Pizza Hut has taken its next big step back into the fore, unveiling a new brand image and concept store in a bid to redefine its position in Australia’s highly competitive pizza market. The new store, launched yesterday in Waterloo, has been designed as a fresh take on contemporary Australia with ties to the brand’s US heritage and will inform a broader store refresh program, which began earlier this year. Its original brand icon, Pizza Pete, has also been reintroduced into signage and internal designs alongside several menu innovations, such as localised flavours, designed to cement its point-of-difference as a dine-in pizza option – juxtaposed to market leader Domino’s delivery focused offer. The move is a sign that the chain’s owner, private equity firm Allegro Funds, is looking to bolster the consumer-side competitiveness of the chain, after it purchased the master franchise license for Pizza Hut from American owner Yum! Brands in 2016. Under Yum!, Pizza Hut began falling behind rival Domino’s technologically enabled fast-delivery model, prompting management to spend the last year undertaking a broad-based improvement plan within the business that included the acquisition of Eagle Boys outlets late last year. Allegro has also been busy bringing new talent into the business since to reposition its future under the stewardship of former McDonald’s executives Peter Rodwell, Lisa Ransom and Chris Leslie.
Source: www.insideretail.com
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