Pizza Alert: Website Review on Top Pizza Companies

Pizza brands now have more competition than ever. At one point in time, pizza was one of the only foods you could have delivered to your doorstep. Now, with the rise of Uber Eats, GrubHub and DoorDash, many other types of foods have delivery as an option.

What does this mean for these pizza brands? Well, it means it’s time for a shift in their business and marketing strategy, with an emphasis on the digital realm, especially the user experience (UX) when someone visits the pizza brands’ websites to browse the menu or place an online order.

Pizza Brand A: Papa John’s Pizza

A missed opportunity? Potentially. Papa John’s website is currently down for maintenance and has been for several days (maybe longer). During an ongoing pandemic (as we are hitting a second wave this winter), it is crucial for companies to capitalize on the online ordering and delivery feature of food. And here we are, unable to browse the menu at Papa John’s or place an order comfortably without speaking to someone on the phone.

The first big mistake is taking your website completely offline. While maintenance work is being done, do the work on the backend on a “dev” site or development website. Once changes are completed, have the dev site go live to avoid any “down time”.

Notice that your only call-to-action is to order by phone. This push is not always the answer for every potential buyer. Younger demographics want to place an online order, while older demographics may still want to speak to someone on the phone. Papa John’s is missing the mark for a portion of their audience base here.

Pizza Brand B: Godfather’s Pizza

Godfather’s Pizza has a nice main webpage. It is split into sections or tiles on the left and right sides. This makes it easier on the eye to skim down a page. However, do you see a website menu at the top? No. That’s because it is hidden under the hero image. Your eyes skim right over it with how small and blended-in the navigation menu is.

Another key feature missing here is that Godfather’s Pizza could have contextualized the page using geographic data. This allows for the top portion of the website to recognize a person’s location and offer up the closest Godfather’s Pizza location instead. It is important to still gather an address. However, this added feature would feel more personalized to the viewer and you wouldn’t have to take the extra step of clicking the button “Use My Location”.

Pizza Brand C: Pizza Hut

Pizza Hut keeps its website quite simple. There is more whitespace around the page which helps your eyes adjust to what you’re looking at. Pizza Hut also has its website split out into tiles so the viewers can follow along down the page. The deals are kept above the fold which is where they should be.

The hero image is a bit busy. The green words do not show up well and are not part of Pizza Hut’s brand color scheme. However, I understand they are playing on the green color here with plant-based protein. The cobranded message on the hero image is a nice touch since Beyond Meat is known and growing.

The Results

Pizza Hut takes the cake. The website is kept simple and easy to navigate. This brand could step it up to the next level by adding in multi-layer parallax or rich media. However, Pizza Hut has the tools its needs on its website to compete in the ever-changing climate this pandemic has brought us today.

Did you enjoy this website review? Check out my last post about digital funnel conversions here.

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