March 4, 2004, 12:00 AM

1-click ordering boosts sales at PizzaHut.com

Pizza Hut is seeing an increase in online orders from customers who prefer the speed of one-click ordering to the frequent experience of waiting on hold to place a phone order.

Pizza Hut Inc.’s PizzaHut.com is seeing an increase in orders from customers who prefer the speed of one-click online ordering to the frequent experience of waiting on hold to place a phone order, Kelly Rader, manager of Internet ordering, tells Internet Retailer. The web is particularly helpful in smoothing out peak ordering periods on weekends, she adds.

“We do a great part of business in a short period of time, so online ordering is very helpful,” Rader says, adding that it’s difficult for restaurant personnel to keep up with phone orders during peak periods. An increasing number of customers, she says, will hang up a phone order while on hold and listening to a message about the option of ordering online.

Pizza Hut has improved its online customers’ ordering experience by providing them options for faster site visits, Rader says. Since many customers choose the same variety of pizza each time they order, they now have the option of using the single-click “Repeat Last Order” feature, which stores the details of their prior order including address and payment option. Pizza Hut relies on Chicago-based site development firm QuikOrder Inc. for its web site improvements.

Customers have responded to the faster ordering feature with more frequent visits and positive feedback, Rader says. “We’ve received a number of unsolicited comments from customers who say they order more online now because it’s easier and faster,” she says, adding that most feedback comes through an open-text form on PizzaHut.com.

Although Pizza Hut doesn’t reveal its online sales figures, Rader says web orders are growing better than expected. “We’re very happy with our online sales,” she says.

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