rebranding the hut

hutIn one of the worst “re-branding” moves that I’ve ever seen, Pizza Hut is dropping pizza from its name and will now be known in some locations as just ‘The Hut‘.

What a great move. Trash over 50 years of brand equity for something that makes me think of a dark dank dwelling in the Third World. Of course, it’s been coming for awhile. They’ve brand-extended themselves to oblivion instead of doing the core product (pizza!) well.

What makes it even more sad/funny is the delusion they’ve sold themselves and are now sending out in media relations…

…characterized the name change as an attempt to transform its stores into hip hangouts…..The new “hut” stores will be more than a place to simply pick up some take-out…they will include televisions that broadcast CBS programs such as “Wheel of Fortune” and “Entertainment Tonight.”

Because we all know the kids think that nothing can be more “hip” than Wheel of Fortune. Maybe they could reach back into the CBS archives and air old episodes of ‘Murder She Wrote’ to be even more hip.

They just may have a bad case of self-loathing with their name. They’ve tried to “rebrand” the Pizza Hut name on several previous occasions like “Pizza Hut Pizza & Pasta Cafe”, “Pizza Hut Italian Bistro”, “Pizza Hut WingStreet”, and the half-joking April Fools’ prank, “Pasta Hut”. A smart guy once said “doing the same thing over and over again and expecting different results is the definition of insanity”

Hey Yum!, listen up. The problem is not the Pizza Hut name. The problem is the customer experience. Even though your spokesperson, Christopher Fuller, gave a cheesy non-answer to real issues, the facts are clear in the public’s mind: Your employees don’t care. Your stores are dirty. Your service is horrible. (In one of my local Pizza Huts, there’s a sign above the lunch buffet that says not to even bother requesting any type of pizza because they aren’t going to do it.) And as I previously said in this post, you have forgotten your core product.

In kneejerk fashion, other chains may follow the move:

  • Dominos will become “Backgammon”
  • Papa Johns will become “Papa Smurfs”
  • McDonalds will become “Mick”
  • Taco Bell will become “The Bell”
  • KFC will become “Sammy Nellas”
  • Burger King will become “CP+B”

Chris Houchens is a marketing raconteur & writer. Connect with him on Twitter or Facebook.

Posted in branding, marketing, strategy Tagged with: , , , ,
2 comments on “rebranding the hut
  1. You just made this up, right?

    And you made up the quote too right?

    BTW: I read Fuller’s response and I have never called it The Hut. But I’m not the target demo, just a long time customer. (We always call it Pizza Slut.)

    This is very funny. And I love your other name changes.

    • @60 — all true. quote is from the 1st/top link. But they have pulled back from the original story. They are only rebranding some locations to “The Hut”

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