Harrison hits half century with Pizza Hut Restaurants rebrand
15th September 2014Share
Harrison is the name behind the remarketing of one of the UK’s most established casual dining chains, with over 50 Pizza Hut Restaurants across the UK rebranded since the end of 2013 and a further 23 due to be completed by our team in the next eight months.
This high profile project follows our brand repositioning consultation with Pizza Hut Restaurants back in 2013 and our subsequent repositioning of a restaurant name which has operated in the UK for over four decades and in the USA for almost six.
Trial units showcasing our new designs led to a 40% increase in revenue, and a similar uplift has continued to date.
Lead designer on the rollout, Aoife Kenny Fallon, said: “Our brief is to reposition Pizza Hut Restaurants for future growth in the UK and to devise a set of schemes which are effective, durable, affordable and excite both current and future customers.
“Right from the start, our client has given us a blank canvas to work with, allowing us to challenge everything from their operations right through to their demographics and locations. They have confidence in us being able to increase sales by upping their investment in the brand and giving equal emphasis to operations and design.”
The result is a reinvigoration of Pizza Hut Restaurants which is highly distinctive in the casual dining sector. Its increased levels of ‘American spirit’ are given prominence through the introduction of key elements such as a bar and open kitchen, as well as the celebration of US icons such as the salad bar, ice cream, self-serve drinks and pizza buffet.
Finishes are authentic and vibrant, from the red and blue leather seating through to neon light fittings and stand-out artworks. All echo the relaxed ethos of the American-born brand, creating the crucial point of difference from the Italian-themed competition. The changes also complement the recent refresh of the iconic red roof logo, delivery boxes, cups, menus and employee uniforms.
Aoife Kenny Fallon continued: “The overall feel of the new branding is one of contemporary evolution which meets, and exceeds, customer expectations, and is standing squarely alongside the market leaders. Pizza Hut Restaurants is no longer in that ‘no man’s land’ between high quality pizza restaurants and cut-price competitors. The brand now has a strong, exciting and unique identity which is reaping rewards for its owners as well as its customers.”