Although it plans to keep the same number of pizzas on the menu, from this week Pizza Hut will introduce eight pasta dishes across its 700 restaurants to support its new positioning. Nine restaurants will change their signage immediately.
Pizza Hut marketing director Claudia Nicholls-Magielsen said it was making the change because research showed that consumers wanted more variety when eating out, and that, on average, the British public ate more pasta than pizza. 'We want to be as famous for our pastas as we are for our pizzas,' she explained.
Nicholls-Magielsen admitted that the move was a 'bit of a shock tactic' designed to 'get people to feel differently about Pizza Hut'.
The name change will be supported by a multimillion-pound marketing campaign spearheaded by TV ads created by Abbott Mead Vickers BBDO, which break on 7 October.
Pizza Hut plans to invest £100m in its restaurants over the next six years. This year the company has spent £17m updating more than 100 restaurants with a more contemporary look and state-of-the-art equipment.
Watch the latest Brand Republic Video and hear the public's mixed reaction to Pizza Hut rebrand featuring a hilarious double act.
Comments
Hmmn Mistake
Pasta Hut is limiting. Should've called it The Hut and madeit more of an occasion based.
Is this just so they can hop onto the Wispa rebrand/relaunch movement 18 months down the line?
But they sell pizza's and pasta is just a side offering... They are my fave pizza delivery as well .. i think this is silly.
Name change? What about a change of management? All pizza hut's are run by teenagers and their customer service is appalling!!!
I agree with Ben. Why restrict yourself to one foodstuff? I'd rather have the flexibility of the McDonald's brandname than Burger King's. It's as if Boots had changed from Boots the Chemist to Boots the Cosmetic Store.
This seems like an Aprils fool. Surely this can't be right? Seems very silly to go away what they are really good at. Are they actually talking about changing the name? Agree it seems limiting.
Shock tactic...damn right. Pizza Hut is a fantastic and valuable brand. Really shouldn't play around with it. Perhaps introduce a pasta range through a nicely planned and targeted ad campaign, but change the entire brand? For pasta?
This seems very similar to the whole "Coco Pops Vs Choco Krispies" thing a few years back... Is this just a headline-grabbing PR stunt?
As far as I can remember they changed the name to pasta hut this April fools. I imagine they hope to change it, get some publicity, then change it back 'due to popular demand'.
Is this a joke? Pizza Hut is one of the best know GLABAL Pizza brands. Famous for its all you can eat buffets, Pizza Hut is a well esablished leader in this sector so why change it now? Silly silly decsison!!
They did exactly the same in the US in April. It is just a stunt to make people reassess the menu. Timely for a recession when people are turning towards affordable dining.
...and surely some that 9 figure sum might actually be better spent on continuing to refresh the interiors rather than a rebrand, no doubt requiring an expensive branding agency who will create a hybrid logo of the hat and some penne or rigatoni, \(insert your own preferred pasta shape here.)
Does anyone really think that you go to spaghetti house and only get spaghetti, Aberdeen Steak House and only get steak...? Am using those two as examples, as although they're both facing dire times, surely Pizza Hut's management don't believe consumers really are THAT stupid?
d
...sorry, but it's there for the taking...maybe it's not so much the pizzas they should be worried about, but the pizzazz...
thank you and goodnight.
If you want to see the 'new' logo, it seems that its already in place at pastahut.co.uk. Interestingly enough there is a poll to which you can vote for whether you think they should change their name or not. How do you think the results are looking so far? Well put it this way, 18% of all that voted must really love pasta! Or they work for the marketing team?!?
Pizza Hut needs a change and to stop focusing purely on its pizzas otherwise it will go under consumer radar. It's got to work harder to obtain consumer interest and I think McDonalds did a pretty good job, now get ready for Pizza Hut. Shouting pasta out loud is just a marketing stunt, but i'm sure they'll be introducing many new things to the table (scuse) such as free wifi, italian coffee, large family seating areas... it needs it because to be honest their pizzas really aren't that great!
i actually work at a pizza hut part time, i must say, I agree with the majority of the comments....its just a stunt, people still see us for pizza and will never see us a place for pasta! The brand is really confused at the moment....trying to get into casual dining whilst still offering mcdonalds type offers (e.g. 50% of meal vouchers)
Like or Hate the idea - advertising is "the business of drawing public attention to goods and services" ... with more comments on this thread than the next 2 most commented articles put together it's winning by a mile, I'd say they're way ahead .... as its temporary, of course its a stunt but that doesn't mean it isn't doing as the guys & galls in the Hut intended.
Ah, but is this name chnage a credit to advertising or PR?
I think its a good idea. I think their pizza is revolting, but maybe the pasta is better?!?
The worst thing is that I can't call my fat mate "Pizza The Hut" anymore.
has everyone overlooked the 'temporarily changing its name' bit? They aren't changing their name to this for good, it's just for a bit to get some attention and make people realise they now sell pasta as well.
It seems like a pretty good idea to me, people will walk past the shop and notice a name change a lot more than just a poster, and it wont damage the brand because its only temporary and fits the existing brand.
Hey kids we're going out for dinner!!
Wow, great, what are we having?
Er, pasta
Hmm, no thanks
This has totally made me rethink everything I've ever known about Pizza Hut. I mean the logo and font are all different as is the in store awesome decor. It's like totally different and totally made me wanna go there more. I hate pasta but I just think is amazing. Wish I could meet the people who made this ground breaking decison
This will totally confuse their loyal customers.. People wanting to go out for a good old traditional pizza I assume will now look elsewhere.
http://uk.youtube.com/watch?v=mMOPj6-4nDU
Feels like putting a trout pout on a very decent high street catering/leisure brand. And look at how many trout pouts go seriously wrong. The way to get people to 'feel differently' about a brand is through the experience - not playing with logos and fonts.
Tinkering with brand names to fall into line with contemporary values, fads and orthodoxies is dangerous ground. Two words. Carphone Warehouse. Market leader in spite of the term 'carphone' having absolutely no contemporary relevance.
I have just tried Pasta Hut and was confused to see much of its menu focus on pizza - pizza is not pasta is it? But what do I know, just went to Boots and couldn't find any shoes at all.
Pizza Hut definitely needed a revamp and a repositioning as it's been stuck in an eighties timewarp for the past twenty odd years. However, this rebranding is very short sighted and confusing for the consumer. Also why confuse people even more by making it a temporary name change? A very bad decision.
'Hut' always was and always will be a stupid name regardless of what precedes it.
For that sort of money they should have gone back to the drawing board and come out with something fresh - something other than the pasta that is!
I totally agree with david \(parish). It's a smart idea to communicate a new wider range of pasta on their menu. Is much more attention grabbing than a regular poster and will be talked about in press as well as in blogs and such alike. Just look at the list of comments written right here \(positive or negative - it's word of mouth)
This is ridiculous, what on earth posessed pizza hut to re-position itself as a pasta restaurant? If they feel they are moving towards a healthier image, take a look at their nutritional info on their site - the calories in their pasta dishes may be lower, but the fat content of several pasta dishes exceeds that of an individual Italian pizza or half a medium pizza. And, the quality of the pasta dishes is hardly superior - the lasagne only has 13% beef mince and charge £8 - I'd rather go to Pizza Express for the same price!
Comments
BEN JOHNSON - 06/10/2008
Hmmn Mistake Pasta Hut is limiting. Should've called it The Hut and madeit more of an occasion based.
Simon K - 06/10/2008
Is this just so they can hop onto the Wispa rebrand/relaunch movement 18 months down the line?
Benjamin Tilly - 06/10/2008
What about 'Jabba the'
AwallafaShagba - 06/10/2008
But they sell pizza's and pasta is just a side offering... They are my fave pizza delivery as well .. i think this is silly.
Adam Ward - 06/10/2008
Name change? What about a change of management? All pizza hut's are run by teenagers and their customer service is appalling!!!
Graham Pugh - 06/10/2008
I agree with Ben. Why restrict yourself to one foodstuff? I'd rather have the flexibility of the McDonald's brandname than Burger King's. It's as if Boots had changed from Boots the Chemist to Boots the Cosmetic Store.
Belinda Parmar - 06/10/2008
This seems like an Aprils fool. Surely this can't be right? Seems very silly to go away what they are really good at. Are they actually talking about changing the name? Agree it seems limiting.
James Sandoval - 06/10/2008
Shock tactic...damn right. Pizza Hut is a fantastic and valuable brand. Really shouldn't play around with it. Perhaps introduce a pasta range through a nicely planned and targeted ad campaign, but change the entire brand? For pasta?
Chris Pollard - 06/10/2008
This seems very similar to the whole "Coco Pops Vs Choco Krispies" thing a few years back... Is this just a headline-grabbing PR stunt?
Matt Saunders - 06/10/2008
As far as I can remember they changed the name to pasta hut this April fools. I imagine they hope to change it, get some publicity, then change it back 'due to popular demand'.
Tom Evans - 06/10/2008
Is this a joke? Pizza Hut is one of the best know GLABAL Pizza brands. Famous for its all you can eat buffets, Pizza Hut is a well esablished leader in this sector so why change it now? Silly silly decsison!!
Lucy Barrett - 06/10/2008
They did exactly the same in the US in April. It is just a stunt to make people reassess the menu. Timely for a recession when people are turning towards affordable dining.
david ridings - 06/10/2008
...and surely some that 9 figure sum might actually be better spent on continuing to refresh the interiors rather than a rebrand, no doubt requiring an expensive branding agency who will create a hybrid logo of the hat and some penne or rigatoni, \(insert your own preferred pasta shape here.) Does anyone really think that you go to spaghetti house and only get spaghetti, Aberdeen Steak House and only get steak...? Am using those two as examples, as although they're both facing dire times, surely Pizza Hut's management don't believe consumers really are THAT stupid? d
david ridings - 06/10/2008
...sorry, but it's there for the taking...maybe it's not so much the pizzas they should be worried about, but the pizzazz... thank you and goodnight.
Duncan James - 06/10/2008
A joke. Surely.
Lewis Cooper - 06/10/2008
If you want to see the 'new' logo, it seems that its already in place at pastahut.co.uk. Interestingly enough there is a poll to which you can vote for whether you think they should change their name or not. How do you think the results are looking so far? Well put it this way, 18% of all that voted must really love pasta! Or they work for the marketing team?!?
Martin Leguay - 06/10/2008
Pizza Hut needs a change and to stop focusing purely on its pizzas otherwise it will go under consumer radar. It's got to work harder to obtain consumer interest and I think McDonalds did a pretty good job, now get ready for Pizza Hut. Shouting pasta out loud is just a marketing stunt, but i'm sure they'll be introducing many new things to the table (scuse) such as free wifi, italian coffee, large family seating areas... it needs it because to be honest their pizzas really aren't that great!
shib hussain - 06/10/2008
i actually work at a pizza hut part time, i must say, I agree with the majority of the comments....its just a stunt, people still see us for pizza and will never see us a place for pasta! The brand is really confused at the moment....trying to get into casual dining whilst still offering mcdonalds type offers (e.g. 50% of meal vouchers)
Chris Petterson - 06/10/2008
Like or Hate the idea - advertising is "the business of drawing public attention to goods and services" ... with more comments on this thread than the next 2 most commented articles put together it's winning by a mile, I'd say they're way ahead .... as its temporary, of course its a stunt but that doesn't mean it isn't doing as the guys & galls in the Hut intended.
Lucy Barrett - 06/10/2008
Ah, but is this name chnage a credit to advertising or PR?
Gerhard Spangenberg - 06/10/2008
I think its a good idea. I think their pizza is revolting, but maybe the pasta is better?!?
Rollie Fingers - 06/10/2008
The worst thing is that I can't call my fat mate "Pizza The Hut" anymore.
david parish - 06/10/2008
has everyone overlooked the 'temporarily changing its name' bit? They aren't changing their name to this for good, it's just for a bit to get some attention and make people realise they now sell pasta as well. It seems like a pretty good idea to me, people will walk past the shop and notice a name change a lot more than just a poster, and it wont damage the brand because its only temporary and fits the existing brand.
Mackenziehead - 06/10/2008
Hey kids we're going out for dinner!! Wow, great, what are we having? Er, pasta Hmm, no thanks
Anton Reyniers - 06/10/2008
This has totally made me rethink everything I've ever known about Pizza Hut. I mean the logo and font are all different as is the in store awesome decor. It's like totally different and totally made me wanna go there more. I hate pasta but I just think is amazing. Wish I could meet the people who made this ground breaking decison
Alan Kane - 06/10/2008
This will totally confuse their loyal customers.. People wanting to go out for a good old traditional pizza I assume will now look elsewhere.
James Sandoval - 06/10/2008
http://uk.youtube.com/watch?v=mMOPj6-4nDU
paul rickard - 07/10/2008
Feels like putting a trout pout on a very decent high street catering/leisure brand. And look at how many trout pouts go seriously wrong. The way to get people to 'feel differently' about a brand is through the experience - not playing with logos and fonts. Tinkering with brand names to fall into line with contemporary values, fads and orthodoxies is dangerous ground. Two words. Carphone Warehouse. Market leader in spite of the term 'carphone' having absolutely no contemporary relevance.
Sophie Bentley - 07/10/2008
I have just tried Pasta Hut and was confused to see much of its menu focus on pizza - pizza is not pasta is it? But what do I know, just went to Boots and couldn't find any shoes at all.
Carlos Rodrigues - 10/10/2008
Pizza Hut definitely needed a revamp and a repositioning as it's been stuck in an eighties timewarp for the past twenty odd years. However, this rebranding is very short sighted and confusing for the consumer. Also why confuse people even more by making it a temporary name change? A very bad decision.
anton rush - 13/10/2008
'Hut' always was and always will be a stupid name regardless of what precedes it. For that sort of money they should have gone back to the drawing board and come out with something fresh - something other than the pasta that is!
Susann Goerg - 20/10/2008
I totally agree with david \(parish). It's a smart idea to communicate a new wider range of pasta on their menu. Is much more attention grabbing than a regular poster and will be talked about in press as well as in blogs and such alike. Just look at the list of comments written right here \(positive or negative - it's word of mouth)
Sophie Rouse - 23/10/2008
This is ridiculous, what on earth posessed pizza hut to re-position itself as a pasta restaurant? If they feel they are moving towards a healthier image, take a look at their nutritional info on their site - the calories in their pasta dishes may be lower, but the fat content of several pasta dishes exceeds that of an individual Italian pizza or half a medium pizza. And, the quality of the pasta dishes is hardly superior - the lasagne only has 13% beef mince and charge £8 - I'd rather go to Pizza Express for the same price!