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Pizza Hut launches loyalty scheme to drive orders from app and web – and away from Deliveroo

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Pizza Hut is launching a loyalty programme in the UK for app and online customers as it looks to compete with the likes of Uber Eats and Deliveroo in the increasingly popular food delivery market.

Based on a simple ‘earn a slice’ for every £10 spent, the rewards are then split into three tiers: five slices earns a free side, seven a free medium pizza and 10 slices gets them a free large pizza. Once they have hit 10 slices the programme resets.

Hut Rewards is only available with delivery orders placed online or via the Pizza Hut app, which currently make up 80% of total orders and has seen the food company revamp its online and mobile sites to accommodate the new programme.

Pizza Hut wants to make Hut Rewards the “easiest and richest loyalty programme in the food delivery segment”, Stephan Croix, chief sales and brand officer at Pizza Hut Europe and UK, told Marketing Week. “Loyalty is super important, it’s probably at the heart of any retail driven business today across pretty much any industry you can think of. At Pizza Hut the online customer journey is really at the heart of our strategy.

“We have spent a lot of time simplifying and making it easier and faster for consumers to order a pizza online and for us the next stage was naturally to close the loop with the loyalty programme,” he says.

The loyalty programme is being rolled out across 400 locations in the UK and joins Canada and the US, where the programme has been successfully running for some months.

Image: Pizza Hut

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