Golden yellow pasta swells against the cheese in a curd milky color; dark red bacon sausages and brightly colored ham curl up in echo of each other and seem to whisper about the heat in the oven; beef, pork, and mixed vegetables, tightly wrapped in sauce, on which pineapple chunks and black olives are exposed... The whole pizza is steaming with a seductive aroma.
Super Supreme Pizza
Such a seemingly ordinary and familiar Pizza Sasa series pizza, when brought to you, not only conveys the Western food tradition, but also on the iron plate and the bread, behind the meat and vegetables, more is pizza has insisted on the "road to change" that has not changed for thirty years.
The constant "seeking change" reveals the ingenuity of persistence, unique insight, cultural respect and development of vision. Pizza Hut's products combine diversity and innovation at the same time, breaking through the synonym of food itself and conveying the power of birth.
1 Ingenuity: Pisari's persistence
In the 1990s, "Western-style pies" were the first impression of Bisa.
Until today, it has become a Pizza Hut that remembers the "first taste of pizza", relying on the "ingenuity" behind pizza to open up the Chinese catering market and also bring the flavor of Western food culture.
The reason why Pizza Hut's products can withstand the experience of time and the change of Chinese people's consumption habits is that they have never changed their attitude of perseverance and consistent ingenuity.
Scenes of pizza huts queuing up for early openings
In the original materials used to make pizza, the preference for topping varies from person to person, but "cheese" and "pie base" are the key factors in the success of a pizza. Pizza Hut's first impression is "a cheese with a long stretch of brush". This wonderful property of cheese has become the ever-changing "binder" of Pizza Hut products. Whether it is the signature iron plate super supreme, or the cheese named directly after the cheese, "net red" 30 years of sesame pizza series, when baked, the cheese melts, combined with the cake base, ingredients and sauces, so that the taste of the ingredients in the mouth mixed, satisfying the mouth, but also the East and West food culture closely integrated into a plate of ingenious pizza.
Zhixin Pizza
Some people say that in addition to the way of baking, pizza without cheese is no different from Chinese pie, in fact, when cheese, a Western ingredient, entered the Chinese catering market with Pizza Hut's pizza, it opened the fusion of Chinese food culture and European and American food culture.
If cheese is full of magical colors, the bottom is the "base" of pizza. In order to present a pizza with a soul and attitude, Pizza Hut has set up many key indicators for the bottom of the cake: the thickness of the bottom after fermentation, precise dimensional control; from the initial equipment calibration, kneading, and then to the waking noodles, known as "open DOUGH" (DOUGH is the meaning of dough in English), the production of the dough needs to be precisely controlled from the process, the time to the water temperature.
Pizza Hut's future pizza product development in China was almost always based on these two, and it was also the basis for the birth of products inspired by traditional Chinese cuisine, such as the famous "fruity roast duck pizza".
Pizza Hut's ingenuity is not only in the production, but also in the selection of raw materials. With more than 2,000 stores in China, it is not an easy task to uniformly select the best flour, cheese, fillings and sauces at home and abroad. It is necessary to consider the climate and soil of the material production area, and to consider the modern production method. For example, flour, the more large-scale wheat cultivation, the more stable the quality. The choice of cheese will even involve the breeding methods of different breeds of cattle, the control of dairy products, etc.
From cheese to the bottom, from raw materials to processing, such strict standards have made Pizza Hut's classic pizza products represented by "Super Supreme" innovate and change all the time in the past three decades.
Over the past three decades, Pizza Hut's processes and standards have never been relaxed, which has achieved its industry status as a "pizza expert". Everyone's perception of taste is different, and Pizza Hut uses the same quality ingenuity to dissolve the tastes that vary from person to person.
Chinese mainland's first Pizza Hut: Beijing Dongzhimen Restaurant
Pizza opens up the Chinese food and beverage market for Pizza Hut and brings us Western delicacies. At this time, "pizza" has become a window for The Chinese people to perceive the world after the reform and opening up. For Pizza Hut, on the way forward, only ingenuity is not enough, but also to look up at the road and gain insight into the subtle changes in China, in order to open an exploration of the future.
2 Insight: Keen insight
Make life more diverse
"Good morning! This is the breakfast you order on the Pizza Hut mobile APP, the old French toast package, the coffee is not sugary. ”
Pizza Hut French toast set
This is a greeting from the staff of Pizza Hut in Metro City, Shanghai, to Alice, a female customer with long hair, round face and a gentle smile. When Pizza Hut first launched breakfast, from the American sandwich series products and the only Chinese skinny egg lean porridge, to today's Chinese and Western style, it also provides office workers with a convenient service of ordering on mobile phones and picking up meals in the store. Alice, who has been having breakfast at Pizza Hut for more than six years, has gone from a junior clerk to a senior manager of the company, from the girl who went to work in casual clothes to a delicate and elegant urban beauty.
Pizza Hut Shanghai Metro City store
As one of Pizza Hut's leading stores in the national sales ranking, Meiluo City Restaurant, located in Xujiahui Business District, has experienced every innovation and reform of Pizza Hut in 22 years, large and small, and has also accompanied every customer to spend a busy daily life, creating the first impression of Pizza Hut for consumers in East China.
No matter how the times change, the purpose of the enterprise is not only to meet the needs of consumers, but also to gain insight into the hearts of consumers. When many people are still measuring the catering industry by whether they are good or not, in 2005 Pizza Hut put forward the brand proposition of "pizza and more", in addition to delicious food, it also brought a new dining experience to the Chinese people, and injected a fresh lifestyle and attitude.
Insight is both an ability and a challenge. Pizza Hut's early self-service salad bar was recognized by consumers because of its high-value price and unique experience, and the strategy of various salad piles on the Internet once again confirmed the popularity of the "self-help" form. Salad Bar has created an interesting and diverse Western restaurant image for Pizza Hut. It also laid a solid foundation for the extension and innovation of Pizza Hut's products in the future.
The once-popular Pizza Hut self-service salad bar
From the afternoon of 2005 to the early morning of 2012, Pizza Hut added the corresponding afternoon tea and breakfast products in these two periods, in addition to the key business hours of the meal, it became a full-time restaurant and entered a new business model. The first challenge that Pizza Hut faces in all-time restaurants is the exploration of full meals: from the first appetizer to the last dessert, it is beautifully presented on the menu, which is no longer the American menu of the original "pizza, drink" combination. In 2005, Pizza Hut launched a variety of afternoon tea options of "snacks + desserts + drinks", adding a lifestyle choice for Chinese people in the afternoon when they are at a loss. Many consumers hear unlimited refills for the first time, which is particularly surprising and unexpected.
Pizza Hut's afternoon tea has firmly grasped the changeable stage of Chinese people's lives.
From the "sense of value" and "fullness" brought to consumers by early afternoon tea, Pizza Hut has insight into the needs of Chinese people for the refinement of life. The latest three-layer shelf afternoon tea is thick and thin, and its lowest layer is a meaty salty point such as potato horn and wings that conform to the eating habits of the Chinese people. The middle layer is freshly roasted butter scone without a drop of water, a classic baked product in English afternoon tea. On the top floor are mousse cakes inspired by Monet's paintings, imported ice cream and other exquisite desserts, and the tea drink is upgraded to the British royal family's Twinings tea, reflecting the exquisite, meticulous and ritualistic "exquisite and not expensive".
Pizza Hut's latest Monet Garden themed three-tier afternoon tea
From the original "Super Supreme" pizza to the exquisite Panini sandwich breakfast, from the fragrant chicken wing to the latest Monet Garden three-storey afternoon tea, Pizza Hut offers more innovative options for Chinese people to pursue a diversified lifestyle from products to experiences. As people's consumer demand becomes more sophisticated, Pizza Hut has also begun to draw inspiration and dig into the atmosphere from authentic British afternoon tea and five-star hotel services, and summarize high-quality products that are more suitable for Chinese people. From the self-help salad bar with various strategies on the Internet, to the afternoon tea of "unlimited refills", to the latest "Monet Garden Afternoon Tea", the common denominator was found, pizza hut led the consumer's lifestyle by giving different functions to the product.
Pizza Hut is a big bird pizza
If afternoon tea has changed the daily life of Chinese people, then Pizza Hut's holiday products have made Chinese people begin to see the sense of ritual of the festival. As an early Christmas product of Pizza Hut, the "Big Bird" pizza with ostrich meat as the main ingredient replaces the traditional turkey as the new favorite at christmas dinner. Since then, products integrated into different festival cultures have also entered the Chinese table, which also laid the foundation for Pizza Hut to design exclusive products for Chinese festivals in the later period.
At the end of 2019, Pizza Hut launched the "snow pizza", breaking through the tradition of Christmas theme pizza in previous years, by equipping consumers with snowflake bottles, which are filled with French imported cheese, allowing consumers to sprinkle cheese crumbs on the pizza by hand: pizza is hot, "snowflakes" are frozen, and the cold and hot in the mouth alternate, whether it is taste or taste, vision or senses, so that people can feel different joys and happiness from ordinary days in the reunion.
Pizza Hut 2019 holiday products – pizza in the snow
With the rapid iteration of Internet technology and the changes in consumer lifestyles, Pizza Hut attaches great importance to consumer insights.
In addition to traditional consumer research, Pizza Hut widely combines large and small data to track the latest developments in the industry in a timely manner, various delivery platforms, e-commerce fresh platforms, and Douyin Xiaohongshu, which is closely related to consumers' lifestyles. At the same time, the in-depth tracking of the grass pulling records of the ashes-level young foodie masters has become the initial source of Inspiration for Pizza Hut's research and development, concentrating various information from various channels, digging deep into the appeals behind the products, with the help of the experience of experts in various internal departments, listening carefully to the feedback of the target customer group, finely polishing the taste over and over again, and finally a novel but intimate product came into being.
And sometimes it's not easy to put that insight into a product. Behind the Okinawa brown sugar popcorn cake that was listed in early 2019 and sold out within three days of the first products is pizza hut's strict standard. In addition to the high taste requirements of this product, in order to achieve the feeling of bursting pulp, the quality management department has undergone more than a dozen times of process and edge material modification and testing. The feeling of bursting is the visual impact of the sauce on the cake flowing straight down when the transparent edges of the wrapped cake are lifted. This fence seems simple, but the technical requirements behind it are very high. In the restaurant, employees need to manually wrap the edge around the cake, the edge is too tight for customers to open the pulp, too loose, the pulp will leak out from the gap in the edge; the material of the edge is too soft or too hard will affect the pulp effect, thereby affecting the appearance of the product, consumer experience is not good.
Pizza Hut Okinawa brown sugar popcorn cake
In order to ensure the pulping effect, the size of the edge and the cake need to be accurately matched, and the size error of the edge buckle and the cake needs to be controlled within 2 mm, so as to meet the sense of ceremony experienced by consumers when enjoying. This innovative product for cake is actually based on today's consumers' needs to have a delicious, fun and good-looking demand insight for a product, just like "snowy pizza", taste is only the first threshold, and products that make people curious and surprised are indispensable on the table.
Thanks to the restaurant's rich schedule and product line, as well as insight into the details of life, Pizza Hut's consumers are very broad, from young consumers to families with children. Insight has also brought about the continuous change of food under the ingenuity, and has also brought about the further respect, perception and expression of Pizza Hut for Chinese culture after the revival of China.
3 Respect: For thirty years,
Pizza Hut's menu is always a little faster than the times
A good enterprise, in addition to rich resources, ingenuity and insight is the basis for every step of the enterprise to be ahead of the times and the needs of the Chinese people, and to inject new vitality into life. Since 2008, Pizza Hut has been actively innovating its products: changing the menu twice a year and introducing 25% of the new products each time has been going on for 12 years, which is a valuable internal driving force.
Entering 2019, the frequency of new product development by Pizza Hut is getting faster and faster, which is both the need of the overall market change and the requirements of Pizza Hut itself. Whether it is a new product on the long-term menu, a product on the 30th anniversary platinum menu, or a short-term promotion or holiday product, such as the Wufu Feast cooperated with the Forbidden City at the beginning of this year, all of them have undergone multi-departmental, whole-process, and life-cycle cooperation such as research and development, product selection, procurement, quality control, marketing, and storefronts, and behind them is the understanding and respect for Chinese consumers.
Pizza Hut Forbidden City Five Blessings Feast
The "Golden Sand Cod Salted Egg Yolk Pizza" in the Forbidden City's Five Blessings Feast is inspired by the G20 Summit State Banquet "Fresh Fragrant Hibiscus Cod Workshop". Pizza Hut has insight into the desire of the Chinese people to taste the state banquet-level products that sprouted from the national tide. Pizza Hut did not stop at the national tide, but took a step forward and began to explore the introduction of state banquet-level products into the lives of Chinese people. Seemingly simple dishes, it is not easy to achieve the fusion of East and West. After learning a large number of state banquet-level products, from the perspective of top raw materials, complex processes, production processes, product characteristics, etc., Pizza Hut will collide and integrate the essence of the national tide and the national banquet.
Sand cod salted egg yolk pizza
The "Sand Cod Salted Egg Yolk Pizza" has been tested non-stop for more than a month just by selecting the fingerlings. In addition to the basic fish bone treatment, the body part and meat of the cod, the shape and size of the fish, as well as the combination with the pure Chinese ingredient of salted egg yolk, the absorption of seasonings and the change of meat sensation under high temperature grilling... After a series of studies, the raw material standard was finalized, which is just the beginning of this state banquet-grade product.
Next, Pizza Hut investigates the origin of various raw materials, controls quality production, mixes and matches of ingredients, choice of cheese and sauces, coordination of vision and taste... A great deal of work has been done. In order to enhance the overall color, aroma and impact of the product, we chose the black vinegar juice that understands the greasy and full of design during research and development.
The last step before the listing is the development of the restaurant staff operation manual: the amount of cod and salted egg yolks used, the way and method of placement, the time to put the black vinegar sauce... After one by one, all relevant employees from the headquarters to the store have received multiple trainings, assessments, inspections, tastings, and corrections.
Therefore, the Chinese people's evaluation of this pizza is very high, and it is more certain that Pizza Hut has the ingenuity and insight, especially the respect for Chinese culture and the insistence on the original intention of the brand.
Every reform of Pizza Hut is not an empty wind, it quickly studies the consumption habits of the Chinese people, and silently leads the eating habits of the Chinese people. Especially in the global context of China's rejuvenation, Pizza Hut quickly focused on China's young forces, in the context of national tide rejuvenation and national self-confidence, young people pay more and more attention to Chinese traditional culture, Pizza Hut is more targeted to adjust product strategy.
Fruity flavored roast duck pizza
For long-term products, Pizza Hut will carefully select consumers to taste, and analyze and modify according to feedback. Pizza Hut's roast duck pizza, can be traced back to 2004, in the past 15 years, after 3 generations of R & D personnel persistence and dedication, roast duck pizza in the short-term sale, because it is very popular with consumers, after market assessment, improved to "fruit wood flavor roast duck pizza", reproducing the "Quanjude" century-old roast duck flavor. In the process of duck meat, the aroma of duck meat is more smoked through special modern processing; the second is to upgrade the sauce, and the sauce of roast duck is definitely the finishing touch. In the continuous upgrading, the sauce flavor is more returned to the traditional taste, and it also pays tribute to the traditional Chinese roast duck from the side. After an all-round upgrade, the fruity roast duck pizza went on sale in the fall of 2019 and was a hit.
In the Golden Autumn series launched in 2019, in addition to the upgrade of the roast duck pizza, Pizza Hut boldly launched the rock sugar plum dish slow cooked beef pizza with the symbol of Chinese and Western fusion. According to traditional Chinese eating habits, in the Jiangsu and Zhejiang diet, the combination of plum vegetables and pork belly has become a classic. Achieving this taste and texture on pizza is a difficult challenge. After several rounds of research and development, it was found that such a combination not only appeared to be a lack of value for pizza, but also visually greasy, and the integration with cheese and pasta was low, so after the subsequent attempts at a variety of meats, imported beef became the first choice, so that the rock sugar plum dish slow-cooked beef pizza not only retained the traditional taste, but also ensured the upgrade of the taste.
Pizza Hut 2020 Dragon Boat Festival Products - Pizza Hut Gao Zong
The launch of the Five Blessings Feast and the Golden Autumn Series of products allows the Chinese people to see the design and development of Pizza Hut, which is never a simple copy, but an enterprising in the inheritance, creating a bright product and bringing endless surprises. Such a sense of surprise has been affirmed by young people with the help of traditional Chinese festival food mooncakes, rice dumplings, etc.
This is Pizza Hut from the ingenuity, through insight and creativity, radiating the product itself development, and even respect for Chinese culture.
4 Foresight: The driving force behind creation
"Creativity" is the core of the concept that many brands have called for in the original intention of their founding, but few have persisted in it. But creativity always flows in Pizza Hut's DNA.
For Pizza Hut, which is constantly iterating and updating its products, the new 30th anniversary edition platinum menu launched in 2020 is a delicious project created after more than 300 days of ingenuity, from research and development, supply chain to logistics, with the participation of nearly 100 teams, and finally presented by more than 100,000 Pizza Hut employees for consumers all over China. It can also be explained that Pizza Hut has always been the industry leader and continues to build a leader in product innovation in the casual catering industry.
Pizza Hut 30th Anniversary Edition Platinum Menu
Turn over the heavy, ritualistic menu, from the pizza series that embodies ingenuity, Western cuisine, to the insightful fusion of Chinese and Western innovation, there are gourmet and beautiful utensils; four of the bottoms are gathered, both the classic "super supreme" and the popular "thin crisp pizza"; and many "net red" products, such as the Queen Cloud Bratta cheese pizza, a delicious and fun ice and fire brownie, and a series of crayfish products that exceed consumer expectations.
Cheese-brushed baked crayfish
Crayfish, a down-to-earth Chinese street food, has been redefined by Pizza Hut to become the creator of elegant shrimp eating. From the moment Pizza Hut decided to make crayfish, the bold idea was a surprise: crayfish as a Chinese ingredient, combined with Western cheese, mixed with Chinese sauce, to create a whole new flavor.
The elegance of the taste is far from enough. Pizza Hut's choice of crayfish is very sophisticated. In addition to the good water quality and good shrimp body quality in the place of origin, the number and size of crayfish on a cheese-drawn baked crayfish product are stipulated to be measured in grams. To do this, all marketing, R&D, procurement, and quality control departments need to work in tandem.
Pizza Hut has high requirements for the safety management of crayfish raw materials, and adopts a series of food safety control measures such as locking waters, water quality monitoring, traceability management, and processing benchmarks to ensure the safety of the tip of the tongue. At the same time, in order to meet the characteristics of casual catering, consumers can elegantly use knives and forks to taste, enhance consumers' eating experience, avoid the trouble of wearing gloves, eat the whole shrimp meat without worry, Pizza Hut research and development of shelled crayfish tail pioneered to achieve artificial hard shell back, intestinal line process, each crayfish tail is cut through the back by skilled workers one by one, slowly extract the intestinal line, while also taking into account the integrity of the crayfish tail. In order for consumers to enjoy an exquisite meal, not only with care, but also with a lot of energy, this is exactly where Pizza Hut pursues and values the quality.
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Discover Pizza Hut's 30th Anniversary Edition Platinum menu offerings
The platinum menu of the 30th Anniversary Edition is derived from life, and Pizza Hut has gained insights from the consumption analysis of the fresh platform to the favor of today's Chinese consumers due to its low fat and high protein, and has become one of the important ingredients that like and buy frequently. Therefore, Pizza Hut extends the breadth and depth of beef ingredients on the basis of the existing beef pizza and pasta, and incorporates beef rice and high-end Angus steak into the platinum menu at the same time, providing consumers with more high-quality choices for their daily dining.
If crayfish is an elegant combination of Chinese street food culture and Western cuisine, then the newly launched plant-based meat burger package "Present X Future Steak Double Castle Alliance" is an accurate grasp and innovative attempt to meet consumers' new and diversified dining options.
In June this year, Pizza Hut China launched the first hamburger package in history, "Present X Future SteakHouse Alliance", which focuses on the concept of future planting
Whether it's a new menu of crayfish, steaks or innovative plant-based meat burgers, Pizza Hut gives every consumer a taste, creativity and a look. As the times moved forward, food began to be given more meaning. In Pizza Hut's product line, you can see the progression of food from version 1.0 to version 3.0.
Pizza Hut Monet's Garden themed three-tier afternoon tea will be delivered to the table by an exclusive waiter and a golden cart as standard in a five-star hotel
The super supreme pizza that embodies ingenuity represents the 1.0 version of the food, of which "taste" has long become the lowest standard to measure it, and with the change of people's lifestyles, the Pizza Hut afternoon tea born after insight can be called the 2.0 version of the food, which is not only on the basis of deliciousness, but also upgrades the appearance of the product. Today, in the 21st century, the advent of the short video era, social networking has become the mainstream of life, the 3.0 version of the food also needs to have "interactivity", so as to form a further connection with consumers, just like Pizza Hut's Net Red Pulp Cake, through the interaction between consumers and food, so that the characteristics of "delicious", "good-looking" and "fun" are gathered on a product. Obviously, simple taste is no longer the ultimate goal of Pizza Hut today, the product iteration and innovation in the past thirty years is from ingenuity to innovation, the constant "change", is Pizza Hut's understanding and respect for each ingredient.
From the initial ingenuity of the non-stop pursuit, to the excellent quality of insight at all times, to the improvement and leadership of respect culture, Pizza Hut, which has entered the Chinese market for thirty years, has grown up with Chinese consumers. Pizza Hut will not only innovate ideas for products, but also condense the journey along the way into a platinum menu, but also hope to give consumers more surprise interactive experiences in the meal and convey the brand's exquisite and elegant life concept.
The 30th Anniversary Edition Platinum menu also embodies many of Pizza Hut's qualities. Pizza Hut is an important factor in getting better and better, including ingenuity, insight, respect and vision, and through products, constantly passing these connotations to consumers. The platinum menu is the original intention and ingenuity of Pizza Hut, the review and summary of Pizza Hut, and the cornerstone of Pizza Hut's business approach and development.
Pizza Hut, always a little faster than the times, maintains its position at the top of the pyramid in constant breakthroughs. We also understand Pizza Hut's product planning for the future, first, Pizza Hut will work hard in the direction of more casual dining, make food more delicious and fun, and make products more interactive and interesting. Second, as a Western food expert, Pizza Hut has always treated every product with the strictest standards and will still maintain the best value for money. Third, the pursuit of healthy eating has become a mainstream trend in the world, and Pizza Hut has also sensed this change and developed products in line with the direction of fresh and healthy. For specific products, the "best" pizza has always been the core goal of Pizza Hut, and in the future, it will also create the "best taste" beef series as one of its goals, while focusing on the development of other meat food products.
Like the word "platinum", Pizza Hut continues to present its most attentive products and services to all Chinese consumers.
Pizza Hut, in the past thirty years, has grown together with China, absorbing and learning from each other, striving for change, constantly innovating in the direction of casual catering, and always standing in the position of industry leader. Today's Pizza Hut, standing at the beginning of thirty years, has not made itself our memory, but has become the driving force for each of us to feel and think about life.
Pizza Hut, beyond the expectation itself, is fascinating.
(Image from Pizza Hut)
Planner: Triptych. CREATIVE
Producer: Li Yuxuan
WeChat Editor/Design Typography: Song Jiahui
By Oscar Wu
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