via AdNews:

Pizza Hut hopes to capture 10% of its total online sales mix with the second version of its iPhone app, released today.

The initial app has been downloaded 257,000 times since its release and Pizza Hut predicts the latest version will garner a further 20,000 downloads over the next four weeks.

Pizza Hut wants to increase its online sales to 40% and hopes the roll out of the revised app will help them achieve that.

The latest version has enhanced functions that let customers personalise orders and make finding their nearest store easier, Pizza Hut head of marketing and food innovation Anup Jain said.

“Over the last year we have learnt a lot about how customers interact with applications on their phones … Increasingly, our customers want to personalise and save their preferences, so we ensured this was a key feature in our application,” he said.

A 3.0 version of the app is also in the works, Jaine said.

Pizza Hut is one in a number of brands trying to tackle the online market with various apps. Earlier this year Domino’s Pizza Enterprises recorded more than $1 million in sales just a week after launching its mobile order site.

Domino’s predicted its digital sales through would grow by 40% to 60% and that mobile orders would make up around 50% of the total growth.