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How Pizza Hut Taiwan captures consumer interest for decades

The brand has been known for amazing pizza flavours like Durian and stinky tofu.

When Pizza Hut Taiwan was faced with declining interest, it launched a survey to understand what would make consumers excited and talk about the brand.

Three factors came up: service, pricing, and ingredients. Antony Leung, General Manager, Pizza Hut Taiwan said as a grab-and-go model, service was hard to compete in. They also do not want to engage anyone in a price war. That left ingredients so they went deeper.

“What kind of ingredients? Taiwanese people like local culture-relevant ingredients. That’s when we started to pick up what is the famous food Taiwanese people like locally and abroad. Second, what kind of ingredients can trigger debates? So we rank all the food and [things like] stinky tofu came up. It was the first in a series,” Antony 

From there, the brand got even more creative, including ingredients no one thought could go in a pizza like oyster vermicelli noodles, large pork intestine, and cilantro. Antony said they had to be this creative because the F&B industry in Taiwan is very competitive.

“To get people to remember us, a very distinct and wow product is strongly needed. Online talkability and online traffic are very important to us,” Antony explained.

Antony said that since they used these strategies, the brand is around 1.5 times bigger when he first joined in 2018.

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