June
Sign of the times #478. Say goodbye to Pizza Hut and hello to The Hut.
2009 at 04:42 pm Posted by Sherri Sharp
Pizza Hut has announced that they are slowly re-branding themselves as The Hut. Sales for the chain, like most every other restaurant chain, have been down, so they are hoping this will get people back into their restaurants.
Specifically, young people.
A Pizza Hut spokesperson told Brand Week, "There's a big trend in general around having confidence in the foods that you eat. People over the age of 35, whose frequency with pizza is declining, said one of the big things that would reignite their passion with the category is to have a pizza made with multigrain crust and an all-natural tomato sauce. And yes, we're also introducing another vocabulary word with Pizza Hut, which is 'The Hut.' That ties in nicely with today's texting generation. We wanted to make sure that Pizza Hut and 'The Hut' become common vernacular for our brand." (Brilliant. They're introducing the word "the".)
So, we as marketers need to make sure that the younger demo can effectively text our names? Let’s see, Burger King becomes “The King”, Red Lobster becomes “The Slob” and poor Arby’s becomes just “RBs”. Technology again trumps years of commitment to creating, protecting and growing a brand.
Posted in: Food Marketing
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