Pizza hut

Pizza Hut is an American restaurant chain and international franchise known for
Italian-American cuisine including pizza and pasta as well as side dishes and
desserts. The company has over 15,000 locations worldwide as of 2015, and is a
subsidiary of Yum! Brands, Inc., one of the world's largest restaurant companies.

HISTORY
Pizza Hut was founded in June 1958 by two Wichita State University students,
brothers Dan and Frank Carney, as a single location in Wichita, Kansas.[2]
Before closing in 2015, the oldest continuously operating Pizza Hut was in
Manhattan, Kansas, in a shopping and tavern district known as Aggieville
near Kansas State University. The first Pizza Hut restaurant east of the
Mississippi was opened in Athens, Ohio in 1966 by Lawrence Berberick and
Gary Meyers.

Pizza Hut's international presence includes Canada and Mexico in North

America, India (not in the Pizza Hut division, but in the Yum! India division),
[3][4] Bangladesh,[5][6] Pakistan, Australia, United Kingdom, Sweden,
Turkey, Honduras, Costa Rica, El Salvador, Guatemala, Colombia, Venezuela,
Peru, Ecuador,[7] and Nicaragua, and its Asian presence includes Japan,
Qatar, the Philippines, Vietnam, Thailand, Malaysia, Indonesia, China (not in

Kong, South
Korea, Myanmar, and Macau. Pizza Hut was one of
the first American franchises to open in Iraq.[8]
Pizza Hut division, but in the Yum! China Division), Hong

The company announced a rebrand to begin on

November 19, 2014. The rebrand is an effort to
increase sales, which dropped in the previous two
years. The menu will be expanded to introduce

various items such as crust flavors and eleven new

specialty pies. Work uniforms for employees were
also refreshed.[9]
Concept

Pizza Hut is split into several different restaurant formats; the original
family-style dine-in locations; store front delivery and carry-out locations;
and hybrid locations that have carry-out, delivery, and dine-in options. Some
full-size Pizza Hut locations have a lunch buffet, with "all-you-can-eat" pizza,
salad, bread sticks, and a pasta bar. Pizza Hut has other business concepts
different from the store type; Pizza Hut "Bistro" locations are "Red Roofs"
which have an expanded menu and slightly more upscale options.

An upscale concept was unveiled in 2004, called "Pizza Hut Italian

Bistro". At 50 U.S. locations, the Bistro is similar to a traditional Pizza Hut,
except the menu features new, Italian-themed dishes such as penne pasta,
chicken pomodoro, and toasted sandwiches.[14] Instead of black, white, and
red, Bistro locations feature a burgundy and tan motif.[15] Pizza Hut Bistros
still serve the chain's traditional pizzas and sides. In some cases, Pizza Hut
has replaced a "Red Roof" location with the new concept. "Pizza Hut Express"
and "The Hut" locations are fast food restaurants. They offer a limited menu
with many products not seen at a traditional Pizza Hut. These type of stores
are often paired in a colocated location with a sibling brand such as
WingStreet, KFC or Taco Bell, and found on college campuses, food courts,
theme parks, bowling alleys, and in stores such as Target.

Vintage "Red Roof" locations, designed by architect Richard D. Burke,

can be found in the United States and Canada; several exist in the UK,
Australia, and Mexico. In his book Orange Roofs, Golden Arches, Phillip
Langdon wrote that the Pizza Hut "Red Roof" architecture "is something of a
strange object considered outside the realm of significant architecture, yet
swiftly reflecting shifts in popular taste and unquestionably making an
impact on daily life. These buildings rarely show up in architectural journals,

yet they have become some of the most numerous and conspicuous in the
United States today."[16]

Curbed.com reports, "Despite Pizza Hut's decision to discontinue the

form when they made the shift toward delivery, there were still 6,304
'traditional units' standing as of 2004, each with the shingled roofs and
trapezoidal windows signifying equal parts suburban comfort and strip-mall
anomie." This building style was common in the late 1960s and early 1970s.
The name "Red Roof" is somewhat anachronistic now, since many locations
have brown roofs. Dozens of "Red Roofs" have closed or been relocated or
rebuilt.[17]

Many "Red Roof" branches have beer if not a full bar, music from a
jukebox, and sometimes an arcade. In the mid 1980s, the company moved
into other successful formats including delivery or carryout and the fast food
"Express" model.

ADVERTISING
Logo from 1975 to 1999 (still in use at some older locations), inspired by the
Red Roof building
United States[edit]
Pizza Hut's first television ad was produced in 1965 by Bob Walterscheidt for
the Harry Crow agency in Wichita and was entitled "Putt Putt to the Pizza
Hut". The ad, devised like an old movie, showed a man in a suit and tie
(played by Ron Williams, production manager for KAKE-TV at the time)
ordering take-out and driving his 1965 Mustang JR to Pizza Hut, where he is
chased by a variety of townspeople (portrayed by neighborhood kids,
Walterscheidt and his daughter, and various employees for Harry Crow and
KAKE-TV). He picks up his pizza and goes back to his house, where all of his
pizza is eaten by the townspeople before he can take a bite. Frustrated, he
calls Pizza Hut again. The ad first aired on November 19, 1966 during
halftime of the Notre Dame vs. Michigan State "Game of the Century", and
dramatically increased sales for the franchise. "Putt Putt to the Pizza Hut" ran
on TV for 8 years and was nominated for a Clio Award.[26][27]

Until early 2007, Pizza Hut's main advertising slogan was "Gather 'round the
good stuff", and was "Now You're Eating!" from 2008 to 2009. From 2009 to
2012, the advertising slogan was "Your Favorites. Your Pizza Hut." The
advertising slogan is currently "Make it great," an updated version of the
original "Makin' it great" slogan used from 1987 to 1993.

Pizza Hut does not have an official international mascot, but at one time,
there were commercials in the U.S. called 'The Pizza Head Show.' These
commercials ran from 1993 to 1997 and were based loosely on the Mr. Bill
shorts from Saturday Night Live during the late-1970s. The ads featured a
slice of pizza with a face made out of toppings called 'Pizza Head'. In the
1970s, Pizza Hut used the signature red roof with a jolly man named "Pizza
Hut Pete". Pete was on the bags, cups, balloons and hand puppets for the
kids. In Australia during the mid to late 1990s, the advertising mascot was a
delivery boy named Dougie, with boyish good looks who, upon delivering
pizza to his father, would hear the catchphrase "Here's a tip: be good to your
mother". Adding to the impact of these advertisements, the role of Dougie
was played by famous Australian soap opera and police drama actor Diarmid
Heidenreich.

Pizza Hut sponsored the film Back to the Future Part II (1989), and offered a
free pair of futuristic sunglasses, known as "Solar Shades", with the purchase
of Pizza Hut pizza. Pizza Hut also engaged in product placement within the
film, having a futuristic version of their logo with their trademarked red hut
printed on the side of a mylar dehydrated pizza wrapper in the McFly family
dinner scene, and appear on a storefront in Hill Valley in the year 2015.[28]

The 1990 NES game Teenage Mutant Ninja Turtles II: The Arcade Game, came
with a coupon for a free pizza. The game was filled with Pizza Hut advertising
(the first ever console video game with product placement) and pizza that
would refill the character's life.

In 1994, Donald Trump and ex-wife Ivana Trump featured in a commercial.

The ending of the commercial showed Ivana Trump asking for the last slice,

to which Donald replied, "Actually dear, you're only entitled to half", a play
on the couple's recent divorce.

In 1995, Ringo Starr appeared in a Pizza Hut commercial which also featured
The Monkees. A commercial with Rush Limbaugh dates from the same year,
in which he boasts "nobody is more right than me," yet he states for the first
time he will do something wrong, which was to participate in Pizza Hut's then
"eating pizza crust first" campaign regarding their stuffed crust pizzas.

In 1999, the announcer says, "The best pizzas under one roof" in the Big New
Yorker pizza commercial seen on the PlayStation Pizza Hut Demo Disc 1. Also
in 1999, the game Crazy Taxi for Sega Dreamcast featured Pizza Hut as one
of the locations that players were able to drive to and drop off customers.
However, in the game's 2010 re-release for Xbox Live and PlayStation
Network, all of the product placement, including the Pizza Hut locations were
removed.[29]

Early 2007 saw Pizza Hut move into several more interactive ways of
marketing to the consumer. Using mobile phone SMS technology and their
MyHut ordering site, they aired several television commercials (commencing
just before the Super Bowl) containing hidden words that viewers could type
into their phones to receive coupons. Other innovative efforts included their
"MySpace Ted" campaign, which took advantage of the popularity of social
networking, and the burgeoning user-submission marketing movement via
their Vice President of Pizza contest.

United Kingdom[edit]
Talk show host Jonathan Ross, co-starred in an ad with American model,
Caprice Bourret. They advertised the stuffed crust pizza, with Jonathan Ross
saying "Stuffed cwust" due to his rhotacism.

Another UK ad shows British Formula One driver Damon Hill visit a Pizza Hut
restaurant and order a pizza, with F1 commentator Murray Walker visiting

with him, and narrating as though it was a Formula One race. As Hill is about
to finish his meal, Walker, in a play on Hill's 1994 and 1995 seasons where he
was runner up in the Formula One World Championship both won by Michael
Schumacher, shouts "And Hill finishes second, again!" at which Hill grabs
Walker by his shirt and shakes him angrily, Walker proclaiming, in his usual
tones, "He's lost it! He's out of control!"

Following England's defeat to Germany on penalties in the semi-finals of Euro

96, Gareth Southgate, Stuart Pearce and Chris Waddle featured in an advert.
The advert shows Southgate wearing a paper bag over his head in shame as
he was the one, who missed the crucial penalty against Germany. Waddle
and Pearce, who both missed penalty kicks in Italia 90 are ridiculing him,
emphasising the word 'miss' at every opportunity. After Southgate finishes
his pizza he takes off his paper bag, heads for the door and bangs his head
against the wall. Pearce responds with, "this time he's hit the post".

Russia[edit]
In 1997, former Soviet Union Premier Mikhail Gorbachev starred in a Pizza
Hut commercial to raise money for the Perestroyka Archives. In recent years,
Pizza Hut has had various celebrity spokespeople, including Jessica Simpson,
the Muppets, and Damon Hill and Murray Walker.

Pizza Hut paid for their logo to appear on a Russian Proton rocket in 2000,
which launched the Russian Zvezda module.[30]

Pasta Hut[edit]
On April 1, 2008, Pizza Hut in America sent emails to customers advertising
their pasta items. The email (and similar advertising on the company's
website) stated "Pasta so good, we changed our name to Pasta Hut!"[31] The
name change was a publicity stunt held with April Fools' Day, extending
through the month of April, with the company's Dallas headquarters
changing its exterior logo to Pasta Hut.[32] This name change was also used
to promote the new Tuscani Pasta line and new Pizza Hut dine-in menu. The

first Pasta Hut advertisement shows the original Pizza Hut restaurant being
imploded, and recreated with a "Pasta Hut" sign.
Pizza Hut's Mission Statement
We take pride in making a perfect pizza and providing courteous and helpful
service on time all the time. Every customer says, "I'll be back!" We are the
employer of choice offering team members opportunities For Growth,
Advancement, And Rewarding Careers in a Fun, Safe Working Environment.

P.E.A.R.L.S
[P]ASSION for excellence in doing everything

[E]XECUTE with positive energy and urgency.

[A]CCOUNTABLE for growth in customer satisfaction and profitability.

[R]ECOGNIZE the achievement of others and have fun doing it.

[L]ISTEN and more importantly, respond to the voice of the customer.

PEST (Political, Economic, Social & Technological)

1. POLITICAL ISSUES:
Political issues include regulatory frame work operating in judicial system
which may affect the business in different ways. There are not many political
factors in London affecting Pizza Hut as is lack of competition. Factors such
as laws on business employment, pollution and taxation apply on the
organization which it has to follow regarding the rules.

2. ECNOMIC FACTORS:

If the county's economy is better so the GDP of the country will be good, this
is a green signal for the business as the per capita income of the people will
be increased and they will spend more money. In our survey we came to
know that most of the people in the beginning of the months spend more
and they visit pizza hut very often. When the inflation rate increases the cost
of raw material also increases and this leads towards high prices of the
products and vice versa.

3. SOCIAL FACTORS:
Pizza hut is a multinational and it is basically originated from America so the
organization is overwhelmed by western culture. There are social forms of
society which consist of Upper class, middle class, middle upper class, lower
class and lower class. Every country has cultural norms, values, beliefs and
religion which can affect the organization.

4. TECHNOLOGICAL FACTORS:
Now a day's technology is improving so as baking and heating ovens
will be of new and efficient technology and will provide efficient service. Due
to new technology there are new ways of marketing like internet;
telemarketing and the organization can advertise their products with much
more faster pace. Computer based customer data that is MIS (managing
information system) helps in collecting customer data, daily transactions,
future forecasting and decision making. New vehicles will make their service
more efficient.

SWOT ANALYSIS OF PIZZA HUT

1. Strengths
Part of the largest restaurant chain in the world

Over 20,000 franchises around the world

 Brand leader in the UK

Innovative range of pizzas under one roof

Famous television advertising

Food attracts people of various ranges from young to old.

Sound financial situation and international turnover.

100% owned by yum!

Pizza Hut sits on top of global full-service restaurant tree

2. Weaknesses
Loyal customers are feeling that the satisfaction of the pizzas is
declining.

While Novak said Pizza Hut's expansion into China is going exceedingly
well, there is

battling problems in New Zealand and Australia.

There are complex computer systems and internal conflicts from

franchisees.

 There is a lack of an organic pizza, which will limit the target market

3. Threat
Rising competition undermines Pizza Hut as consumers go for greater
convenience

Rising cheese costs threaten margins

Threat from Dominos pizza, also from Mc Donald's who have tried to
introduce a new meal that is a Pizza called: McPizza. Marcus Griffiths

4. Opportunities
New Pizzas with different crust sizes and flavours.

Pizza Hut expands Indian market menu and looks to old favourite to
bolster sales in the US

Pizza Hut targets upscale products and a downscale consumer base

FOUR P'S OF MARKETING
Fig.3

1. PRODUCT
Product refers to the actual program you are planning. The goal of pizza hut
is to develop the best product with the resources available. Pizza Hut sells
pizzas in four different sizes: personal (an individual serving), small, medium
and large, though most stores have done away from with the small size. A
variety of toppings are available, plus "specialty" styles, including Meat
Lovers, Pepperoni Lovers, Cheese Lovers, Veggie Lovers, Double

Cheeseburger, Supreme, Super Supreme and the newly introduced Pizza Mia.
The pan pizza has a thicker crust than most other commercially available
pizzas. So their products have helped them to retain their customers and to
increase them. They provide their customers with complete nutrition plan
and healthy food is guaranteed.

Fig.4

The nutrition plan also clearly tells diabetes patients can use what range of
food at pizza hut. Over weight patients are also satisfied and the pizza with
less cholesterol can be ordered. This encourages the customers to visit pizza
hut rather than going elsewhere. As pizza hut has to boost its sales in the
existing markets, so they the new food products are introduced in all
branches line-by-line because all branches are operated in co-operation with
one another. Different products for different regions are also developed as
there are choice differences.

2. Price
As there are no such competitors of Pizza Hut which could compete with the
quality of pizza produced at Pizza Hut, therefore, the pricing strategy
adopted by Pizza Hut is 'market skimming'. Pizza Hut has adopted this
pricing strategy as they want to hold maximum share of the market by
maximum profit. This is a golden era for Pizza Hut, as there are no
competitors and hence, Pizza Hut is free to charge any price they want. They
are charging higher prices due to the uniqueness of the product. They satisfy
the target market as the food quality is worth the price paid. The pricing
strategy is not just to get the worth of quality but also to gain maximum
profits before any competitor enters because then Pizza Hut will have to
change its pricing strategy. Although the prices would be lowered with the
new entrants in the market but not to a greater extent as the quality food
products are not home-produced. They are imported from different countries
keeping in view the best quality. First, this pricing strategy will help segment
the market. Different groups of customers are willing to pay different prices
for the same product. The high/low pricing strategy will also create
excitement. The pricing strategy adopted by Pizza Hut is 'market skimming'.
Pizza Hut has adopted this pricing strategy as they want to hold maximum

share of the market by maximum profit. This product will emphasize product
and service quality

3. PLACE/DISTRIBUTION:

It refers to the best place to offer program. That is the place where it is
located and through what channels are we distributing programs and the
competitive advantage lies in distribution. This site has been chosen keeping
in view the following factors. It is in an out of centre location on retail or
Leisure Park with good parking accessibility. Secondly the catchment area is
of a specified minimum size and within a given drive time to the site.
Distribution The type of distribution channel used by Pizza Hut is the direct
channel. The direct channel is successful when there is an extremely large
market that is geographically dispersed. The direct channel is also useful
when there are a large number of buyers, but a small amount purchased by
each. Pizza Hut uses three different methods of selling its products directly to
the market.

The first method of distribution used by Pizza Hut is Home. Office delivery.
Customers can call Pizza Hut ahead of time, place an order, and the order is
delivered to the customer's home.

Another method of distribution is for customers to dine-in. Customers can go

to the nearest Pizza Hut, place an order and either leave with the order or
eat at the restaurant. One of Pizza Hut's largest competitive advantages is its
restaurant style facility. Pizza Hut offers a clean place to sit down and enjoy
the variety of pizzas, salads, and sandwiches in a fun, family atmosphere.

The third method of distribution is to order Online. Selective County

Customers can now go on the Internet and place an order for Pizza. This
method is useful because it allows customers to view the entire menu,
download any special coupons, and order without having to disclose any
credit card numbers.

4. PROMOTION
The objectives of promotion are to introduce a new product, stimulate
demand, change the short-term behaviour of the customers, and encourage
repeat or greater usage by current customers. Pizza hut uses many
promotional strategies. The main promotion is a coupon to purchase.

Fig.5

This promotion is also distributed mainly by mail, but also by fliers on college
campuses around the country in order to reach the target market. They are
using billboards on main stream places to get there customer. They are also
distributing door to door brochures to capture more and more customers.
Pizza huts also using marketing techniques. These are the strategies Pizza
hut is using for its marketing. Pizza huts try's to attract the younger
generation as their main market segment. Apart from this Pizza Hut is using
intense marketing strategies they are also giving ads in magazines.
Advertising camping will creates awareness of the products in our target
markets.
Pizza hut is one of the leading pizza fast food chains in India. The pizza chain
was one of the first entrants in India for pizza and was soon followed by
Dominos. However, the pizza chain continues to maintain its premium image.
This article discusses the marketing mix of Pizza hut which falls in services
marketing and hence 7 Ps of Pizza hut are mentioned herewith.
roduct in marketing mix of Pizza hut Pizza hut is most prominently known
for its Italian products, viz Pizzas, breads and pastas. But at the same time,
due to increasing competition from Dominos, McDonalds and KFC, Pizza hut
has gone local as well with its Birizza which is a type of Biryani. However, the
pizza hut chain is most known for its tasty variety of Pizzas. The product
characteristic of Pizza hut pizzas is that the pizzas are high quality and are
served in sizeable portions. Thus, people love the rich taste of pizzas and
pastas of Pizza hut. Another companion of Pizza hut is the Pizza hut delivery,
which like Dominos, is concentrated on delivering the pizzas at home.

Price in the marketing mix of Pizza hut The pricing of Pizza hut is premium /
skimming pricing. Pizza hut knows that it is the first entrant for pizzas in
India. On top of it, Pizza hut provides higher quality food as compared to its
competitors and at the same time the ambiance of the pizza hut chain is
better and richer than most of its competitors who serve Italian products.
Thus, even though Pizza hut has a premium pricing, people prefer Pizza hut
over others.
Place in the marketing mix of Pizza hut Pizza hut is present in most of the A
grade places across urban areas. This placement helps Pizza hut maintain its
premium positioning in the mind of people, because B grade town people will
have to go to the A listers area to actually have a pizza hut pizza. On the
other hand, A grade towns are more likely to have pizza from pizza hut than
from dominos because of the price positioning. Due to a higher price, and a
higher quality of food, pizza hut has to be present in A grade towns only. In B
grade towns, people would more likely prefer the more affordable Dominos.

Promotions in the marketing mix of Pizza hut Pizza hut is known to be a

smart promoter for its own products. The ATL promotions mostly concentrate
on introduction of new products as well as to build brand equity. During
festivals, the ads take a different route and promote discounts and offers on
products to attract customers. At the same time, pizza hut does several
enterprise discounts as well and gives discounts to corporate customers.
Finally, the success of the chain depends on local marketing. And local
marketing depends on the local pizza hut outlet which may use BTL activities
like hoardings, newspaper inserts, guiding customers to the outlet and
lollipops.
People in marketing mix of Pizza hut The best part of Pizza hut are the
people. Pizza hut introduced a novel way of showing customer appreciation
the bell. Anyone who rings the bell on exiting from Pizza hut is greeted with a
loud thank you from all the waiters in Pizza hut. These people also do
performances frequently on celebrations and most important of all, the pizza
hut chain has the most polite and well mannered people in the fast food
industry.
Physical evidence in the marketing mix of Pizza hut The only reason Pizza
hut is able to demand premium pricing is because of its physical evidence

and the ambiance. The cutlery of Pizza hut is fantastic and it is an enjoyable
experience to have the pizza out of the pan right into our plate. The bowls
served along with pasta are also good. The glasses are big. And the seats
and tables are comfortably spaced giving people the complete experience of
luxury dining. Combine that with the excellent people in Pizza hut and you
have an excellent afternoon or evening of dining out for Italian cuisine.
Process in the marketing mix of Pizza hut Pizza hut serves only freshly
made Pizza and pastas. The process of Pizza hut involves having the raw
materials half prepared in the kitchens of Pizza hut. Once the order is
received, the pizza is immediately prepared and served hot. In case of pizza
hut delivery, pizza hut has gone a further length and introduced a hot mark
on all their packaging for Home delivery. If the mark is not red, than the pizza
is not hot and it can be returned to the outlet. Furthermore the outlet also
promises 30 minutes delivery for which it has to maintain a slew of drivers
who deliver the pizza.
This completes the marketing mix of Pizza hut. The reality of the market is
that Pizza hut is a fantastic food chain, but it is slowly being overtaken by
Dominos because of the presence of Dominos to deliver pizzas to even B
grade towns and cities. Ignoring the B grade towns is a deliberate marketing
strategy of Pizza hut. But in the long term, whether this marketing strategy is
right or wrong, only time will tell.