New Delhi: A spanking new look and a new advertising campaign is part of Pizza Hut's strategy to woo the Indian palate.
Also, on the menu will be more Indianised items, part of what they call the 'Great Indian Treat'.
Currently pegged at Rs 700 crore, the organized pizza market is seeing almost twice the growth in the 'home delivery' segment, compared to the 'dine in' market.
Pizza Hut trails behind market leader, Domino's in the home delivery segment and its management is trying to get its ingredients right, to grab a bigger slice of the delivery pie.
CMO, Yum Restaurants International, Arvind Mediratta said, "It is a compete revamp of operations as far as the delivery part is concerned, we may launch a separate sub brand too for delivery."
Pizza Hut tied up with Reliance to roll out a single nation wide number for home delivery. Apart from opening at least 25 more outlets by the year-end, it will also set up call centers in the top six metros by next month.
However, the entire home delivery plan will only roll out by next year. The company is also working on a new television commercial for the home delivery segment.
With new pizza players like Papa John's in the market, the competition is intense. Pizza Hut is targeting more than 50 per cent revenue contribution from home delivery, but it is going to be a tough fight with Domino's controlling almost 60 per cent of the home delivery market.
The battle for market share will mean better offers. So the Indian consumer, should get ready to say cheezz!
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