Pizza Hut, the flagship brand of Yum! Restaurants International and market leader in the fast food segment, is all set to reposition itself as an affordable casual dining restaurant (ACDR) from a quick service restaurant (QSR). With a more holistic menu and improved ambience, Pizza Hut aims to offer its customers a different dining experience.
Anup Jain, director, marketing Pizza Hut, told The Financial Express, “The concept o0f casual dining was conceived almost two years ago. But it is taking shape now. About 50% of this transformation is complete. Our menu is expanding rapidly. Besides pizzas, we are concentrating on pastas, fried and non-fried snacks, appetizers, salads, soups, beverages, mocktails and desserts.”
This brand shift from QSR to ACDR had been influenced by a transition in consumer demands and preferences. The other food brands under Yum! Restaurant are KFC, TacoBell and Long Lohn Silver’s.
Meanwhile, Café Coffee Day, the retail wing of the Rs 750-crore Amalgamated Bean Coffee Trading Company, plans to expand its newly redesigned Lounge format to 100 outlets over the next one year. Café Coffee Day Lounge, which currently has 10 such outlets, ios a premium format compared to its standard cafes. “We redesigned the Lounge format about four months ago targeting a mature population. The preferred locations are mostly metros, city high streets, airports and premium malls,” said K Ramakrishnan, president, marketing, CCD.
With this new format, CCD is looking at an urban population in the age group of 25-30 years who are financially independent with expanding wallets. The Lounge format serves beverage paired with gourmet cuisine offering the customers the option of customising their menu.
-Source: The Financial Express