Yum China unveils fresh look for Pizza Hut
YUM CHINA HOLDINGS, INC. HAS UNVEILED A NEW LOOK FOR PIZZA HUT AS PART OF A REVITALIZATION PLAN THAT MARKS A NEW CHAPTER FOR THE RESTAURANT CHAIN. The refreshed brand identity, centering around the theme Always Something New, incorporates a redesigned logo, modern store fitout, and exclusive edgy, retro rock ‘n roll-inspired uniforms designed by fashion designer Anna Sui
The Company also launched a Pizza Hut Pioneer store in Nanjing that will serve to test and refine innovative dishes with customers before they are extended to other Pizza Hut stores within the national network of over 2,200 stores.
“Connecting to a younger generation of consumers and ensuring the brand stays fresh and relevant are fundamental to our revitalization strategy,” says Joey Wat, CEO of Yum China. “Our refreshed brand identity marks a new chapter for Pizza Hut in China, reflecting our commitment to bringing customers innovative experiences and dishes. Our upgraded stores, new logo and uniforms all contribute to a more modern, fashionable dining experience while our exciting Pioneer concept store is designed to take customers on a journey of new tastes and discovery.”
Modern dining experience
The new Pizza Hut’s modern and fashionable dining experience will feature an open kitchen, dining room, bar, indoor garden, and family dens with tasteful lighting.
The space is designed to feel like a chef’s home, where customers can enjoy the freshest ingredients and classic recipes.
In line with Yum China’s strategy to use in-store technology to improve the customer experience, Pizza Hut recently launched table-side ordering through mobile phones across the country, offering customers a convenient and connected in-restaurant experience while also improving operating efficiency.
Pizza Hut also opened a Pioneer store in Nanjing at the end of September, 2018. The store will serve as a product testing site and will enable Pizza Hut to offer and test new menu innovations with customers directly.
Taking into account evolving customer preferences, the Pioneer store menu will initially feature unique, never-before-seen dishes, such as Pizza Hut’s square Italian pizzas and “dirty” dessert series, including original takes on brown sugar ice-cream, tiramisu, and café lattes.
The store will function as a guide for new menu items to be launched at Pizza Hut restaurants across China. Pizza Hut intends to open more Pioneer stores in different parts of China to gain deeper insight into customers’ ever evolving preferences.
Smaller format store opens
A new, smaller store format also recently opened in Nanjing with dine-in seating options, as well as the capacity to cater to the growing demand for home delivery.
While smaller than the regular stores, the kitchen is designed to offer the full Pizza Hut menu. Delivery is expected to account for a significant portion of sales at the store which has a separate delivery room to facilitate a fast and efficient delivery process. This new format is expected to be well matched to customer preferences in lower tier cities.