Pisa, originated in Naples, Italy. At the end of the 19th century, the famous Margaret pizza was invented, and various types of pizza families were derived.
Since 1990, Pizza Hut opened its first branch in Beijing, and pizza has officially entered the eyes of the Chinese people. After 2000, the number of enterprises in China's pizza market has become larger and larger, the number of brands has exploded, the distribution has been relatively concentrated, and the positioning has become increasingly segmented.
According to the Industry Information Network, the pizza industry has grown at an average rate of more than 10% per year since 2010. Industry insiders expect that the future size of China's pizza market is conservatively estimated to be more than 100 billion yuan.
Behind such good data and development trends, it is actually a battle for major brands to seize market share. Pizza as a once tall imported product, has become an ordinary food, when pizza is widely accepted in China, the entire industry is not a monopoly of the situation, who can grasp the hearts of young consumers, who can conform to the development of industry trends, who can really stand firm, bigger and stronger.
In the fierce market competition, it is the potential change and continuous innovation and upgrading of new and old brands in the pizza industry. Previously, Pizza Hut was constantly working on breakfast and afternoon tea, Chinese and Western buffet breakfast, full of strong festive atmosphere of "Pack you get rich" theme afternoon tea, once launched, it became a hot Internet celebrity product, and through online and offline interaction with consumers, attracting a large number of consumers to return to the restaurant.
In addition, with the change of the market, young people have become the main force of consumption, and brand rejuvenation is imperative. As a leader in the pizza field, Pizza Hut has been innovating product development in recent years, using high-quality raw materials and exclusive processes to bring new experiences to consumers.
01 Meet the needs of young people
Upgrade your hand-clapped pizza to create a star product with a rich flavor
Young people in each period have their own personality characteristics to pursue, the brand's youthful innovation can not blindly rely on old experience, must be based on the market, in-depth analysis of young people's characteristics and needs.
Today's young consumer groups have long ceased to pursue the "satiety" function of pizza, and they hope that they can enjoy diversified, enriched, delicious and beautiful products to feast on their own mouths. That's why pizza brands are doing their best to reduce the thickness of the pizza base, develop new flavors, and add fillings.
On the recently upgraded Pizza Hut's newly upgraded Pizza Pizza, we selected imported wheat from North America and grinded it with its essence of high-quality wheat core powder, which is pure and rich in flavor. Exclusive recipe, low temperature sufficient fermentation, soft and chewy, the bottom of the cake is relatively thinner, the filling is stronger, on-demand shooting, each cake base is made on the spot after ordering, visible delicious health, visible safety and hygiene.
In addition, Pizza Hut has also launched 5 series of 13 rich fillings of pizza flavors in one go. Among them, the chef's Portuguese curry series pizza continues pizza, which has been popular with Pizza Hut recently, and dozens of spices collide with pure coconut milk to produce a creamy Portuguese curry, paired with many small fresh meats, and the milky flavor is irresistible in one bite. The cheese conference pizza and durian pizza in the explosive series, the surprise combination of large imported gold pillow durian and sour sweet and refreshing sunshine pineapple blocks, layer by layer hi bursting taste buds.
In addition, Pizza Hut has prepared a classic Western pizza flavor for senior pizza lovers , the Cream Spinach Series, a refreshing and slightly sweet premium spinach with a rich cheese and milk aroma, interwoven with a different flavor. Of course, if you like to eat meat, you can choose the meatless no joy series; and customers who like spicy food can choose pizza set fresh, fragrant, spicy as one of the fresh spicy spicy series, Chinese spicy meets Western ingredients, each unique flavor is sublimated in the novel fusion.
At the same time, Pizza Hut has also made many new attempts to create a hot chicken and rice pizza with the potential of "net red hit", and the golden crisp, smooth and juicy large pieces of chicken rice are fused with pizza with Pizza's ingenious hand clapping pizza, multiple tastes, colorful and exciting.
Starting in 2019, Pizza Hut has accelerated the development of new products, whether it is a new product on a long-term menu, a short-term promotion or a cross-border topic product. Taking stock of Pizza Hut's cross-border alliance with 11 major intangible cultural heritages, it can be seen in the case of building intangible cultural heritage theme restaurants.
Due to the rise of younger consumer groups, brands are bound to innovate, capture more young people, and increase the vitality of the entire brand. But innovation is not one-way, from the product innovation of Pizza Hut and other pizza brands, The innovation of Chinese and Western fusion products is increasing day by day, and even the innovation of integrating Chinese catering culture is inseparable. Therefore, in terms of product innovation, doing Chinese pizza may be a very good and effective measure.
02 Facing the era of pizza popularization
Pizza Hut layout super cost-effective marketing strategy
Pizza is becoming more and more flavorful, making the number of people who like to eat pizza increase, which also makes pizza enter the era of popularization, and it is more cost-effective to pursue.
Now there are many pizza brand stores on the market, the per capita consumption is basically around 80-150 yuan, such a price, or not close enough to the people. So that the working class, even if they like to eat pizza, the frequency of consumption of pizza every month is relatively low, and many people will not consume more than 5 times. Ordinary consumers in third- and fourth-tier cities only consume once a few months, and some even do not exceed 5 times a year.
Popularization and improving cost performance will be a trend in the development of pizza in China. This trend can also be seen in the current marketing strategies of some big brands. For example, in order to meet the dining needs of different consumer groups, Pizza Hut still adheres to the price strategy of "frugality, delicious and not expensive" while continuously innovating products, so that consumers can enjoy cost-effective tastes.
In order to bring consumers a price advantage of the food, Pizza Hut has also added products with super price competitiveness to the Pizza Hand Auction series of pizzas, while covering a value-added price band of 40 yuan to 60 yuan, consumers can enjoy a variety of delicious pizzas at affordable prices.
Pizza Hut's round of price strategy adjustment is a major breakthrough in the cost performance of pizza, which will enable more people to eat pizza products with rich taste and comfortable taste at a popular and grounded price, thereby improving the repurchase rate of pizza. Pizza Hut's pizza will enter thousands of households with a better momentum and become a food loved by consumers every day, which will have a positive role in promoting the image of "pizza experts" and the status of the industry.
From Pizza Hut's accelerated brand innovation and the layout of the full-price belt business strategy, it can be seen that whether it is a couple dating, a husband and wife world, a friend reminiscence, a family reunion, or a "one-person food" spawned by the "single economy", Pizza Hut serves different types of consumers with a delicious and value-added concept.
In the future, Western-style casual catering brands such as Pizza Hut, which are loved by consumers, as well as local pizza brand stores, want to better survive and develop, cost-effective and civilian development will be a good business philosophy, after all, such a people-friendly cost is what consumers can afford and are willing to consume more frequently.
03 Create high-value brand stores
Provide consumers with a comfortable personal social space
Today, after the 90s and 00s have become the main force of consumption, Pizza Hut deeply understands that serving young people well can often achieve more with less, after all, a note and a picture of young people can dominate the internet topic at any time. So Pizza Hut began to make new attempts at rejuvenation in stores.
In the process of exploring Pizza Hut's market stores, O2O Jun found that its previous warm yellow lighting and wooden tables and chairs were integrated into the elements of forest green, art decorations and so on. In this regard, you can enjoy the three theme designs of Pizza Hut' "Star Chef Covenant", "Urban Encounter" and "Flower Escape"! Transformed into a small garden and art gallery, the "Flower Escape" Pizza Hut restaurant is enough for people to relax and slowly feel the quiet of the years. This kind of flexible space where food and art are integrated is a beautiful washing of vision, senses, body and mind for young people who pursue a petty bourgeois lifestyle.
It is worth mentioning that in these three theme scenes, Pizza Hut also fully considers the strong need for social interaction of contemporary young people after busy work, and pioneers the creation of a space with a sense of privacy, providing customers with a more comfortable dining space and a more relaxed dining atmosphere.
Looking at the development of the entire catering industry, no matter which track is more and more focused on the creation of independent and private spaces. In Pizza Hut's view, space is the first impression given to the customer, and it is also a very important second product.
Its "Urban Encounters" theme scene has created a romantic window area where you can watch the street view and a quiet and comfortable booth area, which is a separate space interval, so that customers can enjoy their own independent space and private time when socializing, and will not be disturbed by noise and noise. In the "Metropolis Encounter" theme design restaurant, red, dark blue, black as the main color of the restaurant, the whole scene instantly appears very calm and atmospheric, the artistic atmosphere and sense of privacy are highlighted.
The creation of these intimate spaces is not only suitable for couples and friends to dine casually in a relatively quiet environment, dialogue and conversation, but also suitable for single dining scenes. It can be said that it has created good conditions for customers to relax and socialize.
04 Pizza Hut upholds its original intention
Precise policy The overall performance has risen against the trend
Focusing on the upgrading and innovation of young people, Pizza Hut, whether it is a new upgrade of stores, cross-border IP joint name, or strengthening the process of pizza products and enriching product tastes, will put innovation into practice, and do not put youthfulness on the surface, which is very rare.
And this series of measures, all stemming from Pizza Hut's ingenuity in product research and development, accurate insight into market changes and foresight into future trends, despite the continuous impact of the epidemic, Pizza Hut China still bucked the trend and performed strongly in the first quarter of this year. Excluding the impact of foreign currency conversion, Pizza Hut systems sales increased by 57% year-on-year, same-store sales increased by 38% year-on-year, and various financial figures recovered strongly, according to financial report data.
In addition, at the beginning of the outbreak of the epidemic last year, Pizza Hut accelerated its digital transformation, took out business, and launched new retail businesses such as fresh steaks in line with the trend of home consumption. Due to the popularity of scanning code ordering, the proportion of Pizza Hut's digital orders has increased from 65% in the same period last year to more than 80%, and takeaway revenue accounts for 35% of overall sales.
It is understood that Pizza Hut also uses digital empowerment to continuously improve the dining experience of customers. Core projects include the Ikitchen Smart Kitchen and the CIA Deep Customer Insight System. The intelligent kitchen system can use algorithms to combine the order type at the front desk and the products ordered by customers, and at the same time consider factors such as the real-time pressure of each store, and automatically carry out dynamic scheduling management of kitchen production to ensure product quality and meal efficiency. The ready-to-order hand-patted cake base can be eaten in a short period of time, saving customer waiting time and maintaining a delicious taste, which is based on this system algorithm.
In addition, the CIA customer insight system is through big data and word cloud, in-depth understanding of customer habits and voices, and then enable Pizza Hut to create more products and services that meet the actual needs of consumers.
In 2021, Pizza Hut will continue to strengthen digitalization. It is reported that the overall goal of Pizza Hut digitalization is: business online, user digitalization, and operation digitalization.
In the future, Pizza Hut will continue to exert a strong brand influence, adhere to consumer demand as the starting point, continue to innovate and develop, bring consumers a better product and service experience, and then strengthen the image of "pizza expert" and industry status.
brief summary
The development of the pizza market to today, has been very mature, foreign strong brand innovation cultivation, local dark horse brands to chase, young groups like innovative items, high love of Pizza, sinking market opportunities.
However, the pizza brands on the market at present, the phenomenon of product homogeneity is serious, the market competition is extremely fierce, and if you want to really do a good job as a pizza brand, attract more consumers, you still need to make full efforts in channel mode, product innovation, rich taste, cost performance and so on.
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