Editor's comment: Pizza Hut's temporary fault

Somewhere between these first briefings and this Monday, however, a

fresh strategy was hurriedly unveiled. Now, the company was saying that
the switch was only 'temporary'.

I suspect someone at Pizza Hut lost their nerve, reaching the wise
conclusion that leading the media to write an incorrect story, seemingly
in the hope of achieving lots of publicity for a revamped menu, was a
bad idea.

Whatever the reasons, earlier in the week there was some confusion about
how long term the anticipated name change would be. Given that the
company made the same change in the US on April Fools' Day, it seems
unlikely to extend beyond a few temporary signs and a separate menu
section.

Pizza Hut has an unhealthy image to grapple with. Its dining experience
does not traditionally draw middle-class consumers - a group it wants to
attract. Its best chance is to offer healthier choices to those cutting
their spending in the face of a downturn. All it has to do is make
consumers aware that it is not all Stuffed Crust pizzas and fatty garlic
bread.

Many of our online readers have pointed out the main problem with the
'Pasta Hut' strategy: it makes little sense to anybody. Marketing is
about prudent, long-term objectives, not silly stunts. Like journalists,
the public - on whom the 'new' branding will make its impact - will not
like to feel they have been duped.

Lucy.barrett@haymarket.com.