Pizza Hut UK has spent £18 million in a rebranding exercise that has punters and pundits howling. Pizza Hut launched its first restaurant in Britain 35 years ago, selling… pizzas. The chain is has now temporarily naming 30 of its branches Pasta Hut because, according to boss Alasdair Murdoch, pasta is 3 or 4 percent of sales, and he’s confident that in a few weeks that will rise to 10 percent.
In how many ways can this seen to be counter productive. Let me count them:
1. In the month where the capitalist world is going to hell in a handbasket, a fast food chain is seen to be spending £18 million on a rather tenuous rebrand . No matter where you are, and what the value of your currency, this is a huge amount of money.
2. The change is ‘temporary.’ What, can the company already see it’s problematic? It doesn’t ooze confidence.
3. For 4% of sales, in an attempt to raise product sales to 10%, they spent… I’ll say it again… £18 million.
4. Pizza is harder to make at home than pasta.
5. The company is seeking feedback from customers regarding the name change. Why not just run a competition.
6. The grammar on the website banner is appalling. Surely it should be “Pasta’s so good, we’re changing our name!” or “Pasta so good, we’re changing our name!’
You can check out the the changes, and cast a vote as to whether they should stay or not,here.
