The hosted exchange4media group Screening 2021 Last Friday on the topic ‘The next wave of mobile growth’. With mobile marketing taking center stage in the post-pandemic world, the importance of a seamless and user-friendly mobile app experience has grown exponentially. Similarly, the conference witnessed a fireside conversation about “Improve your mobile app experiences by putting customers at the heart of the product” or Vipul chawla – President – Pizza Hut International (Yum Brands) shared his ideas with the session president Nawal Ahuja, co-founder and director, exchange4media Group.

Opening the session, Ahuja asked Chawla about the main changes brought by technology at Pizza Hut and Yum Brands. Said Chawla: “The pandemic has, in many ways, been devastating for everyone, including our frontline staff, but it has also validated many trends that we have already seen coming, one of them. they are the use of digital in the way consumers interact with our brands. As of January of last year, Pizza Hut International had about 20% of its business online, last month 55% of our business is online. We have seen a huge change. We were able to come out of it stronger and the underlying reason was that we start with our people, we take care of our people and our customers and the business takes care of itself. “

According to Chawla, Covid-19 and all the circumstances have given leaders around the world the space of mind to think much more liberally about how they approach work. Further sharing the main takeaways as a leader, Chawla added, “The way we have worked has changed quite significantly and some of those changes are lasting. It has taught all of us in leadership roles a level of flexibility in the way we look at conventional work models. The future of work, the concept of hybrid work is now permanent. The level of empathy and understanding that we can work with in a different way and tone. We also assumed we need to be in the same space to collaborate, but now it can be done remotely and has more inclusive benefits. ”

While the pandemic has in many ways upended the way organizations operate and interact with consumers, ideally, fundamentals like the purpose of branding should be retained. Sharing ideas on what happens to the brand’s goal in events like these, Chawla shared, “What we do at Pizza Hut is we say ‘We love pizza and we want to share it. with the world ”. Whatever we do, we do it for the love of pizza. In recent months, we have seen various cases of inequality, whether in terms of incidents or in terms of access to resources. Therefore, at Pizza Hut, we asked ourselves what our goal could be. The simplest articulation of our goal is therefore to serve an equal share to everyone. The articulation and expression of this is that in the UK we are giving disadvantaged franchises of color the resources to enter our brand. In Sri Lanka we have stores where staff are of different capacities and these stores are the ones with the best operational measures. We now have similar stores in Delhi. Thus, “an equal share for everyone” is spreading all over the world. ”

Pizza Hut and Yum Brands believe in SOBO – Sales Overnight and Brand Overtime, where overnight sales are based on operating metrics while the brand’s overtime is built on purpose according to Vipul Chawla.

Commenting on the unlearn and relearn journey to a food tech brand, Chawla explained, “For years brand builders and marketers believed we had to improve the experience. What we have learned over the past five to ten years is that consumers around the world, with the emergence of technology, prefer the easy over the best, therefore, easy beats better. The reason behind this digital pivot for us is the fact that our biggest store is this cell phone in my hand and it’s our most democratic, federal store. The reason is that it provides ease and this is the biggest seismic change that has occurred. “

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