Pizza Hut undergoes a grand brand transformation exercise. Even though they are tinkering with the outlet looks to top-up menu, my post will just restrict only to their new logo and brand positioning.
Pizza Hut's positioning has evolved from ‘Treat You Can’t Beat’ to ‘Good Times, Great Pizzas’, and now finally, ‘Stories Happen’.
It wants to become a fancy dine-in experience where people can spend a lot of time, as opposed to just a place where one comes and goes. Probably it is taking a leaf out of Barista's Brand Book.
Human interaction evolve when you provide the right environs, a relaxed ambience and loads of time on your hand. So this is a clear move away from the 'fast food' tag that is normally attached to Pizza Joints even thought that is not the case.
The new tag 'Stories Happen' syncs well with its earlier tag 'Good Times'. Between the two brand phases, the brand positioned on 'Great Pizzas' for a while and to my mind that was off the mark.
On the new logo : the mascot 'hat' is retained but tweaked a bit. A safe transformation!
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
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