When A World Renowned Brand Wishes to Innovate

Pizza Hut Vietnam


Food & Beverage


Strategy Design


Pizza Hut needs no introduction. It’s one of the world’s most famous restaurant chains and international franchises. The brand is loved all around the world by a great mix of consumers. But success doesn’t stop Pizza Hut from looking to innovate. This global brand always wants to make a strong ‘Top of Mind’ impression on the marketplace. When they called us, we sat down to answer the big question: ‘what does our brand stand for?’. Together , we crafted a meaningful proposition for its story in Vietnam. Then, another challenge came. How might we innovate the store birthday experience so great that everyone talks about it? Here’s how Design Sprint was used.

How We Helped

“Make. Test. Learn” is a sprint approach to rapidly test an idea to the right groups of people and gain feedback quickly so ideas are iterated and re-tested until it is well perceived. The purpose behind this method is Test fast, fail cheap, succeed sooner. With some hypothesized pre-assumptions and challenges, we applied Ethnographic Research methods “Fly on the Wall” and “Contextual Inquiry” to observe, gain feedback in the real context. Doodle and Pizza Hut’s innovation team then used the Design Thinking recipe of ‘Rose – Thorn – Bud’ to look at positives, negatives and potentials and put all areas of opportunities into ‘Importance/Difficulty Matrix’ to prioritize initiatives and phases of actions. By testing fast, and dynamically, we created immediate results, helping the client to innovate quickly and efficiently.

We were truly inspired by Doodle and their people who led the customer experience project with passion, courage and creativity.
Ha Vu
Project Leader, Pizza Hut
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