insights, ironies and idiosyncrasies in communication and design

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Saturday, 13 June 2009

Pizza rebut.

Lack of authenticity has long been a personal grievance of mine, so often and so vast is the chasm between advertising claim and actuality, but in the case of Pizza Hut (Thailand) it is how the corporate giant pays for the promise that is preposterous.

As obvious and dull as it is as a USP, speed is mindlessly wheeled out again in this category, only of course in the capital, Bangkok, legendary traffic and tropical thunderstorms make delivery an impossible proposition to deliver on – though that doesn't stop Pizza Hut from offering (proudly and aggressively via print, web and call center) this deal: if your delivery's late, you get your total order for free. Which is fine if the company foots the bill, but they don't – they only pay half; the delivery guy or girl pays the rest.

And herein lies the trick. It's a corporate gamble, but the odds are heavily in favour of Pizza Hut, as in most cases their almost unanimously Buddhist, 100% superstitious consumer base will react to the fawning self-pity of the failed delivery guy or girl at the door with either sympathy, compassion or เกรงใจ.

Whatever one's response the late arrival of one's pizza leaves a tremendously nasty taste in the mouth – either in the knowledge that the delivery staff (who earn little more than the national daily Thai minimum wage of between 148 and 203 baht or between 4-6 USD) caught in traffic or rain will be docked up to two day's wages or because you the consumer are left eating cold, paid-for pizza and feeling cheated.

Either way it is a scam – a scam that has been going on since 2003.

And this is from a parent company awarded for personal staff development.

Brands that favour their consumer base at the expense of their underpaid staff or that cheat their consumer base with guilt need to be exposed.

Let this be the beginning of a boycott – until the company can pay for tardiness themselves.

1 comment:

Anonymous said...

i didn't know this nasty policy! that's bad indeed and should be more known