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Xbox 360 sold a lot of pizzas

Pizza Hut says that its interactive ordering app on Xbox 360 did more than $1 million in business in its first four months.

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Video games partner with food companies all the time, letting you win consoles by eating tacos, burgers, and Italian-ish canned goods. The real lucrative market is in merging the two together, apparently, as Pizza Hut says that its interactive pizza app on Xbox 360 did more than $1 million in business within just four months.

"It's been a source of unbelievable growth for us," Pizza Hut public relations director Doug Terfehr told Polygon. "Just the explosion of people who wanted to download it, experiment with it, play with it with Kinect. As soon as we did one, everyone was contacting us to do the next [one]." Terfehr also noted that the company is revising its iOS and Android apps to match the Xbox experience.

He didn't comment on bringing the app to other platforms, but representatives for the company said conversations are ongoing. However, they do hope for a larger install base on the Xbox One before bringing the app to it, and presumably that wait would apply to the PlayStation 4 as well. Those platforms are better at multi-tasking, though, so players may get more use out of the pizza-ordering app if they can do it on the fly without quitting out of a game.

"When you talk about a sweet spot for the pizza category it's definitely gamers and gaming," Terfehr said. "We're not done in that space."

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  • reply
    January 9, 2014 8:00 AM

    Steve Watts posted a new article, Xbox 360 sold a lot of pizzas.

    Pizza Hut says that its interactive ordering app on Xbox 360 did more than $1 million in business in its first four months.

    • reply
      January 9, 2014 9:10 AM

      $1m in pizza for Pizza Hut in 4 months is a lot?

      • reply
        January 9, 2014 9:17 AM

        It's more than the $0 they were pulling in from the Xbox before that. The bigger trick would be to figure out how much of that was an actual marginal increase in sales (ie not just people who would have ordered online ordering through the xbox instead)

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          January 9, 2014 10:26 AM

          It's also $1M in sales their competitors didn't get. The app probably only cost them between $50-75 to make and implement but I'm just making that number up. No way it couldn't have been too expensive to create. Cheaper perhaps if they already had apps elsewhere so it just uses an existing infrastructure.

          • reply
            January 9, 2014 10:51 AM

            lol @ $50-$75

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              January 9, 2014 11:14 AM

              God damn K, also might have been true if they outsourced it to India haha.

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            January 9, 2014 10:57 AM

            There's infrastructure to keep that afloat, plus I bet a fee on each order back to MS. At least they already had online ordering, so it is probably not too significant on top of that in terms of infrastructure.

            $1m is still barely a drop in the bucket of Pizza Hut's revenue. It's billions in sales every year. Yum (KFC/TacoBell/PizzaHut) total was $11.8 billion in 2012. $1m in sales (not profit) is probably barely a net gain for them.

            It's not just the app, it's a web api for the app to hit and submit into that feeds back into the existing online order system, executive sales negotiating rates and whatnot. You gotta figure all that time is worth $150-200/hr just to have meetings. I bet it cost them $10-20k, and then MS is skimming profit off the top on each order. They're probably just in the black on the whole thing.

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              January 9, 2014 11:43 AM

              Yep this is more accurate. People easily miscalculate just how much things cost when you actually take into account time for people to make an app.

            • reply
              January 9, 2014 12:16 PM

              Yeah, but it also has us talking about how Pizza Hut lets you order through the xbox. That's some damn fine publicity that they are getting for free.

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        January 9, 2014 9:28 AM

        i'd like to see you eat $1m worth of pizzas in 4 months!!

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          January 9, 2014 10:20 AM

          If they're Pizza by Versache™, that'd be, like, 5 pies.

      • reply
        January 9, 2014 12:11 PM

        Yeah, sounds more like trying to drum up publicity. But hey, they start small, claim "success" and go from there.

      • reply
        January 9, 2014 12:26 PM

        Just from the Xbox app, yeah. I think that's a lot. Its also kinda sad.

    • reply
      January 9, 2014 10:24 AM

      They should make an ad showing Sandra Bullock using this app. Perfect.

    • reply
      January 9, 2014 11:36 AM

      So strange. I have an iPad on the couch for ordering take-out if I'm being too lazy to leave my gaming console. If not that, then there's always my phone.

    • reply
      January 9, 2014 11:38 AM

      1m in four months? they probably make more than that from their website in an hour.