay tuned for another shift in Pizza Hut’s dine-in ownership as Mr. Jens Hofma, CEO of the UK division, another sale may happen after Pizza Hut was sold to Rutland Partners in 2012. Rutland typically holds onto its investments for between three and five years, which is around time frame of Pizza Hut’s ownership, while the £60m refurbishment programme is showing sure signs of a turn around and ready for next steps.
Marketing Strategy: As Pizza Hut seeks to become more competitive, they’ve focused on attracting new Millennial customers with innovative products, while also providing loyal mainstream customers with their favourites. So, overall, expect even more product innovation, digital marketing, online delivery upgrades and investments in expansions regionally.
In Pizza Hut announced its marketing scheme to draw us back to its deep-dish goodness. To step out of its current humble positioning, the company revamped its menu, made over its design (reportedly a £500k endeavour) and installed cocktail bars in their flagship store on the Strand. It's sort of sexy, yes, but will it win over its target market of 20- to 30-something Londoners?
The new menu has chips, BBQ ribs and hard milkshakes; they are, however, keeping the pizza pie that won over Brits in 1973. Salad and ice cream bars will also stay put – for now, anyway. Depending on the public's response, other central London Pizza Hut locations will get makeovers as well.
Digital Breakdown: Relative to competitor McDonald’s and Papa Johns are the largest fast food advertisers out there right now.
Pizza Hut has upped its own digital game this year by running 86% more digital ads than during the same period last year.
Yet, this only makes it to 78 standard, 18 high impact and eight video ads. These have run with 766 publishers (1% mobile), with 32% running in-play (direct, as opposed to via programmatic).
Key publishers are fairly vague, but most ads have shown up on news, followed by sports, hobbies, entertainment and education publishers.
For both Domino’s and Pizza Hut, the start of the year seems to be a key period for ads, measuring up to Pizza Hut’s ‘Classic Crust' TV campaign that launched in April. Digital ads ran at their highest daily pace in February and March, similar to Domino’s.
Media Spend: Pizza Hut spent £1.23m last year, 82% more than 2013. Last year the brand increased TV and Cinema advertising.
Accounts on the Move: In Starcom MediaVest Group.
One Imperial Place, Elstree Way, Borehamwood, Hertfordshire, WD6 1JN, 020 8732 9000
Ms. Adrienne Berkes
Chief Marketing Officer at Pizza Hut UK & Ireland
Ms. Victoria Simson-Clarke
Ms. May Pan
Ms. Kathryn Austin
Head, Marketing and Human Resources