Pizza Hut MY swaps iconic red logo for green to promote new WhatsApp service

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Pizza Hut Malaysia has temporarily changed its logo from the iconic red to green on social media to promote its new ordering service via WhatsApp. Called Pizza Hut EasyOrder, the new order service comes as it looks to offer ease and convenience to consumers and WhatsApp was its main choice as the platform has around 18 million users in Malaysia.

In doing so, Pizza Hut now has 18 million "virtual stores". CMO Emily Chong said with WhatsApp's location detector feature turned on, customers can now tap on "share location" when texting their orders. "Pizza Hut is always looking for new ways to push the boundaries of being innovative and creative in their delivery and promotions, to better serve their loyal customers throughout the nation," she said.

Chong told A+M in a statement that the sudden change of colour was a playful twist to entice customers about the launch of the WhatsApp ordering service, as everyone know green is a signature colour of WhatsApp.

According to Chong, mobile is a key platform to grow its delivery and takeaway businses, where ease and speed is key. With its latest launch, the company will now have three ordering channels on mobile - its website, app and WhatsApp. "Each channel needs to have a clear role and proposition to help us acquire, convert and retain customers". Pizza Hut will be focusing on driving new customer acquisition through this new channel and will be working with various partners to induce trials.

"With Pizza Hut’s new order system on WhatsApp, our customers can now use a messaging application that's very familiar to them and order pizza seamlessly while doing more important things. Moving forward, Pizza Hut is expecting many more Malaysians to order pizza at ease and have it delivered directly to their doorstep, fuss free. Especially during this time when our customers are slowly easing into the hustle and bustle of the new normal, we’re glad to be able to save their precious time," she added.

Chong was appointed CMO a few months ago, taking over from Jean Ler. She has been with the company for three years and previously oversaw brand management and retail marketing as deputy GM. Prior to Pizza Hut, Chong was with PETRONAS as regional marketing manager for less than a year, according to her LinkedIn. She also worked at Kimberly Clark as group marketing manager, Unilever as brand manager, and Cadbury as brand manager.

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