To improve its competitive edge, Yum! Brands need not look farther than ride-sharing service Uber or retailer Amazon for inspiration, according to Yum! CEO Greg Creed.
When speaking at Yum!’s investors day Thursday, Creed made much reference to the idea that “easy beats better,” noting that while quality was once more important to beating competitors than convenience, the reverse is now true.
“If you think about the Uber experience, it’s easy to order … it’s easy to pay … and then it’s, you know, very easy to track,” Creed said, noting that Yum! is going to “double down on easy.”
“Easy beats better” will drive strategy across all three of Yum!’s brands, executives said, but may be most key for delivery-heavy Pizza Hut, which has seen sales growth lag behind competitor Domino’s in recent quarters. Pizza Hut CEO David Gibbs noted that the chain’s delivery time averages at least two minutes longer than its competitors.
“The easy experience starts by just a few strokes on your phone that gets you a pizza exactly when you expect it,” Gibbs said.
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