Magazine article Marketing

Pizza Hut Due for [Pounds]10m Refit in Image Shake-Up

Magazine article Marketing

Pizza Hut Due for [Pounds]10m Refit in Image Shake-Up

Article excerpt

Paul Whitfield

Pizza Hut, the UK's largest chain of pizza restaurants, is to spend [pounds]10m on refitting and promoting the brand as it tries to modernise its image.

The company is introducing a new logo and replacing its dark wood interiors with lighter and more open architecture. The new image will be launched as the chain begins a three-month, [pounds]7.5m ad campaign for a new thin-based pizza, called The Edge.

Pizza Hut has also replaced its direct marketing agency, Barraclough Hall Woolston Gray, with Brann Forbes in preparation for a new DM campaign. It plans to tailor promotions to individual customers in a new effort to cross-sell products and increase consumption.

Pizza Hut's marketing director, Bill Ogle, said: "Pizza Hut restaurants are about a casual dining experience and that experience is evolving. This refit brings a contemporary image to the restaurants."

The restaurant refit is one of a series of marketing initiatives across Pizza Hut's main distribution channels, eat-in, takeaway and home delivery. …

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