I was in marketing for quite a while before I retired. I still have a fascination with the art of marketing, and applaud when it is done well. So I am a sucker for “insider” stories about major brand renewals, such as that happening at market-leader but aging Pizza Hut.
Fastcodesign.com has a great piece on how Pizza Hut is moving to a fourth rebranding in less than two decades. The campaign is being led by Deutsch LA, the same group that just completed the Taco Bell revamp.
The logo, the menu, the customer audience, black as the new red, even the buildings themselves have come under the re-design microscope. Jared Drinkwater, Pizza Hut’s VP of Marketing says:
“If you look at the trends in food among young consumers, it’s about flavor exploration. We felt like nobody was doing that in pizza.”
He shakes off any idea that Pizza Hut is going upscale:
“If you think about the cast iron in the pans in the back of our restaurant, it has that gritty look. And we think, from a design perspective, the food pops really nicely.”
Time will tell.