Touchdown, Pizza Hut. The Yum Brands (YUM)-owned pizza chain eclipsed its sales record for its biggest digital sales day ever Sunday.
"By halftime, the world's largest pizza company surpassed last year's sales figure, ultimately surpassing well over $10 (million) in digital sales," Doug Terfehr, a spokesman for the chain, said in an email.
This year's Super Bowl marks Pizza Hut's first with its newly redesigned app and website. The chain has also heavily promoted its revamped menu that launched in November with trendy flavors like honey sriracha and more premium ingredients, like cherry peppers harvested from the Peruvian highlands.
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Super Bowl Sunday is typically the busiest day of the year for the chain.
While Pizza Hut was first out of the gate, peers like Domino's (DPZ)and Papa John's (PZZA) are expected to boast of their own successes later in the day.