FOOD & DRINK
BRAND OF CHOICE
Asides expanding Pizza Hut ’ s physical presence , Ozanne is seeking to add more relevance to the brand and bring pizza to a larger number of Pakistani consumers .
One of the major ways of doing this , and something backed up by extensive consumer research , is developing a value offering that is more affordable to working locals .
“ Other Quick Service Restaurants ( QSR ’ s ) have had a lot of success with this and it has opened up a new layer of customers with cheaper offerings ,” Ozanne comments . “ The challenge of price is one where we are constantly seeking to develop offerings of value , creating bundles and deals which focus on quality full meals for the family and allow us to compete more with the traditional QSR ’ s on a per head price basis .”
However , for Ozanne , the key to making this work for Pizza Hut is to successfully cater for local tastes . “ We ’ re seeing how we can reinvigorate products to an entry level so we can get people sampling what we have to offer ,” he continues , pointing out that almost 80 percent of pizza sales come from just four topping choices which all appeal to the localised palette : Chicken Fajita , Chicken Supreme , Chicken Tikka and Fajita Sicilian . Pizza Hut has
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