Pizza Hut, Inc.: Big New Yorker Pizza campaign

Pizza Hut is the world’s largest pizza chain, but in the U.S. in the late 1990s it was facing increasing competition.

Pizza Hut, Inc.: Big New Yorker Pizza campaign

Robert Schnakenberg

OVERVIEW

Pizza Hut distinguished itself from its competitors in part because of its proactive approach to product development and marketing. Beginning with the original thin-crust pizza first served in 1958, Pizza Hut made continuing efforts to refine its products and to develop new products suited to every consumer's taste. In January 1999 the Dallas-based chain introduced the Big New Yorker Pizza. The new pizza was hand-stretched to 16 inches and featured a more savory, sweeter sauce and toppings baked on top of 100 percent real cheese. The Big New Yorker...

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