When Pizza Hut decided to revamp its brand in Indonesia after 35 years in the market, the country's vast geographical spread – 250 million people across 34 provinces - presented a problem for the brand.
Pizza Hut's uneven brand expansion in South East Asia's most populous market meant that the fast food company was both a challenger brand in Indonesia's small cities, while also being a very old brand in the big cities.
"A big challenge that we had was, in some cities we (had been there) 35 years; in some cities, we are only one year old," said Pizza...