Pizza Hut Case Study Repositioning Fast Food as Healthy

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Pizza Hut Case Study: Repositioning Fast Food as Healthy
Description: This report on Pizza Hut forms part of a series of case studies, which explores business practices across a variety of disciplines and business sectors. It looks at how the company is looking to move its UK business away from the traditional fast food image and create a healthier experience for its customers.

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- Gain insight into the methods used by important industry players to give them a competitive edge - Identify specific areas for operational improvements - Capitalize on the knowledge of experienced companies when entering a new niche or market


CATALYST SUMMARY ANALYSIS Pizza has obtained a substantially unhealthy image in the UK 2 Despite the origins of pizza it has become wholly unhealthy in the eyes of some consumers 2 A healthy pizza is still a reality but is relatively unpopular with consumers in a restaurant setting 3 Many consumers accommodate pizza as an occasional indulgence 3 Pizza Hut has introduced a range of pasta options to its menu 4 The pasta menu was extended at UK Pizza Hut outlets in October 2008 4 Pasta can be incorporated in a range of healthy meals 5 Pasta has price advantages for consumers 5 Pizza Hut has strived to improve its restaurant experience 5 A large marketing push was undertaken in order to promote the pasta menu at Pizza Hut 6 Some stores are rebranded as Pasta Hut to publicize the new menu 6 An online poll was set up to determine the permanent name of the chain 7 APPENDIX Case study series 8 Methodology 8 Secondary sources 8 Further reading 8 Ask the analyst 8 Disclaimer 9 List of Figures Figure 1: Consumers are concerned about several components of their diet, many of which are present in abundance in a typical pizza served at a restaurant 2 Figure 2: Creating a healthy pizza involves some alterations during cooking that are more likely to be undertaken at home rather than in a restaurant 3 Figure 3: Pizza Hut has introduced a range of pasta recipes to its menu 4 Figure 4: Pizza Hut commissioned a temporary rebranding in the UK in 2008 6


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