The service, which allows customers to send a text message containing their pizza order, was launched in February and was an instant hit.

Julian Smith, General Manager of Datasquirt, says: "Extensive market research has resulted in this unique service, which perfectly complements Pizza Hut's position in the fast-food market. Using Datasquirt's patent-pending WAM-E and TEXTCODE technologies, the service is fully automated and completely integrated into Pizza Hut's national database infrastructure and logistics processes."

SMS ordering now makes up 6% of all Pizza Hut orders in New Zealand and 25% of orders from mobile phones. Pizza Hut chose text messaging to capture more market share and increase brand awareness. This tactic has worked: 50% of SMS purchasers had no previous relationship with Pizza Hut.

The SMS service runs over TDMA, CDMA, GSM and GPRS systems and is seamlessly integrated into Pizza Hut's 90 outlets throughout the country. All text messages are handled in real time. Datasquirt has also developed and deployed an SMS customer service interface at Pizza Hut's contact center, to provide further support.

Dean Divehall, Marketing Director, Restaurant Brands New Zealand, franchiser of the Pizza Hut brand, says: "Pizza Hut's next step will be to actively promote our text-message system, and we will be offering customer discounts to those who order using SMS."

Datasquirt's solution is currently being sold to other Pizza Hut operations in Australia and the United Kingdom and has been approved for global patent protection.

For further information on Datasquirt, please go to: www.datasquirt.com

Aimée Ravacon