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Brief Published: 20 Aug 2019

Pizza Hut’s New Cubby Pick-Up Concept

Pizza Hut

In the midst of the food delivery boom (see Game-Changing Fast-Food Concepts), Pizza Hut is hoping to draw customers back in-store with a new cubby-based pick-up concept.

Its new LA store features a collection point with a dozen cubbies with digital screens. Customers (who can order via the mobile app, online, over the phone or in-store) collect their order by tapping twice on the screen with their name, and sliding the screen up to retrieve their meal.

Food is kept warm and drinks remain cold thanks to a special insulating lining in each of the cubbies.

Pizza Hut describes its new concept as a "seamless carryout experience that is designed for the time-strapped introvert in all of us". It plans to roll out additional cubbies in further West Coast cities in 2020.

This pick-up concept is the latest in a stream of new services aimed at the in-between consumer who wants the convenience of order-ahead takeaway without the expense of at-home delivery. In 2019, UK delivery app Grubhub and US counterpart Postmates both launched pick-up options, while Uber Eats has announced a new service whereby users can order ahead through the app, but then eat at the restaurant.

For more on the shifting dynamics of the fast-food space, read Fast Food Shifts Mechanics and The New Rules of Fast-Food Marketing. To find out how retailers are getting involved, see Sainsbury's Partners With Deliveroo for Pizza Delivery.