Why generating ‘talkability’ is part of Pizza Hut Taiwan’s brand strategy
The CEO will be a speaker at the QSR Media Asia Tabsquare Conference & Awards 2024.
What do stinky tofu, ramen, and pig blood cake have in common? There were some of Pizza Hut Taiwan’s pizza toppings, a product of the brand’s WOW product model to generate 'talkability'.
Because of this, Pizza Hut Taiwan last year saw a record market share the brand has ever seen.
In a quick interview ahead of the QSR Media Asia Tabsquare Conference & Awards 2024, Antony Leung, General Manager at Pizza Hut Taiwan of Jardine Restaurant Group shares his insights on the latest trends and adapting to some of the most recent challenges in the QSR industry.
What are some of the interesting trends you've noticed in the past year that QSR leaders should keep an eye out for?
The adaptation of Generative AI in “direct-to-consumer conversational commerce”, to “IOT-powered smart appliances, to personalized media marketing..” to increase efficiency and improve customer experience.
What has been your top challenge for the year and how did you and your brand overcome it?
With the successful WOW product model established in the past 4 years, we continuous break the record of ‘talkability’ year after year, from Stinky Tofu to Ramen to Pig Blood Cake.
Last year, we bring in “new talkability” elements into our Wow Product creation, by IP-co-opt with leading game IP “Genshin”, animation IP “Attack on Titan”, sports occasion “WBC” as well as a social festival “April Fool Day”.
It successfully created another year of record talkability, thus leading to a record market share in Taiwan.
How do you think QSRs could maintain their competitive advantage in a quickly changing landscape?
With the significant changes in consumer behaviour after the pandemic, it is important to keep ourselves evolving with continuously changing consumer behaviours and expectations, in their order-to-consume journey, at different occasions at different locations.
What specific insights do you want to leave the audience in your speaking/panel session?
Stay relevant to your targeted consumers & employees, by continuously listening to them, engaging with them and communicating with them.
For more information about the event and if you want to find out more about the agenda please visit this link.
