Pizza Hut, which recently completed 10 years in India, has changed its positioning. The brand has evolved from ‘Good Times Great Pizzas’ to ‘Treat You Just Can’t Beat’.
Elaborating on the rationale for the new positioning and the brand’s strategy, Sandeep Kohli, Managing Director, Yum! Restaurants International, said, “With the treat platform, we are taking a step forward to provide a complete eating out experience to the customer. In India, eating out is not just about good food, but also about having a great time, fun, sharing happy moments. This is the focus of the Pizza Hut repositioning – a destination for celebration, sharing good times, fun, treating. Our entire brand focus is dedicated to providing our customers with good food, maniacal service and a great experience – Eat-er-tainment.”
Echoing the same thought, Arvind Mediratta, Chief Marketing Officer, Yum! Restaurants International, said, “The change in positioning is in adherence with a concept we call ‘customer mania’. Our focus is on making the customer feel special and pampered, hence, the evolution of the treat concept. The core focus of the repositioning is to present Pizza Hut as a destination for celebrating occasions such as birthdays, anniversaries, job promotions, academic results or any such event that calls for a treat.”
“Eating out in India is often associated with a treat, and by taking the treat platform, we are raising the bar high, which would be difficult for people to duplicate. We have highlighted the fact that when a person comes for eating out at Pizza Hut it’s not just good food that we provide, but there is the ‘feel special’ factor too. The whole experience is refreshing and that makes it a complete treat. Moreover, the positioning is also in line with our corporate philosophy of putting a Yum! on the face of our customers,” Mediratta added.
As part of the new proposition, the brand has created a special ‘Treat’ song, whose music has been composed by Vishal Shekhar, and is played in all Pizza Hut restaurants several times a day.
Besides, a new marketing campaign has been rolled out featuring Jaaved Jafferi as a Pizza Hut restaurant general manager. All possible options comprising a new TVC, radio, print and outdoor advertising, in store branding and tent cards have been used to create a buzz around the campaign.
To bring the concept of the treat alive, a new element called the ‘Ring Ceremony’ has been introduced. Elucidating more on the same, Mediratta, said, “Twice a day at peak lunch and dinner hours, the bell rings and the restaurant general manager takes a round of the restaurant. As soon as the ringing stops, he randomly picks a table of his choice and customers at that table get a complimentary meal voucher of Rs 300, which can be availed on their next visit to the restaurant.”
When quizzed about the journey that the chain has had over the last 10 years, Mediratta said, “Pizza Hut has enjoyed a dominant position in the market and a loyal patronage. Products suited to local tastes and preferences balanced by the unique Pizza Hut experience are some of the reasons for our success. Today, we are clearly the market leader in our category with a 50 per cent market share.”
While talking about the future plans, Mediratta said, “On the expansion front, we will continue to maintain a 45 per cent growth rate and will be adding about 35-40 new restaurants this year to the existing 125 in 31 cities.”