Brand Identity and Elements of Pizza Hut
Pizza Hut is a well-known restaurant brand in the United States. Pizza Hut is proud of its cuisine and takes great care to provide high-quality meals. This corporation has a presence in over 100 countries, with 16000 restaurants. The firm ensures fresh pizzas for their customers wherever they are. Aside from supplying food, Pizza Hut tries to make people happy. Pizza Hit uses only fresh and high-quality ingredients. Farmers at Pizza Hut are an essential part of the family. Pizza Hut is the most immense fan of pizza, as evidenced by the latter being part of its name, and will always be such. This blog will go deeper into the reasons for Pizza Hut’s success.
What is the identity of Pizza Hut?
Two brothers opened the first Pizza Hut location in 1958 Kansas, USA. They started with good design, particularly in their vision and strategy. Their big concept was simple: provide pizza to the people. Their brand identity is plain and straightforward. Over the previous fifty years, this tone has remained consistent.
In contrast to 2011, no trustworthy chain pizza businesses existed in the 1960s. Pizza Hut adapted an Italian classic for a broad audience. It outperforms Pizza Express and Zizzis by establishing itself as the first and foremost pizza restaurant. It’s the first thing people think of when they think of pizza. It is the original pizza restaurant. This alone provides the brand with a worldwide competitive edge.
To be a successful worldwide brand, Pizza Hut offers a variety of experiences and services throughout the world to correspond with varying consumer lifestyles and expectations.
Pizza Hut removed the Italian from pizza. They personalized it. They made it portable to any area on the planet. The brand adjusts to each different ethnic setting.
They have increased their food menu to incorporate pasta dishes, breadsticks, salads, and desserts…but all under the ‘Pizza’ branding, despite an unsuccessful attempt to introduce a ‘Pasta Hut.’ Pizza Hut has a storied history. This is what sustains it.
Pizza Hut’s Brand Positioning
What is Pizza Hut’s brand positioning? Let’s peek at Pizza Hut’s Instagram feed to dig further.
“We like to say – pizza is for WE, Melts are for ME because sometimes you want the delicious taste of pizza all to yourself without having to order and share an entire pie,” Pizza Hut’s chief marketing officer Lindsay Morgan said in a news statement.
Melts come in four flavors, two of which are inspired by pizza flavors and two of which are influenced by sandwich alternatives. Each order is $6.99 and includes two pieces and a portion of sauce for dipping.
Each order includes two folded slices atop the chain’s famous Thin ‘N Crispy crust, packed with cheese and a variety of toppings, and served with a dipping sauce on the side.
For one reason, as individuals increasingly eat outside of typical meal hours, they are more interested in snackable foods. Many customers prefer portable and easy-to-eat snacks for snacking.
Scope
Melts were successful in appealing to younger consumers’ on-the-go eating habits.
When it comes to fast food, Generation Z prioritizes money over convenience.
Individualism and a “just for me” mindset were tapped into by the single-serve item.
Based on the preceding, we may conclude that Pizza Hut is a brand archetype for the Everyman (Regular Guy).
What details about this archetype do we need to know?
They desire to interact actively with others.
The objective is to be part of the group.
Develop everyday solid values as well as the capacity to blend in.
Level 1: desolation
Level 2: orphans who have been abandoned and seek a place to call home.
Level 3: the newbie is learning to connect with others, fit in, accept assistance, and establish new friends.
Level 4: the humanitarian, who thinks that everyone, regardless of ability or circumstance, has inherent dignity.
Companies can profit from the Everyman archetype if they follow the following guidelines:
- Whose applicability affects all humans;
- Whose items are helpful to their clients in their daily lives;
- A price that is between the average and the below average.
Here’s some additional information about Archetypes!
We propose that you read “8 Steps to Complete Archetypal Branding” to see how it may assist your messaging.
After reading the book, you will receive complete solutions to the following branding questions.
First, you will learn how to grasp your product’s and brand’s mood to express a distinct and clear message to your audience. What is the essence of your desired message expression? Create all of your brand elements using the archetypes. What do I mean exactly? The archetypes’ flowing story inspired the tagline, logo, packaging, and store designs. The primary goal is becoming a hero, while the second is getting experience. We may combine these principles and use archetype-based communication to make the message more potent.
Identity of Pizza Hut
The pizza delivery market in the United Kingdom is competitive, and one negative experience might drive a client to a rival. Pizza Hut used to send out generic batch-and-blast emails with homogenized offers. To foster loyalty, Pizza Hut needed to understand its consumers better and continuously offer a great experience across the customer lifecycle, all while keeping up with growing trends and shifting needs.
To accomplish this, Pizza Hut needs the assistance of data insights to determine which customers to target. Bringing data together in a practical form, on the other hand, was intimidating and time-consuming. Pizza Hut could not determine if marketing activities impacted ROI favorably, making them less sure they were on the correct road.
Through their bespoke loyalty program, Pizza Hut enhanced repeat purchases by urging loyalty contacts to unlock their next reward and alerting them of the number of slices of pizza they had earned from returning orders.
The business raised loyalty program signups by releasing an A/B tested, interactive campaign that gave customers the choice of receiving a free pizza instead of a free side.
Pizza Hut, like other worldwide firms, reviews its branding approach regularly. It last did so in 2014, when the firm unveiled a new pizza menu for a new generation of young clients following extensive research. ‘Flavor of Now’ was the name of the meal.
The new menu was the most significant strategic shift in the brand’s history. It debuted ten new flavors, including Salted Pretzel, Ginger Boom Boom, and Honey Sriracha. It also included unique sauces and ingredients such as Fresh Spinach, Peruvian Cherry Peppers, and Salami.
But why did Pizza Hut experiment with so many new, unique flavors? One factor was a steady decline in pizza sales. Its revenues have been steadily dropping over the past eight quarters. It pushed firm leaders to go outside the box to enhance sales.
Another reason was that the corporation saw that young consumers had developed a taste for various flavors from various meals. No entrepreneur had used these rich scents in pizza at the time. As a result, they decided to give their pizza a new tang by preparing its brand of pizza using unique toppings.
Along with installing the new fragrances, Pizza Hut made several additional changes. The corporation redesigned the look of its eateries. In addition, company revamped the pizza box packaging design to give it a unique look. This action demonstrates that a company rethinks its brand and recreates its visual identity.
Let’s look at the brand elements of Pizza Hut
Logo
After changing five designs, Pizza Hut finally settled on the logo presently used at the chain’s stores worldwide in 2014.
The original Pizza Hit logo, designed in 1958, had scarlet-red text in all caps in a contemporary and crisp serif typeface with pointy edges and strong lines of the symbols. The bouncing letters of the wordmark provided a feeling of fun and enthusiasm to the image.
San Moyers produced the new logo for the business in 1974, which is when the red hat appeared in the insignia. Some of the lines in the smooth black letters in a title case elongated and waved, while the brilliant red hat was abstract with straight lines and sharp angles.
The firm held the next revision in 1999 when the most long-lasting and iconic Pizza Hut insignia was adopted. The text was redesigned in a fancy and modern manner, positioned slightly diagonally and underlined with a yellow touch. At the same time, they gave the red hat a thick black outline, and its proportions were also somewhat altered. Landor Associates, a well-known design firm, created this logo.
2019, the corporation returned to its 1974 logo style, with smooth black writing positioned beneath a precise and pointed red hat. This logo and the one adopted by the brand in 2014 highlight the business’s traditional principles, demonstrating a solid connection to its history and past.
Font
The script wordmark makes use of a one-of-a-kind bespoke typeface. We may also debate the typeface used for the Flavor of Now phrase, as they launched the present logo form as part of the Flavor of Now promotion. It’s a minimalist, sans-serif, all-caps font family with an industrial vibe.
The corporation did not change the typeface; they retained it in the new logo. The saucy typeface is handwritten, symbolizing the pizza shops’ lively and casual atmosphere. The typeface was purposefully maintained consistently so consumers might become acquainted with the enterprise’s new visual identity.
The new Pizza Hut logo is a versatile commercial icon. It looks like a thin pizza. The logo is quite multifunctional, which allows the company to use it for various purposes. Pizza Hut used other pizza logos on the company’s packing boxes. The package had the company’s sauce swirl emblem, but the trademark roof sign was inside. It was initially used in Asia in 2016, then in South America in 2017.
Color
Pizza Hut, like other multinational corporations, has its trademark colors. The company’s logo, brochures, professional website design, and other marketing materials have typically used red, yellow, and black.
However, when the company repositioned its identity, they also updated its color palette. The logo is now simply in one red hue. The remaining yellow and black hues are not in the new logo strategy. Pizza Hut chose red as the only hue because of its potential to elicit feelings such as passion, energy, excitement, anger, and love. The change from various colors to one red hue catches the attention of new-age clients.
And that’s all for the Brand Identity of Pizza Hut! To better understand Pizza Hut’s success, we investigated its marketing strategies. Check out our other blogs on the main page to discover more about other well-known businesses!
