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 Hut Indonesia's CMO, Wawa Suwanto, at the QUAL360 APAC conference.
How, then, could the company refresh the Pizza Hut brand nationwide?
"How can we actually classify the cities? Is it based on the maturity of the brand? Is it based on the people?"
With that in mind, Pizza Hut sought to localize its brand. In order to understand its Indonesian consumers better, the company embarked on a four-part research study with Cahyatama Consulting. These findings were then used as the basis to inform its brand relaunch with market segmentation across the 50 cities it operates in within Indonesia.