Fast-Food Chains Experiment With Takeout/Delivery Services Via Social Networks and IPhone Applications
CHICAGO (AdAge.com) -- A number of fast-food chains are reaching across the digital divide to get young consumers to order via Facebook or their iPhones. And they're building valuable databases of their customers in the process.
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Pizza Hut, which recently crossed the $1 billion benchmark in online sales, is launching a Facebook application that allows fans to place orders without leaving their profiles. Although online ordering isn't new -- the chain has offered it in some form since 2001 -- Bob Kraut, VP-marketing communications at Pizza Hut, said the bulk of that $1 billion in sales has come in the past 18 months. The chain is also launching text-ordering capabilities and e-gift cards, which can be purchased, exchanged and redeemed online.
Pizza Hut's not alone: A number of the nation's biggest fast-food chains are beginning to embrace text and iPhone ordering capabilities, at least as tests.