Pizza Hut might already rank fairly high when it comes to customer satisfaction on the mobile platform but that doesn’t mean its parent company is going to rest on its laurels. Yum! Brands, the company that owns both Pizza Hut, KFC and other fast food restaurants has made the decision to change its websites so that it is that much easier to access the websites from any platform. Not surprisingly, the upgrade to the website will lean heavily on HTML5 programming language in order to accomplish the company’s goals.

Baron Concors, Pizza Hut’s chief digital office recently talked to the Wall Street Journal about a shift to HTML5 and how he believes it will help the company in the long run. “Online ordering is a science… you need one great way because it’s all about simplicity for the customer.” Concors said that as many as 60 percent of orders placed to his company are now the online variety. The executive believes that further improvements in web technologies will get more retailers to turn to HTML5.

These retailers are going to want websites that have the ability to automatically shift the size of the screen based on the device being used to access the site. At the same time, these companies are going to be looking less at making dedicated mobile applications that have to take up space on mobile devices. Space is already limited on most smartphones, having to make room specifically for an app that does nothing but order food is going to be a non-starter for most mobile users.

It should be pointed out Pizza Hut competitor Dominos, has been moving the other way in the last few months. That company has made a couple of recent upgrades to its iOS mobile application and is bringing Google (News – Alert) Wallet integration on a large scale to its Android app.

Dominos isn’t the only company that is embracing native applications and Yum! Brands is actually going against the tide at this point. Concors believes the tide will shift and more companies will start looking at HTML5 simply because it’s both easier for the firms and easier for customers.

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