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Article: Analysis: Can Pizza Hut build edgy sub-brand on entertainment promise?(Jump Branding & Design Inc.)
- Article from:
- Marketing Week
- Article date:
- December 18, 2008
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Pizza Hut's UK trial of a low-priced home delivery and collection service called PHD by Pizza Hut shows that the chain is serious about its goal of fighting off competition from delivery rival Domino's Pizza.
But some observers have warned that PHD must offer a good quality product or risk damaging perceptions of its parent brand. There is also a danger that a full UK launch of PHD could take sales away from the main Pizza Hut chain.
Yum! Brands, Pizza Hut's owner, is talking to agencies about developing a marketing strategy for PHD that can be used in different countries (MW December 11). The PHD brand was piloted in Oman earlier this year and the ...