Pizza Hut, whose roof is a prominent symbol of the restaurant's appearance, is now the world's largest pizza chain. In more than 100 countries around the world, it receives more than 4 million customers and bakes more than 1.7 million pizzas every day. Pizza Hut has quickly become the world's number one pizza restaurant chain in terms of turnover and number of restaurants. Pizza Hut belongs to the world's largest restaurant group - Yum Global Restaurant Group. Currently, Yum Brand Group has more than 32,500 chain restaurants in more than 100 countries around the world and is the leader in multi-brand collection in the global catering industry.

While further strengthening its presence in big cities, Pizza Hut has begun to aggressively expand into small and medium-sized cities in China. It is understood that Pizza Hut divides the Chinese market into four levels: big cities such as Shanghai, Beijing, and Guangzhou belong to the first-tier market; provincial capital cities such as Nanjing, Hangzhou, Hefei, and Jinan belong to the second-tier market; Suzhou, Changzhou, Wenzhou, Ningbo, Jinhua, and Huzhou Prefecture-level cities such as , Jiaxing and so on belong to the third-tier market; while county-level cities such as Yuyao and Changshu belong to the fourth-tier market. Tong Ruoming, general manager of Pizza Hut's East China market, recently revealed to the media that with the rapid rise of small and medium-sized cities in China and the significant increase in residents' consumption levels, Pizza Hut has begun to extend its market expansion tentacles to small and medium-sized cities, especially the "four" cities represented by county-level cities. online market” to increase Pizza Hut’s coverage and penetration in the Chinese market.

Statistics show that since opening its first store in Beijing in 1990, Pizza Hut has opened 187 chain stores in more than 50 cities in China and employs more than 10,000 people. Among them, there are 69 chain stores in the East China market, distributed in 15 cities. According to reports, by the end of this year, Pizza Hut's chain stores in China will reach 200. Tong Ruoming said, "In the future, Pizza Hut will maintain the momentum of rapid development, allowing the Pizza Hut chain store and its derivative brand 'Pizza Home Delivery' to flourish in the East China market and the national market."

According to reports, Pizza Hut chain stores in China All adopt the direct operation model, and the investment to open a chain store is about 5 million yuan. In 1958, the young American Carney brothers started their business with a hut-like pizza restaurant with only 25 seats. In just 47 years, Pizza Hut has developed into the world's largest pizza chain system, with more than 90 stores around the world. It has 13,500 branches in 25 countries and regions, 250,000 employees, and provides more than 1.7 million pizzas to more than 4 million customers every day.

Pizza Hut is part of Yum Brands. Yum Brands is the world's largest restaurant group, with more than 33,000 chain stores and 840,000 employees in more than 100 countries and regions around the world. It owns world-renowned catering brands such as KFC, Pizza Hut and Taco Bell, ranking first in the world in chicken, pizza, Mexican-style food and seafood catering respectively.

Pizza Hut Events

[Edit this paragraph]

In 1958, young American brothers Frank and Dan Camey borrowed US$60 from their mother to open a restaurant in Wichita, USA. The first Pizza Hut pizza restaurant.

In 1959, Pizza Hut officially established its company in Kansas and opened the first franchised Pizza Hut restaurant in Topeka in the state. Self-managed by Dick Hassur. As a franchisee, Dick's was allowed to use Pizza Hut's registered trademarks and secret product recipes, and also received management assistance from the Carney brothers.

In 1965, Pizza Hut's first TV commercial "Putt-Putt to Pizza Hut" was launched.

The world's largest pizza (6 feet in diameter) was baked at the grand opening of a Pizza Hut restaurant in Texas in 1967.

In 1968, Pizza Hut opened its first foreign branch in Canada and began to enter the international market.

In 1969, Pizza Hut began to adopt red roof decoration. In the same year, the first Pizza Hut branch in Mexico opened in Guadalajara.

1970 Australia's first Pizza Hut restaurant opens.

In 1971, Pizza Hut became the world's number one pizza restaurant chain in terms of sales and number of restaurants.

In 1972, Pizza Hut stock was listed on the New York Stock Exchange. The 1,000th Pizza Hut chain restaurant opened in Vista, Kansas, USA.

In 1973, Pizza Hut opened chain restaurants in Japan and the United Kingdom.

In 1976, Pizza Hut's 100th foreign chain restaurant opened in Australia. Pizza Hut's 2,000th chain restaurant opens in Missouri, USA.

In 1977, Pizza Hut and Pepsi-Cola merged. With the help of "Pepsi-Cola", Pizza Hut began to develop in the direction of global development. Pizza Hut opens the chain's 3,000th restaurant in Texas.

In 1979, Pizza Hut opened up markets in Kuwait and the United Arab Emirates.

In 1988, Pizza Hut celebrated its 30th anniversary. There are more than 6,000 chain stores around the world. Pizza Hut’s Reward Reading Program was honored by President Reagan.

In 1989, Pizza Hut launched the "Join Pizza Hut Work" program across the United States, recruiting more than 10,000 disabled employees. The program was considered the first and largest charity initiative in the catering industry at that time. Pizza Hut's 1,000th overseas branch opened in Ontario, Canada. So far, Pizza Hut has branches in 54 countries around the world. For the first time in history, Pizza Hut delivered pizza to the White House and hosted the "Reading is" event for First Lady Barbara Bush. Basic" reception service provided.

In 1990, the annual turnover of the Pizza Hut catering system reached US$4 billion. In the same year, Pizza Hut entered the Chinese market and opened its first Chinese branch in Beijing.

In 1991, when Russian President Yeltsin had just quelled a coup, Pizza Hut provided the most historic delivery service to him and his supporters.

In 1995, Pizza Hut was named the 1995 "Chain of Choice" award by Restaurants & Institutions magazine as the best pizza chain in the past 11 years.

In 1997, PepsiCo Restaurant Group, to which Pizza Hut belongs, separated from the PepsiCo Group. On October 7 of that year, the world's largest catering industry group, Yum Global Restaurant Group, was established in the United States. The world-famous Pizza Hut, a former member of the PepsiCo Group, was Three catering companies, KFC, and Taco Bell, also announced that they have become members of Yum! Global Restaurant Company.

In 1998, Pizza Hut's "Shanghai Flagship Store/Metro Store" opened in Shanghai.

In 1999, Pizza Hut's first pizza chain restaurant in Jiangsu Province, China opened in Suzhou. Pizza Hut's first pizza chain restaurant in Zhejiang Province, China, opens in Hangzhou.

In January 2002, Pizza Hut launched the Chinese-style pizza "Fu Xiang Tuan Yuan" in China for the first time to celebrate the Chinese New Year with consumers. On March 12, the headquarters of Yum Global Restaurants Group announced in the United States that in addition to the three famous chain brands of Pizza Hut, KFC and Taco Bell that it already owns and operates, the group has signed a contract with Yorkshire Global Restaurants to acquire its subsidiaries. A&W and Long John Silvers are two international catering brands. At the same time as the acquisition of these two new brands, the English name of Yum! Brands, Inc. will be changed from Tricon Global Restaurants, Inc. to Yum! Brands, Inc. However, the Chinese name of Yum! Group will remain the current name and will not change.

On January 10, 2003, the number of Pizza Hut stores in China exceeded 100. With 100 stores as a new starting point, Pizza Hut will appear in the Chinese catering market with a more approachable positioning of "Pizza Hut Happy Restaurant" based on "casual dining". In April, Pizza Hut China launched "Happy Tea" during the afternoon tea and night tea periods (14:00-17:00 and after 20:00 every day). In November, "Bisheng Home Delivery" opened its franchise business in China.

Pizza Hut's "must-win" strategy

[Edit this paragraph]

Pizza Hut has not yet achieved economies of scale, and the decision to suspend franchising is to avoid risks. But the franchise door won't be permanently closed.

In 1990, Pizza Hut opened its first Chinese branch in Beijing. In 1993, as the only franchisee of Pizza Hut in mainland China, Hong Kong Jardine Matheson Group entered South China. Since then, Pizza Hut has embarked on a difficult journey of expansion.

From "casual dining" to "happy restaurant", Pizza Hut is positioning itself for the second time. What does "drunkard" mean? A piece of "pizza", a kind of culture, what is Pizza Hut's "cultural offensive" like? The per capita consumption is 40-60 yuan, but there is still a hot scene of waiting in line. What is the reason?

“Changing Face” for Joy

“We are trying to bring a newer dining fashion and actively seek self-breakthrough. When the living standards of consumers have exceeded your service level At this time, you must think of how to redirect them to a higher realm. Happy life is a global trend and the meaning of life,” said a Pizza Hut executive.

In January 2003, the number of Pizza Hut stores in China exceeded 100. Taking this as a new starting point, Pizza Hut gradually transformed from "casual dining" to "happy restaurant". Since taking back the operation and management rights of South China Pizza Hut in October, after half a year of adjustments, Pizza Hut has achieved a comprehensive transformation of its image. Luo Weiren, general manager of Pizza Hut China, attended the "Pizza Hut Happy Restaurant New Image" celebration event in Guangzhou and declared that from now on, Pizza Hut will bring "happy restaurant" to consumers with more delicious food, more comfortable environment and more humanized services. "New experience. This marks the official launch of Pizza Hut's new development plan.

First, happy food. The consumer group here is mainly young people, and fashionable and popular elements provide a happy background for Pizza Hut. There are no choking oil fumes, no disgusting mosquitoes and flies, just clean tables and chairs and bright windows, making you feel naturally comfortable and happy. Pizza Hut, which has always been seeking innovation and change, recently launched a new menu item: Norwegian red trout. Pizza Hut's pizza experts traveled across the ocean and finally found the rare Norwegian red trout in the Great Fjord of Norway. Another miracle of the "Universe Search Series" was born. At the same time, attention should be paid to adapting measures to local conditions. For example, "Sichuan General" has Sichuan characteristics in its selection of ingredients and taste.

Secondly, a happy environment. In order to highlight the joyful atmosphere, all restaurants have added abstract Western-style murals, fireplace-shaped bakery tables, kitchen toys everywhere, etc., and many games have been customized for young people and children dining. For example, the "salad bar" before the pizza is served can expand your thinking and "assemble" a fresh, delicious, and outstanding salad dinner.

Once again, joyful service. After the guest is led to the dining table by the waiter and sits down, the waiter is not around the customer. This is the distance service of "Pizza Hut". The purpose of distance is to create no distance in the guest's experience. Waiters have very good "eyesight". When guests have needs, they will read the guests' expectations from their eyes, expressions or movements, and provide services in a timely manner. It is precisely because of this series of joyful elements that the brand spirit can be reflected in the details, which makes a foreign brand take root in the ancient land of China.

The second positioning of Pizza Hut’s image has undoubtedly expanded the consumer base, clearly targeting young people, white-collar workers and families. Its consumption patterns are mainly friend gatherings, family dinners, and couple dates. What is particularly eye-catching is that the adjusted South China Pizza Hut has brought new surprises to consumers in terms of product prices: various products have dropped by 15%, which can be regarded as "happy prices".

Call off franchising

In late May 2004, China Yum Brands announced that it had taken back all the management rights of more than 130 Pizza Hut branches in China. Luo Weiren, general manager of Pizza Hut China, said that Pizza Hut will not adopt the franchise store operation model in the future, but will be managed and expanded by Yum! headquarters.

Is it a model problem or a franchisee problem? Industry insiders hold different opinions.

Franchise is the most widely used business model in the restaurant chain industry. What is Yum’s intention with this rebellious move? Some media said that Yum ended its contract with Jardine Matheson Group because it was dissatisfied with the expansion speed of Jardine Matheson Group in South China. As of the expiration of the contract, Jardine Matheson Group had only opened 19 Pizza Hut restaurants in South China, lagging behind Pizza Hut's nationwide expansion and the rapid economic development in South China. In addition, the operation of these restaurants is different from the Yum Group's unified model, and they have not implemented Yum Group's ideas well in terms of brand strategy and market strategy. For example, it is difficult for both parties to reach a tacit understanding on the positioning of "happy restaurants".

Others analyze that the franchise model cannot fulfill Yum’s mission. Pizza Hut entered China in 1990 and initially operated everything by itself. Even after the entry of Jardine Matheson Group, Pizza Hut still operates mainly on its own in most parts of China. Choosing to walk on two legs and coexist in both modes is to reduce risks. Even KFC, which pioneered franchising earlier, is proceeding cautiously. So far, it only has more than 40 franchise stores, accounting for less than 5% of the total.

Pizza Hut has not yet achieved economies of scale and has stopped joining the franchise to avoid risks. However, the door of franchising will not be closed permanently. The reason for stopping agent franchising is to rely on Yum Group's strong strength and rich experience in the catering industry to make the brand bigger and stronger first. As for the timetable for reopening, no one can tell.

Compared with its brother KFC, Pizza Hut appears to be more cautious and even a little conservative. Closing the door to franchising has caused some concern in the industry about Pizza Hut's ability to expand rapidly. But for Pizza Hut, the benefits of suspending franchising obviously outweigh the disadvantages.

First of all, Pizza Hut and KFC are different in positioning. KFC is a mid-range fast food, while Pizza Hut is a mid-range and high-end dinner. Moreover, its brand has yet to mature in China and its ability to expand is questionable. Nowadays, the key is to enhance the value of the brand rather than blindly expand.

Secondly, Pizza Hut needs to take direct control and establish a unified and coordinated management system to perfectly embody and execute the company's philosophy. Otherwise, long-term development will be difficult. Once again, it is right to stop franchising, rely on Yum Group's strong strength and rich industry experience, and adopt the path of fewer but better, and develop one by one as each company matures. Finally, for consumers, the direct sales method puts aside the intermediate links, the product quality will be more guaranteed, and the price will be more affordable.

Work hard on localization

KFC’s localization strategy has achieved recognized success. As brothers in the same family, Pizza Hut also has a lot to learn from. However, it is by no means copied. The most obvious difference from KFC is that Pizza Hut canceled KFC's prosperous franchise, which was an important part of KFC's localization strategy. In addition, Pizza Hut takes the path of joy, leisure, taste and fun, which is completely different from KFC's positioning. Compared with KFC's comprehensive localization, Pizza Hut is currently focusing on raw materials, products and management.

First, the localization of raw materials. In the past, 70% of the raw materials were imported, but now the share of local procurement has accounted for 95%. It is precisely because of localized sourcing that Pizza Hut is able to reward consumers with price cuts.

Secondly, product localization. Recently, Pizza Hut has launched a series of Chinese delicacies, hoping to satisfy the tastes of Chinese people through the combination of China's extensive and profound food culture and pizza. Thirdly, the localization of employees is also a direction that Pizza Hut strives for, especially the localization of middle and senior managers.

Endless Stories The decoration of Pizza Hut is more emotional. The dim lights flow down and reflect on the abstract oil paintings attached to the walls, forming circles of ambiguous images, giving people a sense of mood. The hazy warmth is like a calm encounter in a dull dusk: only a pizza away, an encounter between food and culture.

The warm and comfortable restaurant allows you to enjoy coffee and refreshments while also enjoying the environment and taste brought to you by Pizza Hut. Three or five close friends sit in a circle, sipping coffee and black tea with exquisite snacks, chatting, or reading magazines. It is relaxed, happy and very comfortable.

Pizza Hut advocates the concepts of "crazy for customers" and "customers are our only", creates a dining atmosphere and culture of "joyful leisure", "relaxed, friendly and trustworthy", and combines this kind of dining Culture is transformed into the enterprise, forming a set of corporate culture with corporate characteristics. Let employees accept and identify with this corporate culture, so that employees can inadvertently influence customers and create a perfect combination between taste and taste.

Pizza Hut Global Strategy

[Edit this paragraph]

The core of modern strategic marketing is called STP marketing, which means segmenting the market, selecting target markets and Product (or service) positioning. Also called target marketing strategy. It can focus marketing efforts on the customers most likely to be satisfied.

First of all, it is necessary to conduct sufficient analysis and research on the industry. Secondly, conduct a detailed analysis of the company's internal strengths, weaknesses, and external opportunities and threats. The third step is to determine a target market that is suitable for the enterprise.

After Yum Global Restaurant Group determines the market positioning of Pizza Hut from the perspective of the group, all subsequent operations will be centered around this positioning. We can even guess that the location of the restaurant, the environmental layout of the restaurant, the means of advertising and promotion, and the name of the product will all highlight the positioning of its casual restaurant so that consumers can fully understand this positioning.

Reinforcing that Pizza Hut is an elegant casual restaurant means that the group hopes that consumers will have a deeper memory of Pizza Hut's casual restaurant. Companies that guide the capabilities of consumers in their target market will win the market.

Pizza Hut’s logo ascends to the sky on a rocket

Although the Pizza Hut logo ascending to the sky is part of its global strategy, it has to be explained first because it has a big impact on human imagination. test.

On July 21, the 200-foot-tall Proton rocket in the world was successfully launched from the Kazakhstan space base. The new 9-meter-high Pizza Hut logo was spray-painted onto the 60-meter-long rocket shell. As the rocket took off, news media from all over the world gathered at the launch site. An estimated 500 million viewers around the world watched the event through live television broadcasts. A grand occasion, it is said that this is the first time in the history of aviation. “This time we’re taking pizza to a place it’s never been before.”

Another interesting plot point is that later this year, a space traveler and two astronauts will have a special Pizza Hut pizza party inside the Space Service Module launched by the rocket Yes, tasting pizza in space may be a unique experience. To this end, Pizza Hut will cooperate with a "space chef" to create a new type of space pizza.

The above content is only part of Pizza Hut's huge global change of logo. "Launching a permanent habitat is only a small step for mankind, but it is a big step for Pizza Hut to launch a new logo before 2000." "Pizza Hut has decided to invest US$500 million in the next five years to unify the new logo globally.

In the Pizza Hut North China headquarters located in Zhushikou, the reporter saw the new logo. The content of PIZZAHUT and the little red riding hood remained unchanged, but it was changed from printed font to twisted handwriting. It was very confusing. Playful and lively. For this, $500 million? The reporter touched upon the confusion, passion and wisdom of an industry.

What is the relationship between Pizza Hut and KFC?

In the Chinese market, KFC is more famous. When it comes to Pizza Hut, everyone just thinks that "it is the same 'foreign fast food' as KFC." Internationally, Pizza Hut is not inferior to KFC in terms of brand, number of stores, and operating indicators.

In 1958, the young Carney brothers in the United States borrowed $600 from their mother and opened the first Pizza Hut pizza restaurant. Up to now, Pizza Hut is the world's largest pizza franchise chain, with more than 12,300 restaurants in more than 90 countries and regions around the world.

What is less well known to the Chinese people is that Pizza Hut and KFC come from the same company. Pizza Hut, KFC, and Taco Bell (a kind of Mexican-style pancake) all belong to the Pepsi Restaurant Group, which is part of the PepsiCo Group. So you don’t see Coca-Cola in Pizza Hut and KFC, only Pepsi.

In this multi-brand strategy, each brand needs to have a clear positioning and maintain separation. Just like Procter & Gamble produces so many brands of shampoo, but the functions and characteristics are different. Head & Shoulders "removes dandruff without any problems" "Hand marks" and "Rejoice" are "floating and soft". Pizza Hut and KFC represent two different dining models. KFC and McDonald's are fast food, while pizza restaurants represented by Pizza Hut highlight family style and comfort, full service, elegant style, and leisurely and comfortable atmosphere, which are different from hamburger restaurants.

However, the advantages of various brands working together in a multi-brand strategy cannot be ignored, especially when dealing with competition. With Procter & Gamble's shampoos lined up on department store shelves, there is less chance of competitors entering the market. Pizza Hut and KFC, which belong to the same group, often have unexpected effects when they support each other. Chen Wenshan gave a small example. The New World Mall has a dining area of ??1,000 square meters. If it were given to McDonald's, it would be unbearable. But if it was given to KFC and Pizza Hut, it would be just right. The operations are staggered and do not affect each other, which strengthens the competitive advantage. McDonald's branches in New World have not yet opened.

If you think this entry needs to be improved and need to add new content or correct errors, please edit the entry