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Pizza Hut, Saga, HMV: 5 things that mattered this week and why

Marketing Week 04 Jan 2019 11:32

Pizza Hut broadens appeal to avoid casual-dining sector struggle

Pizza Hut is well-known for its restaurants but the chain is on a mission to become just as famous for delivery.

To kickstart this it has launched a new brand-platform, Pizza Hut Delivery, with a funny campaign video that takes a not-so-subtle swipe at rival Domino’s.

Despite never mentioning its competitor by name, the star of the ad compares offers at “rivals” while a trail of blue dominoes falls in the background.

“At the end of the day we sell pizza and that’s entertaining so our goal is to not take ourselves too seriously and have some fun in the space”,  Beverley D’Cruz, sales and marketing director at Pizza Hut Europe and UK told Marketing Week.

2018 was filled with struggling restaurants so upping focus on delivery is a good move from Pizza Hut. The playful rivalry with Domino’s will likely go down well with consumers too.

D’Cruz also discussed the pressure to keep up with food trends. Despite “furious innovation” she was keen to point out that the majority of Pizza Hut customers rarely sway from their standard orders.

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Pizza HutHMVPizza HutPizza Hut EuropeUK
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