Pizza Hut is a pizza chain that continues to grow, with over 610 stores nationwide. In recent years, the delivery market, including pizza, has continued to expand against the backdrop of the establishment of home delivery services and an increase in dual-income households. However, competition has intensified due to the spread of food aggregators and the sale of low-priced pizzas by convenience stores and supermarkets. In addition, issues such as rising raw material and labor costs are becoming more serious.

In this environment, Pizza Hut aims to achieve long-term profit growth by strengthening its brand power, and is working to optimize not only the quantity (investment) of its marketing, but also the quality (strategy).

This seminar will use the Pizza Hut example to introduce strategies for building a highly repeatable and successful strategy. We will also reveal the latest initiatives that enable sustainable profit growth. We will provide suggestions that will be useful for people in a wide range of industries, not just companies with multiple store operations or delivery services.

*This event is exclusive to XICA MARKETING SCIENCE LAB members.
*Please register as a member before applying.

Recommended for:

• Those interested in examples of brand improvement in an increasingly competitive market
• Those interested in optimizing the quantity and quality of marketing using data science
• Anyone interested in Pizza Hut's marketing strategies to expand market share

event program

*The program schedule is subject to change.

Speaker introduction

*Titles are as of the time of the event.

Masaharu Hayashi
Japan Pizza Hut Co., Ltd.
CMO, Head of Marketing

After graduating from Daito Bunka University, he joined Kentucky Fried Chicken Japan Ltd. in 2002.
He was assigned to the Pizza Hut division and has consistently worked in the sales field, from staff member to store manager, supervisor, franchise sales manager, and sales director.
In 2017, he was appointed COO and General Manager of Sales following the spin-off of Pizza Hut Japan Ltd. He led the operation development and POS system renewal as the project owner.
From 2024, he will oversee the marketing department as CMO.

Yoshiaki Hirao
President and CEO of XICA Corporation

A graduate of Keio University, Faculty of Policy Management. Yoshiaki witnessed the banruptcy of his father's company, and this drove him to discover the potential of management support through statistical analysis in university. He founded XICA Co., Ltd. in February 2012. Based on his background in statistics and economics, he has provided extensive marketing consulting services to a number of major clients, and he has served as a product owner in the development of various products at XICA.

Event Outline

Application

Applications are now closed.