Pizza Hut to revamp UK business
22 August 2011 11:53
Pizza Hut is to revamp its restaurants and menus in the UK, having admitted that it had to some extent let itself fall behind the times. The chain is currently trialling a number of initiates in four 'Alpha Hut' concept stores.
The group is also trialling a concept called Pizza Parade that could replace its lunchtime buffet offer. It has been modelled on the practice in upmarket Argentinean restaurants that will see waiters bringing trays of fresh pizza to customers' tables, instead of having to go to a buffet and collecting the food.
Speaking to Marketing Week, Jaclyn Schnau, marketing director of brand development, said: "We haven't kept up with the times. We put the blinders on and said 'customers will still come' and you know what, they didn't. We had some real soul searching to do and fundamentally we've realised that we have to move from a product based to an experience based offer."
She added that Pizza Hut has developed a "motif" for how they want people to feel when they experience Pizza Hut that goes beyond the products and means everything the chain does is embedded in making sure customers feel "uninhibited, embraced and light-hearted".
"Once we bring the brand back and make it relevant to them and accessible we are hitting the right chord and people are coming back. People love Pizza Hut they were just waiting for us to keep up with their life. Eventually the goal is to find out the best way to go forward," Ms Schnau said.
If successful, the concept could be rolled out nationwide next year.
Parent company Yum! Brands recently reported a weak performance by Pizza Hut UK.
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