Pizza Hut, Inc. Local Pilot Survey results Introduction Pizza Hut, Inc is the leading national pizza restaurant in the U.S. and continues to dominate in market share for both the Dine-in and Delivery business. In 1995 Pizza Hut, Inc generated U.s sales of S5.7 billion and lead the nearly $14.9 billion pizza restaurant segment with an average 5% share This share is twice the size of its two leading national competitors, Domino's and Littlc Cacsar's. The remaining market share is held by regional chains and by"Mom and Pop local In 1997 Pizza Hut, Inc. plans to make a $2 billion investment to modify existing restaurants,or build new ones. This involves everything from updating the design and decor to providing new ways to sell the product to the consumer. Pizza Hut, Inc has requested that the NsU American Advertising Federation create an integrated marketing communications campaign that will introduce these changes to the target audience. The purpose of this local pilot study was to determine the target audience's attitude toward eating at full service restaurants. Ultimately, the results of this study will be used to create a national survey, and to make preliminary decisions regarding a national advertising campaign for Pizza Hut, Inc Objectives In defining the limits of this study, several areas were identified. A careful review of those areas led to the identification of the following research objectives To determine the target audience's frequency of eating in a full service restaurant versus getting food to carryout. To determine what restaurant services, selection, or other variable the target audience likes most when eating out To identify the extent to which the target audience dines at Pizza Hut, Inc. restaurants. To determine the target audiences media habits Methodology This research design consistcd of exploratory research conducted through a local pilot survey. A efficient way of collecting a large and varied amount of information from the target audience d structured questionnaire survey design was used because of it was an inexpensive, convenient and pertaining to the restaurant dining behavior, interests, and media preferences. The survey design included a variety of close ended questions related to the research objectives. The sample design lected for the survey matched the target audience defined by Pizza Hut, Inc. Eligible respondents were adults between the ages of 18 and 49. Local target audience members provided the database for this study. The selection of survey respondents was done by convenience sampling. The survey was distributed via mall intercept at the Mesilla Valley Mall in Las Cruces NM. It was also distributed by NMsU American Advertising Federation members to their