The pizza chain is ploughing a multimillion-pound investment into turning around its fortunes, beginning with the revamp of its store on The Strand, in a bid to shift positioning away from free kids' ice cream, to more of a trendy feel.
It has added oak flooring and red leather seating to give the branch more of an upbeat feel as part of the revamp, and told the London Evening Standard it would roll out the design to other stores in London later this year, with Marble Arch, Piccadilly and Queensway next on the agenda.
New stores will also feature more open kitchens, designed to address the perception that the pizzas are not fresh.
Operations director Mike Spencer told the London Evening Standard the revamp was about winning over adult customers who had eaten at Pizza Hut as children, but had graduated onto the likes of Pizza Express instead.
Pizza Hut is not the only chain to be redesigning to compete with the likes of Nando's and Pizza Express. Last month KFC's marketing chief revealed the group's new-look store to Marketing and its plans to compete with more upmarket chains.