Taste success with a PHQ by Pizza Hut franchise

PHQ by Pizza Hut is an exciting new delivery pizza concept, which enjoys global recognition and success in the USA, Canada, France, UK, Romania, Middle East and Hong Kong. Vesna Siljanovska speaks to one of the master franchisors for Ireland, John Cronin, who explains why there has never been a better time to join this exciting franchise

The franchise started as Godfather’s Pizza in 1996. Were you afraid
of losing control of the business following the acquisition by
Pizza Hut?

No, we were never afraid of losing control following the acquisition. Our meetings an interaction with the global Pizza Hut team
in the lead up to the acquisition encouraged us to believe that as master franchisor of the PHQ by Pizza Hut brand in Ireland, our expertise and hands-on approach to the business would be welcomed and seen as
integral to the ongoing success of the new brand in Ireland. Since the acquisition, while significant resources have been put in place
to support our roll out of the brand, we are very much leading the implementation of all initiatives in Ireland whilst working closely with
our UK and global colleagues.

In light of the current economic climate, are you now more confi dent
about the future of the franchise?

Very much so. A key driver in choosing to go with PHQ by Pizza Hut rather than continue to try and grow the Godfather’s pizza brand
in Ireland (successful as it had been over the last 10 years) was the fact that we could see that the rules of engagement for future success
in the pizza delivery business were changing (Ireland’s changing economic climate aside). We could see from a competitive perspective,
that critical mass, centralised purchasing and marketing activity, underpinned by a global brand, were what we need to continue to
compete effectively.

Now that we are equipped with a global brand and all the resources that come with that, for example, increased capabilities in marketing, new product development and technology, we are confi dent of our ability
to sustain and build on the initial success of Godfather’s Pizza in Ireland.

How has it developed the franchise?

Since June 2008, we have been following a programme of conversion to the PHQ by Pizza Hut brand. So far, 15 of our outlets have
rebranded to PHQ by Pizza Hut and adoptedits operational approach and results have been very positive. We have seen a healthy increase
in business that is being maintained. We have also seen operational effi ciency improve through the implementation of more sophisticated business process management tools that being part of a global brand like Pizza Hut has allowed us to introduce.

How are you looking to expand in the future?

For a while now we have been looking for ways to extend our offer beyond pizzas in order to appeal to new customers and existing
ones. Yum! Restaurants International has developed a very successful chicken wings and portions brand in the US called Wingstreet™.
We were very excited when we saw and tasted this product and put it on our PHQ by Pizza Hut menu in Ireland. Wingstreet™ chicken has a special crispy coating and is proving very popular with our customers.
We have also added melt-in-your mouth hot cookie dough to the menu and in the future we expect to be able to expand the offer to
give more choice in these and other types of
foods that PHQ by Pizza Hut is already either
testing or offering globally.

Are there plans to deliver pasta dishes for ‘Pasta Hut’?

Well as they say in this industry, our future plans are top secret but another answer would be “watch this space!” We are committed
to ensuring that Irish PHQ by Pizza Hut customers and franchisees alike get all the benefi ts of being part of such a successfulglobal brand so all new developments and opportunities will be monitored and
introduced as appropriate for our market.

Is it a good time for potential franchisees to join PHQ by Pizza Hut?

Obviously we see it as good time for new franchisees to join PHQ by Pizza Hut, but perhaps more importantly, it seems that
others also do. Since the announcement of the acquisition, we have seen a significant upsurge in interest from potential franchisees.
They appear to be equally motivated by our proven success with the Godfather’s Pizza brand and now the backing of a hugely successful and widely recognised global operator like Pizza Hut.

Another reason it’s a good time to join is that the acquisition enables us to expand outside the Dublin area more quickly than we had
anticipated. We are actively seeking franchisees for these areas and have key locations identifi ed and ready for development.

As part of Yum! Restaurants International, PHQ by Pizza Hut franchisees have access to an almost unparalleled wealth of franchising expertise, new product development, and marketing and brand support. As well as having a great network of support, the pizza delivery market continues to outperform other dining out sectors; it seems there is a hungry market out there and the challenge for PHQ by Pizza Hut is to ensure it keeps up with the increasing appetite!

John Cronin, with his brother Patrick, is the master franchisor of PHQ by
Pizza Hut.