Agency: Abbott Mead Vickers BBDO | Author: Jeremy Poole |
Turning around the way you look at Pizza Hut
INTRODUCTION
Pizza Hut is the leading U.K. Pizza restaurant chain, holding over 50% of the market. It sits in an interesting but squeezable position, sandwiched between high interest 'proper eating out' and true fast food (e.g. burgers). Its core users are adults aged 16 - 34, who face an increasingly wide range of options in a fast growing market.
This paper sets out to demonstrate three things:
- That the Pizza Hut brand has proved to be highly ...