Pizza Hut launched a mobile optimised version of its UK website this week, making it easier for customers to place an order for delivery or collection on their smartphone.
It’s a useful upgrade to the site but the brand is still miles behind competitor Domino’s Pizza, which currently achieves 13% of all digital sales through mobile devices.
While rival Domino’s has generated over £10m in sales in the past year with its iPhone app alone, it has taken a long time for Pizza Hut to go mobile in the UK.
In the US, the brand was well ahead of the curve with mobile, yet in this country Pizza Hut has had no mobile offering at all.
I tested the mobile site on an Android smartphone to see if it was worth the wait...
Though Pizza Hut has optimised the delivery section of its website, if you Google the brand and enter on the homepage then you are initially presented with a desktop site.
This is probably where a majority of visitors will enter the site, so it seems likely that a lot of potential customers will be put off by the fact that it isn’t mobile optimised.
When you search for your postcode in the delivery section you are linked to the mobile site, but you then have to search again to actually see any results.
Despite these initial frustrations, the search results are clearly laid out giving you the five outlets closest to your location.
The restaurant pages are also well designed, containing an interactive map, address, opening times and details of delivery charges.
The large call-to-action is prominently positioned near the top of the screen making it easy to start the order process.
Ordering a delivery
The restaurant pages give you options to order a delivery or collection, or call the outlet.
Deliveries can be scheduled up to three days in advance and details of delivery charges and minimum order values are detailed at the beginning of the process.
Product options are displayed using large icons and big green CTAs making it easy to navigate and select the items you want.
Once you have chosen your pizza it allows you to use a guest checkout rather than forcing registration. Reducing the amount of barriers to purchase is vital on mobile as users tend to be impatient, so offering guest checkout is a good way to limit the risk of basket abandonment.
To place an order you only need to enter your name, email and phone number, then it searches for your home address using a postcode lookup tool. Customers can then enter any delivery instructions they have for the driver.
You can choose to pay by cash on delivery if the order is under £20, otherwise you need to enter credit card details.
Overall, Pizza Hut’s new delivery site is very easy to use and it only takes a few minutes to complete an order.
The large icons and CTAs make navigation and product selection simple on a mobile screen, and the purchase journey is kept as brief as possible by allowing guest checkout and using a postcode lookup tool.
It is a vast improvement on trying to navigate the desktop site on a mobile screen and should help Pizza Hut gain some additional sales.
That said, I do think the landing page is still an issue and is something that Pizza Hut should look to address so people don’t abandon their order without realising that parts of the site are mobile optimised.