This case describes the challenge faced by Pizza Hut Hong Kong. Pizza Hut dominated the territory’s pizza delivery business. It eliminated competitors by engaging digitally savvy consumers with innovative, integrated marketing and technology solutions.
As independent food delivery firms like Food Panda and Deliveroo started to enter Hong Kong, Pizza Hut Hong Kong had to consider how to leverage its core competencies to tackle these disruptors and protect its market.
The case examines the issues facing current and future industry corporate leaders in winning in the marketplace amid rapid changes in consumer preferences and technology shifts. Readers will be exposed to the strategic choices made by Pizza Hut Hong Kong’s leaders that made the company the undisputed leader in its segment. Readers then consider how to deal with technology disruptors that threaten the company’s market dominance.