Pizza Hut chews on group buying

By By Wenlei Ma | 14 May 2012

Hot on the tails of Scoopon's partnership with Hungry Jack's, fast food cousin Pizza Hut has teamed up with LivingSocial to offer $2 pizzas.

The group buying deal will allow consumers to purchase up to four vouchers for Pizza Hut's nine-inch Pizza Mia range. The deal started at midnight last night and has seen almost 30,000 take-ups.

Like most group buying deals, it requires consumers to pay for the vouchers upfront to be redeemed later.

In contrast, the Scoopon/Hungry Jack's deal two months ago required no upfront monetary commitment, with customers able to download the vouchers and pay in-store. The offer sold out at 675,000 deals.

Pizza Hut head of food innovation and marketing Anup Jain said: “LivingSocial is a great vehicle to attract new customers to experience value with Pizza Hut's range called Pizza Mia. Having witnessed the growth in group buying site and knowing that our mutual consumer is looking keenly at value, we know LivingSocial is a fantastic match for our brand.”

At the time of the Scoopon/Hungry Jack's partnership, industry commentators pointed to the teaming as an indication of the trend of bigger brands playing in the group buying space.

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