Pizza Hut plans to buy online ordering software/service provider firm QuikOrder. The terms of the deal have not been announced yet, but it reportedly could be the Yum! Brands-owned pizza chain’s largest acquisition so far.
David Gibbs, CFO of Yum! Brands, said on Wednesday that acquiring QuikOrder can potentially bolster Pizza Hut’s growth. Yum’s other brands might also gain from the deal by getting access to QuikOrder’s data on consumers.
Data from QuikOrder could help Pizza Hut (and other brands of Yum) derive relevant insights into consumer preferences such as what they like to order or how often they use they the online platform to order – information that should come in handy for any restaurant/fast-food chain's marketing/sales strategies.
Earlier this year, Yum invested in a 3% stake in online food-ordering company Grubhub.