The 50-year-old restaurant chain has taken the decision following research that revealed consumers wanted more variety when eating out, and that the British public eat more pasta than pizza. The name change will be supported by a multimillion-pound marketing campaign, spearheaded by TV ads created by Abbott Mead Vickers BBDO.
The Week: Brand News - Pizza Hut is now Pasta Hut
Campaign, 10 October 2008, 00:00am
Pizza Hut is to temporarily change its name to Pasta Hut, as part of a £100 million relaunch to celebrate the addition of eight new pasta dishes to its menu.
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Stefano Augello - 13 October 2008
Some spare questions to comment one of the stupidest idea of the year, assuming it's more than a stunt and lasts for a while:
1) How stupid does Pizza Hut think its consumers are?
2) What kind of consideration does management have of its own brand, to think it can dispose of it so easily?
3) How much money will it take to change perception of a 50 years old brand, and how much more to get the brand back should this operation fail?
4) Why not try to fix the pizza business, which is what Pizza Hut stands for the mind of consumers, and develop Pasta Hut franchises alongside just like Mc Donald's did with Mc Cafe?
More questions on: finalburp.wordpress.com
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