Often times, a brand will introduce a special kind of ingredient to distinguish its products and sway public interest, but Pizza Hut’s latest additive is something a little different. According to the Associated Press, the pizza chain is attempting to give its franchise a bit of a more authentic look by both incorporating crusts made by hand and allowing customers to buy them by the slice in certain locations.
A restaurant, or any other brick-and-mortar business, has to consider the ways a new campaign like this can affect other products. Without knowing how to make labels that properly reflect this shift in philosophy, the previous fans of your business might fall by the wayside.
Pizza Hut’s new crust is intended to give the pizza a more “artisanal” feel that helps the business get customers feeling more like they’re eating a real meal instead of something processed.
In the write-up on this new direction on Advertising Age, Carrie Walsh, the CMO behind this change, described it as a reaction to the preference of its target audience — young people who want the appearance of something healthy as well as the speed of traditional fast food.
“We think this pizza will really appeal to everyone, including the Millennials who are driving a lot of the cultural and taste changes,” Walsh said.
If Pizza Hut really wants to harness the power of the “fast casual” market, it will need a comprehensive campaign that changes based on the demands of particular locations. This is where a color label printer can prove its worth by replicating exactly the lettering and font that you want.
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