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Pizza Hut case study: repositioning fast food as healthy

Published by: Datamonitor

Published: Oct. 30, 2008 - 265 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Pizza has obtained a substantially unhealthy image in the UK
Despite the origins of pizza it has become wholly unhealthy in the eyes of some consumers
A healthy pizza is still a reality but is relatively unpopular with consumers in a restaurant setting
Many consumers accommodate pizza as an occasional indulgence
Pizza Hut has introduced a range of pasta options to its menu
The pasta menu was extended at UK Pizza Hut outlets in October 2008
Pasta can be incorporated in a range of healthy meals
Pasta has price advantages for consumers
Pizza Hut has strived to improve its restaurant experience
A large marketing push was undertaken in order to promote the pasta menu at Pizza Hut
Some stores are rebranded as Pasta Hut to publicize the new menu
An online poll was set up to determine the permanent name of the chain
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
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
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
Figure 3: Pizza Hut has introduced a range of pasta recipes to its menu
Figure 4: Pizza Hut commissioned a temporary rebranding in the UK in 2008

Abstract

Introduction

This report on Pizza Hut forms part of Datamonitor's case studies series, 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.

Reasons to Purchase
  • 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


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