Brand Positioning of Pizza Hut

Pizza Hut is a United States based international restaurant chain famous for its Italian-American cuisine menu. Pizza hut is well known for making good quality pizza, pasta as well as desserts and side dishes. They have a very wide range of pizza menu with includes hand tossed pizza, pepperoni pizza, Meat lovers pizza Ultimate cheese lovers pizza Veggie lover’s pizza, supreme pizza, BBQ beef pizza, chicken supreme pizza, Hawaiian luau pizza etc. They also continuously experiment on new pizza recipes with consumer collaboration. Pizza Hut operates in different restaurant concepts in different locations. They were originally family-style restaurant with dine-in locations. Then they expanded to carry out and delivery locations.

Full sized Pizza Hut locations also have buffet lunch with all you can eat pizza and other items. In 2004 they opened Pizza Hut Italian Bistro in 50 locations in the US.    

Pizza Hut started its journey in 1958 in Wichita, Kansas by two college students Frank and Dan Carney. Now they have 13,200 restaurants and delivery chains operating in 100 countries worldwide. Pizza Hut is a subsidiary of fast food company Yum! Which also owns KFC, Wing Street, Taco Bell brands.  

Brand Positioning of Pizza Hut

Pizza Hut uses the slogan ‘Make It Great’. Which indicates they want their food to be of better quality and they also want their consumers to have a better sense of eating good quality pizza. Pizza Hut positioned themselves as a family oriented restaurant and they want their consumers to share the fun of eating their good quality pizza.

Target customers of Pizza Hut are of 16 to 44 years old with good sense of pizza eating. Younger people and married couples with dual careers are targeted by Pizza Hut. They also prefer customers with repeated purchases. High loyalty towards the brand is built by providing good user experience by the brand. 

Pizza Hut targets the customers who are in middle class with around 60% of their monthly budget spend for food consumption. Pizza Hut doesn’t portray themselves as premium brand in pizza selling like Domino’s rather they try to target middle class consumers. They also target university students who will be a potential consumer base for a long time. 

Pizza Hut targeting and positioning may vary from region to region. Yum! India Inc. and Yum! China has their different positioning strategies for Pizza Hut as they try to localize menu items and runs different Ad campaigns.

Did you know?

Pizza Hut have made a Guinness World Record for delivering the Highest altitude pizza of the Mount Kilimanjaro. This event was organized by Yum! And Pizza Hut Africa.

Repositioning Strategy:

Pizza Hut’s past slogan was "Gather 'round the good stuff", and then it was changed to "Now You're Eating!”. Whatever the slogan may be, they always targeted the families and young generation as their main target customers.

They continuously target new people by different kinds of restaurant or menu item. American Bistro type restaurant is an example of their restaurant concept expansion which opened in 2004.

Pizza Hut can also introduce more organic pizza concepts to attract new consumer base. 

 

                                          credit: Pizza Hut Delivery UK