Pizza/Pasta Hut Global Marketing Campaign – updated
I learned two things from the single marketing course I was obligated to take to earn my business minor in university. Firstly, I learned the difference between putting together marketing and business plans. This, I do not feel apt to address. Secondly, I learned that market research allows producers and retailers to tailor their products and approach. Because cultural specificities are regional, the relative success of a product can be determined by such minuscule aspects as how a local sports team is fairing in a national tournament.
In 2007, when Ottawa’s professional hockey team, the Senators (or Sens), made it to the Stanley Cup finals for the first time in modern history, they faced off against the Anaheim Mighty Ducks. Local businesses immediately moved to exploit the growing anti-”duck” sentiment in the city. Aubrey’s is an excellent purveyor of butchered goods in its own right, but I’ve no doubt that they shifted a lot of duck, which is ordinarily a niche product. Similarly, a pasta place on Elgin, Fettuccine’s, started advertising duck confit ravioli, which is an outlandish product that would not otherwise sell.
In other words, specialized products and marketing reflect what producers and retailers think profitable for specific geographic regions. On that note, let’s turn to Pizza Hut.
According to wikipedia.net, Pizza Hut is a restaurant chain and international franchise, based in Addison, Texas. A subsidiary of Yum! Brands Inc., it serves different styles of pizza along with side dishes, including pasta, buffalo wings, and garlic bread. There are approximately 34,000 Pizza Hut restaurants, “delivery-carry out units”, and kiosks in 100 countries.
On October 6, 2008, Brandrepublic.com reported that Pizza Hut in the UK will “temporarily” re-brand its stores “Pasta Hut.” Nine restaurants will change their signs immediately.
The re-branding is part of an approximately £17 million initial campaign to shift the Pizza-Hut brand upmarket. Why? Market research determined that Brits eat more pasta than pizza. The repositioning also involves introducing eight new pasta dishes and updating more than 100 existing UK restaurants with a “more contemporary” look. In total, Pizza Hut reportedly plans to spend approximately £100 million on its UK restaurants over the next six years.
Of course re-positioning means modifications to Pizza Hut’s web presence.
At the moment (October 16, 2008), Pizza Hut’s UK website sports a snazzy flash piece that allows visitors to flip between Pizza and Pasta.
So what does Pizza Hut plan for its native country’s website?
Well, apparently, Pizza Hut now serves pasta. Though, pizza is still the mainstay.
And, what about Pizza Hut’s Canadian website?
Clearly, Canadians aren’t going to get the new pasta dishes.
In fact, as redflagdeals.com explains, Pizza Hut recently decided to borrow from its American product line and feed Canadians more pizza with its Pizza Mia concept. Pizza Mia pizzas are made with hand tossed dough. They come with one topping. They are only medium size and you have to order 3 or more to get a deal.
Why am I not impressed? Is it possible that the Brits chose not to eat Pizza Hut Pizza because it is salty and incredibly greasy?
Take the high road and order pizza from a mom and pop shop like Ottawa’s gravy pizza originator, Sorento’s (AKA: House of Georgie).
Particulars follow after the jump!
Particulars:
Aubrey’s Meats
59 York Street
(613)241-4093
Fettuccine’s
280 Elgin Street
(613)230-4723
House Of Georgie & Sorento’s Pizzeria
211 Gilmour Street
(613)238-3333
Pizza Hut
Ever since the location in the Byward Market closed, I have not been to another location. I also have no intention of finding another one…
Update:
I guess some American Pizza Hut franchises want to remind customers that they sell pizza.
Source: failblog.com
