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CONTENTS EXECUTIVE SUMMARY RESEARCH 2 O B J E C T I V E S 3
COMPETITIVE LANDSCAPE
3
PRIMARY RESEARCH
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TA R G E T S U M M A R Y
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S W O T A N A LY S I S
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BIG IDEA
C R E AT I V E
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“ U N L E AS H T H E P I ZZO N A L I T I ES ”
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“ W H AT ’ S Y O U R P I Z Z O N A L I T Y ? ”
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T H E P I Z ZO N A L I T Y C O M M OT I O N
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H U T S R E WA R D S S Y S T E M
MEDIA
2 2 S T R AT E G Y
23 PLAN
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SCHEDULE & BUDGET
C A M P A I G N E VA L U AT I O N C I TAT I O N S
OVERVIEW Among the fast-food pizza restaurants Pizza Hut is the iconic global brand, delivering more pizzas than any other restaurant in the world. They have been the true innovator, from the introduction of multiple styles of pizza crust to having been the first pizza ever ordered online. Since then, the digital world has grown at a rapid pace and the popularity of ordering pizza via digital devices has exploded. Couple that with the Millennials growing purchasing power and their comfort with new tech and this provides a powerful opportunity for Pizza Hut. Although Pizza Hut dominates the quick-serve pizza market in the U.S., when it comes to online and mobile orders, they are underperforming compared to their competitors. Pizza Hut wants to change this. We approached this challenge from an angle that optimizes engagement and loyalty. Our solution combines Pizza Hut's digital ordering platforms with experiences that are social and shareable. We believe that by evolving the ordering experience to align with the way Millennials use their devices, we will create an unshakeable brand preference.
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RESEARCH OBJECTIVES • THE CHALLENGE •
Our challenge is to create an enhanced perception of Pizza Hut’s digital ordering platforms and increase their online sales. We need to create a multi-platform digital campaign that will develop a strong preference among Millennials without excluding current customers. The end game is to position Pizza Hut as the top choice for digital ordering. We began to tackle this mission by: • Better understanding of our target market and their perception of the Pizza Hut brand. • Gain further insight on our target market’s mobile ordering experiences and habits. And most importantly, why aren’t Millennials ordering Pizza Hut digitally?
• T H E TA R G E T • Millennials habitually share experiences via their mobile devices. Although they all take part in similar online purchasing habits, Millennials are a very diverse group of individuals at different stages in their lives. Knowing this, we needed to dig deeper into how they interact with technology and what motivates them to engage with a brand and ultimately order online.
• PIZZA HUT AND MILLENNIALS • When it comes to Pizza Hut, our target feels a sense of nostalgia. They remember visiting Pizza Hut after sport or school events with their friends and family. But that was a long time ago, and their relationship with brands has drastically changed. Now they are the most digitally connected generation in human history. Despite Pizza Hut’s hold on their nostalgic feelings, Millennials relationship with the brand is not blossoming beyond their childhood. Digitally, they are moving on to the competition. We needed to uncover why.
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COMPETITIVE LANDSCAPE
PRIMARY RESEARCH
$1,990.02M Gross Revenue
• • •
Positioned as the top delivery service between pizza restaurants. Leading online and mobile ordering pizza business. Effective supply chain maintains quality of Domino’s products.
• M I N D OV E R P I ZZ A •
$1,602.22M Gross Revenue
• • • •
Positioned as the highest quality pizza. Outstanding training program produces skilled employees. Operates a unique commissary system, which is central to reducing labor costs and waste. Offers their members rewards on every purchase that are redeemable for free pizza.
We conducted a blind taste test to find out. For our experiment, the blindfolded participants were given a small slice from the top three - Pizza Hut, Domino’s & Papa Johns. They were asked to rank the slices on the following attributes; which pizza was the cheesiest, the sauciest, the greasiest, had the best tasting crust, the best texture, and which was their overall favorite.
$206.00M Gross Revenue
• • •
HOT-N-READY gives customers the option to buy readymade pizza without calling ahead. Strong PR efforts differentiate Little Caesar’s from other pizza franchises. Menu offerings are low priced, while maintaining the quality of the food. Source: Hoovers, 2015
Our research shows that when it comes to taste, Millennials perceptions about Pizza Hut are not very strong. They communicated that the pizza was too greasy, not healthy and lacked a distinctive taste. They considered Papa’s Johns to be of better quality and Domino’s to be tastier. But - is this perception the reality?
The results were interesting - although Domino’s was the clear favorite in every positive category, 60% also considered it to be the greasiest - a main complaint about Pizza Hut. Pizza Hut came in second scoring equally with Domino’s on sauce and scoring strongly on crust and texture. Papa Johns was a clear third. When told which pizza slice was which, many of the participants were surprised to discover who they favored, claiming they always order from different pizza joint. Conclusion: What Millennials think about Pizza Hut does not align with what their taste buds say. What other perceptions can we challenge?.
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FOCUS GROUPS AND SURVEYS
MILLENNIALS LOVE PIZZA What are Millennial’s attitudes toward ordering pizza? • They appreciate the option to customize their pizza order • The tend to order pizza in large groups and end up fighting for the last slice • They care less about the type of pizza when ordered in large settings
PIZZA HUT AND MILLENNIALS How do Millennials perceive the Pizza Hut brand? • Pizza Hut does not have a clear place in their minds • Pizza Hut’s stuffed crust and the great variety of meals and toppings helps them stand out. • They feel Pizza Hut has not adapted successfully to new technologies • They feel that Pizza Hut’s digital platforms are not user-friendly
THE PIZZA HUT APP EXPERIENCE What do Millennial’s think of the Pizza Hut app? • They were unaware of the existence of Pizza Hut app • They felt it was average, lacking personality and too corporate • They said that more positive ratings would increase their confidence in the app • They felt discounts and exclusive deals would motivate them to use it • They do not feel that the current app is better than the competitors
1 EXPERIMENT 3 FOCUS GROUPS 1300 SURVEYS
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T
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MOST RACIA HE VERSE GE LLY A T NER ND E DI AT AR ALLY IO EY NIC N H H T
14% African American
5% Asian
19% Hispanic
LS ARE ENGAGE NIA D N LE IGITAL ACTIVITIES IL D DA M TH I ILY W
91% Use social media
L MOMS DO NIA HEIR SMA N’T L N RTP EA TT LE HO VE IL HOU M IT NE W S
ME O H
62% Use networking sites
There are approximately 80 million Millennials in the U.S. and they hold the largest purchasing power ($170 billion purchases a year) Source: Nielsen, 2014
56% Share photos
30%
42% Watch short videos
48% Search for parenting advice
%03
36% Stream music
30% Stream movies or TV shows
Source: Babycenter, 2014
6 64% of Millennials invest in brands with loyalty programs
PS
SOC IAL ME MIL D
ABSORBED ARE ON THE BY S IR M LLY AL OB NI ECIA ILE N P E S AP L E IA
77% Facebook
43% Instagram
30%
33% Snapchat
44% are willing to promote products or services through social media in exchange for rewards
S IT COMPLETELY DIF USE T FE N E RE M G NT E S
. LY
86% of Millennial moms use Facebook daily
BU T
EA CH
24% Stream music
50% of Millennials say they are more likely to buy from a brand that supports a cause
60% of younger Millennials, ages 18 to 24, use Snapchat and Instagram to keep them engaged with news and trending topics
30%
51% of older Millennials, ages 25-34, use social media to network (LinkedIn) and reconnect with old friends (Facebook) Sources: Global Web Index, 2014; Nielsen, 2014; Moonsylvania, 2015
%03
40% of Millennials are willing to pay extra for a brand that reflects the image they wish to convey about themselves
53%
Value brand experiences that fit their personality
66%
Are interested in using mobile payment technology
74%
Claim new technology simplifies their lives
87%
Ages 18 to 27 are more likely to have a median income of $25K
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TARGET SUMMARY When it comes to ordering pizza, our target segments prefer convenience and discounts over quality. Most importantly, loyalty to a brand has to be earned. When interacting with a brand they value authentic, unique experiences. Additionally, they seek personalized and engaging content that
WILL, 26
is easily shared via their mobile devices. Smart phones in particular, help them express who they are within their shared community. The most popular reasons for content sharing is to create a positive impact, to make their friends laugh and to inform them about something they want them to know.
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THE COLLEGE STUDENT
T H E YO U N G P R O F E S S I O N A L
• Will is a business analyst for a large company and is always working overtime. Every Wednesday after work he hosts a “guys night” at his apartment to alleviate the stress from work. After a couple of craft beers, Will and his buddies crave food and want it fast. Since he uses his Xbox for streaming just about everything, he finds it convenient to order straight from the app.
“When ordering, I look for the ease of payment and customizability of my order.”
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THE MILLENIAL MOM
• Sofie is a full-time undergraduate student with ambitions to go to law school. On her free time she likes to socialize and organize activities for her sorority. Because of her busy schedule, she ends up cramming for an exam with her sisters. During a break, Sofie scrolls through her Instagram and Facebook feed, and sees a ton of delicious food. She caves and tells the girls she’s ordering a pizza. She uses her mobile app because it’s fast and does not distract her from her task at hand.
Erica is a working mother with a four year old boy. She enjoys connecting with communities of other moms on Facebook by sharing tips on DIY projects, recipes and local deals. Every Sunday, Erica and her friends get together and have a playdate with their kids. Occasionally they end up ordering pizza because it’s the kids’ favorite and Erica likes collecting points to redeem for prizes and deals. She prefers user-friendly apps that make her life easier.
“Apps are engaging and fun, especially when I can track my order!”
“The app is crucial when I’m ordering a variety of different pizzas in a large social setting.”
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Innovative and interactive technologies available for market, promotion and engagement
Pizza Hut is the leading pizza chain Most numerous pizza ordering platforms Most diverse menu offerings
Lack of a strong online presence Behind-the-curve implementation of technologies in comparison to their competitors Lack of strong positioning in the minds of Millennial consumers
Millennials look for digital experiences that simplify their lives with user-friendly technologies Rewards programs and deals have increasingly been capturing Millennials’ loyalty Frozen pre-made pizza for grocery and convenience stores
Popularity of “Mom and Pop� pizza restaurants continues to capture the interest of Millennials Health trends continue to grow and MIllennials may look for healthier meal options Government can require additional nutritional guidelines
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INSIGHTS • THE EXPERIENCE •
• O R D E R I N G = P L AY •
For Millennials, pizza is not a strong differentiator. Brand Experience is. By analyzing their preferences when it comes to ordering digitally, we found that Pizza Hut needed to focus on the user experience in order to differentiate themselves from their competitors.
We see that there is a huge gap between how Millennials use their smart phones on a daily basis and the experience they are having while ordering pizza. Ordering can be more than functional, it can be fun.
BIG IDEA
ORDERING PIZZA SHOULD BE A SOCIAL AND REWARDING EXPERIENCE HOW • UNLEASH THE PIZZONALITIES • What is a Pizzonality? A Pizzonality is a pizza-eating Millennial segment and each one orders pizza for their own reasons. Millennials are a diverse group and we can inspire them by capitalizing on how beautifully different they are. Through each Pizzonality we will show Millennials how pizza is part of our lives. We order it when we spend time together, to celebrate the small and big moments, take a break from our busy schedules and for dozens of other hunger-driven situations. Pizza Hut wants to be part of your story, as you share it across social media - and the more you share the more you will be rewarded.
CREATIVE UNLEASH THE PIZZONALITIES
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Millennial Mom #SupremeJenny Full-time mom with a full-time job that enjoys sharing tips with other young moms in her community
Brogrammers #MeatloverMike He is a self motivator, workaholic, and a weekend warrior
Boss Babe #SpicySam She is a wildly ambitious, aggressive, in charge and gets things done
Culinary Explorer #HawaiianFrank He’s an Asian adventureseeking foodie who studies global culture
Millennial Martha #VeggieVicky She’s a Hispanic blogger who enjoys DIY projects, humanitarianism, fashion trends, gossip, and celebrities
Nostalgics #BBQVince He’s an African American that seeks comfort in nostalgia and has a fascination with old school hobbies, brands, games, and approaches to personal grooming
The Underdog #PepperoniRon He is a coupon-cutting, recent graduate with ambitions to succeed in his career
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• VIDEO SPOTS • Millennials are steering away from cable services and moving towards streaming via Hulu and Youtube. Using contextual and affinity targeting we aim to get in front of them in places where they want to be entertained by the stories of our Pizzonalities and various promotional events.
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• INTERNET RADIO • In addition to streaming TV and video, Millennials are also big music streamers. For this reason, we will feature our spots through Pandora and Spotify. On these platforms, we will give listeners the option to watch the commercial in exchange for 30 minutes of ad-free music.
• PIZZONALITIES MINI SERIES • We will also produce a Pizza Hut sponsored YouTube channel for our Pizzonalities where they will share their adventures - a world where life is made simpler through the power of pizza. As they post about lifehacks, music, friends, and loves, viewers will be encouraged to follow their favorite Pizzonalities through it all.
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WHAT’S YOUR PIZZONALITY?
• WEBSITE + EMAIL MARKETING • We added new features to Pizza Hut’s website to give our customers a better ordering experience. Features include saved preferences, access to the Hut’s Rewards Program, geolocation (mobile app only), new payment options (PayPal and Visa Checkout) and split payments. We went a step further and added real-time tracking, which will allows customers to know the exact location of their pizza. On Pizza Hut’s website customers will be encouraged to create their profiles, take the “What’s Your Pizzonality?” quiz, and sign up for the newsletter to receive offers and special discounts. Micro-targeted content will be created that appeals to their unique Pizzonality. Through these methods, Pizza Hut will go beyond being the top variety option for pizza to actually becoming a brand that fits their customers’ lifestyles.
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• FA C E B O O K • FB is the Millennials home page. Facebook is where they make plans to hang out with friends and tell the world where they are and who they’re with. Because they are constantly swiping through their news feed, we will run our BuzzFeed “What’s your Pizzonality?” quiz as a sponsored post encouraging users to discover their Pizzonality and download the PIzza Hut app.
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• OUTDOOR • Millennials don’t like to wait. Unless there’s a fun quiz to keep them busy. The Bus Shelter App will be placed in the top eight Millennial cities. Users will be able to take the Pizzonality Quiz, watch the YouTube Channel and comment on videos. Sharing is encouraged.
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• MOBILE APP • We made the app compatible with the new website features - and went a little further. Introducing the one step “Double-Tap” feature. Customers can give us feedback so we can continue to improve and innovate - they can rate their experience in exchange for Hut rewards.
Double Tap Option
New Payment Methods
Order Confirmation
Real'Time Tracking
Rate your delivery
Saved Profiles
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• S M A R T WAT C H • As an extension of our target’s tech-savvy lifestyle, we created a smartwatch app in order to allow customers to get their Pizza Hut pizza through the double-tap process - straight from their wrist.
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THE PIZZONALITY COMMOTION
• EXPERIENTIAL • Millennial’s are notoriously hard to reach. If a brand wants to connect with this generation, a twoway face-to-face interaction is a must. Enter experiential Marketing - immersing the consumer into a brand through the senses. One must create a one-of-a-kind experience that Millennials will share across social media through photos, video and messages.
• P E R S O N A L A S S I S TA N T I N T E G R AT I O N • In addition, we will bring the same idea behind the app's double tap feature and integrate it with the mobile personal assistants, such as Siri, Cortana and Google now. Through them, customer will be able to place their orders via voice order, without the need of opening the app or website.
According to a recent study, 76% of young Millennials say that attending an event would improve their perception of a brand. Seventy four percent say participating in a live marketing experience is something they would tell others about.
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• I Z Z A PA R T Y ! • Throughout the six months of the campaign, we will give our followers reasons to celebrate. Once a month, we will have Pizza Hut “Izza Party” buses parked in 6 Millennial-packed cities in the US. The parties will be exciting block celebrations featuring our Pizzonalities, food, games and entertainment. All will be captured on Snapchat and Instagram using the hashtag #IzzaParty.
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HUTS REWARD SYSTEM
• THE HUT HUNTER • Millennials seek exceptional mobile experiences, especially those that are entertaining, rewarding and shareable. Research shows that 60% of Millennials spend 12 hours a week gaming - add pizza rewards and who knows what will happen? Our “Hut Hunter” game serves as the perfect opportunity to challenge their hand-eye coordination and their need to earn free pizza. The game consists of a mobile side-scroller infinite runner, where the player controls an avatar based off his or her "Pizzonality." They try to collect as many "Huts" they can within an allotted time period per level. As they collect more Huts, they begin to unlock Pizza Hut rewards. The Hut will send in-app notifications of prizes such as avatar accessories, discounts, and mystery items. Scores and achievements will be shareable on Facebook so they can tell all their friends that they rule the Hut.
• K I I P R E WA R D S • Did we say that Millennials like to be rewarded? Millennials invest in brands that celebrate them and connect with them on a personal level. Using moments targeting through Kiip, we will increase brand perception by connecting with customers emotionally, rewarding them when they achieve gaming goals on the Hut Hunter.
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• G I V I N G B AC K TO T H E F U T U R E • No campaign is complete without creating an opportunity to give back. We present the “Giving Back To The Future” drawing! The Grand Prize? Pizza Hut will wipe out the college debt of five lucky winners! The remaining proceeds will go to Pizza Hut's existing BOOK IT program. From October 1st through the 20th, we will give away the iconic Back To The Future solar sunglasses introduced in the movie - which was retailed by Pizza Hut in 1989. The glasses will be offered exclusively through digital orders.Participants will enter the
drawing on Instagram by taking selfies wearing the sunglasses and posting using the hashtag #PizzonalitiesGiveBack and tagging @PizzaHut in their pictures. They will receive a link to the sweepstakes entry form through a private messages in order to collect the necessary information. On October 21st, 5 lucky winners will receive a special packaged silver-foiled pizza, limited edition Doc Holographic Solar Shades and a check paying off their student loan. All this happiness will be delivered by a Marty McFly look-a-like in a Delorean.
MEDIA
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STRATEGY • OUR AUDIENCE •
Austin, TX 499,713
Los Angeles, CA 3,262,509
San Diego, CA 413,328
Houston, TX 1,440,634
Washington, DC 560,925
New York, NY 4,386,508
Chicago, IL 2,300,000
Dallas, TX 1,620,281
Total Millennial Reach 14,483,898
• OBJECTIVES •
• S T R AT E G I E S •
Re-Introduce the Pizza Hut online buying experience through the “Unleash Your Pizzonality” 6-month campaign (July 2015-December 2015).
Create online and event experiences that inspires shareable content that will help position Pizza Hut as a top-of-mind online ordering option.
Convert the light & habitual user into ritual users of the Pizza Hut app.
• July “Summer Sizzle” launch for Millennial Moms & Millennials nationwide • July - August: Best indie gaming launch period • October: launch "Give Back To The Future" campaign (it's Pizza Month!) Focus on 8 of the most Millennial heavy cities in the US.
Increase digital ordering by 32% through a dual-target advertising campaign of Millennial Moms and Millennials. 15% Increase in Pizza Hut app downloads to strengthen customer loyalty and sales.
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PLAN ONLINE MEDIA
$9,400,000
4,363,633,454 Gross Impressions
ONLINE RADIO
$5,000,000
198,546,767 Gross Impressions
HULU.COM $7,000,000
PANDORA $2,500,000
:30 Commercial Rationale: 60% of Hulu’s audience is between 18 and 49 and progressively skewing towards Millennials.
:15 Commercial Rationale: Rationale: Millennials make up a major of Pandora’s 90 million users. In October 2014, Pandora had 36 million app visits by Millennials, which is an increase of 9% from the previous year. 80% of Millennials prefer internet over traditional radio as their primary delivery vehicle for music content in every arena. Users have grown increasingly
YOUTUBE.COM $2,400,000 :30 Commercial Rationale: According to YouTube’s performance report last year, YouTube reaches almost 50% of Millennials, higher than any cable network. The report also states 9% of all Millennials share or comment on videos, which is 10 times the social engagement of other online video websites.
SOCIAL MEDIA $6,125,000 FACEBOOK $1,485,000
SPOTIFY $2,500,000 :15 Commercial Rationale: In a report conducted this year of 36 Spotify audio campaigns, brands saw a 60% lift in ad recall from Millennial listeners.
MEDIA OUTDOOR $ 1,582,350 BUS SHELTER $68,850
2,867,857 Clicks Rationale: 88% of Millennials get news from Facebook and 62% use it to post their daily activities, stay updated with their friends and share entertaining content.
Twelve Interactive Bus Promotions in the top ten Millennial Cities.
SNAPCHAT $4,500,000
BLOGGER NETWORK $40,000
Rationale: Snapchat is the third most popular social media app among Millennials with 32% penetration. This is even more powerful among college students (70%) who report posting on Snapchat daily.
BUZZFEED $100,000 Rationale: In a study conducted by Yahoo CEO Marissa Mayer on Native advertising, 46% of Millennials who noticed branded content said they consumed the content, while one-third of them shared it.
Rationale: Experiential marketing is impactful for targeting Millennials because 78% of millennials are more inclined to become part of a brand if they have that face-to-face interaction.
Rationale: 48% of Millennials say word-of-mouth influences their product purchases more than TV ads.
EMAIL MARKETING $125,000 Rationale: According to Moosylvania, 40% of Millennials will opt-in for email if the content is relevant to them.
ONLINE BANNERS $175,000 Rationale: Reported on eMarketer, 42% of Millennials perceive online display ads as influential.
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JULY
Online Media Hulu.com Youtube.com Online Radio Pandora Spotify Email Marketing Weekly Newsletter Online Banners Microtargeting Social Media Facebook Snapchat Outdoor Media Interactive Displays Buzzfeed Campaign Quiz Monthly Articles Blogger Networks Influencers
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
CAMPAIGN EVALUATION
Media Outdoor $1,582,350
OBJECTIVES
Email Marketing $125,000 Online Banners $175,000
• Increase brand awareness • Lead Generation and Increased • App Traffic & Downloads • Create & Retain Loyal Pizza Hut Users
EVALUATION TECHNIQUES • Pizza Hut’s digital ordering database, digital sales • Online Surveys, Interviews and focus groups to measure effectiveness. • Post-testing, surveys & experience.
POTENTIAL RESULTS Online Radio $5,000,000 Media Online $9,400,000
Social Media $6,125,000
• Increased brand awareness of Pizza Hut’s digital platforms by 15%. • 80% of orders placed will done through Pizza Hut digital platforms. • 30% more downloads of the app throughout and after the 6 month campaign. • Pizza Hut content will see a 32% increase in share on social media platforms, as well as increased online traffic. We will post test our campaign in order to analyze the achievement of our main goals. Simultaneous tests will include online surveys, interviews and focus groups to measure the effectiveness of our campaign. We will also look into Pizza Hut’s database to clarify the preferences for our target’s digital ordering experience. After the campaign ends, we will measure relevant factors, such as social media engagement, brand preference and brand perception. Perception tests will provide us with the necessary information for evaluating digital ordering favorability among our target market.
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2
CITATIONS
2014 Millennial Mom Report. (2014, January). Retrieved from http://www.babycentersolutions.com/docs/ BabyCenter_2014_Millennial_Mom_Report.pdf College Enrollment Drops, But Student Loans Remain a Growth Industry. (2013, September). Retrieved from http://www.mainstreet.com/article/ college- enrollment-drops-student-loans-remain-growth-indus Domino’s Pizza Inc. (2015, January) Retrieved from http://subscriber.hoovers.com.ai.libproxy.edmc. edu/H/company360/overview.html?companyId=40131000000000 Hynum, R. (2014, December). The 2015 Pizza Power Report. Retrieved from http://www.pmq.com/December-2014/ Pizza-PowerThe-2015-Pizza-Power-Report/ Little Caesars Enterprise Inc. (2015 January) Retrieved from http://subscriber.hoovers.com.ai.libproxy.edmc. edu/H/company360/overview.html?companyId=164253320 Millennials – Breaking the Myths. (2014, January). The Nielsen Company. Retrieved from http://digitalmarketingstrategiessummit.com/ assets/files/presentations/Mancini_Report.pdf Millennials 2015 Favorite Brands Ranking Report. (2015, January). Retrieved from http://moosylvania.com/millennials/ Moosylvania_Millennial_ Study_2015.pdf
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Millennials Come of Age - Consumer Speak Series. (2014, June). Experian Information Solutions, Inc., Retrieved from http://www.experian.com/ assets/marketing-services/reports/ems-ci-millennials-come-of -age-wp.pdf Millennials Fueling the Experience Economy (2014, January). Eventbrite. (Web). Retrieved from http://eventbrite-s3.s3.amazonaws.com/ marketing/Millennials_Research/Gen_PR_Final.pdf Mobile Millennials: Over 85% of Generation Y Owns Smartphones. (2014, September). Retrieved from http://www.nielsen.com/us/en/insights/ news/2014/mobile-millennials-over-85-percent-of-generation-y owns-smartphones Papa John’s International Inc. (2015, January) Retrieved from http://subscriber.hoovers.com.ai.libproxy.edmc. edu/H/company360/overview.html?companyId=16241000000000 Peaslee, Jason. (2014, October). Usage of Personal Assistants like Apple’s Siri Has Nearly Doubled in the Past 12 Months. Thrive Analytics. Retrieved from http://www.thriveanalytics.com/blog/?p=361 Pizza Industry Analysis 2015 - Cost & Trends. (2015, January). Franchise Help. (Web). Retrieved from https://www.franchisehelp.com/industry-reports /pizza-industry-report.com/ Shea, Bennett. (2014, June) How Many Millennials, Gen Xers And Baby Boomers Use Facebook, Twitter And Instagram? (Web). Retrieved from http://www.adweek.com/socialtimes/millennials-gen-x-baby boomers-social-media/499110