Brand Republic Video: Public's mixed reaction to Pizza Hut rebrand

by Jacquie Bowser and Nikki Sandison, Brand Republic 10-Oct-08, 08:00

LONDON - Pizza Hut's decision to rebrand as Pasta Hut has provoked a range of reactions from the public with some saying it's good to have a change while others think it could put people off, finds the latest Brand Republic Video -- watch it now.

Brand Republic took to the streets and found that some members of the public aren't impressed with Pizza Hut's rebrand and want more than a name change to persuade them to go in, while others labelled it a good idea.

Pizza Hut is temporarily changing its name to Pasta Hut to highlight its eight new pasta dishes, with nine restaurants changing their signage immediately.

The pizza chain plans to invest £100m over the next six years to revamp its 700 restaurants in the UK.

The name switch is being supported by a multimillion pound marketing campaign including TV ads created by Abbott Mead Vickers BBDO.

The plan has been condemned by some branding experts who claim that it is a "boring" and "puerile" idea that could "dilute the strength of the brand".

Earlier this week domain name specialist NetNames revealed that cybersquatters have been snapping up key domain names relating to Pasta Hut in an attempt to cash in on the rebrand.

However Pizza Hut has already secured Pastahut.co.uk which ranks first on Google for the search term "pasta hut" while the other sites do not appear on the first search results page.

The website provides information about its new pasta dishes and a poll for viewers to vote on whether they prefer the new name or would rather stick with the old one.

Comments

Jane Moore - 10/10/2008

It will need a lot more than just a name change but it will be interesting to see how this all pans out!

Daniel Bryan Hopwood - 10/10/2008

I think honestly, with the coverage there getting for name change, and also the fact there limiting it for the time being to the 9 restaurants in London, that if they go strictly of there results then it won't be that big of a risk. And if anything add another branch to the Pizza Hut corporation.

Remy Asher - 11/10/2008

What about the delivery only chains of Pizza Hut? Are they gonna start delivering pasta?

FOUAD NAEEM - 12/10/2008

I cant see any reason to dump such a big brand name for just 9 dishes of pasta.....unless otherwise they are planning to rebrand from a pizza brand to a pasta brand to penetrate the market from that side.......

Peter Hayes - 12/10/2008

Nothing has changed, I have always walked "past da hut"...

Daniel Bryan Hopwood - 12/10/2008

Nice

Stefano Augello - 13/10/2008

Some spare questions to comment one of the stupidest idea of the year, assuming it's more than a stunt and lasts for a while: 1) How stupid does Pizza Hut think its consumers are? 2) What kind of consideration does management have of its own brand, to think it can dispose of it so easily? 3) How much money will it take to change perception of a 50 years old brand, and how much more to get the brand back should this operation fail? 4) Why not try to fix the pizza business, which is what Pizza Hut stands for the mind of consumers, and develop Pasta Hut franchises alongside just like Mc Donald's did with Mc Cafe? More questions on: finalburp.wordpress.com

Joanna Leitch - 14/10/2008

Interesting idea, however surely Pizza Hut would need to drastically improve its pasta offering to its customers first? The pasta would need a jazzed up menu - currently it appears to be frusilli pasta with a cheap tasting stir- in sauce. I'd tolerate the pizza.