Dive Brief:
- After suffering eight straight quarters of sales decline, Pizza Hut officially rolled out a campaign for a new, millennial-friendly chain on Wednesday—the biggest in it's 56-year history.
- The pizza chain introduced a new logo, new toppings, healthier slices, and new look for the website.
- The company has decided to invest heavily in delivery-focused stores, and scale back on the dine-in portion of it's business model, mimicking the fast casual nature of other successful food chains.
Dive Insight:
This is Pizza Hut's fourth brand refresher in 15 years. The new toppings and flavors—ranging from honey Sriracha crust to Peruvian cherry peppers—are reflective of the diverse, ethnic flavors millennials have proven to flock to. Despite the myriad of customization options, it's main rivals—Domino's, Little Caesars, Papa John's—haven't caved into the millennial food trends, but are doing better financially. This leaves industry insiders to wonder: Is the makeover just what Pizza Hut needs to stand out, or it is just going to continue to be crushed by the competition?