The switch, announced by Pizza Hut this week, is intended to flag up its revamped pasta menu, supported by an ad campaign created by Abbott Mead Vickers BBDO. It is likely, however, that the Pizza Hut name will be reinstated at the 30 outlets after the year-long drive.
Jim Prior, managing director of branding agency The Partners, described the tactic as 'boring'. 'It is a bit of a puerile idea; the sort of thing the chair-man's wife comes up with at Sunday lunch,' he said. 'It is na•ve, too; it is hardly as though the change is from something unexciting to something that is more exciting.'
Vanessa Cohen, partner at branding consultancy Prophet, said the change would garner press coverage, but added: 'I find it hard to believe it won't cause confusion and dilute the strength of the brand.'
Pizza Hut's marketing director, Claudia Nicholls-Magielsen, said the change was designed to alter people's perceptions of the brand, and denied it was an attempt to target health-conscious consumers.
Feedback from the forums:
It seems like a good idea. People will really notice a name change, and it fits the existing brand. David Parish
I imagine Pizza Hut hopes to gain publicity, then bring the name back 'by popular demand'. Matt Saunders
I work at Pizza Hut, and I agree with a lot of the comments here; the brand is really confused at the moment. Shib Hussain
Comments
Jim Prior says 'It is a bit of a puerile idea; the sort of thing the chair-man's wife comes up with at Sunday lunch.'
Er, does he want to be a bit more patronising...?
My local one \(Sidcup) ran out of pizza on Saturday, making it just a hut!
In Jim's defence, I think he meant that it is the sort of idea that was not formulated by a marketing expert and has no sound strategic business logic.
Lets just adopt the mindset of the general public and not middle class Soho restaurant eaters.
The public probably don't care what it's called. It's just a reference. What they really care about is the range, taste, eating experience, service, quality, price and ethos of the brand. Names, graphics and slogans are just accessories. I sometimes worry that our ivory tower gets higher.
What are you talking about...this is awesome. This is amazing. I can't get over how much blood, sweat and tears must have gone into generating this hybrid of a name, store and thus brand. I hate pasta but now I love it becuase I also love genius when I see it. Yeah!!
I agree the brand is strong enough and the change is small enough to not cause too much confusion. However, surely people will be questioning why this decision has been made, on the face of it it looks like a hasty decision to save face, especially given that it will only be temporary. I wonder whether the pasta options are actually healthier, anyway!
I agree with Sarah Taylor about Jim's quote...
He should save those sort of comments for his male friends at the pub.
And in Sarah Taylor's defence, I think she meant it's incredibly patronising that the phrase "chair-man's wife" could still be used as the shorthand for someone who is far from being a marketing expert. Perhaps, in 2008, the chairman's wife is a partner at a brand consultancy...?
Pizza Hut may be puerile but Jim Prior's choice of words is far more cringe-worthy.
To do it for only a temporary period and then revert back to the original name will appear to be a back-tracking move due to failure of the new name - irrespective of it being part of the 'strategy'. The Average Joe doesn't care. Promote the new menu, that's the important bit - perceptions will follow.
I still don't see the point in changing it. People will still refer to it as pizza hut. Even the logo is iconic irrespective of the name change. And plus pasta hut really doesn't have the same ring to it......it just sounds like yet another pasta place!
I'll put money on it that the wife of the chairman of Yum Brands is NOT a partner at a brand consultancy. Any takers?
I think that it is a complete and utter waste of money, how can any sane marketer think that spending all that money on a name change to Pasta Hut is a good idea is beyond me!!!!
I think it's a brilliant idea. We spend all our time trying to think up creative ideas that people sit up and notice,that cut through the clutter, and deliver a really simple message. This temporary name change achieves just that. Whats more, its going to cost them next to nothing to do this. And it will probably be oodles more effective than a TV campaign that would have cost them £millions
Surely there are smarter ways of telling your consumers you can eat pasta at a Pizza Hut - or do they think the TA is that stupid?
The wife comment - amazing that someone so smart would say something like that in this day and age.
I would bet that this article won't be in the company press coverage portfolio in Reception!
Sorry Barry, the only message that this has delivered is that Pizza Hut hasn't got a strategy and the only reason people have sat up and noticed is because the idea stinks - apparent from all the reams of negative coverage. Also, Pizza Hut IS supporting this fundamentally flawed stunt with a TV campaign. God knows why though.
well, having worked on the account a few years ago, before AMV lost it to Weidens this was one of their ideas...oooh...about 5 years ago. I wonder if it was presented as new or presented as a dusted down idea ?
I would say that the approach came from a realisation process where Pizza Hut knows that they are losing competitiveness in the pizza segment. In my country \(M'sia), they are having a tough frontal attack by Domino Pizza. Domino are more focus and able to tap the right type of customers whom prefer PIZZA!!! Pizza hut somehow lost their strategic direction by going into a too diversified product expansion, which PASTA might be the Name for them to strive.
Dominos also has an advantage - it's only delivery which is 99% owned by franchise holders...whereas Pizza Hut is saddled with ageing stores that need investment to fight off the new younger breed of Pizza places (from Frankie and Bennies, Pappa Jons etc).....
I'm not convinced this name change has received 'reams of negative coverage'. Indeed, the only negative coverage I've seen of it is on Brand Republic. However, it has received lots of PR in consumer press - and the coverage I've seen is good.
Wrong. I even caught Alex Zane taking the piss out of it on Xfm this morning.
Think its funny that a number of nationals and trade publications announced this as a full rebrand! :)
An obvious typo - it should have been "Basta Hut" , which as everyone knows means "Enough !" Who wants to eat in a hut anyway ?
I think the amount of commentary here says it all really. Job done.
Lets put this all into perspective people. The graphics have stayed the same and they have changed the word pizza to pasta. Its not really headline news so lets all get off our soap boxes. Its a small change to avoid disrupting their brand strength. Its temporary because they just want people to know about their additional offering. Back to work everyone and lets come up with something thats worth talking about.
Pizza or pasta? Nevermind. As long as they carry on with the all-you-can eat buffet no one will care.
I still prefer Pizza Hut as a name that makes me wanna eat something....
on the other hand, all this talking about changing the name certainly brings up Pizza Hut to my awareness, which is a very smart marketing idea. To make people talk & think about it is a lot!
Now I'm hungry... :)
Adi,
http://www.zooz.co.il/eng
Comments
Sarah Taylor - 07/10/2008
Jim Prior says 'It is a bit of a puerile idea; the sort of thing the chair-man's wife comes up with at Sunday lunch.' Er, does he want to be a bit more patronising...?
David Pearce - 07/10/2008
My local one \(Sidcup) ran out of pizza on Saturday, making it just a hut!
Jeremy Lee - 07/10/2008
In Jim's defence, I think he meant that it is the sort of idea that was not formulated by a marketing expert and has no sound strategic business logic.
CHRIS ARNOLD - 07/10/2008
Lets just adopt the mindset of the general public and not middle class Soho restaurant eaters. The public probably don't care what it's called. It's just a reference. What they really care about is the range, taste, eating experience, service, quality, price and ethos of the brand. Names, graphics and slogans are just accessories. I sometimes worry that our ivory tower gets higher.
Anton Reyniers - 07/10/2008
What are you talking about...this is awesome. This is amazing. I can't get over how much blood, sweat and tears must have gone into generating this hybrid of a name, store and thus brand. I hate pasta but now I love it becuase I also love genius when I see it. Yeah!!
Rebecca Coldicott - 07/10/2008
I agree the brand is strong enough and the change is small enough to not cause too much confusion. However, surely people will be questioning why this decision has been made, on the face of it it looks like a hasty decision to save face, especially given that it will only be temporary. I wonder whether the pasta options are actually healthier, anyway!
Jacquie Bowser - 07/10/2008
I agree with Sarah Taylor about Jim's quote...
He should save those sort of comments for his male friends at the pub.
Charlotte Hamilton - 07/10/2008
And in Sarah Taylor's defence, I think she meant it's incredibly patronising that the phrase "chair-man's wife" could still be used as the shorthand for someone who is far from being a marketing expert. Perhaps, in 2008, the chairman's wife is a partner at a brand consultancy...? Pizza Hut may be puerile but Jim Prior's choice of words is far more cringe-worthy.
Mark Higginson - 07/10/2008
To do it for only a temporary period and then revert back to the original name will appear to be a back-tracking move due to failure of the new name - irrespective of it being part of the 'strategy'. The Average Joe doesn't care. Promote the new menu, that's the important bit - perceptions will follow.
Dee Mistry - 07/10/2008
I still don't see the point in changing it. People will still refer to it as pizza hut. Even the logo is iconic irrespective of the name change. And plus pasta hut really doesn't have the same ring to it......it just sounds like yet another pasta place!
Steve Fairbrother - 07/10/2008
mmmmmmmmmmmm pizza.
jezwaspsrule - 07/10/2008
I'll put money on it that the wife of the chairman of Yum Brands is NOT a partner at a brand consultancy. Any takers?
Micky Pain - 07/10/2008
I think that it is a complete and utter waste of money, how can any sane marketer think that spending all that money on a name change to Pasta Hut is a good idea is beyond me!!!!
Barry Whyte - 07/10/2008
I think it's a brilliant idea. We spend all our time trying to think up creative ideas that people sit up and notice,that cut through the clutter, and deliver a really simple message. This temporary name change achieves just that. Whats more, its going to cost them next to nothing to do this. And it will probably be oodles more effective than a TV campaign that would have cost them £millions
joe woollen - 07/10/2008
Surely there are smarter ways of telling your consumers you can eat pasta at a Pizza Hut - or do they think the TA is that stupid? The wife comment - amazing that someone so smart would say something like that in this day and age. I would bet that this article won't be in the company press coverage portfolio in Reception!
jezwaspsrule - 07/10/2008
Sorry Barry, the only message that this has delivered is that Pizza Hut hasn't got a strategy and the only reason people have sat up and noticed is because the idea stinks - apparent from all the reams of negative coverage. Also, Pizza Hut IS supporting this fundamentally flawed stunt with a TV campaign. God knows why though.
Will Phipps - 07/10/2008
well, having worked on the account a few years ago, before AMV lost it to Weidens this was one of their ideas...oooh...about 5 years ago. I wonder if it was presented as new or presented as a dusted down idea ?
Joseph Choe - 08/10/2008
I would say that the approach came from a realisation process where Pizza Hut knows that they are losing competitiveness in the pizza segment. In my country \(M'sia), they are having a tough frontal attack by Domino Pizza. Domino are more focus and able to tap the right type of customers whom prefer PIZZA!!! Pizza hut somehow lost their strategic direction by going into a too diversified product expansion, which PASTA might be the Name for them to strive.
Will Phipps - 08/10/2008
Dominos also has an advantage - it's only delivery which is 99% owned by franchise holders...whereas Pizza Hut is saddled with ageing stores that need investment to fight off the new younger breed of Pizza places (from Frankie and Bennies, Pappa Jons etc).....
Barry Whyte - 08/10/2008
I'm not convinced this name change has received 'reams of negative coverage'. Indeed, the only negative coverage I've seen of it is on Brand Republic. However, it has received lots of PR in consumer press - and the coverage I've seen is good.
jezwaspsrule - 08/10/2008
Wrong. I even caught Alex Zane taking the piss out of it on Xfm this morning.
Danny Whatmough - 08/10/2008
Think its funny that a number of nationals and trade publications announced this as a full rebrand! :)
jonathan Biggs - 08/10/2008
An obvious typo - it should have been "Basta Hut" , which as everyone knows means "Enough !" Who wants to eat in a hut anyway ?
Gavin Gordon - 10/10/2008
I think the amount of commentary here says it all really. Job done.
Ryan Pettitt - 10/10/2008
Lets put this all into perspective people. The graphics have stayed the same and they have changed the word pizza to pasta. Its not really headline news so lets all get off our soap boxes. Its a small change to avoid disrupting their brand strength. Its temporary because they just want people to know about their additional offering. Back to work everyone and lets come up with something thats worth talking about.
Moz in Oz - 15/10/2008
Pizza or pasta? Nevermind. As long as they carry on with the all-you-can eat buffet no one will care.
Adi Golan - 16/10/2008
I still prefer Pizza Hut as a name that makes me wanna eat something....
on the other hand, all this talking about changing the name certainly brings up Pizza Hut to my awareness, which is a very smart marketing idea. To make people talk & think about it is a lot!
Now I'm hungry... :)
Adi,
http://www.zooz.co.il/eng