IBERSOL | Integrated Management Report - 2024

FINANCIAL YEAR ACTIVITY and iconic dough created by Pizza Hut over 40 years ago. In the summer and at Christmas, the highlight was the innovation in the “Cheesy Bites Trio” speciality, the real Cheese Festival. The brand maintained a strong focus on home delivery, with special emphasis on the “2x1” and “Triple Box” campaigns, with a multi- platformpresence and a strong reinforcement of its digital andmobile presence. It consolidated its association with moments of celebration, particularly football, with the launch of the “DÁ-LHE GÁS” campaign. Committed to meeting the needs of the modern consumer, Pizza Hut has made a constant effort to modernise its digital assets and social networks. In terms of e-commerce, it has continued its efforts to improve the User Experience of its mobile app and website, particularly in relation to payment, with the launch of a new payment gateway. In the counter service, several innovations were implemented in terms of product and promotion, and continued to expand its fleet of quick-order kiosks continued. 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. Digitalisation continues to be one of the brand’s most important aspects, and in 2024 this channel accounted for around 80% of home orders. The constant focus on communication in digital media, the continuous improvement of systems and the strengthening of partnerships with order aggregator platforms – which has proven to be a very successful relationship – have contributed to this result. Pizza Hut customers can place their orders in the restaurants, at the call centre, on the Pizza Hut website, on the Mobile APP and on external platforms, using their own delivery model or delivery via third parties. 36