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The Associated Press reports that Yum Brands CEO Greg Creed believes that the future of his company's three major fast food brands - KFC, Taco Bell, and, especially, Pizza Hut - will be built around speed and convenience, not product quality. Creed says that "there was a time when the way to beat the competition was to have a better product. He now believes that convenience trumps quality, and that 'nothing beats making better easy'."

In fact, the company has reduced this into a kind of mission statement, that "easy beats better."

The story goes on to say that "with Pizza Hut in particular, Creed said the chain hasn't paid as much attention to making life easier for customers as it focused on being 'better.' Yum notes the chain's sales have flagged even as Pizza Hut is often cited as a favorite among consumers. It turns out people who prefer the chain's pizzas are only willing to wait about two minutes more for it, Creed said. Yet Pizza Hut takes more than two minutes longer to deliver than its competitors."

Creed also has chosen a company from another industry on which to model Pizza Hut - Uber. "If you think about the Uber experience, it's easy to use, it's easy to pay, it's very easy to track," he says.
KC's View:
If your quality is mediocre, it strikes me as a pretty good decision to say that what you are going to focus on is getting your delivery folks to drive faster.

I suppose that if Pizza Hut believed that its quality sucked, they'd be pushing for drones.

I think speed is important, but I cannot remember a time when we ever tasted a pizza - or or anything else, for that matter - and we said, "That's not every good, but at least it got here fast."

It is like last Saturday's "SNL" skit with Will Ferrell returning as George W. Bush, offering commentary about the various GOP presidential candidates, saying about Jeb Bush's campaign poster saying "JEB!", "Look, I don't like the taste of broccoli, but it doesn't get any tastier if you call it 'broccoli!"

I think this is a misguided strategic decision by Pizza Hut.

The irony, of course, is that until a few weeks ago I would have pointed to Chipotle as a prime example of how quality matters now more than ever ... but that argument isn;t quite as compelling these days.