You might not think of pizza brands as digital innovators, but they boast some of the highest scores in L2’s Digital IQ Index: Restaurants. Domino’s and Pizza Hut are digital Geniuses, according to the study, and competitor Papa John’s joins the Gifted category.
Below are a few lessons from their success that brands in any sector can absorb:
Use fulfillment to drive site traffic
Many restaurants leave online ordering to delivery services like GrubHub and UberEats, even though adding this capability can exponentially increase visits to the brand site. Pizza brands are an exception. Ordering a pie on the Domino’s or Pizza Hut site is quick and efficient: the option is easy to find in the primary navigation menu, and welcome coupons conspicuously placed on the homepage create additional incentives. Users can also check out as guests, encouraging customers who might be reluctant to spend time on a lengthy signup process.
These investments have a clear payoff. Pizza brands lead the Index in site traffic, accounting for more than 25% of visits to restaurant bra
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