IBERSOL • 2023 Integrated Management Report

objectives, it launched various initiatives throughout the year, including the MY BOX concept, an individual dining experience; the relaunch of the SAY CHEEESE campaign, with the availability of the Rolling Stuffed Crust, a delicious crust with a tasty cheese filling; the summer saw the launching of an innovation in the Cheesy Bites speciality, with SUPER CHEESY; the back-to-school campaign with Medium Pizzas for just €7,95 each, and the Christmas campaign with the launch of Crunchy Hut Cheese, topped with Cheddar Cheese and Chips. The brand maintained a strong performance in home delivery, with special emphasis on the 2x1 and Triple Box campaigns, with a multiplatform presence and strong reinforcement of its digital and mobile presence. Pizza Hut also took part in World Youth Day, an operation marked by enormous success based on solid preparation and mobilisation of the teams. Committed to meeting the needs of the modern consumer, reinforced by the current context, Pizza Hut made a constant effort to modernise its digital assets and social networks. In the e-commerce dimension, investment was made in improving the User Experience of the mobile app and website and in reinforcing the security mechanisms inherent in the digital environment. In counter service by the slice, the quick-order kiosk platform was modernized, updated, andexpanded tomoreof thebrand’s restaurants. Pizza Hut maintained a strong social dimension and involvement with the community, promoting various initiatives throughout the year, in particular its partnership with the SALVADOR Association. The brand deepened its multi-platform communication strategy, with a strong reinforcement of its presence in the digital area and social networks. Proof of this was the renewal of the SuperBrands award. Digitalisation continued to be one of the brand’s most important aspects, and in 2023 this channel was the preferred method of home ordering in more than 70% of orders. FINANCIAL YEAR ACTIVITY 90