Pizza Hut

Expanding brand elasticity to grow an iconic business

  • Brand, Positioning, Identity & Retail Experience & Design Strategy

  • Retail Store Design

  • Product Packaging

  • Restaurant Customer Experience Design

  • Logo & Graphic Identity System

Our Work

Situation & Opportunity

Pizza Hut has dominated its category for decades, but growth was challenging. Given its narrow product focus, the bulk of the brand’s business was limited to evening dining. As a result, the company undertook a major development strategy to expand its menu, encompassing relevant lunch offerings that would attract customers for a second “day part” meal.

Pizza Hut sought assistance to crystallize its evolutionary value proposition, develop the new physical environment and customer experience for the expanded offering, and extend the brand to a new graphic identity, packaging, point of sale, and other brand touch-points.

Analysis, Solution & Results

Get the full story behind the work with Pizza Hut to slice open a new business segment.

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