Issue Summer 2009

The Hut: It’s not just Pizza Anymore

Reflecting their recent emphasis on providing easy, prepared meals for the whole family and the introduction of the Tuscany line of family style pasta meals, Pizza Hut is truncating its name in some markets to simply “The Hut”. Already a popular moniker among employees and their ‘text messaging’ patrons, this new branding initiative makes clear that The Hut delivers more than just pizza.

Along with the new name, The Hut’s delivery/carryout locations are getting a new image. These locations, currently in Dallas, TX and Jacksonville, FL, feature bold graphics, modern finishes, and up to 4 LCD screens. Digital media is playing a large role in this new format with most stores fitted with three 32” screens and a 46” screen all running on YCD Multimedia’s technology and content distribution platform.

Pizza Hut wanted to create an inviting and entertaining environment for their carry out customers to enjoy while waiting for their orders to be filled. The result is “Hut TV”, a branded television network bringing together entertainment content from CBS/Viacom, a real-time news ticker with breaking news, sports and entertainment highlights, and promotional content to entice the customer to try a new item or perhaps add wings or a dessert to their order before leaving with their meal. An additional channel, ‘Food Mood’, displays appetizing video of The Hut’s menu offerings to further entice and inform customers of their varied menu options. Hut TV’s video content is designed to enhance the in-store experience by entertaining customers, decreasing perceived wait time, increasing frequency of visits and promoting specials.

“We’re in the middle of the transformation of the Pizza Hut brand, both in terms of how our store looks and creating a different consumer experience we’re calling The Hut,” said Bob Kraut, VP of Marketing for Pizza Hut. “Hut TV is a way to engage and entertain customers and make those who own our stores feel better about Pizza Hut.”

YCD Multimedia, together with Pizza Hut’s media agency, MEC Retail, and CBS Outernet partnered to bring Hut TV to the airwaves. Hut TV brings together branding elements and existing Pizza Hut creative assets with entertainment clips such as ET! Entertainment Television, Rachel Ray cooking segments and music videos and engaging new branded content such as Hut TV Trivia & Fun Facts. Hut TV runs on the YCD|Player with over 90 minutes of content managed, scheduled and distributed via the YCD|Platform. YCD is also providing full project management and consulting services for the placement and installation of the screens, providing Pizza Hut with a seamless end-to-end digital media solution.

Hut TV is debuting in 24 locations in the Jacksonville and Dallas markets this summer with roll out to additional markets currently under consideration.