Pizza Hut is all set to undergo a change of positioning in the Indian market. The fast food retail chain plans to shift its focus from pizzas to full meals and 'treat bundles'. In the process, the group is also set to change its punchline from 'good time, great pizzas' to 'treat you just can't beat'. The changed positioning is likely to be effective from the last week of this month.
Arvind Mediratta, chief marketing officer of Yum Restaurants International for the Indian subcontinent, told ET, “Treats play a significant role in our day-to-day life. The core focus of the repositioning is to present Pizza Hut as a destination for occasions such as birthdays, promotions and any such event that calls for a treat.”
Under the new positioning, Pizza Hut will come out with a new product to be called 'treat bundles', which will comprise of a complete meal to be priced at Rs 75. Around a year back, Pizza Hut had come out with its campaign 'good time, great pizzas'. The group's business plans had a clear 'pizza' focus then.
However, the retail chain's management feels that it is mandatory to change its positioning for reaching out to a wider customer profile. In fact, Pizza Hut is also eyeing an expansion in its targeted customer profile. The 'socio - economic group B' is clearly the target audience of the company's repositioning strategy.