If I had to guess, I would say that I haven't eaten at a Pizza Hut in a good 16-17 years. I am fairly certain that the only reason my parents took me there in the first place was because they hosted some type of school related Book Club program in the early 80s. (Correction: It still exists! Book It.) But, I digress...
Because of a significant decline in sales, Pizza Hut is reinventing themselves to become 'The Hut'.
Brian Niccol, Pizza Hut CMO has said, "Design is a great way to create an emotional expression for your brand. But the pizza category has been a real laggard in doing that. Our red box is a game changer in packaging and design. And yes, we're also introducing another vocabulary word with Pizza Hut, which is 'The Hut.' That ties in nicely with (today's) texting generation. We wanted to make sure that Pizza Hut and 'The Hut' become common vernacular for our brand. Red is our mark and when you see that red roof, people will refer to it as 'The Hut' or 'Pizza Hut.' As we expand our online and mobile businesses, 'The Hut' is the perfect icon for our mobile generation."
I can't say that I will be texting my friends this weekend, asking them to "meet @ the hut," BUT I do like the new marketing. Yes, marketing campaign....Pizza Hut spokesman Chris Fuller has said that 'The Hut' is just a marketing effort and not a permanent name change."