Pizza Hut to invest Rs 50 cr on brand transformation

NEW DELHI: Pizza Hut on Wednesday announced the roll-out of its brand transformation, involving launch of an 'enhanced dine-in' concept in the casual dining segment, with an investment of Rs 50 crore over the next three years.

The company launched a new logo and tag-line, "Stories Happen" as part of its strategy to continue performing in the fast-evolving market place in India, a company release said here today.

"This transition in our strategy signifies an important turning point for Pizza Hut in India... the enhanced dine-in concept will distinctly position us in the casual dining segment and reinforce our leadership in the space," Yum Restaurant India Managing Director Niren Chaudhary said.

Pizza Hut's parent company US-based Yum! Restaurants is a large global brand with other restaurants under its unbrella. The new concept would initially be launched at Pizza Hut restaurants in Mumbai and Delhi.

"This will cost Rs 50 crore and we would be beginning with Mumbai and Delhi and then move on to Pune, Chandigarh and Bangalore," the release said.

The brand transformation strategy is part of the company's global re-imaging exercise and would see the restaurants adopting a premium Parisian cafe setting.

"The new Pizza Hut restaurants will have warmer lighting, earthy tones, display destination seatings and mood graphics on the wall, besides a vastly expanded menu," the company said.