Why the Country Turned Away from Its Taste for Pizza Hut
At one time, Pizza Hut was the go-to for groups and loved ones to indulge in its unlimited dining experience, unlimited salad bar, and make-your-own dessert.
However not as many diners are choosing the restaurant these days, and it is reducing a significant portion of its British outlets after being rescued from insolvency for the second instance this year.
I remember going Pizza Hut when I was a child,” notes a young adult. “It was a tradition, you'd go on a Sunday – spend the whole day there.” However, at present, aged 24, she states “it's no longer popular.”
In the view of 23-year-old Martina, some of the very things Pizza Hut has been known and loved for since it launched in the UK in the seventies are now not-so-hot.
“The manner in which they do their buffet and their salad station, it seems as if they are cheapening on their quality and have reduced quality... They offer so much food and you're like ‘How can they?’”
As ingredient expenses have soared, Pizza Hut's all-you-can-eat model has become quite costly to operate. The same goes for its locations, which are being sliced from 132 to just over 60.
The chain, similar to other firms, has also seen its expenses go up. Earlier this year, employee wages increased due to higher minimum pay and an rise in employer social security payments.
Chris, 36, and Joanne, 29 say they used to go at Pizza Hut for a date “every now and then”, but now they choose another pizza brand and think Pizza Hut is “not good value”.
According to your selection, Pizza Hut and Domino's rates are comparable, explains a culinary author.
While Pizza Hut has off-premise options through third-party apps, it is falling behind to big rivals which focus exclusively to the delivery sector.
“Another pizza company has succeeded in leading the delivery market thanks to strong promotions and frequent offers that make consumers feel like they're getting a bargain, when in reality the original prices are on the higher side,” explains the specialist.
Yet for the couple it is acceptable to get their evening together brought to their home.
“We predominantly have meals at home now instead of we eat out,” says Joanne, echoing latest data that show a decrease in people going to quick-service eateries.
Over the summer, casual and fast-food restaurants saw a notable decrease in patrons compared to last summer.
Additionally, another rival to pizza from eateries: the cook-at-home oven pizza.
An industry leader, head of leisure and hospitality at an advisory group, explains that not only have supermarkets been providing premium oven-ready pizzas for years – some are even offering countertop ovens.
“Evolving preferences are also contributing in the performance of casual eateries,” states the analyst.
The increased interest of protein-rich eating plans has increased sales at chicken shops, while affecting sales of dough-based meals, he continues.
As people go out to eat more rarely, they may seek out a more high-quality meal, and Pizza Hut's retro theme with booth seating and red and white checked plastic table cloths can feel more retro than luxurious.
The rise of high-quality pizzerias” over the last 10 to 15 years, such as popular brands, has “fundamentally changed the public's perception of what good pizza is,” explains the food expert.
“A crisp, airy, digestible pizza with a select ingredients, not the massively greasy, heavy and overloaded pizzas of the past. This, in my view, is what's led to Pizza Hut's downfall,” she comments.
“Who would choose to spend a high price on a modest, low-quality, underwhelming pizza from a chain when you can get a gorgeous, skillfully prepared traditional pie for less than ten pounds at one of the many real Italian restaurants around the country?
“It's an easy choice.”
Dan Puddle, who runs a small business based in Suffolk says: “It's not that fallen out of love with pizza – they just want better pizza for their money.”
He says his mobile setup can offer high-quality pie at accessible prices, and that Pizza Hut had difficulty because it was unable to evolve with changing preferences.
From the perspective of an independent chain in a UK location, owner Jack Lander says the industry is expanding but Pizza Hut has neglected to introduce anything fresh.
“There are now by-the-slice options, London pizza, New Haven-style, fermented dough, Neapolitan, deep-dish – it's a wonderful array for a pizza-loving consumer to try.”
Jack says Pizza Hut “must rebrand” as newer generations don't have any sense of nostalgia or allegiance to the chain.
In recent years, Pizza Hut's customer base has been divided and spread to its fresher, faster rivals. To keep up its costly operations, it would have to increase costs – which industry analysts say is difficult at a time when family finances are shrinking.
A senior executive of Pizza Hut's international markets said the acquisition aimed “to safeguard our guest experience and protect jobs where possible”.
It was explained its first focus was to continue operating at the open outlets and delivery sites and to support colleagues through the transition.
But with so much money going into operating its locations, it probably cannot to invest too much in its off-premise division because the sector is “difficult and partnering with existing external services comes at a expense”, analysts say.
But, he adds, cutting its costs by withdrawing from oversaturated towns and city centres could be a smart move to adjust.
