Reimagining Dining Post Covid

Hailing from an armed forces family, Neha was taught early the importance of self-reliance, adaptability and being open to adventure. “My parents’ middle-class values helped me navigate life with a strong moral compass, which has ensured that I remain comfortable in my skin and bring my authentic self to work,” she says as she reflects on some of the milestones that have defined her journey.

The road to becoming the chief marketing officer for Pizza Hut India at Yum! Brands did not have the best start for Neha. In 2006, a woman manager in FMCG sales was a rarity, and a 23-year-old manager even rarer. “What met me, during my posting in Mumbai, was strong resistance from my older, male team members. After my initial disappointment, I realised one must respect experience, build trust and be patient. This made me a lifelong collaborator with my teams rather than a manager,” she says.

The Team Player

Another milestone during her second innings with Pizza Hut as the CMO, which began in February 2020, was during Covid. “I had a team and a business partner looking to me for comfort and confidence. This taught me that having a positive attitude is everything. It helps you stay resilient while being grateful,” Neha says. 

During Covid, Pizza Hut re-imagined what it could be. The exercise helped the company pivot toward the delivery channel, despite being a dine-in dependent brand before Covid. “We also embraced a digital-first approach which was a departure from being reliant on above the line spends for decades,” she adds.

In a category where entry value is only about low-priced pizza, Pizza Hut created an innovative, ‘more for less’ proposition of flavour-fun pizzas. Today, Pizza Hut generates over 60 per cent of sales from delivery. 

The Optimistic Approach

Neha believes that marketing continues to be complex, and with digital, both consumers and marketers are learning about a new world together. Consumers today don’t want to be spoken to. They would like brands to engage with them in a relevant and responsible manner. “The opportunity created for brands is that the status quo need not be maintained, new ideas can be experimented with,” she explains.

Come 2022, Pizza Hut has already crossed over the 700-store mark in India, adding more restaurants in the last two years than it had in over 20 years. It has expanded its presence in more than 80 new cities across India for the first time since 2020.