How Pizza Hut Indonesia tackled segmentation by city personas

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

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.

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