Bizarre it may sound, but a sev puri pizza is as Indian as it can get. There are fourteen other new Indian flavours (nimbu mirchi masala, chicken chaat, chettinadu paneer, chicken achaari, chatapata veg masala, to name a few) that Pizza Hut has launched, along with a new campaign, to celebrate its 15-year existence in this country. According to Sunay Bhasin, Marketing Head, Pizza Hut India, India is one of the fastest-growing branded restaurant markets in the world. The organised eating-out market is estimated at $2 billion and growing at a CAGR of 25 per cent, out of which Pizza Hut, he claims, is the largest affordable casual dining restaurant (ACDR). “As the economy gallops, consumers are continuously upgrading from street food and fast food and coming into the ACDR segment, making the segment grow at a fast pace. The way the eating out market is growing at an unprecedented rate, we believe there's immense potential in this segment for us to expand.”
For Pizza Hut, growth and expansion are not just reflected in the number of stores but in the new launches and innovations in the food it offers. The year 2011 saw the pizza chain take a “big leap”, adding pastas, shakes, mojitos, gelatos and cheesecake. Other quick-service restaurants and pizza chains have done the same, adding to both core and non-core products. Domino's, after introducing butterscotch mousse cake, Pizza Dips, Chicken Kickers and Pasta Italiano, recently launched a three-cheese pizza (so far largely available in Italian/speciality/fine-dining restaurants) which, it says, follows the tendency of Indians to eat richer and heavier food in the winters. Pizza Hut's campaign features young adults reliving their memories of visiting Pizza Hut as children and eating their first pizzas. Is this aimed at getting more adults into its restaurants? “No,” says Bhasin, “the brand doesn't focus on just kids or young adults. It cuts across a larger spectrum of individuals, which can be family, friends or even colleagues.” Explore Here Restaurants in Gurgaon and Restaurants in Delhi
“The campaign highlights how since the first pizza, so many things have changed in our consumers' lives except the pizzas and dining experience that they enjoy at Pizza Hut.” Bhasin says that in the last 15 years, the Indian consumers have evolved to a level where they are well informed and have more options to choose from. To a question on consumer preferences, Bhasin says: “While our customers continue to love the classic pizzas which are famous internationally, our localised options are also very well appreciated.” The 15 new Indian flavours, all pan pizzas, will be available at the restaurants for three months. On future plans, Bhasin says: “As a brand which thrives on innovation, growth is not just limited to the number of stores we open every year. In terms of store count our aim is to operate 250 restaurants by 2015.” Currently, it has 131 stores across 34 cities. Innovating and introducing newer foods is the way ahead, he says.
Source “thehindubusinessline”
For Pizza Hut, growth and expansion are not just reflected in the number of stores but in the new launches and innovations in the food it offers. The year 2011 saw the pizza chain take a “big leap”, adding pastas, shakes, mojitos, gelatos and cheesecake. Other quick-service restaurants and pizza chains have done the same, adding to both core and non-core products. Domino's, after introducing butterscotch mousse cake, Pizza Dips, Chicken Kickers and Pasta Italiano, recently launched a three-cheese pizza (so far largely available in Italian/speciality/fine-dining restaurants) which, it says, follows the tendency of Indians to eat richer and heavier food in the winters. Pizza Hut's campaign features young adults reliving their memories of visiting Pizza Hut as children and eating their first pizzas. Is this aimed at getting more adults into its restaurants? “No,” says Bhasin, “the brand doesn't focus on just kids or young adults. It cuts across a larger spectrum of individuals, which can be family, friends or even colleagues.” Explore Here Restaurants in Gurgaon and Restaurants in Delhi
“The campaign highlights how since the first pizza, so many things have changed in our consumers' lives except the pizzas and dining experience that they enjoy at Pizza Hut.” Bhasin says that in the last 15 years, the Indian consumers have evolved to a level where they are well informed and have more options to choose from. To a question on consumer preferences, Bhasin says: “While our customers continue to love the classic pizzas which are famous internationally, our localised options are also very well appreciated.” The 15 new Indian flavours, all pan pizzas, will be available at the restaurants for three months. On future plans, Bhasin says: “As a brand which thrives on innovation, growth is not just limited to the number of stores we open every year. In terms of store count our aim is to operate 250 restaurants by 2015.” Currently, it has 131 stores across 34 cities. Innovating and introducing newer foods is the way ahead, he says.
Source “thehindubusinessline”
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