IBERSOL | Integrated Management Report 2022

Throughout the year it developed its Marketing and Communication plan, in a 360 logic. Highlights include the SAY CHEEESE cam- paign, marked by the celebra- tion of Rolling Stuffed Crust; the re-launch of ULTIMATE PIZZA, starring the QUEIJO CAÍDO with its Philadelphia cheese border; in the summer, the launch of the TEX-MEX campaign marked by Mexican-inspired flavours and in- gredients; the return to work and routine marked with the MY BOX concept or at Christmas the return of Cheesy Bites Cheesy Hot Dog, with sausage on the border. Pizza Hut maintained a strong performance in home delivery, with special emphasis during the Football World Cup and by the reinforcement of the 2x1 and 4x2 campaigns (pizza and drink dou- bled), with a multi-platform pres- ence and with a strong presence in the digital and mobile area. Concerns related to Sustainability led to the removal of bags, both in own deliveries and through third- party platforms, while at the same time reinforcing the packing and sealing procedures of the boxes. In terms of energy efficiency, a se- ries of measures were implement- ed to reduce energy consumption, updating the “on-off plans” of our restaurants with regard to equip- ment, lighting and the type of en- ergy consumption itself. During the summer period, from north to south and in the autono- mous regions, Pizza Hut reinforced the implementation of terraces as a complement to some of its most emblematic restaurants through- out the country, thus meeting the expectations of the Portuguese people who seek outdoor dining environments. Committed to meeting the needs of the modern consumer rein- forced by the current context, Piz- za Hut has maintained a constant effort in modernising its digital heritage. In e-commerce, investment was made in renewing the User Experi- ence of the mobile application and of the website, and in reinforcing the security mechanisms inherent to the digital environment. In the counter service, by the slice, the quick-order kiosk platform was modernised. Pizza Hut remained firm in its on- going commitment to training and recognising and retaining talent and to executing operational ex- cellence, both at the service level, by fostering qualified, consistent BUSINESS YEAR ACTIVITY 88