For a “fashionable dining experience”: Yum China unveils new, modernised look for Pizza Hut
The pizza chain also launched a concept store that will serve as a product testing hub.
Yum China, operator of the Pizza Hut, KFC and Taco Bell brands, has launched a new look for Pizza Hut with the theme “Always Something New”, aiming to connect to the younger generation of audiences.
The move has introduced a new logo, a modernized store look and new uniforms made by American fashion designer Anna Sui.
Their stores’ new look promises a “fashionable dining experience” with an open kitchen, dining room, bar, an indoor garden, family dens as well as in-store technology where they also launched a table-side ordering through their customers’ mobile phones.
Pizza Hut Pioneer store's new menu.
The pizza chain has also launched a new Pioneer concept store in Nanjing where it will be a product testing site in order to get customer feedback on their new offerings directly. This is where they will trial their square pizzas and the “dirty” dessert series. They also added that more of such outlets will be launched to better understand consumer preferences.
Additionally, another store format has opened in the said city. While the outlet is smaller than most of its stores, it has shifted its focus on delivery services, in line with the growing demand for home delivery services.
“Our upgraded stores, new logo and uniforms all contribute to a more modern, fashionable dining experience while our exciting Pioneer concept store is designed to take customers on a journey of new tastes and discovery,” Joey Wat, CEO of Yum China, said.
The new Anna Sui x Pizza Hut uniforms will be displayed in their 15 themed stores as well. The designer applied her retro rock ‘n roll style to the uniforms and has rolled out to all 2,200 stores.
"Our refreshed brand identity marks a new chapter for Pizza Hut in China, reflecting our commitment to bringing customers innovative experiences and dishes,” Wat added.
The announcement comes months after reportedly declining a private buyout offer from a consortium led by the investment firm Hillhouse Capital Group.
The offer was said to be the largest take-private in Asia if the food operator accepted.
Yum China currently owns around 8,200 KFC, Pizza Hut and Taco Bell brands in China.
