Pizza Hut Restaurants unveiled 18 October the start of a £60 million investment programme, the largest the brand has ever undertaken in the UK. As part of that programme, over 80 Huts will be transformed with a new look and feel by the end of 2014.
Setting the benchmark for casual dining
The first restaurant to be overhauled as a result of the investment will re-open at a key current site at Crawley Leisure Park, setting the benchmark in restaurant design and hospitality standards for the casual dining industry.
All of the brand’s famous icons including the Ice Cream Factory, Salad Station and Buffet will be put centre stage with the new, interactive design, showcasing the fresh food and vibrant atmosphere.
Focusing on giving its guests an amazing experience, skilled chefs will be brought out of the kitchen with a theatrical front of house dough-stretching and topping station. And a brand new menu will include the introduction of ribs, wings and fries, appealing to a wide range of customer tastes.
The Ice Cream Factory evolves
There will also be an evolution of the Ice Cream Factory – a central preparation station showcasing a range of desserts including warm cookie dough, a waffle machine, speciality drinks, and a self-service soft drinks hub allowing guests to refill drinks at their leisure.
The new restaurant design pays homage to the long history of Pizza Hut in the US, with a more open and inviting dining space. The refurbished restaurants will also benefit from the removal of interior ceilings (where possible), enhanced lighting schemes and bolder external facades, signalling the new dining experience.
Strengthening Pizza Hut’s leading position
Pizza Hut Restaurants MD, Jens Hofma explains: “The re-opening of our Crawley restaurant marks the start of the largest investment programme we have ever undertaken in the UK, and is reflective of our ambition to strengthen our leading position in the casual dining marketplace.
“Pizza Hut Restaurants is a durable concept that has stood the test of time and this investment programme is demonstrative of our underlying values: delicious and innovative food at affordable prices, warm and genuine service, and an informal environment where everyone feels welcome – whether it’s a family dinner or a quick working lunch.
Putting the guest experience at the heart of Pizza Hut
“We are not just in the business of selling pizzas, but rather putting the guest experience at the heart of everything we do, which is why we are re-engineering the business with a renewed focus, improving staff training, and overhauling the look and feel of our estate with these new concepts.”
“Our guests love the basics of what we do and how dining in our restaurants makes them feel, which is why we are using this investment to bring vibrancy to the recognisable, memorable experiences that truly define the Pizza Hut Restaurants’ brand. We are aiming to deliver a fun and convenient experience for all our guests – be they families, couples or young adults.”
This investment is part of the broad £60 million refurbishment and restructuring programme of the business, secured through private equity investment from Rutland Partners in late 2012.
The new restaurant designs have been developed by Harrison, international specialists in the design and on-site development of hospitality retailing concepts.
About Pizza Hut UK Ltd
Pizza Hut UK Ltd currently comprises 330 dine in restaurants across England, Wales and Scotland per month and employs more than 10,000 people.
The restaurant business was voted Best Family Restaurant at the Tommy Awards in 2012 for the fifth year running.
Pizza Hut opened its first restaurant in the UK in 1973. Since then Pizza Hut has launched the Deep Pan, Stuffed Crust, Cheesy Bites, 500 calorie Pizzetta, and Cookie Dough dessert to the UK market.
Pizza Hut also gives away 9,600 tonnes of free Salad each year through its salad bar and is a proud supporter of the World Food Programme Charity.
Pizza Hut Restaurants is the leading casual dining restaurant in the UK by footfall.
In 2013 Pizza Hut Restaurants reached a milestone one million ‘likes’ on its Pizza Hut UK Facebook page, making it the most engaged UK pizza brand on Facebook