From growth platform to loyal ecosystem: we’ve been building Pizza Hut’s digital experience for almost 10 years

Some partnerships begin with a question and end with a solution. Then there are those that simply keep growing. Our partnership with Top Brands is of the latter kind. What began in 2016 as a technical upgrade to the Pizza Hut website has since grown into a partnership spanning almost 10 years, with each chapter building on the last.

By 2016, it was clear to Pizza Hut that their digital platform needed to be future-proof. The website required a more robust foundation to enable growth and scalability, particularly during periods of peak traffic such as major sporting events. We took over management and began with a thorough audit of the entire application, from architecture and code to speed, security and scalability. This revealed that there was room for improvement in two areas: mobile performance and the overall user experience, two factors that directly influence conversion.

Following the pandemic, it was time to take a more significant step forward. The existing codebase was replaced by a modern Next.js frontend, powered by a Symfony API that handles communication with Pizza Hut’s internal systems. All content is managed via Drupal as a headless CMS.

That choice of technology was no coincidence. Next.js offers exceptional speed thanks to static web pages and server-side rendering. The website functions as a Single Page Application whilst remaining indexable by search engines, a combination that benefits both the user experience and SEO. The simplified codebase makes adjustments faster, reduces maintenance costs and prepares the platform for further growth. And this is immediately evident in the figures: even before specific performance optimisation, we achieved page speed scores of 95%. When we place extra focus on performance in the next phase, this will improve even further.

Following this migration, we also built the Pizza Hut app, and to this day we continue to develop it together, always tailored to what the user needs or expects.

In the autumn of 2025, we teamed up with Top Brands to take the next step: a fully omnichannel loyalty programme for Pizza Hut: the Hut Club. The concept is simple and appealing. Anyone who orders a pizza earns ‘slices’. Anyone who collects enough slices gets a free pizza. And so on, in a nice little cycle.

The technical implementation behind this apparent simplicity required a bit more effort. To ensure the programme worked both online and in physical restaurants, four systems had to be seamlessly integrated: the customer database in the CRM, the website pizzahut.be, Navision as the ERP system in the till environment, and FLYX as the loyalty engine. We took on not only the technical implementation but also the role of analyst and business partner. By mapping out the entire architectural landscape and keeping all parties involved on the same page, a complex integration became a smooth launch.

Phase 1 went live in the physical restaurants in January 2026. This was followed by the full online integration via pizzahut.be in the first quarter of 2026. Participation requires an account, a deliberate choice so that Top Brands can reach customers in a targeted manner and further develop the relationship.

Our partnership with Top Brands demonstrates what is possible when a digital partner truly invests in the long term. Nearly 10 years of building, advising and collaborating: from initial technical enhancements, through a full platform migration and a dedicated app, to an omnichannel loyalty programme. Each project was the next step in the same story, underpinned by trust, expertise and a shared goal. A digital experience that grows alongside Pizza Hut’s ambitions. And that story is far from over.