In a bid to jazz up their brand, Pizza hut has paid, no doubt a large number of ‘seasoned professionals’ to come up with a new action plan to change its name from Pizza Hut to……………….. The Hut! Amazing!
Brian Niccol spoke about this change in this Brand week article one of the major points for this ‘massive change’ was to keep up with the texting generation, apparently top bosses are seeing this move as ‘cool’ and a way to relate to today’s youth’s. It was also suggested that this new name will help fit more tasty adjectives into the 140 character limit of twitter which they are looking to use to connect to the 21st century binger and this is backed up with the new ‘Twittern’ which equates to an employee using twitter to update local store special offers and events.
This move also seems to pave a way for heavier marketing of new products which ‘The Hut’ are looking to supply, this includes subs, pastas and healthier salads. Top marketing buffs have said that the reverse of this could see Pizza Hut fall on its face in the place that it currently excels, selling pizzas, and the seemingly pointless tinkering could aid to its current downturn in sales.
This change reminds us of the failed attempt to rebrand Pizza Hut as Pasta Hut which was a chance to see how the market reacted to the shift of focus, heard of it?? Exactly, it wasn’t a big success in the UK and it’s hard to see how this change will affect things for the better! If Pizza Hut wants a new marketing strategy I think more than a simple name change is in order. With the rise of pizza chains, pizza hut seems to be suck in the middle ground of greasy fast food and chilled out restaurant and this new name does nothing to the fundamental product, the pizza! With the obesity arguments always on the agenda why not place more of a focus on this, a family friendly restaurant at decent prices would be a better targeted campaign in my opinion. Pizza hut have been pushing the natural ingredients message contained in their products and by placing a massive focus on this and giving parents peace of mind that Pizza Hut is trying to make its pizza’s better for the family would be a good move.
So what do you think about “The Hut”? good idea? bad idea?