In a bid to improve the sagging sales, QSR giant Pizza Hut has come up with a twist in it’s biggest-ever menu makeover, ostensibly aimed at wooing 18 to 34 year-old diners, says Reuters report.
The brand will introduce a new menu which will include sriracha, ginger and curry-flavored pizza crusts, with varieties like ‘hot and twisted’ and ‘Cock-A-Doodle Bacon’ and ‘Skinny’ with 250-calorie per slice pies.
The changed menu to be introduced in its US outlets first, on Nov 19, to counter the customized pizza chains like Blaze Pizza, Pie Five, Live Basil and other ‘build your own’ pizza chains, offering upscale toppings that aim to be the Chipotle Mexican Grill of pizza chains.
Talking about the revival of the menu, David Gibbs, Global Chief Executive of Pizza Hut said, "Our newest changes are the most significant we've made in our history."
Besides the menu, the 56-year-old chain will revamp its mobile ordering service along with logo, delivery boxes and staff uniforms. 60 per cent of its roughly 13,400 units are in the United States.
"In today's market, you have to take risks," said Darren Tristano, Executive Vice President at restaurant consulting firm Technomic.” He further added, "It is quite a bit of change in a short period of time."
Pizza Hut's challenge is to lure Millennials, who are used to customising their meals at chains like Chipotle and Subway, without alienating the older diners who are its main customers, Tristano said.
However, not to disappoint the brand loyal consumers, Plano, Texas-based Pizza Hut will continue selling familiar pizzas such as the Meat Lover's, Stuffed Crust and Supreme.