Pizza Hut Movie Restaurant - Taking advantage of the night economy to create a new space for young social entertainment

Entering China for more than 30 years, Pizza Hut is a leading casual catering brand in China. In the face of the outbreak of the new crown epidemic and the rise of takeaway consumption, the overall scale of the catering industry will decline in 2021. Pizza Hut hopes to attract young diners and win the attention of young people.

Case details

Brand: Pizza Hut

Brand owner: Yum China

Main agency: Mindshare China

Main agency holding group: WPP

Market launch: Mainland China

Industry: Catering

Media Channels: Influencers, H5, Mobile & Apps

Budget: within 100,000

Case Summary

It has been more than 30 years since Pizza Hut first entered China. Since then, it has gradually grown into a leading casual dining brand in China (CNRS 2020).

However, due to the outbreak of the new crown epidemic and the rise of takeaway consumption, the size of China's catering industry fell by 17%...

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