Professional Documents
Culture Documents
Pizza hut is the largest pizza Restaurant Company in the world. It has
In India there are not much outlets, out of 10 86 countries India is one of
This report on pizza hut basically spins around how direct marketing is
marketing. This report gives an overview of the pizza industry including its
Followed by the overview is the history of pizza hut as in how pizza hut
started and where all it is present and what has been its progress till now.
Survival of the fittest has always been the punch line for all the
The strategies and the ways by which pizza hut goes about its direct
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National pizza month, celebration online and many other promotional
schemes.
PROMOTION.
To support the success of pizza hut and to identify its strengths and
weaknesses SWOT analysis has been done. To wind up the project the
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PROFILE OF THE COMPANY
Pizza hut is the largest pizza restaurant company in the world. It has 12000
outlets in 90 countries; employing more than 300000 people. Pizza Hut has
an aggressive expansion plan for India. It intends to have more than 1oo
outlets by the end of the year Pizza Hut has more than 12,500 units across
90 countries making it one of the largest pizza brands. Further, all new
functioning of the existing stores which are all franchisee owned. Hence,
oriented results
The data written below represent what Pizza hut is all about and gives a
No customers
No Pizzas
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The 5 secret principles:
Its all about you and all about customers i.e. customer creation and
customer retention through customer satisfaction, its all about team spirit,
TELEPHONE CALLS:
The employee are not allowed to make or receive personal telephone calls
THEIR TACTICS:
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"Whenever anybody thinks about pizza hut we want him or her to smile
world
They also have a bell outside each store which is to be rung by customers
CUSTOMER FOCUS:
BELIEF IN PEOPLE:
background.
RECOGNITION:
They find reasons to celebrate the achievements of others and fun doing it.
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They coach and support each other
ACCOUNTABILITY:
They do what they say they are accountable, they act like owners.
EXCELLENCE:
They take pride in their work and have a passion for excellence.
POSITIVE ENERGY:
They execute with positive energy and intensity. They hate bureaucracy
TEAM WORK:
C=Cleanliness
H=Hospitality
A=Accuracy of orders
M=Maintenance of facilities
P=Product quality
S=Speed of service
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"What influences a customer decision to a restaurant?
Food appeal=31%
Food experience=50%
Food value=13%
"HANDLING CUSTOMERS"
THEIR PASSION
Smiling Investors
Smiling Employees
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Smiling customers
RESEARCH METHODOLOGY
the framework or plan for a study that guides the collection and analysis of data.
The research design used for this project is exploratory in nature. The major
Sample Design
Target population
Sampling unit
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Data Collection
Primary Data
Secondary Data
Secondary data has been collected from the companys information brochure and
internet.
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OBJECTIVES OF STUDY
To study the working and functioning of PIZZA HUT in India and the world.
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SCOPE OF STUDY
The subject matter has been arranged in a Systematic manner, providing all the
Every effort has been taken by to make the Project report complete in itself.
This report has been prepared after an in - depth Study of the companys
main areas.
This report has been divided into sections and sub sections for a better
understanding.
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TYPE OF DATA COLLECTED
A) DATA COLLECTION
1) PRIMARY SOURCE
RETAILERS
CONSUMERS
DISTRIBUTORS
2) SECONDARY SOURCE
WEBSITES
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RESEARCH TACTICS
QUESTIONNAIRE
PIE DIAGRAM
BAR GRAPH
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OVERVIEW OF THE PIZZA INDUSTRY IN INDIA
INTRODUCTION
In India nowadays so many fast food joints are opened and people are
turning more towards the pizzas and they try to go to the best pizza parlor
There are many different companies, which have come up the major
PIZZA HUT
DOMINOS PIZZA
PIZZA CORNER
PIZZA HUT
Tricon global; restaurants which owns the Pizza hut Franchisee has become
very very popular in India in the Indian Pizza Market. The first Pizza
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Restaurant was opened in 1958 in Wichita, Kansas under the name Pizza
hut and features a variety of pizzas with different toppings as well as pasta,
salads, sandwiches and other food chains. For the last ten years Pizza hut
was named as the worlds best pizza chain in America and in India also it
has captures most of the market share. Pizza hut is the largest pizza
expansion plan for India. Pizza Hut will consolidate its presence in cities
Pizza Hut has more than 12000 units across 90 countries making it one of
the largest pizza brands. Further, all new outlets in India would be
stores, which are all franchisee, owned. Hence, the same arrangement will
we plan to have five stores by the end of the year they want to become the
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most preferred pizza brand by offering great tasting pizzas for all the usage
DOMINOS PIZZA
This company started in the year 1960, Tom Monaghan and Brother James
borrowed $500 to buy the store. Then in the year 1961 James traded half of
his business to Tom for a Volkswagen Beetle. Then in the year 1965 Tom
Monaghan became the sole owner of company, and renamed the business
"Domino's Pizza, Inc." In the year 1967 the first Domino's Pizza
The 200th Domino's store opened in the year 1978, then in the year 1980
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There are many outlets opened in India also and it is specializing in the
home delivery they have less of sitting arrangement and more of home
delivery.
leading private equity investment firm, together with management and others,
acquired a 93% stake in the Company, which was formerly owned by founder,
Domino's is the largest privately-held restaurant chain, and the eighth largest
of all restaurant chains in the world. Domino's Pizza offers Crunchy Thin
Crust, Ultimate Deep Dish and Classic Hand tossed pizzas with a number of
regional toppings. Side items include Domino's Bread Sticks, Double Cheesy
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franchise-owned stores in the United States and international markets. But
Domino's isn't just about delivering; it's also about giving back to the
that benefit the communities where our employees and customers work and
live .
initiatives and causes in its hometown while also participating in national programs
that align with our vision, guiding principles and strategic focus.
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HISTORY OF PIZZA HUT
Pizza huts story began with a small restaurant and two young brothers-
Dan and Frank Carney. In the year 1958 they were struck by inspiration
When they were setting up, they only had room for 25 seats- and the
restaurant sign only had space for nine letters. They wanted pizza in the
name, which left space for just 3 more letters. Because the building looked
Now Pizza hut is the largest pizza Restaurant Company in the world. It has
The first pizza hut restaurant was opened in 1958 in Wichita , Kansas
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By 1977 when Pizza hut was acquired by Pepsi co its US restaurant
system had grown to nearly 3200 units today Pizza hut is the largest
Pizza products as of year-end 1996 concept had grown to more than 12300
units.
For ten of the last 12 years, Pizza hut was named best pizza hut chain in
Consumer reports named Pizza hut as the best Pizza chain in America and
With every occasion Pizza hut adapts its ambience and decoration with
decorate their outlets with all national colors and logos etc, and on the
valentines day for example they take out their pizza in heart shape to
these things.
1977:
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Pizza Hut, Inc. stockholders overwhelmingly approve merger with
1979:
The Sicilian Pan Pizza is introduced. Units open in Kuwait and Abu Dhabi.
Pizza Hut raises $342,000 for Easter Seals from national promotion.
1980:
opens.
1982:
Management. Pizza Hut serves one and a half million pounds of pasta
annually.
1983:
throughout the system. Pizza Hut celebrates 25th anniversary. Pizza Hut
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1984:
1985:
1986:
1988:
Hut celebrates its 30th anniversary with a total of more than 6,000
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Private Initiative Citation to Pizza Hut President Art Gunther for the
1989:
The Pizza Hut Jobs Plus program expands nationwide to employ more
kind in the food service industry. Pizza Hut opens its 1,000th international
unit in Well and, Ontario, Canada. Pizza Hut now serves 54 countries.
Pizza Hut sells 9.1 million "Land before Time" puppets. When released to
the public, the movie enjoyed the largest opening ever for an animated
feature.
For the first time in history, Pizza Hut pizza is delivered to the White
House. First Lady Barbara Bush throws a party for 200 Washington, D.C.
1990:
Pizza Hut delivers more than 1,340,000 pizzas on Super Bowl Sunday,
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Kamran Atri, assistant manager in Lees berg, VA serves his way into the
Pizza Hut restaurant for 136 hours, donating $1,200 in tips to the Loudoun
More than 4,000 Jobs Plus employees work for Pizza Hut.
stores.
1992:
Pizza Hut sets up two mobile hot trailers in Florida City and Goulds, FL
after Hurricane Andrew wreaks havoc. Pizza Hut provides 120,000 free
meals to relief volunteers and those who lost their homes. Pizza boxes
1993:
Pizza Hut introduces BIGFOOT Pizza -- two square feet of pizza cut into
21 slices.
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Pizza Hut makes its fastest and farthest delivery: 600 large pepperoni
pizzas on a 24-hour flight from Dover Air Force Base to U.S. service
Pizza Hut leads the entire restaurant industry in growth and sets new
Pizza Hut signs contract with 30 hotel companies throughout the country to
1994:
Pizza Hut becomes the single largest retailer of basketballs in the United
States, selling 3.7 million balls during its NCAA Final Four promotion.
Pizza Hut opens 9,700 square foot Super Pizza Hut restaurant and
Pizza Hut in Beirut reopens after being closed during the Gulf War.
Soccer legend Pele kicks a ball through the door of Pizza Hut restaurant
1995:
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Pizza Hut launches the "You'll Love the Stuff were Made Of" campaign.
Pizza Hut launches Pizzeria Stuffed Crust Pizza, which immediately sets
Pizza Hut wins the 1995 "Choice of Chains" award for Best Pizza Chain
Pizza Hut the "Best Pizza Chain" ten of the last eleven years.
1997:
Pizza Hut launches "Totally New Pizzas" a quality initiative putting sliced, fresh
1998:
Pizza Hut launches "The Sicilian Pizza" a flavorful crust with garlic, basil
Pizza Hut launches "The Best Pizzas Under One Roof" campaign.
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1999:
Pizza hut launches The Big New Yorker Pizza. A 16 inch pizza with a
sweeter, savory sauce, 100% real cheese cut into 8 big foldable slices.
2000:
In July 2000, Pizza Hut became the first company in history to place its
2001:
Pizza Hut introduced Twisted Crust pizza - Twisted Crust pizza boasted a
Pizza.
Pizza Hut became the first company in history to deliver pizza to the
The creation and delivery of the worlds first space-consumable pizza was
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2002:
2003:
5oo restaurants are how open throughout the UK, employing over 20,000
people.
2004:
2005:
The 4 for ALL is launched. Over 600 restaurants now open in the UK
2006:
White bread sells their share of the joint venture to Yum! Brands Inc. Pizza Hut
UK Ltd is now 100% owned by Yum! Cheesy Bites is launched! 697 Restaurants
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PRODUCT PROFILE
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The most commonly sold food at the restaurants is the "Pan Pizza, which
usually comes in four different sizes including Personal Pan (which is an individual
serving), Small, Medium, and Large, although some stores have done away with
the small size. They come in a variety of toppings, including specialty" styles. Pan
Pizza has a thicker crust than most other commercially available pizzas. Unlike
most of Pizza Hut's competitors (such as Domino's deep dish or Papa John's
Perfect Pan), Pizza Hut does not charge extra For toppings.. In addition to the Pan
Pizza, Pizza Hut also sells "Stuffed Crust (with the outermost edge wrapped
traditional pizzeria crusts); "Thin 'N Crispy (a thin and crispy dough which
was the original crust); "Bigfoot", which is a two foot by one - foot square
cut pizza; and the Dippin' Strips pizza, which is similar to a Sicilian pizza
but is cut into small strips that can be into a number of sauces. Another is the
"Edge" Pizza.
Where the pizza is baked with no puffy crust, and the toppings reach nearly to the
edge of the pie. Pizza Hut has experimented with new products frequently. Less
successful ones have been discontinued. These include Chicago Dish Pizza and
Sicilian pizza; the Sicilian Pizza made a 2006 comeback as the Lasagnas Pizza.
Other products Pizza Hut has are the "P'zone", Pizza Hut's version of the
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Pizza Hut also has a number of side dishes including bread sticks, cheese sticks,
cinnamon sticks, mozzarella sticks, onion rings, hot and mild chicken wings,
boneless wings, chicken munchers, jalapeo poppers, and garlic bread. Depending
on the size, Pizza Huts also may offer pasta dinners such as Spaghetti and
often come with a side of garlic bread. Some Pizza Huts also serve lunch and
dinner buffets with numerous types of pizza, breadsticks and pastas, as well as a
bar. A new, upscale concept was unveiled in 2005, called Pizza Hut Italian
Bistro.
MARKET SHARE
The division of YUM! Brands operates the world's #1 pizza chain with more
Than 12,600 outlets in more than 90 countries worldwide. Part of the largest
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Yum! on expansion drive
Nine years after opening its first outlet in India, Yum! Restaurants is planning add
36 outlets this year to the 98 Pizza Huts and six Kentucky Fried Chicken KFC)
restaurants already operational across India. With this expansion drive (, Pizza Hut
outlets will spread across 33 cities; while KFC will open in Kolkata and Hyderabad
after having opened in Pune recently. Yum! Is also planning to expand into markets
like Sri Lanka, Mauritius and Bangladesh. At present the restaurant chain has 20
outlets in Sri Lanka, 15 in Mauritius and has opened the first one in
Bangladesh.
SALES FIGURE
Sales: $26.0M
Pizza Hut is the largest pizza purveyor in the world, with 12,583 total restaurants
billion in sales in 1996 Papa John's is considered the fastest growing franchise in
the USA, with 1,160 units generating 383 million in sales in 1996. Store
Guide.) Of 31,386 pizza franchise units in the United States, roughly 83 percent
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(24,381 stores) offer delivery, 91% offer takeout, and 51% offer dine-in
service.
Each year, thousands of people involved in the pizza industry attend Pizza Expo,
the world's largest pizza-only trade show. Pizza Expo is held each year in Las
Vegas, Nevada.
MARKETING STRATEGIES- 4 PS
Marketing is indeed an ancient art. It has been practiced in one form or the
other since the days of Adam and Eve. Its convergence as a management
fact, today most management thinkers and practitioners of the world, regard
every business.
competitive and has enable the company to keep a firm grip on the battle
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ground and fight competition and retain its market share and profits
PRODUCT STRATEGY
Pizza hut is a powerful and strong brand that is popular for making pizzas
and appetizers which has been of high standards and is approved by various
authorities.
out new and sturdy versions of product. It has proved as a backbone to the
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With the growing global competition, the keyword for industry lies within
CUSTOMER SATISFACTION.
A revolutionary twisted crust pizza: - the year 2002 saw pizza hut
introduce a new twisted crust pizza palat ke khao the catch line says
implying that the pizza crust is filled with cheese and tempts the customer
Pizza hut also offers special pizzas for occasions such as Diwali,
Heart shaped pizza. Special prizes & gifts are given to customers on
Christmas
The special veg. pizzas offered by Pizza hut during the Navratri week has
gained a lot of popularity .There is great demand for the family size pizza
7 special sauces which are made without garlic & onion during the Navrats
In addition to this there are various delicious verities of pizzas and fast
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Featured items
Now stuffed with even more delicious, melted cheese in the crust, making your last
Double Deep Pizzas are hand-crafted by loading the entire pizza with twice the
toppings of a medium pizza,. Choose from three great recipes: Supreme Deep,
SPECIALITIES
Has six kinds of meat: pepperoni, Italian sausage, ham, bacon, beef and pork
toppings.
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Fresh mushrooms, red onions, green peppers, tomatoes and black olives make this
a veggie-fan's favorite.
Our signature blends of pepperoni, beef and pork toppings, green peppers, red
SIGNATURE CRUSTS
Our pizzeria-style pizza is now made with a light flavorful new crust and more of
America's favorite thick-crust pizza -- crispy on the outside, soft and chewy on the
inside.
Now stuffed with even more delicious, melted cheese in the crust, making your last
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A not-too-thick, not-too-thin crust -- 16 inches of golden brown perfection.
PROMOTION
Pizza Hut is free home delivery of Pizzas. Pizza hut promises to deliver
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Direct marketing of Pizza hut is basically done after collecting the
Database, when they have the database then they do the following things
often people in their database call them. Those customers who are
number of times in a month are given preference over the others as far
Pizza hut takes a very special care for their regular and frequent
The customers names, which have been listed in the database and have
not ordered for a long time, are contacted personally to check on the
customers.
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On special occasions like diwali they offer schemes like free personal
1. Whenever a customers call up pizza hut the employees first ask if they
have ever ordered the pizza before if not then they ask for customer
2. Pizza hut manages it database very well. They keep verifying their data
Every Christmas their database cranks out a list of their best customers
DELIVERY
The research also revealed data that 37% of the people of Ahmadabad
prefer Jain meals (Jain food is not only vegetarian but devoid of roots and
bulbs like onions, garlic, ginger, potatoes.) Therefore keeping this in
mind, the restaurant will offer a choice of six Jain pizzas, Jain French
bread, baked fresh with special herbs and a pre-mixed peanut celery
pineapple salad.
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Pizza Hut has taken care to make special sauces which do not contain any
garlic or onion.
SWOT ANALYSIS
STRENGTHS
The way in which they do up their ambience, the atmosphere, the sitting
area, the way in which
They greet the customers and the way they sing and make everyone have
fun on occasions.
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Pizza hut was the first to start online pizza delivery in San Francisco,
which still hasnt been started by any of its competitors.
Variety is the main strength they possess. They offer pastas, spaghetti,
garlic bread etc.
When you call and order, they focus on cross selling and up selling i.e.:
suggesting new pasta dish to pizza lovers.
They build a training system that tracks user data and transfers it via the
Internet to document user skill set and needs analysis for any employee
that might need improvement.
WEAKNESSES:
Their variety as far as pastas and spaghetti are concerned are not much
as compared to pizza express and pizza corner.
The prices at pizza hut are comparatively more expensive than dominos.
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The pizza hut ad aaa she doesnt like pizzas has down rated their
salads just to prove their pizzas superior and they have shown that their
salads are not good, this is a major weakness in their Advertisement.
One of the weaknesses of pizza hut is lack of efficient cold chains in the
country. The company surmounted this problem, by reducing the
dependency on cold chains besides setting up its own infrastructure.
OPPORTUNITIES :
It could start on line delivery in India and other countries like it has
started in the U.S.
Mumbai is an important center, which has still not been tapped by pizza
hut. This city has a potential for 30 outlets.
To open an outlet in those areas where the competitors have opened, like
dominos in Agra etc.
THREATS:
Amul has come up with a 30 rupees pizza, which is a big threat to pizza
hut at least in the short run if not in the long run.
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Variety in pizza express and pizza corner as far as pastas, spaghettis etc.
are concerned is much much more, and this has been checked by us by
looking at their menu cards.
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People prefer pizzas to burgers, hotdog, sandwich or any other fast food.
BRAND AWARENESS
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Dominos is a good competitor.
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Pizza hut has to work harder to achieve the 1 position
and maintain that because it has got tough competition from dominos
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Pizzas arent considered healthy by majority people.
Pizza hut should consider making food varieties that are more
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As far as the ambience and hospitality is concerned, pizza hut and
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Dominos has a better stand where on time delivery is concerned.
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People prefer pizza Hut when it comes to offering more varieties and
BEST ATTIRE
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Pizza Hut should try and design some trendy, funkier clothes as dress code.
LIMITATIONS
adopted by them.
They were hesitant about giving details about their marketing strategies
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Personally contacting the employees was difficult, it involved
time.
satisfactory.
WE CAN CONCLUDE:-
Market for pizza is growing tremendously. Though pizza hut owns a good
SUGGESTIONS :-
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Pizza hut should improve on developing products for all age groups
Pizza hut should also concentrate on areas like appetizers. Dominos leads in
this segment.
They should use better known celebrities as brand ambassadors, who can
BIBLIOGRAPHY
BOOKS REFERRED:-
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MAGAZINES REFERRED:-
Business Today
Outlook
Business World
INTERNET SITES:-
www.google.com
www.answers.com
www.hovers.com
www.knowledgestorm.com
www.pizzhut.com
ANNEXURE
1) Name: -
3) Age:-.
4) Occupation:-..
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5) Income group :-
..10000-15000 15000-20000
a) Pizza c) sandwich
b) No
Q5. Whose ambience, hospitality do you find the most comforting and attractive?
b) Dominos
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Q6. Who has the fastest delivery on time?
b) Dominos
b) Pizza Hut
Q8. Which one has a better variety, offers a better range of products (both veg and
non veg)?
b) Pizza Hut
b) Pizza corner
b) Pizza hut
Q11. Do you have to wait for long after you place your order at pizza hut?
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a) yes, every time c) sometimes
b) no, never
a) Veg c) both
b) non veg
a) Beautiful c) Poor
b) average
Q14. Have you ever attended any party organized by pizza hut?
a) Yes
b) no
a) Excellent c) boring
b) Average
a) below 5 c) above 8
b) between 5 and 8
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