Pizza Hut's recent name-change makes me wonder what sort of mind-warping toppings they are putting on the pizzas at HQ. The UK company are trialling a name-change from Pizza Hut to Pasta Hut, with the same shape logo.
Seems up there as one of the daftest bits of marketing in 2008. Is it a some sort of post-modern spoof? Will they come back in a few weeks and say, "Ha! Just kidding. This was just a way to remind you how great our pizzas are?"
1. If you are going to change, change
The change is too small. They have the same logo, and the same "Hut" idea. Just a change of what's in the hut. Its enough of a change to make the regular customers wonder what's going on, and maybe even piss them off. But not enough of a change to force brand re-appraisal amongst non-users
2. Image-wrapper branding
This looks like a classic example of "image wrapper" branding. Changing the outside of the brand, with no change to the product/service. The only time a logo or name-change really works is when it is a "symbol of change": a way of announcing that the service/product is now truly different and better than before.
3. Waste of resource
What a totally daft way to spend marketing money and creative resource in today's tough times, creating a website and marketing campaign around this!
4. Pizza is a growth market
The bizarre thing is that in credit-crunched Britain, pizza sales are soaring. Domino's Pizza just announced
sales up 18%. OK, this is take-home pizza, but surely Pizza Hut is an
affordable way for hard-up families to still have a night out?
5. Where's the brand pride?
Why
not be proud of pizza? It reeks of being embarrassed about your core
product, which sends a terrible signal to your loyal customers, and
your employees. What a contrast with McDonald's, who started their
turn-around with a confident re-affirmation of being a burger company.
There is a vote on the website when Pizza Hut ask people if this is i) a good idea, ii) a totally stupid idea. No prize for guessing the result:
Most it is certainly plausible assume they have for more information on wash their hair each and every day in order to avoid aspect back and forth from do you want not done and oily.
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Posted by: True Religion Jeans Outlet | August 29, 2012 at 10:19 AM
I heard this on the radio and thought it was a 'jokey' promotional campaign. Having read this, I realise they are serious. How strange.
As well as the points you raise, one wonders at the strength of appeal of pasta. I grabbed a list from the web; Britain's top ten foods. Pasta in general doesn't feature, but spag bol does at no.6. Perhaps that will be the signature dish.
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Posted by: Timberland Store | December 04, 2011 at 09:22 PM
wow, haven't heard about that before :?
looks like too stupid step be be real :)
Posted by: web design in Maidstone | September 17, 2010 at 12:12 AM
They tried this in America as a April Fools/Viral campaign to promote their pasta. It was a huge hit (I think) because it was difficult to order for some time because people couldn't believe they had changed their name...
Posted by: James Seay | October 22, 2008 at 06:20 AM
Like you David I think this is the single stupidest marketing idea I've ever ever heard. It's so confusing. Do they not sell pizza anymore?
It might have been slightly better if they had launched new restuarants which sold pasta alongside the pizza ones. But they are rebranding - I've already seen one in the flesh.
Like the other comment, up until I saw it I assumed it was a "joke" like the weetabix longname adverts. But no it's real.
Someone will get fired for sure.
Robert.
Posted by: robertc17 | October 20, 2008 at 01:41 PM
Jon,
As you show, pizza shows no signs of becoming less relevant.
Also, for our non-UK readers, you show how fine British cuisine really is, and what a nation of food lovers we are ;-)
Posted by: David Taylor (brandgym) | October 14, 2008 at 08:54 AM
I heard this on the radio and thought it was a 'jokey' promotional campaign. Having read this, I realise they are serious. How strange.
As well as the points you raise, one wonders at the strength of appeal of pasta. I grabbed a list from the web; Britain's top ten foods. Pasta in general doesn't feature, but spag bol does at no.6. Perhaps that will be the signature dish.
1. Chicken Tikka Masala
2. Fish and Chips
3. Pizza
4. Chow Mein
5. Bangers and Mash
6. Spaghetti Bolognese
7. Full English breakfast
8. Apple Crumble
9. Roast Beef and Yorkshire Pud
10. Thai Curry
Posted by: Jon Beaumont | October 14, 2008 at 08:42 AM