Author: Xiaoshidai
Today, Pizza Hut, the "pizza expert", announced the launch of a new burger called "Pizza Burger", which is another heavyweight product launched by Pizza Hut since it entered China 34 years ago.
Why does Pizza Hut want to launch burger products? In this regard, Pizza Hut told Xiaoshidai that the new pizza burger aims to bring consumers more high-quality and delicious "one-person food" options, using a variety of Western-grade high-quality ingredients, especially young consumer groups, hoping that they can eat seriously and enjoy every meal in their busy time, and thus convey the life proposition of "treating themselves well".
Let's take a look.
Disruptive and new
Xiaoshidai noticed that many netizens were "surprised" by Pizza Hut's new launch, saying that "I was so fierce that I actually saw Pizza Hut out of the hamburger". After all, the word "Pizza Hut" has always been synonymous with "pizza" in the minds of many people.
In fact, the official name of the new product launched by Pizza Hut this time is "Pizza Burg".
Specifically, Pizza Hut's new pizza burgers include four signature flavors: "Angus Beef Burger with 0 Additives", "Cheese Wagyu Beef Supreme Burger", "Signature Secret Chicken Leg Burger" and "Signature Spicy Chicken Leg Burger". Snack Generations understands that the new products include a variety of different options for single items and set menus, and will be added to Pizza Hut's regular menu.
According to reports, different from the traditional burgers on the market today, Pizza Hut Pizza Burger uses large pieces of meat and "pizza bread" with Pizza Hut genes, in order to retain the delicious temperature as much as possible, the pizza burger series are made to order, and have been met with consumers in nearly 2,000 stores across the country. The price of a single product starts at 19.9 yuan, and the price of a three-piece package starts at 29.9 yuan. For this pricing, Pizza Hut said that it is to provide a variety of cost-effective options to meet the needs of young consumers for one-person food.
The new product also reflects the "gene" of Pizza Hut's high-quality products in various details. For example, the beef patties in the "0 Added Angus Beef Burger" do not add any coloring, flavor and other ingredients, so that consumers can enjoy the original taste of beef. The "Cheese Wagyu Beef Supreme Burger" is made with large slices of Wagyu beef, served with fried eggs, onions, mushrooms, green peppers, and mozzarella cheese, which is rich in nutrition and has a variety of flavors.
In addition, the "pizza bread" used in the Pizza Fort is the same as the fresh dough used in the pizza, and the top is wrapped in egg wash and sprinkled with Parmesan cheese, which is crispy on the skin and dense and soft on the inside, which is quite characteristic of Pizza Hut, and the ingredients that have been praised in Pizza Pizza such as cheese and beef are also passed down in Pizza Burger.
The relevant person in charge of Pizza Hut told the snack generation that the launch of Pizza Fort is to further enrich the matrix of Pizza Hut's Western-style casual catering products.
According to a survey, in the Chinese market, hamburgers, fried chicken, pizza, sandwiches, and pasta are the main perceptions of Western catering products, among which hamburgers are the most representative. According to the "2024 Burger Flavor Trend Observation Report", hamburgers are the core product line of the Western catering market, accounting for nearly 60% of the market. This means that the burger category is now larger and more competitive, which has led brands to increase their product innovation efforts to continue to attract consumer attention.
On the other hand, this innovation is also the result of Pizza Hut's keen insight into market demand, relying on the advantages of small pizza research and development and one-person meal package experience, and once again giving full play to the brand's innovation genes. It is understood that the launch of Pizza Fort is aimed at young consumer groups, which is expected to further enrich and upgrade the Pizza Hut one-person meal consumption scene, and is also an important embodiment of the brand's one-person meal strategy continuity. In addition, burgers are also a regular menu for young people's dinners, and the performance of Pizzaburg in the delivery channel is also worth looking forward to.
Abundant "one-person food" options
According to data from the China Statistical Yearbook, as early as 2021, the number of "one-person households" in mainland China has reached 125 million, accounting for more than 25%, and the National Bureau of Statistics predicts that by 2030, the number of people living alone in the mainland may reach 150-200 million. In the face of such a huge consumer group, the catering industry has also ushered in new opportunities and challenges.
According to iiMedia Research, more than 50% of one-person food consumers are aged 19-30, and 30.3% are aged 31-40. The portrait of this group of people is very clear - young and middle-aged, first- and second-tier cities, and most of them are professionals who are busy living and working.
In addition, with the acceleration of the pace of life, students and young consumers have put forward higher requirements for food quality, price, experience, time and other aspects, which has also given rise to many "one-person food" scenarios, such as working overtime alone, being alone at home, working lunch, etc. Pizza Hut believes that consumers need more choice and service in these moments.
With this in mind, Pizza Hut has an insight into the needs of young people and is constantly updating and offering new options for urban cuisine. Xiaoshidai noticed that as early as 2020, Pizza Hut launched a "one-person meal" package, and last year launched a variety of one-person meal packages including small-sized pizza.
At the previous 2023 results communication conference, Yum China's CEO Qu Cuirong revealed that Yum China "is strategically enriching its menu and adding more entry-price products to attract more customers." ”
The launch of Pizza Fort is undoubtedly a positive attempt by Pizza Hut to continue to enrich its product matrix. Hamburgers are a popular product among young people, and there are many scenes where they can be eaten. In recent years, Pizza Hut has continued to deepen its interaction with young people, through a keen insight into the catering needs of young people, and combined with its own professional advantages in the western food industry, to launch creative and sincere new products.
It is worth mentioning that as a pizza expert, Pizza Hut has always been on the road of innovation and exploration, constantly launching various rejuvenation initiatives, strengthening dialogue with young consumers, and continuing to pay attention to the spiritual needs of young consumers. Whether it is co-creating with trendy IPs to help inherit intangible cultural heritage, or creating animal-friendly themed restaurants, Pizza Hut hopes to convey its proposition of treating itself well in terms of dining and spiritual life, and provide more dining options and social spaces for young consumers.
The launch of the new pizza burgh is also to advocate that young people "treat" themselves. In Pizza Hut's view, hospitality is not only about enjoying food, but also about "treating" in all aspects of life, encouraging young people to bravely explore the world and themselves, and find a richer and more energetic lifestyle. It is reported that in the future, Pizza Hut also plans to launch more flavors of pizza burgers, and will continue to maintain communication and dialogue with young consumers.