Pizza Hut, the flagship brand of Yum! Restaurants International and market leader in the fast food segment, is undergoing a brand transformation. The food retail major, that pioneered an eating out culture in India, is all set to reposition itself as an affordable casual dining restaurant (ACDR) from a quick service restaurant (QSR). With a more holistic menu and improved ambience, Pizza Hut aims to offer its customers an ‘enhanced dining’ experience.
According to industry sources, the branded affordable casual dining segment in India is estimated to be about Rs 1,200 crore. Fast food would be another Rs 2,500 crore, in which McDonald’s, Domino’s, KFC, Subway, Haldiram’s, Nirula’s and others compete, sources added.
Anup Jain, director- marketing, Pizza Hut, said, ?The concept of casual dining was conceived almost two years back. But it is taking shape now. About 50% of this transformation is complete. Our menu is expanding rapidly. Besides pizzas, we are concentrating on pastas, fried and non-fried snacks, appetizers, salads, soups, beverages, mocktails and desserts.?
This brand shift from QSR to ACDR has been influenced by a transition in consumer demands and preferences. ?We noticed a distinct change in the tastes, habits and lifestyles of our target group aged 15-34. Besides variety in food, there was a need for a more comfortable sitting with friends and family and a good ambience. That need is being addressed by us, with a complete makeover in restaurant interiors. Now every outlet is bright, has more space, plush fittings, big seating tables and soft toys for kids. We also have contemporary music playing in the backdrop, that appeals to the youth,? he said.
?We have close to 30% market share in the branded, affordable casual dining segment in India. Pizza Hut also contributes to nearly 50% of Yum! Restaurant’s revenues from India, making it the most dominant brand in the eating-out segment,? he added. The other food brands under Yum! Restaurant are KFC, TacoBell and Long John Silver’s.
